The birth of New retailWhen new stores open, retailers mirror anxious parentsThe stress and tension of opening a new store are a lot like those of an expectant mother. Will everything go smoothly? Am I ready for this? Have I surrounded myself with people who will help support this “new life?”
Tenants of the new Eastwood Towne Center in Lansing know all about the stress and bustle of the “birth” of new retail. The complex held its grand opening September 12. Offering more than 50 retail shops and seven restaurants, Eastwood is the biggest retail complex to come to Michigan’s capital city in over 30 years. Consumer expectations are high and that adds pressure. Jim and Jerome Abood know a thing or two about pressure, having raced the clock to put together their Johnny Rockets restaurant in under 60 days. “We were one of the last people to sign a lease in Eastwood, and we were right on time for the opening,” said Jerome Abood. “The real challenge was to maintain that ‘track-meet’ pace and stay true to the meticulous and authentic design that is so much a part of Johnny Rockets. Because of our great staff and tireless dedication, we were able to do just that.” Johnny Rockets is a ’50s-style diner that has found a way to freeze time—a classic piece of Americana. From the chrome edged counters to the classic uniforms of the employees to the functional table-top jukeboxes (still just 5 cents), this Melrose, California-based chain is a trip down memory lane. “My philosophy regarding opening this restaurant has been wait until absolutely everything is ready,” said Jim. “It’s going to be hard enough to open a new restaurant with all new staff. Don’t open until you and your team are ready and have had adequate training. To open before that is short-sighted and bad business.”
“With a job this size, you have to expect delays,” said Wick. “Some things will run smooth, others will get caught up. It’s the nature of big commercial construction.” Testament to the dedication of Wick and Jeffery Anderson Real Estate, Eastwood faced very few delays approaching its grand opening. It hit its due date right on schedule. “Both the layout of this complex and the stores that are in it are so different from the malls nearby, I think our presence will bring about healthy competition that benefits area retailers, but the big winner will be the consumers in surrounding communities,” said Wick. According to Wick, bringing in retail and restaurant tenants that were new to the market was essential to this project. “We want this shopping complex to be known as a lifestyle center, not a mall. The fact that it incorporates the outdoor environment and that tenants are encouraged to build their storefronts out as much as possible to encourage individual style, differentiates this complex from a cavernous and predictably designed mall.” While Wick is calm and collected, retail parents in Eastwood pace the floor and check and recheck their to-do lists. One of the nervous and anxious “mothers-to-be” is Jim Back, manager of Dick’s Sporting Goods, a national retailer making its debut in the Lansing market. “Well, the lights came on this morning, so I guess we are doing great,” joked Back. His humor is one way of fighting the opening day stress. “The important thing to do is try to channel that energy and excitement into positive things for the store.” said Back. “If you let the stress get to you, it can become overwhelming and you don’t enjoy what can be a great experience.” Back is excited by the wealth of opportunity that opening a new store in a new area brings. “We are looking forward to filling a niche in this community. We know there is sporting goods competition around here and that we are the new kid in town. But that is what is exciting about retail: providing products and services to different customers with all kinds of wants, and doing it better than anyone else.”
The opening of their store, Old Thyme Herbs, is clean and smooth. “We are really happy to be opening up in Eastwood,” said Varney. “We were drawn to the lifestyle center concept. It really suits our clientele.” The layout and openness of Eastwood Towne Center is inline with the eastern philosophy of Feng Shui, which deals with the effect surrounding environment has on one’s state of being. Books on this philosophy are one of the many spiritual wellness resources at this unique shop. Old Thyme Herbs is an aroma therapy and skin care boutique that focuses on relaxation aids and therapeutic methods of wellness and beautification. Giving credit where it is due, these proud parents thanked their capable obstetrician for a smooth delivery. “We really owe Jeffery Anderson Builders credit for our pleasant opening. They went out of their way to be sure that tenants had everything they needed,” said Varney. “That is a big key to having success in any shopping complex. We also had a really easy time finding and hiring energetic and knowledgeable employees, so we have been really fortunate.” Whether it is your first “baby” or your 14th, there is nothing quite like the opening day of a retail store. “This is our 14th store in the chain, so openings aren’t new, but they are always exciting,” said Tina Manoogian, manager of SEE Eyewear. “The first day open is your first look at your clientele, and you start thinking of who might become regular customers and how the business will grow.” SEE spokesperson Susan Rafferty said opening-day jitters are good because they remind her how important the day is as far as first impressions. “Everyone knows first impressions can mean so much. It is vital that a store follow a detailed plan for getting ready to open, so on that target day you are more than ready.” “We look like an expensive boutique,” added Rafferty. “But we really have affordable prices. That is an opening day—and really opening 90 days—challenge for us. We need to let customers know that, yes, we have ‘movie star’ styles, but they are at affordable prices.” Whether experienced or a first time parent of a new retail venture, openings are full of challenges and opportunities. For Eastwood Towne Center, it was a successful birthing. This article was written by Michigan Retailer staff writer Brendan M. Dwyer |
Wow,
this is going to be a lot of work…
The
obstetrician handling all these new retail births is Bradley Wick, of
Jeffrey R. Anderson Real Estate—the experienced professional trying
to keep a level head as his cell phone rings and beeper buzzes every 90
seconds. As senior property manager of Eastwood Towne Center, Wick is
responsible for day-to-day operations of the entire construction project.
Beverly
Varney and Melinda Wolf are as calm and relaxed as an expectant mother
who is practiced in the ways of natural child birth.