FEATURES Figure 5-1
Home Page for the Village of Rochester Hills
Source: Robert B. Aikens and Associates
as physical design, tenant mix and the fit between these and the surrounding demographic. For the past several years, a social network has
existed for the Village of Rochester Hills, located in metropolitan Detroit. This upscale lifestyle center in a large, prosperous suburban community, with its main- street design and attractive tenant mix, has taken on some of the character of its community’s downtown. Many people feel positively about the Village. Figure 5-1 shows the online home page for the
shopping center.2
Steps to Dynamic Web Content The following five steps have worked well in
developing a dynamic community through its Website as the Village of Rochester Hills:
2
thevorh.com INTERNATIONAL COUNCIL OF SHOPPING CENTERS 25 2 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 1, 2013 1) Put the Tools in Place: The first requirement is to
weave together a wide variety of tools to create a singular platform that is the voice of the shopping center. Some pieces of this are: a) a Website built on an open-source content management system (enabling the Web site to be highly adaptable and operated by non-technological personnel);
b) creative integration of social-media tools such as Twitter and Facebook into the behavioral flow of the Web site;
c) development of substantial interactive communities, apart from but connected to the Website, on leading social platforms such as Facebook;
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