MICHAEL BLANCHARD PHOTOGRAPHY


17 million square feet of retail space in five New England states. The portfolio, Campbell says, includes lifestyle centers, community centers and mixed-use developments.


Loving lifestyle centers A lifestyle center is defined as a center that typically contains upscale national stores, dining and entertainment in an open- air setting. It is not usually anchored by a single large tenant, but by a group of highly branded stores, along with such tenants as a bookstore and/or a cinema. There is an emphasis on design, landscaping and outdoor amenities such as fountains and street furniture. Lifestyle centers, Campbell says, could just be the new


“Main Street” in America. The particular mix of dining and entertainment, relaxation and lifestyle pursuits mixed with national stores and upscale boutiques, creates a very inviting space, he adds. “The centers have an ambiance that invites people to not only shop but to also spend time in a place that’s a destination in and of itself,” Campbell says. And the data back him up. Numbers from Madison Marquette research point to customers spending more time and


money at these shopping destinations. According to the same research, lifestyle centers also attract more affluent shoppers.


Specialty leasing equation Such strong numbers would make lifestyle centers ripe candidates for specialty leasing and Campbell has overseen execution of such programs effectively. Last summer saw the rollout of the Summer Marketplace cart program at many of WS Development’s lifestyle centers. Campbell also coordinated a seasonal inline temporary retailer program that attracted many national and regional seasonal retailers such as See’s Candies, Hickory Farms, Day-by-Day Calendar, Brookstone, Spirit Halloween and more. Campbell admits that outdoor specialty leasing especially in


New England can be challenging. “Though our centers do not have coverage that traditional enclosed malls offer, the arrival of warmer weather in New England brings more shoppers than ever to WS Development’s open-air lifestyle centers,” he says. Campbell adds that the cart program has been strategically timed for lease availability between May 1 through October 1— hence the name “Summer Marketplace.” Lifestyle centers must


SpecialtyRetail.com Winter 2011 n Specialty Retail Report 127


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