Converting tourists into shoppers has always not only been beneficial to outlet retailing but essential to it. Lately competition for the traveler’s time, energy and money has heated up considerably. Outlet industry marketing directors tell how they persuade all those tourists – over a billion every year — to become outlet-center shoppers.

Three industry retail consultants – Jeremy Serwer, Charles Devine and Seth Lerner – say the partnership they created earlier this year is already bearing fruit. Their alliance was forged even as they continue their own separate consultancies.

A Virginia company that bought two sleepy outlet centers earlier this year is in the midst of what could be a massive turnaround for the projects as the company busily works to improve their tenancy, marketing and physical plants. The centers – in Dry Ridge, Ky., and Kissimmee, Fla. – are being improved and retenanted.

The VRN Fall Outlet Retail Convention, Oct. 1-3, returns to Orlando, Fla., jam-packed with deal making, an outlet-center tour, educational seminars and meetings by industry groups.

As home furnishings retailer Crate & Barrel prepares to celebrate its 40th anniversary next year, it posts a company record opening new outlet stores in 2001.

A two-day continuing-education symposium at the University of Florida’s Center for Retailing Education and Research offers insights into the state of retailing today. Participants learned what’s working – and what’s not working – from a group of successful retail executives.

A new study confirms what many outlet developers and their tenants already knew: Good signs mean good business. Industry players say that’s especially true within the outlet industry.

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