California Centers

MAY 2018

California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.

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Page 36 of 58

28 California Centers Magazine | May 2018 C C to communicate with friends, dis- cover new trends and stay connect- ed with the brands they care about. Gen Z often views the people, com- panies and brands they follow as an extension of themselves. This makes it essential for a center and its tenants to not only resonate with these shop- pers, but form an authentic bond with them as well. SOCIAL MEDIA, SOCIAL SPACES The youngest members of Gen Z are still in their pre-teen years. That age group is fairly limited in terms of autonomy, spending power, and gen- eral influence aside from their direct peer group and parents. Many mem- bers of Gen Z are also in their forma- tive years, making now the time to build long-lasting relationships with the spenders of tomorrow. Aside from providing Insta-worthy backdrops, a shopping center 's public spaces offer an opportunity for this group to enjoy a comfortable, relaxed environment away from their homes and the pry- ing eyes of parents. The desire for independence re- mains strong among pre-teens and teens, regardless of generation. This makes it no surprise, then, that a re- cent PwC survey found that 81 per- cent of 13- to 16-year-olds said they preferred to do their holiday 2017 shopping in a store, versus online. "As Gen Z'ers generally reside in smaller living units, the common ar- eas of retail destinations function as their community 'living room' space," says Greg Lyon, co-owner and design director at Nadel Architects in Los Angeles. "Thus, the common areas should be amenitized with comfort- able lounge seating, free Wi-Fi, food and beverage kiosk offerings, in ad- dition to creating opportunities for social interaction. The common areas should also be authentic, speak to the local aspirations and not necessarily be themed or gimmicky." Marissa Kasdan, senior designer with the R+D Studio of KTGY Archi- tecture + Planning, says her firm has received quite a few requests to re- configure outdated retail centers to meet the changing needs of these consumers, while decreasing the emphasis on ve- hicular circulation. This strategy allows the center 's focus to shift toward com- munity connections and social interac- tion. "Start with an underutilized strip retail center, for ex- ample," she says. "KTGY's R+D Stu- dio's ReCommerce concept relocates parking from the street level to the second level, over the retail spaces, and opens the space between the side- walk and the retail storefront for neigh- borhood gathering spaces, outdoor din- ing, special events and pop-up retail. Outdoor spaces an- chor the shopping center, bolstering smaller retail spaces and supporting lo- cal businesses." Some of the small- er retailers and local businesses benefit- ting from this Gen Z attention include restaurants with novel dishes and retailers with cus- tomizable merchandise. "Both independent and chain restaurants or coffee shops that of- fer a fun environment and social media-worthy dishes like artistic, uniquely flavored lattes can thrive among Gen Z'ers," says John David Booty, executive vice president of Ventus Group in Irvine. Dishes like avocado toast topped Greg Lyon Co-owner and Design Director Nadel Architects John David Booty Executive Vice President Ventus Group J. Wickham Zimmerman CEO Outside the Lines CRAVING A RESTAURANT OPPORTUNITY? RESERVE A TABLE IN THE CITY OF NORCO, CA WHAT'S OUR RECIPE FOR SUCCESS? HOME TO TWO MAJOR SPORTS/ENTERTAINMENT VENUES 3 MILLION ANNUAL VISITORS UP TO 80,000 VISITORS PER WEEKEND LARGE TRADE AREA HIGH MEDIAN HOUSEHOLD INCOME FREEWAY VISIBILITY 951.270.5644 | ECONDEV@CI.NORCO.CA.US | WWW.NORCO.CA.US

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