Portage Ave Commercial Corridor Action Plan 1999

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Shopping Center Categories Shopping Center Regional Center Community Center Neighborhood Center Fashion Center Drive Time Trade Area Up to 30 Minutes Up to 20 Minutes Fewer than 15 minutes Up to 30 Minutes Total Site Acreage 30 to 100+ 10 to 30 3 to10 5 to 25 Retail Sq. Ft. Leased to 400,000 to 2,000,000+ 100,000 to 400,000 30,000 to 100,000+ 80,000 to 250, 000 Number of Stores 50 to 150+ 15 to 25 5 to 15 5 to 15 Principle Tenants Two or More Full Line Full Line Discounter, Supermarket or Drug None Department Stores Jr. Department Store Store or Category Killer Goods and Services Large Assortment Moderate Assortment Small Assortment Fashion oriented Offered Focusing on Goods Focusing on a Mix of Focusing on assortment that can That Require Careful Shopping and convenience oriented focus on apparel or the Comparison Shopping Convenience -oriented goods and services home and Services like a Goods and Services Food Court That Enhance the Shopping Experience Minimum Number of 100,000+ 20,000-100,000 3,000-50,000 20,000 to 100,000 People Living/Working to Support Center These categories were developed to explain types of new development and consequently, older commercial areas like those along Portage Avenue rarely fit neatly into these columns. However, new developments like those to the north of the study area do fit. That development with two full line discounters is a Community Center. What this chart illustrates is that there is room for additional types of shopping choices for the Portage Avenue market. People have numerous shopping options and are highly mobile. Customers will travel long distances for unusual stores, restaurants or entertainment venues, butwill not leave their neighborhoods for convenience items. That means that Portage Avenue retail and service businesses have an opportunity to be the neighborhood convenience center for the adjacent population. Portage Avenue Corridor Revitalization Plan October 1999 Page 8