15 COMMERCIALISATION
Centres are learning how to turn outdoor areas into profit centres with well-planned summer events
The great outdoors
great outdoors could pay dividends, both in terms of driving footfall and spend and generating additional income. And for centres lacking in outdoor space or to safeguard against the unpredictability of the good old British weather, moving an outdoor concept in, could work just as well. Traditional open markets are a staple across continental Europe and are making a comeback in towns and villages across the UK.
W
ith summer underway and plenty of time to book events for the summer months next year, extending commercialisation activity beyond the mall into the
With a wave of consumer interest in good-quality, organic produce and with summer in the air, setting up market stalls outside or in the malls could give a welcome boost to commercialisation activity. The farmers’ market at Mahon Point shopping centre in Cork,
Ireland, is now in its sixth year and has over 50 stalls selling high quality foods every Thursday. According to Nicola Cogan, commercialisation manager, Savills
Marketing Commercialisation and Research, Ireland, much of the market’s food is “organic, lovingly grown and produced or sourced by small producers across the county.”
www.shopping-centre.co.uk July 2011 SHOPPING CENTRE
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