Major design changes are taking place as a result of changes in government policy, the economic downturn, credit market crisis, and demographic changes. These effect the design of private developments of retail, residential, and commercial structures. These changes can not be ignored.
Here is a good example of government policy that can result in huge changes in real estate development. The federal transportation program expires in September. There is a strong movement called Transportation 4 America that is calling for new federal transportation policy that calls for using at least 25% of the highway funds for mass transit. This group has the backing of health, environmental, historic preservation, planning, architectural, agricultural, state and local governments, open space preservation, neighborhood revitalization and more. A recent Urban Land Institute (ULI) study, Growing Cooler, estimates that more compact land use patterns can dramatically reduce miles driven when compared to sprawl. Transportation policy is intractably tied to land use issues, energy consumption, and climate change and it holds the key to mobility, economic competitiveness, and quality of life in the U.S. in this time of remarkable change. As the Interstate highway building program changed the face of America, mass transit can make huge changes in how we live.
RETAIL
Retail performance is fundamentally affected by the consumer’s willingness and ability to spend. It is now very clear that the economic bad news has restrained consumers personal consumption expenditures. For the first time in 18 years, consumer spending fell by 3.1% starting in the 3rd quarter of 2008. Even the hardest of shoppers, teen agers, have restrained expenditures. Loss of employment is another major source of consumer restraint with over 2 million jobs being shed through the end of 2008. Another lost alternative source of capital for consumer spending is home equity loans as home values have fallen. The transaction market for retail properties was off by 70% in 2008. The prospects for 2009 remain weak throughout much of the year.
Each year retailers look forward to Black Friday, the Friday after Thanksgiving, as the beginning of profit making for the year. This last holiday season was a major disappointment.
Vacancy levels at most retail shopping areas have increased as absorption falls well below the level of new supply due to store closings. This translates to about 1.2 Billion square feet of empty and abandoned stores and 100 square miles of empty parking lots.
This trend will increase as retailers focus on investing in their e-commerce operations. Interestingly, on Friday while Amazon’s stock jumped 17%, Wal-Mart and Target’s stock declined. Much of the new vacant retail is in newer shopping centers in outer suburban communities where housing construction has slowed to a halt- not in older obsolete space. The old rule that retail follows rooftops had become retail development followed the anticipation of future rooftops. A future that is now greatly delayed or might never come. This is true not only because of the short term housing bust, but also because of long term demographic changes of where people want to live. Each bust has been followed by a big surge in demand.
With the U.S. Census Bureau projecting 140,000,000 more Americans by 2050, what should new retail look like?
Generation Xers and Yers are going to be the shoppers.
Shopping Centers are trying to find ways to convince consumers to spend more hours shopping and to capitalize on the foot traffic that having entertainment options can bring. At the same time, Gen Xers and Gen Yers are expressing more interest in shopping centers with entertainment options than previous generations—and less interest in traditional department stores.
Ever since the mid-1990s, the years when the entertainment/ retail trend picked up steam, devel-
opers have been fine-tuning the mix, going beyond simply adding multiplex cinemas, themed restaurants, or bowling alleys. Success often depends on how well the developments tailor the entertainment offerings to the various markets that patronize their retail. Much of the shopping centers success depends how their customers react to the offerings as being meaningful and authentic. Whether they draw repeat visits is the test.
One way to do this is to incorporate substantial live performance components—shopping centers in Tokyo, Japan, and Rancho Cucamonga, California, have their own in-house theater companies, while classical ensembles such as the Finnish Radio Symphony Orchestra play at Shopping Centre Sello’s music hall in Espoo, Finland.
Developing symbiotic relationships with major nearby sports venues is an option, as is providing top-notch leisure facilities such as an Olympic- sized ice rink—complete with a skating academy that offers lessons for all ages. Equipping cinemas with high-quality restaurants with bar service as well as upscale design gives adult patrons a reason to forsake their home high-definition televisions, and organizing entertainment tenants into well-designed pedestrian-oriented districts—with spaces that encourage informal gatherings as well as programmed activities—can make shopping centers places to linger.
Another approach is that taken by Neiman-Marcus, the Dallas based high end retailer. A feeling of comfort and quality environment upon entering the store is essential. This is done with Clerestory natural light, cleanliness throughout the store, quality of building materials used in the interiors, merchandise presentation, effective use of art, and concentration of sustainability of energy efficiency, and green materials. Each new store design reflects the market and region it resides in. The target market for Neiman-Marcus stores are females 40 to 60 whose annual household income is at least $200,000. To capture a different market, they have created Cusp for young professional females 25 to 45. These stores are more urbane in design with polished concrete floors, open ceilings and an array of artisan pieces and visual elements.
The retail places have to be all about pleasing the consumers. They will take almost any form of payment the customer offers.
Location, location, location are still elementary. The demise of Circuit City and the survival of Best Buy has much to do with better locations.
When mass transit becomes available, the definition of great location will change. As Gen Yers move into more close in urban locations, shopping habits will also change. We are in a constantly changing U.S., you must aware of these changes to have successful developments.