Crime Prevention Program
Surrey Place
Surrey, British Columbia
Surrey, the fastest-growing city in Canada, is suffering some growing
pains--a sharp increase in car thefts among them. In the first two months
of 1996, the equivalent of one car was stolen each day from the area
surrounding and including Surrey Place, a regional shopping center.
Shoppers' concerns about crime contributed to an overall poor perception
of the urban center, one that management had tried to counter for four
years. The center already had in place a bicycle patrol, a close
relationship with the police and a large security contract, but needed to
find a way to reduce car thefts and reinforce a safe and socially
responsible image.
OBJECTIVES
1. To reduce car thefts at Surrey Place.
2. To proactively address the growing crime problem.
3. To minimize the cost of a crime prevention program.
4. To improve public perception of crime at Surrey Place.
5. To include the community in crime prevention and strengthen its ties
to the center.
6. To strengthen relationships with merchants by demonstrating a
commitment to crime prevention and protecting their cars.
7. To generate positive publicity.
8. To develop partnerships with existing community crime prevention
efforts.
9. To maintain 1996 annual gross sales at 1995 levels.
IMPLEMENTATION
After consulting with community crime prevention and law enforcement
representatives, Surrey Place introduced two initiatives. The first, the
Surrey Place Crime Prevention Program, is a highly visible effort to
combat auto theft at the center. Volunteers were solicited from the
community to patrol the center's parking area. After a check of their
records by the Royal Canadian Mounted Police, volunteers received
training by security staff for Surrey Place and its department stores and
the police's auto theft division. They were then equipped with two-way
radios, official identification, easily identifiable jackets, reflector
vests, T-shirts, hats and binoculars, all of which was donated to the
program.
Headquarters is a storefront in-mall office (donated by the landlord)
with high visibility to promote recruitment. Recognition of the
volunteers' efforts is an important component. They have been honored by
personal Christmas gifts donated by Surrey Place retailers and a one-year
anniversary banquet, where they each received a gift certificate
(donated) and certificate of appreciation.
In partnership with the Insurance Corporation of British Columbia, which
tracks crime statistics, Surrey Place introduced a public information
campaign to prevent auto theft. Tips on avoiding car theft were supplied
by brochures at the center's customer service desk, on tent cards at the
food court, and on signs on light posts in the parking lots. Special
efforts have been made to educate merchants, who are crime targets since
their cars are parked at the center all day. The team also sends press
releases to the media and follows up with phone calls to explain the
anti-crime initiatives.
RESULTS
Car theft at Surrey Place dropped 85% in the program's first month and
decreased by 47% in the first year, while the rest of the city continues
to report dramatic increases. More than 100 volunteers have been active
in the program, which is expanding to address other security issues. The
program is now an extension of the Citizen's Crime Watch Patrol, an
initiative of the Surrey Crime Prevention Society.
The program has generated more than $10,000 worth of print coverage,
including articles in community newspapers, daily newspapers and industry
publications. Four radio news programs covered the story too, and the
three local TV news programs devoted 18 minutes to Surrey Place's
efforts.
Merchants have demonstrated their support by donating more than $1,000
in cash and gifts to the program and by their positive feedback. Thanks
to donations of office space, equipment and volunteer
incentives--altogether worth more than $20,350--the program is being
implemented at minimal cost.
The program has strengthened Surrey Place's relationships with shoppers,
merchants and the community. Mall sales in 1996 increased 1% over the
previous year.
CREDIT
Owned by: Cambridge Shopping Centres Ltd.
Professional recognition to: Kathleen Allisen, CMD, general
manager; Alison Love, CMD, marketing manager; Sarka Navratil, marketing
assistant.
EXPENSES
| Phone | $56 |
| Hydro | 90 |
| Water cooler | 27 |
| Coffee/cream/sugar | 20 |
| Total (per month) | $193 |
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