Feel Good Edition 3

The centre’s total catchment has increased by more than 4x by creating a curated leisure destination Catchment attracts a major o ce HQ complex with 6,000 workers Catchment draws from a University campus with 20,000 students Catchment attracts shoppers away from a smaller, convenience-led centre 1 2 3 0 While catchment growth is a key goal, it is important to view escalating visitor numbers in context. Understanding the demographics of the subtly unique catchment for any existing shopping centre (what kind of consumers they are and their level of a uence) is crucial to providing optimal leisure additions that are relevant to those particular visitors and will therefore create a critical mass that will increase dwell times and repeat visits, allowing the scheme to maximise its market share within its relevant catchment. 06 | THE FEEL GOOD TRILOGY | EDITION #1 3 A FEEL GOOD CASE STUDY STRENGTHENING AN UNDERPERFORMING SHOPPING CENTRE WITH LEISURE Cushman & Wakefield has used real data & insight to model the potential return on scaling up an existing retail-led scheme with elements of leisure. This adaptable blueprint is based on a hypothetical scheme, but this analysis can be performed on any scheme in Europe. For actual examples and further information please see our contacts on page 9. This model illustrates the approach Cushman & Wakefield takes to advise landlords, developers and investors on schemes. By using a complex gravity model that considers how people use retail and leisure facilities, competing schemes and travel times, we can produce more accurate projections than using equal radii or drivetimes (shown above). OUR SHOPPING CENTRE: KEY POINTS Cushman & Wakefield has created an adaptable blueprint; in this example of a typical European in-town shopping centre, our scheme is: The existing scheme o ers very little to di erentiate itself from other centres and is beginning to underperform compared to neighbouring schemes which are revitalising their o er. A mass-market centre anchored by a hypermarket, with a small food court ( 95% retail vs. 5% Food & Beverage) Located within a city with a population of 500,000 Has a relatively localised catchment dominated by middle-income families Has a multi-storey car park with 1,500 spaces