Glimcher Realty Trust

When Strategic Leisure was engaged by Glimcher Realty Trust (at the suggestion of JPRA architects) to explore entertainment strategies for its newest mall development, The Great Mall of The Great Plains, which had been designed by JPRA, was under construction, and a year from opening.

Already ordained, "The Great Mall of The Great Plains," JPRA had done an artful job of designing a great plains environment. The mall is located in a suburb of sophisticated Kansas City, however, not far from Sprint's world headquarters.

Strategic Leisure believed the pre-existing great plains design treatment may be perceived as condescending to the market; and, hence, a big risk.

Strategic Leisure made the recommendation that a new "Image Merchandising" design strategy be implemented. Strategic Leisure's new strategy conceptually viewed the mall as a newsstand of lifestyle magazines brought to life.

In this context, the environmental design treatment becomes a revenue center and not just a cost center; as the environmental design can be sold as advertising opportunities and sponsorship. Moreover, like the ads of lifestyle magazines, the design would actually reinforce the lifestyle themes (sports, fashion, etc.), and reinforcing retail sales.

Glimcher implemented the strategy with JPRA's total redesign.