The Great Places Collection
TrizecHahn Centers
San Diego
With 31 centers across the country, each with a distinctive personality,
visual presentation and brochure, TrizecHahn Centers' leasing team found
making a memorable and relevant presentation to individual retailers
difficult. Moreover, the production of dozens of leasing brochures was
costly.
TrizecHahn's marketing team stepped in to create a single leasing
portfolio that would be easy to use, effective and would convey each
center's personality and benefits, while enhancing the developer's
overall image and reinforcing recognition of its new name.
OBJECTIVES
1. To create a leasing tool that would increase leasing deals
and industry visibility.
2. To stand out from competitor brochres to captivate world-class
retailers.
3. To design a cost-effective way to showcase the company's entire
portfolio.
4. To build in a longer shelf-life for leasing materials, enabling them
to reflect frequent changes.
5. To create interchangeable elements that can be customized for one or
many centers.
6. To produce a tool that the leasing team can easily assemble and
use.
7. To unify the corporate image by visually tying the brochure in to the
corporate ad campaign and magazine.
IMPLEMENTATION
Inspired by the corporate theme, "Building Great Places," the leasing
brochure was named "The Great Places Collection." A black corrugated
portfolio jacket houses all elements of The Great Places Book, which
contains center support materials and fact sheets, the leasing directory,
a die cut for a business card and a TrizecHahn pencil. To create a
memorable first impression, the brochure is oversized, and the cover
design integrates a montage of center architecture with high-fashion
imagery.
Each element of The Great Places Book, from the cover to the inside
pages, was designed to be completely interchangeable, allowing the
leasing agent to custom design a presentation for a specific prospect.
There are two covers, one focusing on new developments and the other on
outstanding centers in operation. Next is the fly sheet, explaining the
corporate mission. Then comes a U.S. map indicating all center locations
and leasing agents for each property. The "partnership" page is either a
generic format or a four-color version that the leasing agent can
customize to include a store logo and storefront photograph. Another page
allows leasing agents to give specific information to a retailer, such as
the number of stores the company already has in TrizecHahn centers.
Tab sheets, which act as title pages for a given center, include photos
of the center, customers and merchandise. Agents may customize all
materials that follow the tab, including the plot plan and aerial photo,
and may change the information as plans are updated. Agents presenting
multiple centers to a given prospect may organize the presentation of
centers in any order.
An assembly workroom was set up in the leasing department to neatly
house all the portfolio elements, allowing agents to quickly create an
easy-to-use, powerful presentation.
RESULTS
The leasing team negotiated lease commitments for more than 2 million
square feet at ICSC's 1997 Spring Convention, a 136% increase over the
previous convention.
Previously, a leasing brochure for a single center typically cost
$35,000 to $40,000. With 12 centers being developed or redeveloped in
1997, TrizecHahn faced a total brochure cost of up to $480,000. The
entire Great Places Collection brochure was produced for a fraction of
that price, and each center under development was charged only $12,884.
The new leasing tool enables frequent changes to be made without waste,
arming leasing agents with current information. Moreover, the
interchangeable elements allow them to customize presentations
easily.
CREDIT
Professional recognition to: Alberta Davidson, vice president,
corporate marketing; Ahnna Setterquist, director of marketing and sales
development; Stacy Armstrong, director of marketing; Joan Maloney,
designer.
EXPENSES
| Brochure photography | $2,936 |
| Creative/design | 35,714 |
| Illustrations | 11,358 |
| Brochure production | 85,796 |
| Fact sheet design | 5,203 |
| Fact sheet printing | 43,362 |
| Total | $184,369 |
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