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Proximity, proximity, proximity. In the world of retail, that term seems to be synonymous with real estate's mantra of location, location, location.
"A market like this is polarized," said Kevin Green, general manager of the Lansing Mall. "Unfortunately, that's the nature of the beast in the retail world. The bottom line is that this is a mid-American regional shopping center and that's the situation with most shopping centers. Basically, people shop at the Lansing Mall because of our proximity."
In the mall's research, Green noted that almost all of the customer base was from the west side of Greater Lansing.
"We've done focus group interviews over the last several years and have found that the number one reason people shop here is because of the proximity of their homes," said Green. "That's compounded by tenant mix."
The mall tries to base this tenant mix on its target market and the needs of the "typical shopper."
"Our market is composed typically of two-family income households and that impacts their lifestyle," said ; Green. "There is a high disposable income. There is a need for leisure time.
"The typical Lansing Mall customer would female, in her early to mid-thirties, married, works outside of the home -- probably in a professional capacity -- has two children, and lives within a 10-minute drive of the center," he continued.
With all of this information, Green noted that the Lansing Mall tries to focus on bringing in retailers and producing events which meet the needs of these...