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RETAILERS ARE aware that consumers’ fast-paced lifestyles demand a certain level of con- venience during their shopping experience. Customers want to be able to fi nd the products they need and checkout without any hassle, wasting a lot of time, or spending too much money. The good news is that this desired ex- perience is within your control as you plan your store layout, select inventory, set pricing and employ a customer-friendly staff. Yet there are elements outside your store, and perhaps your control, affecting your traffi c fl ow and ultimately your bottom line.


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paid parking profi ts, retailers are quickly losing their conve- nience and curbside appeal, making the effort to reinvigorate downtown impossible. Taking a comprehensive approach to downtown retail parking is important because of the signifi - cant differences in a downtown environment compared to the competition (suburban malls or big box retailers). The suburban malls and big box stores have several obvious parking advan- tages over downtown areas, and these include: • Plentiful land on which


to provide cheap or free surface parking. • Simple, easily understood


access, characterized by direct lines of sight from the parking lot to the store(s). • Generally high levels of


service through short walking distances, generous parking stall widths, etc. • Single ownership and control


of dedicated parking resources. • Increased ability to control


employee parking behaviors through direct management. For this reason, downtown


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108 March 2012


businesses, including the inde- pendent retailers lining Main Streets nationwide, have begun to voice their opinions to their lo- cal governments. Lynchburg, VA, for instance, recently plagued by the threat of paid parking, caused business owners to band


continued on page 110 INDEPENDENTRETAILER


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