6A(2) Proposal for Professional Services

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Bu~,~on IDentifyingCustomers SOUth Bend, IN: CommunitylD Proposal Cupertino, CA -Kelly Kline, Redevelopment/Economic Development Manager Is there an estimated or "ballpark" retaiUcommercial square footage number that can be attributed (totally or in part) to Buxton's services? Are there any specific retailers that have located in Cupertino or another jurisdiction you served that can be attributed (totally o r in part) to Buxton's services? It's very hard to make those connections. Let me give you some feedback and examples that explain why. • There are rarely immediate results in retail. Most respectable retailers are planning stores for 2-3 years down the road in their development cycle. By the time you know for sure whether the eagle has landed, you, the City Manager, and the Citt~ Council may begone! This money must be viewed as a long-term investment. • Sometimes deals go curry based on market conditions. We were very close to landing Borders in Downtown San Jose (thanks to Buxton's efforts) and then the bottom fell out of the bookstore industry. They put a halt to all deals then had been pursuing, and now may not even last as a company. • The Buxton match list can give you leverage with a developer who is claiming that there is no interest, or different interest than what actually exists. • I recently used my match list to retain an existing shoe store. Their sales had been down, and they were ready to abandon our city. I showed them that several of their competitors zoere on our matclT list, and that there is significar2t leakage in this category. This data made them decide to give us a second shot. They are now going to increase their marketing efforts a nd store presence before they make any decisions about the future of the store. Bottom line -there are definitely a few total and partial success stories. But, more importantly, I can say that the list has opened doors previously closed tight, has extend ed conversatior2s with retailers who had previously been "lukewarm", and has provide value to me in so many wars that I can't keep count. Buxton is my partner in retail recruitment. This needs to be viewed as a holistic and powerficl tool for your progra m. It will take years for your program to be successful and to have the tangible success that your decision makers are looking for. This will be an excellent first step. If I were you I would try to steer them away from trying view success as a one-store ope~iing - it's a dangerous road to go down! In some ways, making this expenditure is a stake in the ground - a commitment from the city that they value retail, 38