Shopping Center Business

MAY 2018

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

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BELL TOWER SHOPS 110 • SHOPPING CENTER BUSINESS • May 2018 "Beat Bobby Flay." The menu is made up of seasonally inspired dishes and locally sourced ingredients. Other current dining tenants include World of Beer, Bistro 41, Blue Pointe Oyster Bar & Seafood Grille, Cru, Grimaldi's Coal Brick Oven Pizzeria, Mimi's Café and TGI Friday's. For other retailers, just as with restau- rants, Madison Marquette prefers out-of- the-ordinary concepts that create allure at the center. "We're really trying to look for tenants that are on the cusp of fashion," says Livingston. "It's less about having all the usual suspects and more about curat- ing a mix that's unique to market." Bell Tower recently added Scout & Molly's boutique and regional home goods con- cept Driftwood Blue. "People are looking for much more in- teresting, authentic and local soft goods retailers," says Chuck Taylor, senior vice president of leasing for Madison Mar- quette. "The opportunity for success is to keep differentiating yourself and to make your offerings more experiential." These choices for design and tenanting are part of Madison Marquette's overall strategy to turn Bell Tower Shops into an "18-hour" destination — a property that visitors can interact with on multiple levels. The vision is that a customer could work out in the early morning at one of the upcoming lifestyle fitness tenants, then get a manicure-pedicure at Noir Nail Bar, complete a midday grocery run, have a work lunch, shop for something to wear on date night followed by a long evening out with a movie at Regal, bookended by dinner and a nightcap. In addition to a variety of engaging re- tail and restaurant tenants, the pet-friend- ly center hosts several popular events throughout the year. Livingston says the events schedule will remain unchanged during construction and redevelopment and that it will continue to grow. "What can we do at the property to keep it relevant during the process?" says Liv- ingston. "This doesn't happen overnight. It's pop-ups, Instagrammable moments, selfie walls and cool events. We really try to look at the project as a venue through the redevelopment process — Fort Myers' modern town square." The center is home to many signature events, including Fort Myers Beer and Wine Festival. Creating buzz at the center is important for guests, current tenants and prospective tenants. Madison Marquette follows a five-step methodical process, referred to internal- ly as "The Playbook," that the company believes results in more creative merchan- dising and place-making. This cyclical pro- cess starts with Vision, Branding, Com- mitment, Activation and lastly, Leasing. "By following this proven process when repositioning and redeveloping an asset, we create more value for our properties, clients and partners. And this is exactly what we are doing at Bell Tower Shops," says Livingston "Florida is a large, dynamic market," she continues. "One thousand people move to Florida every day. The state has a very friendly business climate, so we want to maximize that opportunity for retailers." SCB R A V A U D A G E WINTER PARK/MAITLAND, FLORIDA (LEE RD. & 17-92) AVAILABLE LAND PARCELS FOR MIXED-USE BUILDINGS, LUXURY RESIDENTIAL , AND RESTAURANTS FOR MORE INFORMATION CALL 407-644-3151 OR VISIT WWW.SYDGAN.COM

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