MASON ROW Retail Project Plan

Transcription

1 ATTACHMENT 5 MASON ROW Retil Project Pln October 5, 2015 This Retil Prolect Pln is the product of collbortive effort between Spectrum Development nd its retil consultnt Streetsense. Streetsense is ntionlly recognized retil strtegic plnning nd lesing firm tht is hedqurtered in Bethesd, MD. MASON ROW - MARKET ASSESSMENT The re comprised of McLen, North Arlington nd Flls Church is strong, with helthy locl economy nd vibrnt locl neighborhoods; the re bosts some of the strongest demogrphics in Northern Virgini. The re s residents, however, re underserved in most retil ctegories, especilly when compred to comprble res in the Wshington region. Leesburg Pike, one of the re s primry commercil corridors nd trnsporttion rterils, is the logicl focl point nd plce of congregtion for the surrounding communities, but insted this commercil corridor suffers from poor plnning nd is lcking sense of plce, tht is so essentil to the vitlity nd qulity of life of ny helthy urbn or semiurbn community. The Flls church/mclen/north Arlington sub-mrket is dominted by generic shopping mlls, power centers nd service-oriented strip centers nd it is devoid of ny commercil destintions with strong sense of plce. Mson Row Project Design The project s merchndising pln will evolve round the project s unique spces nd fetures, while responding to externl influences nd neighboring blocks nd uses. t is importnt to encourge connectivity with surrounding neighborhoods, their residents, businesses nd visitors nd to provide the surrounding re with something tht is commercilly, recretionlly nd socilly unprlleled in the mrketplce. Mson Row will be mong the prime visul, socil nd commercil nchors in the re nd will feel more like n urbn, open, public spce thn n enclosed mll or suburbn shopping center. The Flls Church mrket re is currently noted for sprwling, suburbn-oriented communities nd commercil centers, limited gret plces, exist. The proposed project s pln nd rchitecture will complement the neighborhood nd mke n invluble contribution to the chrcter of Brod Street, West Street nd the surrounding communities. The gret potentil this project holds is its bility to nchor nd reinforce the re s renissnce. t will encourge myrid of tngible nd intngible economic nd socil spin-offs to surrounding commercil res nd neighborhoods. Prking The vilbility of convenient public prking in Flls Church is limited. Mny well-locted mixed use projects nd retil businesses in the re re struggling becuse prking is in short supply or becuse ccessing it nd wlking from prking to shopping or dining is inconvenient nd/or undesirble. For this reson, Mson Row is pying tremendous mount of ttention to prking vilbility, ccessibility nd circultion.

2 Additionlly, the loction on the bike tril sets the stge for unique nd interctive retil environment in Flls Church. Cinem Movie theter nd retil shopping udiences re seeking the sme gol when visiting retil destintion such s Mson Row, which is entertinment nd sociliztion, Movies help drw visitors to retil project nd the shopping nd dining tht well-designed retil tmosphere cretes is substntilly beneficil to movie theter, who wnts its guests to hve complementry resons to visit the theter. The movie theter business hs reinvented itself over the pst few yers. Theters re focusing on smller, more intimte venues with fewer sets. Mny theters re mking luxury experience their prime focus, while others re looking to food nd beverge offerings to entice viewers. Some theters re concentrting on both, offering seprte resturnts nd higher end food nd service experience. Mson Row is idelly suited for high qulity movie theter becuse of its superior, high qulity plce mking nd becuse of its bundnce of qulity resturnts nd convenient commercil prking. The movie theter in Mson Row will be smller urbn design theter with 8 screens (limited to 800 sets) nd cocktil lounge nd or resturnt nd will complement the public spce nd other resturnts in the project. The Mson Row Theter concept will hve 15t Run movies from the Hollywood Studios s well s some smller budget films nd will host specil themed film events nd community nd chrity events with specil film showings, which showings would be relted to specific community or chrity event. Full-Service Dining Flls Church is underserved in the full-service dining ctegory. Full-service resturnts currently in the immedite vicinity of the Mson Row site re predomintely lower qulity ntionl chins nd locls. Mny of the re s full-service resturnts suffer from prking deficiencies nd rely too hevily upon pedestrin trffic, in mrket in which the utomobile is the preferred mode of trvel. As result, most of the re s residents trvel to Mosic, Tysons Corner, Clrendon or even downtown Wshington for destintion dining. Through high qulity plce mking, hving well-recognized theter in the project nd bundnt, convenient prking, Mson Row is idelly suited for high qulity resturnts tht re gered towrd discerning, higher demogrphic fmilies tht reside in the Flls Church mrket re. Mson Row will trget pproximtely 20% of the totl ground floor retil spce for Full-Service dining. Limited-Service Dining Limited service food nd beverge uses (lso referred to s fst csul ) cn dd lyer of menity for the consumer who doesn t wnt to et in full service environment every dy or night. A more csul, less costly commitment will increse the customer bse, the number of trips per customer nd the subsequent number of dy prts during which the Mson Row project is ctive. Limited-service dining prticulrly during lunch is primrily for people who hve limited mount of time nd therefore Mson Row will hve n dvntge in serving this ctegory, over mny other mixed use projects nd strip retil centers in the re, becuse of Mson Row s superior plce mking nd due to the lrge mount of convenient retil prking tht Mson Row provides for short term retil visitors. Mson Row will trget pproximtely 30% of the totl ground floor retil spce for Limited-Service dining.

3 Progrmmed Event Smples Showtime for Kids nterctive outdoor plys where kids re invited to prticipte with locl stge troupes in key roles, dding to nd chnging the storyline. Sesonl Concert Series Weekly concert events, feturing locl tlent. Weekly Frmers Mrket A feturing of locl frmers, food nd crft merchnts, spilling out onto streets nd sidewlks. Fll Seson Frmers Mrket nd Extrvgnz Vendors from round the region congregte to showcse Fll-relted goods nd specilties, feturing pumpkin crving lessons, costume prde nd live performnces. Annul Cook-off Competition feturing populr locl chefs nd resturteurs. Annul Film Festivl nd/or Regulr Outdoor Screenings Sponsored by locl compnies nd institutions, prtnered with project cinem tennt. Thetre in the Round Thetricl performnces by vrious locl troupes. Art Wlk Exhibits nd demonstrtions by locl rtists nd rt institutions. Mson Row will be unique, locl lndmrk. Pired with n nchor cinem use, strong emphsis on unique resturnt concepts nd public events tht work in concert with the project s design nd its surroundings, will mke this project highly identifible. 5treetsense)

4 (9) Premier Pperie Crd Shop (10) Artisn Olive Oil & Vinegr (11) Art Gllery/Art Studios/Art Frming (12) Flower Shop (13) Toy store (14) Music store (15) Shoe store (16) Lether Goods (17) Book store SPORTS (1) Bike Shop with Bike Service/Repir (2) Running Store (3) Athletic Wer Store (4) Sporting Goods (5) Ski shop (6) Boting store HOME FURNSHNGS/ACCESSORES/GFTS (1) Home Furnishing & nterior Design (2) Lmp/Lighting shop (3) Crpet store (4) Windows/Window Tretments ELECTRONCS (1) Computer Store (2) Wireless Telephone

5 (7) Hrdwre store (8) Shoe repir (9) Trvel Services (10) Yog & Piltes Studio (11) Sp Tretments nd Acupuncture (12) Dentist/Doctor s Office, Urgent Cre (13) Privte Welth Mngement Office (14) nsurnce Office (15) Accounting nd Tx services (16) Smll Pet Shop/Dog Trining (17) Hir Styling (18) Antiques (19) ABC Liquor store

6 MASON ROW RETAL P.AN November 1, 2015 Retil Lesing Strtegy Retil Spce Pln Theter Strtegy

7 MASON ROW RETAL PLAN The Retil Vison for Mson Row is n entertinment nd food destintion tht will drw customers on regulr bsis to Mson Avenue nd Mrket Squre. Streetsense hs been hired to develop the retil strtegy nd lese the retil spces in Mson Row. Streetsense is ntionl design nd strtegy firm specilizing in retil, resturnt, hospitlity, nd rel estte solutions. Streetsense is known to the City of Flls Church nd recognized loclly for its plnning work in high-profile projects such s the Collection t Chevy Chse, Ntionl Hrbor, nd Brrcks Row nd for their work with influentil clients including Mike sbell, Jose Andre vnk Trump on her Old Post Office redevelopment nd The Ritz-Crlton in Europe nd Asi. The retil lesing strtegy is shown in the ttched Retil Spce Pln developed for Mson Row by Streetsense. The retil strtegy clls for 23 retil loctions totling pproximtely 61,000 squre feet in ddition to pproximtely 35,000 squre feet for n eight screen theter tht will pir the ltest first-run movies nd lternte progrming with n in-theter dining experience. Almost 50% of the ground level retil spces re plnned for full service, fst csul nd quick service resturnts. A smll formt orgnic mrket is lso contemplted with the remining pproximtely 21,000 squre feet of retil spces divided eqully between specilty/boutique retil stores nd retil services. Retil ndustry resons why Mson Row Retil will be successful: Mson Row s loction on West Brod nd neighboring mrket demogrphics. Mson Row s djcent connection to the W&OD Tril. Mson Row is nchored by theter (see ttched theter description) which will generte customer trffic for the other retilers. Mson Row hs sufficient lnd re to provide for criticl mss of retil shops, resturnts nd convenient prking- llowing the offering of mple qulity options nd vriety tht incentivizes people to choose Mson Row on regulr bsis. Mson Row s clustered retil spces will llow customers to prk once (vehicle or bicycle) nd wlk to numerous shops, which ctivtes the streets nd provides greter exposure to individul retilers. Mson Row is well-designed open ir, pedestrin oriented retil mrket plce. Mson Row is designed for outdoor resturnt nd cfe seting. Mson Row s public plz, Mrket Squre, will host events/festivls tht will enliven nd enhnce the pedestrin experience nd drw customers to the retilers. Mson Row plns to llow for cretive ttrctive retil storefront designs to fcilitte identity for individul retilers. Mson Row s dherence to Streetscpe Stndrds in the public res nd thoughtful smrt lndscping nd streetscpe within the Project will enhnce the pedestrin experience nd drw customers to the retilers. All of the retil nd specil events, the W&OD Tril nd the City s min downtown commercil street re brought together by Mson Row. This cretes powerful visul, socil nd commercil destintion for the City of Flls Church.

8 flc AVENUE,r J dz1 1136SF J CYClNG/YOGA 3,366 SF WlNAR?f1 S F - BKE S NO P j;, 2218SF BOUTQUE 1973SF QSR QSR 1615SF,19255f 1 b.4 0 SALONSPA 2626SF OPTCAL SF LOBBY CASUAL DNNG 3.57 SF 0..w : THEATER ULLAO 1,667SF jr 0-31 RESTAURANT 73258SF N T LE COSNCS DSR 20 Lrp wl r: E l775sj e r ø. BOUTQUE 1550SF CASUAL DNNG 6866 SF HOT4 ORGANC MARKET 9,923SF C --U - L 1j - W. BROAD ST.r p 7

9 A Unique Movie MASON ROW The Theter t Mson Row is n entertinment venue - not stndrd multiplex theter found in mny cities nd counties in our re. Mson Row is offering dinner nd movie concept in smll size theter with lrge reclining sets with tbles. The theter will be pproximtely hlf the size of the typicl multiplex theters in our re nd will function s resturnt/lounge nd specil events venue in ddition to being movie theter. The theter will be limited to 800 sets in 8 uditoriums. The theter will offer first run movies from Hollywood studios, noted smll budget nd rtistic films nd specil screenings of films. All theters re 1OO%eserved seting. n ddition to its first-run movie showings, the theter focuses on socil gthering round the resturnt/lounge nd the djoining Mrket Squre nd through themed screening events, which re designed round specific film of interest or sponsorship of chrity or non-forprofit community orgniztion. The theter will hve Director of lterntive progrming PR nd Community Outrech. This person will ttend community meetings s invited or tht re open to the public for purposes of developing specil events for the community. This Director enbles the theter to be more unique to Flls Church, which stnds in some contrst to wht is offered by the stndrd multiplexes in the re. ExmDles of theter community outrech nd Drogrmming in the theter s other mrkets: (1) Reserved privte screening for specil needs children, whereby the lights nd volume re lowered nd children re encourged to move round s needed kids re free nd dults py for discounted ticket unique wy for fmilies with specil needs kids to get together. (2) Militry premiere fundriser for Foundtion tht gives bck to men nd women serving in the U.S. Armed Forces. The Director/Producer nd min chrcter of the screened film nd severl public officils nd locl celebrities were in ttendnce nd they ech visited every theter to meet nd greet the event ttendees. This ws significnt fundriser. (3) Eduction progrmming t the theter for the locl community, offering eductionl films nd documentries with Q&A discussion. (4) Speker Series whereby noteworthy guest spekers re invited to show topic specific film nd spek to the ttendees. (5) A collbortion with hospitls/leding medicl groups to show pertinent movies bout importnt medicl issues tht impct the community film screenings hve included Rethinking Dyslexi for prents nd children with Dyslexi, Miss Representtion for the Women s Foundtion Gender in (Alcoholism), Medi Forum, The Notebook (Alzheimer s) nd Flight (6) The Cns Film Festivl where free dmission to movie is offered in exchnge for the dontion of cnned goods for locl food bnks. (7) Old time sports weekend events with screening of populr sports film with sports celebrities in ttendnce.