Urban Strategies Brand Strategy

SOURCE@BEACH #OCFUSION #NOW #FORWARD

URBAN STRATEGIES

Opportunity:

• Source@Beach is a well-located mixed use complex that can serve as a regional attraction if properly positioned to attract a underserved customer.

• With a hotel, office tower, cinemas, and a carefully curated collection of retail tenants and food and beverage options, the complex could become a regional draw easily accessed by nearby freeways and arterials.

• Orange County suffers from a lack of contemporary destinations that offer entertainment, a sense of community, and a variety of retail and food and beverage options.

• Nowhere in Orange County currently serves as a multicultural destination for the millennial generation offering entertainment, retail and F&B in a welcoming outdoor environment.

• The project sponsors have had success with a previous project that similarly identified an underserved market and developed a unique array of tenants and services to address that market.

Objective:

• Source@Beach seeks to secure a mix of fashion, home, lifestyle and service tenants to create a destination for the millennial customer and fashionable affluents not currently served in Orange County.

• Securing appropriate tenants requires a cohesive branding and market positioning approach that encompasses place-based and online environments across all customer touch points.

• Certain desired tenants require an appropriate context for new stores and that environment must be carefully created through a thoughtful marketing and leasing strategy that creates the desired context.

• Traditional retailing formats are swiftly evolving, so the marketing and leasing strategy must consider this evolution and capitalize on that opportunity.

Obstacles:

• Many of the current Source@Beach tenant commitments lack the national brand prominence needed to attract major brand retailers to the project.

• Most traditional retail tenants are challenged by the demographics of the market area surrounding the project site.

• Marketing efforts to date have not targeted forward looking brands and tenants eager to address the target millennial customer and fashionable affluents.

• The architecture and physical branding, as well as marketing outreach, must be enhanced across all platforms to heighten awareness and create new interest for potential tenants and future patrons.

Proposal:

Urban Strategies proposes to undertake a strategic process that is

intended to broaden interest in the project among potential

tenants and future customers, and to secure lease agreements with

the desired tenant base. A particular focus will be on the fashion

and home categories of tenants, especially recognized retailers

that comprise established fashion destinations both domestically

and internationally.

In order to attract this group of tenants, as well as other high

quality retailers and restauranteurs, a strategy to create and

nurture a “fashion story” will be undertaken to establish a cluster

of apparel and lifestyle retailers that will collectively define a

new fashion retail destination. This approach will involve a Scope

of Work outlined on the following pages.

FASHION/LIFESTYLE/HOME/FOOD/NIGHTLIFE

• Project Positioning

• Branding

• Customer Profiling

• Brand Merchandising Strategies

• Spatial Planning/Design

• Retail Development

• Promotional Events

• Tenant Marketing Materials

• Brochure

• Website

• Lease Plan

• Sponsorship

• Integrated Media Program

• Outreach/PR

Scope of Work:

Project Positioning

A P L A C E T H A T H A S A S T O R Y

Customer Profiles

G L O B A L L O C A L S

Branding

Branding Development Strategies

Spatial Activation

P L A C E S O F M E A N I N G

Retail Enhancement/Programming

Promotional Events

Brand Marketing• Brochure

• Website

• Lease Plan

I T S T A R T S W I T H T H E S T O R Y

Sponsorship

Outreach/Public Relations

• Turn key influencers: (tenants, traditional and social media,

strategic partners) into brand ambassadors and advocates for

the redefined project positioning.

• Communicate effective positioning with a variety of culturally

distinct audiences across emerging and traditional media channels.

• Engage audiences in the story of the property by creating linkages through events, programming an in-store sales.

• Target decision makers who influence the thinking of thousands of other consumers.

• Create a distinct place in the community for the property as a new destination and place of pride and celebration.

• Promote the property’s brand with key audiences: potential tenants, community stakeholders, media, future

customers.

• Leverage editorial opportunities to reinforce brand positioning, tell compelling stories and publicize key messages.

Marketing

M O D E R N L U X U R Y

Integrated Media Program

80 percent of mall shoppers use mobile devices to plan shopping trips and to do online research

while more than 90 percent of shopping purchases are made in-store.

Social Media

Retail Tenant Concepts 1.0

FASHION LIFESTYLE

Abercrombie and Fitch

All Saints

American Apparel

A|X Armani Exchange

Aeropostale

American Eagle Outfitters

Banana Republic

BCBG MaxAzria

bebe

Brooklyn Industries

Charlotte Russe

Club Monaco

COS

Cotton On

Diesel

Desigual

7 For All Mankind

The Limited

True Religion

Uniqlo

Windsor

White House | Black Market

Zadig and Voltaire

Zara

Zumiez

Express

Forever 21

GAP

G-Star RAW

Guess

Hollister

H&M

Intermix

Kit and Ace

Lucky Brand

lululemon athletica

LOFT

Michael Kors

Madewell

PacSun

PINK

Skechers

Superdry

FOOTWEARAdidasAldoCamperChampsCrocsDoc MartensEccoFinish LineJourney’s New BalanceNikePumaSteve MaddenUgg AustraliaVans


BEAUTYAveda

Bare Minerals

bluemercury

Fresh

Kiehl’s

Lush

M.A.C.

Ulta

Origins

Paul Mitchell Academy

Peach and Lily

Rudy’s Barber Shop

Sephora

ACCESSSORIES

Claire’s

Charming Charlie’sFossilLidsOakleySwatchShinolaSolstice

SPECIALTY

Amazon

Daiso Japan

Diane’s Beachwear

GenZe Electric Bikes and Scooters

GNC

Goorin Bros Hat Shop

H Mart

It’s Sugar

Jack’s Surfboards

Corner W by Walgreens

Sport Chalet

Takashimya

The North Face


TECHNOLOGY

AT&T

Apple Store

GameStop

Microsoft

Samsung

Sprint

Verizon

SERVICES

Blow Dry Bar

Cosmetic and Laser Surgery

Tattoo

Threading

Day Spa

Nail Salon

Spinning

Yoga

Barber Shop

Beauty Academy

Waxing

CAFES/CASUAL

Paris Baguette Kyo-Chon Café Loft Iota Brew Café Haus by Coffee HunterBrewWellDocument Coffee BarThe Bun ShopThe Boiling Crab


RESTAURANTS

EMC Seafood and Raw BarGyu-GakuRestaurante GuelaguetzaJ. Zhou

The District

NIGHTLIFE

Angel Hookah LoungeBreakroom 86Pharaoh Karaoke LoungeWalker Inn

April

Brand Identity

Marketing Materials

May

Website

Social Media Channels

ReCon Las Vegas

June

Cinemas Opening

Media Festival Promotion

July

Marketing/Outreach

August

Marketing/Outreach

Luxury Launch

September

Retail Launches

Nightlife Promotion

October

Cultural Festival Promotion

Fashion Lab Launch

Fashion Retail Openings

November

Retail Launches

December/Holiday

New York ICSC

January

Cultural Festival Promotion

Brand Marketing Timeline (Draft)

SOURCE@BEACH #OCFUSION #NOW #FORWARD

Thank you

URBAN STRATEGIES

Documents

Urban Strategies Brand Strategy