South Gateway S. Michigan-S. Main Comm. Corridor Action Plan 1998

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Recruitment and Retention Successful business districts offer the "critical mass" of stores and services necessary to attract busy consumers. When choosing among different shopping areas, consumers select the destination that offers an opportunity to complete multiple tasks quickly. That thought process explains the popularity of planned shopping centers with their store variety. Commercial corridors, like the South Gateway, that compete successfully with shopping centers win the consumers' choice contest because they not only offer store variety, they also are places of employment, provide government services, and often mix residences into the commercial environment. To succeed, South Gateway needs to recruit additional businesses that are compatible with the area's strengths and weaknesses. The recruitment strategy that follows seeks to make a quick impact by assisting in the location of new tenants for vacant buildings and developers for vacant land. The role of the Steering Committee and the long term management organization is providing information that eases marketing of the area to potential businesses and communicating with all stake holders. It is expected that, as some light industrial uses relocate, retailers will replace those businesses. It is desirable that both of these changes occur voluntarily. The revitalization team will be asked to encourage the voluntary development of additional retail space by matching property owners and businesses with new opportunities. Turnover of retail businesses is common in any area. Even in the best regional malls nearly 75% of the businesses change at or before lease renewal. Consequently, the key to a successful retention program is not retaining all businesses but rather keeping the strong businesses. That process involves supporting those retailers by creating a positive business environment. That environment results from government policies, the attitudes of area business owners, and the programs of support organizations. The process of retention is much easier when an organization takes lead responsibility for the retention program. The action steps that follow give the revitalization organization coordination responsibility for programs to enhance business retention in South Gateway. Business Districts, Inc. >. �m u x;; .. , m; m• ;m„.a ..:. a a w tt' ter, ah mxx South Gateway Commercial Corridor Action Plan 41