September 2015 — Retail Properties Quarterly —
Page 17
R
etail centers thrive on cus-
tomers coming to their
center for services. Often
shopping centers encour-
age new retailers to move
in, in hopes of drawing more people
or a different crowd to the center
to provide new opportunities. But,
there is another way to successfully
draw customers to your center over
a competing center – something as
simple as creating an inviting land-
scaping backdrop. Having pleas-
ing, attractive and creative scenery
encourages shoppers to visit your
center, especially if it is next-door
neighbors with the competition and
their landscaping isn’t up to par.
When thinking in terms of curb
appeal, landscaping can send a
powerful message about the status
of retail centers. Many retailers are
focused on interior improvements
while overlooking the exterior. The
first impression is made outside
and great landscaping might just
grab the attention of a potential
lessee, renter or shopper, while
unkempt properties can have the
opposite effect. Simply by maintain-
ing the existing turf, plant mate-
rial and trees, professional exterior
landscaping can bring a recovery
value of 100 to 200 percent at sell-
ing time, according to Money Maga-
zine.
Researchers have found that
landscaping can add an estimated
7 percent to an average rental rate
for office space,
according to the
Natural Resources
Defense Council,
which also helps
increase leasing,
renting and sell-
ing opportuni-
ties. Following are
research and sta-
tistics compiled by
the Florida Nursery
Growers and Land-
scape Association.
• Landscaping
can increase the
resale value of a property by as
much as 14 percent;
• The speed of the sale of a prop-
erty can increase by as much as six
weeks; and
• A landscaped curb can increase
property value by 4.4 percent and
hedges can add 3.6 percent.
Landscape in today’s retail envi-
ronment has become more vibrant
as trees, shrubs, plantings and park-
like areas are highlighted through-
out the fronts of retail centers.
Aggressive landscaping programs
for future retail development pro-
vides the esthetics shoppers, cus-
tomers and clients want.
Taking a look throughout the
Front Range, there are several new
retail centers being developed.
These new developments are
formed in a variety of ways, includ-
ing repositioning of existing retail
centers, performing conversions or
even adapting retail centers to an
open-air concept. All of this rede-
velopment is a perfect opportunity
for centers to renovate the existing
landscape by creating a fresh new
look to go along with the new build-
ings and centers.
Centers have many options that
haven’t been available before when
it comes to freshening sites. From
hiring professional firms to create a
completely different look, to stimu-
lating the existing landscape, cen-
ters need to decide which direction
is right for them. One example is
Towne Center at Brookhill in Broom-
field, which is well on its way to
creating a new, fresh look through-
out the center by reconfiguring the
existing landscape backdrop.
The bottom line is that forming
beautiful, well-maintained areas
within and around shopping centers
encourages people to spend more
time. Retail centers have the ability
to create a sense of place through
the use of landscaping resulting in
an experience that connects with
shoppers.
s
E
ncouraging shoppers to visit
retail stores, shopping dis-
tricts and restaurants, and
keep them in that area for
extended periods of time,
usually involves creating a unique or
appealing destination.
It is known that many new trends
start on either the East Coast or the
West Coast and
then backfill into
the remainder of
the country. But
looking at some
recent publications,
landlocked Colora-
do isn’t far behind
– Forbes Magazine
ranked Denver the
No. 1 best place
for business and
careers, and Sper-
ling’s ranked the
city No. 3 in best
places as a city on
the edge of greatness and one of the
most playful cities. The question is,
what else can our state take away
from what the coastal states are
doing when it comes to public space
trends?
Cities along the coasts have
embraced parklets in a major way.
Parklets are curbside areas designed
to extend the public space in front
of coffee shops, restaurants and
unused public right of ways. They
provide additional seating areas and
gathering places and can energize
neighborhood retail districts. They
also are good for business. According
to a study published by the Univer-
sity District in Philadelphia, there is
a 20 to 30 percent increase in sales
to businesses that are located near
parklets. Right now Colorado boasts
only a handful of parklets.
Another factor is the type of
shopper moving to the state. Mil-
lennials are flocking to Denver and
they are interested in teamwork,
community and gathering places.
So it goes without saying that com-
munal space indoors and outdoors
is important. East and West Coast
cities have embraced portable tables
and seating in public spaces, while
Landscaping
Public Space
Nicole Stone
Business
development, Metco
Landscape, Aurora
James Shaffer
Founder,
Streetscapes,
Denver
Before and after photos of a landscaped island at Towne Center at Brookhill in
Broomfield
Photo courtesy: Streetscapes
Bryant Park in New York City offers workers and city visitors a place to gather and relax.
