HomeMy WebLinkAboutItem 6.1 San Ramon Rd SP v-3�
AGENDA STATEMENT
CITY COUNCIL MEETING DATE: May 27, 1986
SUBJECT: PA 86-044 Dublin Town & Country Associates -
Request for Authorization of San Ramon Road
Specific Plan Amendment Study for a 4.8+ acre
property identified as the Dublin Town & Country
Shopping Center (southwest corner of San Ramon
Road and Amador Court) to allow unlimited
occupancy by personal service uses, financial or
office uses, within an existing shopping center.
EXHIBITS ATTACHED: Background Attachments:
1) Applicant-'s Written Statement
2) Site Plan of Existing Shopping Center
3) Chart Detailing Existing Tenant Occupancies
4) Excerpts from San Ramon Road Specific
Plan including Resolution No. 81-83
Approving an Amendment Dealing with Personal
Service Uses, Financial or Office Uses
5) August 8, 1983, Letter from Richard Jeha
Requesting Amendment to Specific Plan to
Allow Occupancy by Personal Service Uses,
Financial or Office Uses
6) Shopper Goods Definitions
7) Promotion Information
RECOMMENDATION: 1 - Hear Staff presentations.
2 - Take comments from Applicant and the public.
3 - Question Staff, Applicant and the public.
4 - Deliberate.
5a- By minute order, deny the requested' Specific
Plan Amendment Study, or
5b- By minute order, authorize the requested
Specific Plan Amendment Study.
FINANCIAL STATEMENT: The request for authorization of a Specific Plan
Amendment Study will have no fiscal effect on
the City.
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COPIES TO: Applicant
Owner
ITEM NO. PA File 86-044
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DESCRIPTION:
I. Background
The San Ramon Road Specific Plan was adopted in 1983 and established
guidelines regarding the land use, development regulations, and
circulation system for a 40+ acre area north of Dublin Boulevard, west
of San Ramon Road, and south of Silvergate Drive. The Plan was prepared
in response to the perceived need for specific development guidelines in
an area where property ownership was fragmented into small holdings and
which faced access and internal circulation problems.
The 4.8+ acre Town & Country Associates property is located within the
southern portion of the 13.0+ acre area identified by the Specific Plan
as Area 3 (San Ramon- Road Properties) . The Specific Plan identified
Area 3 as the area with the best potential for the development of retail
shopper stores oriented to providing additional comparison shopping
goods for both Dublin and nearby community residents. The area's
location along a major street, its proximity to the Regional Shopping
Center (Stoneridge) and the fact that the site is situated along a
direct route to and from Interstate 580 for a large area give the
properties in Area 3 a potential not found elsewhere in Dublin.
The Specific Plan calls for the principal use of Area 3 to be reserved
for retail shopper stores and eating and drinking establishments.
The Specific Plan defined "shopper goods" uses as those that primarily
offer retail sale of comparison goods based on price and quality.
Shopper goods includes (see Attachment # 6) :
- general merchandise
- clothing
- shoes
- home furnishings
- home appliances/music
- hobbies/special interest
- gifts/specialty
- jewelery and cosmetics
- home improvement centers
"Eating and drinking establishments" are defined as those uses which
sell prepared food and liquor, except those defined as drive-through or
drive-in restaurants. Eating and drinking establishments include:
- restaurants
- cocktail lounges
- doughnut shops
- ice cream parlors
- sandwich shops
- specialty foods
- delicatessens
- bakeries
- candy or nuts
- health foods
- wine and cheese with on-sale liquor licenses
A November, 1983, amendment to the San Ramon Road Specific Plan provided
that under certain circumstances a limited amount of development in the
area would be allowed to be for personal service, financial or office
use (see portion of Attachment #4) . That amendment provided that in the
case of shopping centers in Area 3 involving four acres or more, a
maximum of 25% of the total gross floor area of a qualifying development
can be for personal service, financial, or office uses. That amendment
request was initiated by Richard Jeha, one of the principles of the
current request for a Specific Plan Amendment Study.
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II. Surrounding Development Activity
The 13.0+ acres making up Area 3 were bisected by the development of
Amador Court, which was developed in conjunction with the 4.8+ acre,
52,000+ square foot Town and Country Shopping Center.
Staff has received preliminary development proposals for development of
three of the other holdings in the northern portion of Area 3:
The first submittal involved the Nichandros holding, the property
immediately north of the Dublin Town & Country Shopping Center, across
Amador Court. The Planned Development (PD) ,Rezoning proposal filed in
January, 1986, anticipated redevelopment of the 3+ acre holding into a
36,000+ sq. ft. retail complex.. That request (City File PA 86-007) was
withdrawn by the Applicant prior to any action being taken on the
request.
The second submittal was in conjunction with the proposed development of
the 1.5+ acre Hayward Fisheries property at the north side of the
Nichandros holding. The materials submitted prompted the preparation of
a traffic study by the City Traffic Engineer.. The Study was performed
to provide recommendations for vehicular and pedestrian traffic to that
site and among the four vacant or undeveloped properties in the northern
portion of Area 3.
The final submittal proposal involved the 1.5+ acre Moret holding at the
most northerly portion of Area 3 (its southerly boundary is common to
the Hayward Fisheries holding). On April 14, 1986, the City Council
authorized a San Ramon Road Specific Plan Amendment Study to consider
the appropriateness to develop the site with an office project. The
Study is in the early stages of work, pending submittal of supplemental
materials from the Applicants. '
III. Review of Development Intent as Established by Property Owner
Within the Applicant's Written Statement (see Background Attachment #1),
the Applicant presents several reasons for considering the authorization
of the requested Specific Plan Amendment Study. The request can be
summarized as a request to authorize a Specific Plan Amendment to
consider removing the restriction on the maximum percentage of the total
gross floor area that can be used for personal service, financial or
office uses in a shopping center of greater than four acres in size.
Staff finds that the request may be premature. The Shopping Center is
in its first six months of occupancy. The key or anchor tenants have
not had a chance to become established. Adjustments in leasing terms
may be needed to encourage other initial occupancies.. A full scale
promotional campaign may help establish the Shopping Center as a
recognizable shopping place (see Attachment #7)..
The development intent outlined in the Specific Plan for Area 3 is to
have the area reserved for development. of retail shopper stores and
eating and drinking establishments. Preliminary development plans on
the Nichandros holding (3.2+ acres) and the Hayward Fisheries holding
(1.5+ acres) anticipated development of retail uses on those sites.
The Specific Plan allows approximately 13,000 sq. ft. of the Shopping
Center for service, financial or office uses. The Shopping Center
currently has:
- 8,405 sq. ft. in personal service, office or financial use
- 16,515 sq. ft. in retail or restaurant use
- 27,195 sq. ft. vacant
One final factor that Staff feels should be considered in reviewing the
request is the recently developed market feasibility information
prepared in conjunction with the Downtown Commercial Study. While the
geographic boundary of the study area does not include the subject
property, it is anticipated the findings remain applicable .to the
property. The Consultant Market Analysis by Laventhol and Horwath
indicates that the retail market is seen as remaining strong.
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If the Council sees merit in this request, Staff would recommend that an
independent Market Feasibility Study for the proposal be required as
part of the Specific Plan Amendment Study. Further elaboration of the
type of non—retail users anticipated by the Applicant to occupy the
shopping center would need to be supplied to facilitate the preparation
of the Market Feasibility Study.
RECOMMENDATION: '
Based on the above Staff Report, Staff recommends that the City Council deny
the request for authorization of a Specific Plan Amendment Study for the 4.8+
acre Dublin Town & Country Associates property.
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mublen
Twt-11 ClY, C;Ountr (415) 934-8652
Y= 1460 Mafia Lane, Suite 420, Walnut Creek, CA 94596
(c7c%)o Associates=
May 6 , 1986
E C k I V E D
Dublin City Council
c/o Mr. - Lawrence L. Tong MAYI 7.
.T*VF
Planning Director DUMN PIANHM
City of Dublin
P.O. Box 2340
Dublin, California 94568
Dear Council members :
This is a request to have scheduled before .the City Council
a request authorizing a specific plan amendment study within
Area 3 of the San Ramon Road specific plan area. We are
requesting this as the owners of the Dublin Town & Country
Shopping Center.
We have not been successful in leasing the Center with the
present condition imposed, i .e. , no more than 25% of the
tenants can be of service-type use . 'If the Council recalls ,
Dublin Town & Country Associates protested the planning
staff ' s condition limiting the service use to 25% .
Many of the requests for space have been made by eating
establishments and service oriented businesses. We are
limited in the amount of food establishments by sewer
restrictions and the fact that too many restaurants would
not be advisable . The second largest number of requests is
from service-type businesses which would be precluded by
the referenced restriction.. We feel very strongly that if
we are to have a successful Center, this restriction must be
removed.
Very truly yours,
Richard Jeha
RJ/md
cc : Mary Basting
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CHART A - CURRENT TENANT OCCUPANCIES BY TENANT AND BUILDING
Approx. Date Ping. Dept.
Sq. Ft. Ok'd Release of
Tenant Name Type Use of Space Building Permit
Building A (19,850 sq. ft. Total Area)
1. Tanning Studio Personal Service 2,180 sq. ft. 11-25-85
2. Crow Canyon Cleaners Personal Service 2,135 sq. ft. 12-17-85
3. Great American Bedspread Retail 1,835 sq. ft.
Building B (14,660 sq. ft. Total Area)
1. Hana Japan Restaurant 2,445 sq. ft. 10-14-85
2. Elegant Door Retail 1,365 sq. ft. 11-08-85
3. Home Video Retail 1,200 sq. ft. 11-08-85
4. Marco Polo Imports Retail 785 sq. ft. 11-08-85
5. Browne's Yogurt Shop Restaurant 1,300 sq. ft. 04-10-86
6. Gloria's Interiors Personal Service 870 sq. ft. 04-21-86
7. Schlotzsky's Restaurant 2,200 sq. ft.
Building C (17,605 sq. ft. Total Area)
1. Better Homes Realty Office 2,200 sq. ft. 11-19-85
2. Tivoli Garden Shop Retail 1,130 sq. ft. 01-09-86
3. Classic Travel Personal Service 1,020 sq. ft. 01-09-86
4. Patty Quinn's Clothing Retail 2,875 sq. ft. 04-10-86
5. Hawaiian Teriyaki Restaurant 1,380 sq. ft. 04-21-86
`Signed tenant lease, but no building permits issued to date.
CHART B - CURRENT TENANT OCCUPANCIES BY TYPE OF USE
Approx. Cumulative Approx.
Type Use Sq. Ft. % of Center
Retail-Restaurant 16,515 sq. ft. 31.7%
Personal Service 6,205 sq. ft. 11.9%
Office 2,200 sq. ft. 4.2%
Financial None 0.0%
Vacant 27,195 sq. ft. 52.2%
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A'HM.'NT
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Area 3 (San Ramon(.°'r:' d properties) 13.0+ Acres :
This area has the bes, jtential for the development of :tail shopper -
stores oriented to providing additional comparison shopping goods for
both Dublin and nearby community residents. Its location along a major
street, proximity to the Regional Shopping Center (Stoneridge) and on
the direct route to and from Interstate 580 for a large area give these
properties a potential not found elsewhere in Dublin. It is the intent
of this Specific Plan that the principal:- use of this area be reserved
for retail shopper stores. Under certain circumstances, as noted below,
a limited amount of development can be for personal service, financial
institutions, or office uses as defined 'in this Plan.
Permitted Uses
Retail commercial shopper goods •uses such as:
a. Family apparel
b. Household furnishings
c. General merchandise stores
d. Specialty stores
that offer comparison goods based on price and quality.
Eating and drinking establishments selling prepared food and
liquor except those defined as- drive-through.
Scecial Provision
For shopping centers involving a acres or more:
Up to 25% of the total gross floor area of any development
can be for personal service, financial institution, or
office uses as defined in this Plan.
Conditional Use
Subject to approval of a conditional use permit:
a. Anv change from one established use to another permitted
use.
b. Community, religious and charitable institutions facilities
and uses.
C. Public facilities and uses.
Prohibited Uses
- ,?11 retail commercial uses defined as convenience stores,
including:
a. Grocery stores
b. Drug stores.
c. Liquor stores
d. Drive-in and drive-through restaurants
which sell food, drugs, and other household goods for
consumption in a short time.
All other retail stores and personal services not mentioned
above including new and used vehicle sales and/or vehicle
repair and service, service stations, barks, dry cleaners,
medical services, garden stores, auto parts stores, and other
similar stores and services. _
Residential uses.
office uses.
Industrial uses.
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LAND USE PLAN
MAY 1983
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CIRCULATION SYSTEM
MAY 1983
MAJOR STREET
INTERSECTION IMPROVEMENTS
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10 INTERNAL STREET IMPROVEMENTS
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RESOLUTION NO. 81-83
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF DUBLIN
APPROVING AN AMENDMENT
TO THE SAN RAMON ROAD SPECIFIC PLAN
PA 83-064 SAN RAMON ROAD SPECIFIC PLAN - AMENDMENT TO AREA 3
WHEREAS, Richard Jeha, property owner, proposes to have the
land uses permitted in Area 3 of the San Ramon Road financial
institutions, and offices; and,
WHEREAS, the City Council of the City of Dublin, on
November 28, 1983, held a public hearing on the planning
application PA 83-064 San Ramon Road Specific Plan - Amendment to
Area 3 ; and,
WHEREAS, there is little or no probability that the Specific
Plan amendment will be a detriment to' 'or interfere with the
future general plan, should the new amendment ultimately be
inconsistent with the future general plan; and,
WHEREAS, the City Council finds that the amendment will not -
have a significant environmental impact; and,
WHEREAS, - the amendment is appropriate for the subject
property in terms of being compatible to proposed land uses in
the area, and it will not overburden public services ; and,
WHEREAS, the amendment will not have sustantial adverse
effects on health or safety, or be substantially detrimental to
the public welfare, or be injurious to property or public
improvements;
NOW, THEREFORE, BE IT RESOLVED that the City Council amends
the San Ramon Road Specific Plan Area 3 to permit limited
personal service, financial institutions, and offices, as listed
below, subject to the following conditions :
CONDITIONS OF APPROVAL
1. For Shopping Centers Involving 4 Acres or More:
a. Up to 25% of the total gross first floor area of any
development can be for personal service, financial institution,
or office uses, as defined in the San Ramon Road Specific Plan.
PASSED, APPROVED AND ADOPTED this 28th day of November,
1983 -
AYES: Councilmembers Drena, hegarty, Jeffery, and Mavor
Snyder
NOES : Councilmember Moffatt
ABSENT: None
Mayor
ATTEST:
City I 1
25 - �
�,..
' E S T I V>A L E N T E R P R I S L- S t N C . TELEPHONE:415-93-1-;A52
1611 MARIA LANE.SUITIid_U,WALNUT CREMi.CA 9459h .
August 8 , 1983
Mr. Laurence L. Tong
Planning Director
City of Dublin
P.O. Box 2340
Dublin, California 945068
Re : San Ramon Road
Specific Plan
Dear Mr. Tong:
We have reviewed with you a partial list (dated August 8,
1983) of permitted and prohibited uses with respect to our
project. located within the above specific plan.
We are in general agreement with the underlying concept of
the uses classified in this list, but-ve believe that in
order to have a balanced, attractive, first-class Town &
Country Shopping Center, it is important to have some
tenants of the kinds classified in your prohibited list,
such as personal services, financial, and office uses .
Because this center will have no anchor tenant, it is
essential that a variety of uses be incorporated in its
tenant mix, which will in our opinion provide the necessary
variety needed to assure its ability . to draw shoppers .
The most practicable way to satisfy your planning and our
development needs would be to express . the limit on such uses
as a percentage of the building square footage.
We believe that a limit in the area of not less than 25% to
30% would provide sufficient flexibility to result in a
shopping center that we and the City of Dublin will be proud
to identify with the community.
We are requesting that an amendment to' the San Ramon Road
specific plan be adopted by the Planning Commission and the
City Council of Dublin allowing the above mentioned uses ds
part of the specific plan_
We would also recommend that the specific plan include a
statement that the permitted and prohibited uses are intended
to be applied to the principal use by each tenant.
Very truly yours,
R E C E I V E D
AUG 12 '1983
Richard Jeha
DUSLIN PLANi,IING
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6. "Shopper Goods" includes but is not limited to the following:
a. General Merchandise
1. Department store
2. Junior department store
3. Variety store
4. Discount department store
5. Showroom catalog store
b. Clothing
1. Ladies specialty
2. Ladies ready-to-wear
3. Bridal shop
4. Maternity
5. Hosiery -
6. Millinery
7. Children's wear
8. Men's wear
9. Family wear
10. Furs
11. Jeans shop
12. Leather shop
c. Shoes
1. Family shoes
2. Ladies shoes
3. Men's and boys' shoes
4. Children's shoes
d. Home Furnishings
1. Furniture
2. Lamps
3. Floor coverings
4. Curtains and drapes
5. Upholstering
6. China and glassware
e. Home Appliances/Music
1. Appliances
2. Radio, TV, Hi-Fi
3. Sewing machines
4. Records and tapes
5. Musical instruments
f. Hobby/Special Interest
1. Sporting goods
2. Hobby
3. Art gallery
4. Cameras
5. Toys
'6. Bike shop
7. Arts and crafts
g. Gifts/Specialty
1. Imports
2. Luggage and leather
3. Cards and gifts
4 Candles U ' MBA PbAp 5P6Q-F C_ ems!
5. Books and stationery AF fKPI X
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h. Jewelry and Cosmetics
1. Costume jewelry
2. Jewelry
3. Cosmetics
i. Home Improvement Centers
1. Hardware
2. Paint
3. Wallpaper
4, Plant and flower shop
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sis of each tenant's GLA. Less usual inethods the market is being reached. The income level and
inc de a straight percentage of gross sales; a com- other characteristics of the trade area can ange
binatio of a sales volume percentage and the basic without the merchants' being fully awa of it.
formula square feet occupied; contribution ac- Because of this, merchandise patterns ould be
cording to fr t footage occupied; a percentage of examined to see whether prices, style , sizes, and
the tenant's an al rent in relation to the total other qualities are appropriate fo the current
annual rent of the enter; individually negotiated market.
assessments.unrelate to the merchant's size or A center can also be upgrade y relighting, re-
volume; and combinatio of these methods, al- furbishing, remodeling, addin an enclosed mall,
though formulas which co ine several of these or making other physical i rovements. In most
methods may be difficult to a inister. Tenants, centers, sales volumes lev off as the center gets
such as banks, whose leases do t include per- older. Significant.gains r ely take place, and sales
centage clauses should pay into the pr otion fund may even. decline. B when an older center is
on the basis of square feet occupied. A ease can expanded or enclose or otherwise improved, new
also specify the amount to be contributed pre- life is pumped in a d sales may increase.
opening and grand opening promotion and for he Developers an tenants are convinced that an
first year of operation. Management either matche effective merc nts association is of great mutual
the amount raised through the merchants' contri- benefit. The ssociation's advertising and promo-'
butions or—the more.usual practice—pays 25 per- tional progr ms increase customer traffic and boost
cent of the annual budget. sales. s the merchants realize greater profits,
If the tenant does not pay his dues, he is violat- they e ome more competitive and tend to better
ing the lease and the landlord must take action. serve .r customers. As sales volumes go up, the
Lease termination is preferable to a suit, which ow r-dev oper receives greater overage rents.
neither the tenant nor the landlord wants. Si ce the ow has every reason to be interested
the volume of siness done by each tenant and
Owner Participation by the aggregate of stores, he should be careful
The owner-developer must not only organize the to furnish the leadership, alent, and organizational
merchants association but must also participate i skills necessary for the e tive centerwide pro-
and guide its activities. He must contribute to t e motion of merchandise, public vents, and com-
operating fund, as mentioned earlier. An a ive munity services.
association requires an active and energetic effort promoti on
by the owner to stimulate interest, origi to and
launch promotions, prepare budgets, a coordi- A successful center is a promoted center. Promo-
nate all activities of the association. tion is important to owners of both large and small
To stimulate the merchants, the nants can be centers; in both cases, the owner depends on effec-
sent a monthly association bullet• which includes tive promotion and the consequent high level of
'sales volume increases and creases from the sales for a satisfactory level of percentage rents.
previous month and from t previous year. This Promotions and special events are not only
information can be prese ed by tenant clasifica- traffic builders but also image makers. Generally
tion 'shoes, ladies' wea and so forth. The prepa- speaking, money spent for promotions can be high -
ratioii of this bulleti will also require that the er in the first few years of operation or until the
tenants report their ales volumes monthly so that center is fully accepted throughout the trade area.
the management c report sales volumes and sales The schedule of promotional expenditures must be
trends without evealing the volumes achieved based on a thoroughly programmed budget ap-
by individual nants.The monthly bulletin, as part proved by the association. To develop such a pro-
of the educ tonal program for the merchants, will gram, there must be a clear assignment of responsi-
also cont n other news and information about bilities and top-level cooperation among the cen-
future p ograms of interest to the merchants. ter's retailers.17
'Aft the center has been in operation for several The type of promotion undertaken by the center
yea , certainly after 5 years, the trade area should
b reexamined. Addresses of credit accounts held 17 As a guide to.association bylaws, budgets, promotional
events, and other activities, see Callahan, Shopping Center
Y merchants should be checked to see whether Promotions (footnote 9 above).
D=�/E��M�r�
D BOpK . U LI , TAE (AF-ePN LPriJD
�:., ... 147
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^y s :S J^`y^;sr:� rf ,�STZ)'�+�5'♦i`°„�j,. _ ma r* ) n f'c 4 �.f�Z.�y��'yl}'�"Fr"' r}�iyaf� �H�h g p ,y,'"a'bi y7, z � w N^ '4 rsh? F'a+>:.l�a'"�.Cr "14 7 r •- -
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..........
A-via
is a major factor in' the center's growth. The pro- tising is identified with the center's logo and the
motion is aimed,at attracting customers, not just image that it conveys. Filling up a full-page ad may
curious crowds. "Pack the stores, not the parking not be easy for the center management, but the re-
lots" is a maxim that applies to promotional events, sulting increase in sales volumes can be worth the
Carnival-type promotions are of limited benefit and effort." Upcoming promotional and advertising ac-
should be restricted to the offering of attractive tivities should be announced through the monthly
merchandise and sound values. bulletin so that the merchants can cooperate in
Developers emphasize that center promotions these events.
should be planned around a major tenant's own Christmas, Easter, Halloween, and other holi-
promotion. Timing and merchandise offerings days are special occasions for promotions and
should not be duplicated..Most developers have seasonal decorations in the center. Other worth-
found it a good idea to focus on five or six major while promotional schemes include giveaways,
promotions during the year and then to supplement children's attractions, and special sales during
these with appropriate minor events. Promotional birthdays or anniversaries. A "Suburban Living
events and activities should be set up and fully ..Fair" or "Urban Living Fair" can replace the old
budgeted a year in advance, and association mem- midsummer clearance event. Special promotional
bers should be furnished a full description of the events always benefit from the use of live models
program and budget. A record should be kept of to illustrate such things as patio cooking, urban
0
each promotional event so that the owner or pro- living, and the use of children's play equipment.
motions director can review completed promotions -For all promotional activities, the developer-owner
to see why they were or were not successful. should keep in mind that replacement and refur-
Cooperative advertising, primarily newspaper bishing of display materials are needed.
and radio advertising, is the kind of promotion Whatever the promotion activity, the wider the
most often used. It is important to advertise the participation by the tenants, the greater the impact
center because, in the public's mind; the individual and success of the promotion. joint participation
shops within the center must be associated with enables small tenants to bid for business through
the image of the center itself. Spot announcements methods. ordinarily limited to large merchandisers.
on daytime radio and television are a good way of In addition, the participation of all tenants helps
reaching the public-. Full-page newspaper advertis- maintain the center's positive image in the mind
ing is also worthwhile. The shopping center com- of the buying public.
pany contracts with the paper for the advertise-
ment in its own name and then sells space to the 18 For a compendium of promotions ideas for stores and
individual merchants at a lower rate than they shopping centers, see Joseph R. Rowen, ed., NRMA Sales
Promotion Encyclopedia Vol. 3 (New York: National Retail
would pay for separate ads. In this way, the adver- Merchants Associatidn,1973).
148
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