Shopping Center Business

MAY 2016

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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Page 144 of 358

THE WHARF 140 • SHOPPING CENTER BUSINESS • May 2016 mode and continue to move forward with our active leasing." First and foremost, Hoffman-Madi- son wants The Wharf to increasingly be "home" to the residents of Washington, D.C., and the surrounding area. The de- velopers want to serve the local market first. Expanding that effort, The Wharf will become a large attraction for those from the larger region, as well as tourists. "By serving the local market well, more people who are visiting the District will visit The Wharf the same way that they go to Georgetown, the Mall, 14th Street and the other emerging areas of the city," says Gilmore. "Creating a place where the ur- ban grid of Washington meets the water- front has been an incredible opportunity. If we stay true to our demographic, then the world will find its way to us." Part of enticing the local community is making it convenient for residents to visit. The project will be easily walkable from the L'Enfant Plaza area and nearby Metro stops, in addition to a bike station. For those who choose to drive, the devel- opers are planning multiple valet drops to make The Wharf easy to access. The project will also have dedicated taxi and ride-share drop-off areas, and will become a part of a new, broader water taxi system that will connect people to Hains Point and National Harbor. Hoffman-Madison has studied a num- ber of waterfront developments around the world to bring best practices to The Wharf, and to find out key characteristics as to what makes the projects successful. It has also studied some marketplace proj- ects that have had success over the years. These include San Francisco's Ferry Build- ing Marketplace, Chelsea Market in New York and Faneuil Hall in Boston. The company has also looked at a number of emerging retail districts in Brooklyn, Los Angeles, San Francisco and Seattle. "We are looking at not only the types of food and retail, but how the offerings are being presented," says Gilmore. "Because The Wharf is new construction, we have the opportunity to create an entirely new type of environment — with a palpable grit and texture. The great thing about emerg- ing districts is that they don't feel so cohe- sive — you have a great juxtapositioning of new versus old. In new construction, you have to create that through careful design and merchandising." The developers are also activating the waterfront along The Wharf. In addition to a marina, there will be vendors who will rent paddleboards, paddleboats, sail- boats and other craft. "Throughout the year, there will be dai- ly activities — that will only be more be amplified in the warmer seasons," says Gilmore. "We will be activating the water- front 12 months out of the year through programming and events." SCB Rendering of one of the retail and restaurant areas at The Wharf. The Wharf will create a place where the urban grid of Washington, D.C., meets the waterfront.

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