Many recent expensive efforts to revitalize downtowns or build new centers have failed because the adopted design and planning recommendations along with poor implementation approaches hurt commerce. New and old towns need intelligent strategies for the survival of their commercial life. Sustainable development and vibrant community life are impossible without these strategies. In this program, we will explore the practical science of analyzing and adjusting all elements known to affect a shopper's mood in the marketplace, and how that informs design and development principles for reviving retail in declining downtowns and for establishing viable commerce in new ones.
Other particular areas of focus will include:
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The expanding implementation of Form-Based Codes, and their particular impact—good and bad—upon commercial development, including repositioning tactics for failed suburban malls, and for bringing urbanism to the suburbs;
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The intersection of virtual commerce and great retail-centric gathering places;
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The fundamentals of retail market research and site selection criteria by each retail category and many national retail tenants;
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An introduction to consumer psychographics, and how this field leads to an understanding of and exerts influence consumer behavior;
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An optional tour and analysis of the evolving retail district of Harvard Square;
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Tactical design approaches including strategic tenant mix; advantageous and profitable pedestrian and vehicular circulation patterns; and appropriate streetscape, building and storefront designs;
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The expanding importance of food in its many forms in the creation and sustainability of retail places; and
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International trends and opportunities, and the connections universally shared among great retail places around the globe.
