Cover story
Mecca marketing
Becoming a destination within a destination is still outlet-center developers’ No. 1 marketing goal. As they always have, marketing executives use an arsenal of media, public relations and promotional venues to stand out in noisy retail/entertainment hot spots. Tour guides Attracting hordes of motorcoach traffic to an outlet center is a marketing director’s dream, but turning that reverie into reality requires lengthy planning, resolute will, a keen imagination and unflinching persistence.		Japanese tourists at Chelsea GCA Realty’s Woodbury Common in Central Valley, N.Y.

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Features
	Gettysburg opening Nearly 14 decades after the bloody Battle of Gettysburg, an outlet-center developer opens a project that taps into a heritage tourism hot spot. Expanding universe Many outlet projects are continuing to expand at a rapid clip. VRN looks at three independent centers that are growing rapidly.
The design of the 255,000-sf Viejas Outlet Center in Alpine, Calif. (right) reflects the Native American heritage of its owners.

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Meet the analysts Some of the most influential people in the outlet-center business don’t lead the industry; they follow it. VRN interviews six financial analysts who track the sector. Featured analysts: David Fick, Legg Mason Wood Walker, Baltimore; Jeffrey J. Donnelly, First Union Securities, Boston; Larry Kay, Standard & Poor’s, New York; Lee Schalop, Credit Suisse First Boston, New York; and James Sullivan, Prudential Securities, New York.

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Marketing
Organized chaos
A year after helping to open Jersey Gardens due west of Manhattan, a Glimcher marketing exec reflects on how the value megamall won the attention of a busy retail market.

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		Tests The Waters
As a test, venerable off-pricer Stein Mart opens its first clearance store to be sited in a value center.
Smokin’ tenant Real pit-smoked barbecue becomes a juicy food offering for outlet centers as Branding Iron Texas BBQ begins opening more units.

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UK, Ireland expansion Despite concern that outlet centers are nearing saturation in the United Kingdom and Ireland, at least a dozen projects totaling more than 2 million sf are proposed there.

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And each month... Off-Price & Outlet Briefs: Developers, Projects, Retailers and People in the news Outlet Perspectives: Award-winning feature where industry professionals comment on industry issues Monthly Same-Store Outlet Chain Sales Index ICSC Events Calendar

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