Program Syllabus

1- A History and International Overview of Retail Property

A history of the development of shopping centres and an overview of the industry today by region, with case studies on successes and failures. We examine the key differences between retail and commercial property and the unique management practices, finance, skills, duties and responsibilities of key human resources. We also look at the main design features of malls and the effect that differing layouts have on customer behaviour and retailer sales. We cover refurbishment, extensions and tenant fit-out processes.

2- Shopping Centre Investment Analysis

We analyse the complex investment objectives of retail property and how they differ from other forms of investment. We look at the key investment drivers including valuation methods, the interrelation between yields, rental growth, capital values, occupancy cost ratios and service charge apportionments and our delegates then build a financial model based on their own tenant mix.

Shopping malls occupy a strategic place within towns and cities and we study how effective corporate responsibility and stakeholder engagement will enhance the value of the brand and the asset.

3- Creating a Placemaking Strategy

We show that Placemaking is a multi-faceted approach to the planning, design and management of public spaces such as shopping centres. We explore how a mall can capitalise on its assets, its design, branding, inspiration and potential with the intention of creating a public place that promotes customers’ health, happiness and well-being. Placemaking is both a process and a philosophy.

4- Developing a Retail-tainment Strategy

We explore how the atmosphere created by the retailer and the shopping mall can be more influential in the customer’s decision-making process than the products themselves. As goods and services become more of a commodity, it is what a shopper experiences and what atmosphere retailers create that really matters. We show how brand building is a combination of physical, functional, operational and psychological elements. Consumers will be willing to pay more for a brand if there is a perceived or actual added value from their experience of using the product or service.

5- Re-opening mall strategy

your mall prepared for the ‘new normal?’ Re-opening your mall is not just business recovery – the ‘new normal’ will be entirely different. So, as governments contemplate the re-opening of their retail sector following the shut-down due to COVID-19, this seminar addresses the critical issues you will need to consider, and the plans you need to put in place, in order to re-open your mall safely. Social distancing and good hygiene will remain top priorities from opening and we therefore cover the three-day lead-in time to opening, clinical cleaning preparations and operations, communications, specific staff training, customer management, tenant management, food-courts, security car parking. This seminar is essential training.

6- Shopping Sustainability

Delegates apply a cost-benefit analysis to a range of sustainability measures to demonstrate savings to reduce investment costs. They learn that sustainability is not just about saving the planet but about designed-in sustainable infrastructure that may cost more on installation, but provided their maintenance and renewal are cost-effective, they will deliver long-term savings.

7- Design and Repositioning

Shopping centre layout and design is of primary importance for driving horizontal and vertical movement and thereby increasing rental value. Often constrained by the footprint available, this session looks at the solutions available to extract maximum benefit from the design, including the exploitation of external generators, planning factors, remodelling, reconfiguration and refurbishment, branding, themeing, mall amenities, facilities and function.

8- Centre Management Essentials

A efficiently operated shopping malls will keep the service charge low and allow for rental and investment growth. We review international practice and the most effective standard operating procedures to maximise return on investment. Delegates examine how every element of centre management practice should result in the increased support of retailer sales.

9- How Property Management Drives Sales

The primary role of centre management is to support the growth of retailer sales. We examine how the development of a customer experience program can help increase retailer income substantially and how footfall drivers, dwell time, experiential retailing, tenant mix strategies and branding can stimulate sales and increase rental income. We also examine how efficiencies in utility and environmental management, service charge apportionment and corporate social responsibility can enhance value.

10- Marketing and Commercialisation

We study a number of strategic marketing plans from EMEA as case studies for shopping centre launches and ongoing campaigns. We look at how mall marketing can play a direct role in growing the sales of the retailers who have invested in the shopping centre. Delegates will develop an insight into speciality leasing, how to become an incubator for entry-level retailers to trade up from stall to store, identifying opportunities, marketing and common area management.

11- Leasing and Tenant Mix Modelling

In this session we appraise current bricks & mortar and digital retailer developments across the globe and in particular how food and beverage has become the key to successful leasing. We take a practical look at tenant mix modelling strategies, incorporating delegates’ knowledge of movement generators, experiential factors and design, layout and dwell-time motivators. We also look at stress-testing a variety of lease and rent formats and discuss the key processes and basics of lease negotiation.

12- Public Safety and Risk Management

Through risk analyses this session scrutinises how crisis management can make shopping malls safer, mitigating losses, reduce shrinkage and enhancing public safety during high national levels of security. We also review of latest technological developments in covering path intelligence, security systems, car park operations, delivery coordination, access control and building management systems.

13- Course Review and Quiz

We review the key learning outcomes from the course through a team quiz, encouraging delegates to draw on their existing professional knowledge and their newfound industry scholarship to help embed the value of the course, so that they may deliver it in their everyday work.

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