Challenge
To ‘localize’ a strip mall retail center to match the tenant mix.
The Village is a retail strip center in the heart of Boulder, CO, which consists primarily of local shops and restaurants. It is unique in that many of these operations have been in business for more that 15 years and some for as long as 50. The challenge was the two-fold: to message this unique trait to combat the stereotype that strip malls consist only of national retailers and to promote traffic throughout the center where the configuration created distinct pockets that limited circulation.Solution
Use ‘local’ to drive traffic, and create reasons to cross-shop and discover other parts of the Center.
We had a multi-tiered approach to moving visitors to more than one area of the Center. We created a way finding signage program to help message and direct customers through the Center. We also created small merchant groups to build comradery but also to create cross promotions between retailers. Finally, the Center is known for its plantings, so we installed plant labels throughout to encourage meandering. To emphasize local, we created a factoid campaign throughout The Village green spaces that promoted the merchants and told the story of these local retailers and their long history. We refreshed their logo, redid their website, created signage, direct mail, events, collateral, advertising, social media and e-communications programs.
VENDORS: Melissa Harris Design
