Contents Beag new inning

Transcription

1 A new beginning

2 Contents The Vision The Opportunity The Location Catchment Key Statistics The Relaunch Brand New Customer Experience Leasing The Team a new Beginning

3 03 The right team, the right time, the right place. The The Boulevard s new name and identity represent renewed vision, vigour and ambition. It is destined to be Northern Ireland s number one outlet shopping destination. Vision The scheme s new owners, Tristan Capital Partners and The Lotus Group, are investing in the essential elements for success: talented people, on-site improvements, more integrated marketing and finding the perfect mix of tenants. A new identity and carefully curated selection of brands will be a powerfully attractive formula. We are very excited to see the vision for The Boulevard become reality. We d love you to be part of it.

4 05 A premier shopping destination offering a wide range of world-class brands at substantial discounts is a very compelling proposition and that is exactly what The Boulevard represents. Projected footfall increase of 186% expected by Respected brands encompassing sportswear, outdoor clothing and premium fashion are presented in a contemporary and stylish environment, alongside an eight-screen cinema and a wide choice of places to eat and drink. Even initial investments have driven a 30% increase in footfall with a projected increase of 186% by We believe more and more shoppers will recognise The Boulevard as the perfect alternative to shopping in the city, as well as an exceptional shopping destination in its own right. The Opportunity

5 07

6 09 The Location Direct access to A1(M) motorway, linking Belfast and Dublin 30 miles from Belfast City Airport 37 miles from Belfast International Airport Easily accessible from key local tourist attractions

7 11 Coleraine A37 Ballymoney Catchment A26 Londonderry A5 A detailed catchment analysis has been completed to fully understand the audience and reveal the future potential of The Boulevard. Ballymena Larne A8 A31 Magherafelt M22 M2 Newtownabbey Bangor Omagh A5 A29 Coalisland Dungannon M1 A4 Lisburn BELFAST Newtownards Enniskillen A509 A4 N2 Armagh A1 A24 Downpatrick Newcastle 90 mins 3.0M residents 60 mins 1.5M residents 30 mins 400k residents Newry A2 A1 Cavan Dundalk N2 N3 M6 Mullingar M4 M6 M3 M3 Drogheda M1 Ashbourne M2 DUBLIN 179% expected growth in non-grocery spend Future catchment * 37% expected increase in a total catchment from 1.9M residents to 2.6M 19% expected increase in primary catchment to 1,062k residents Tullamore *Based on fully let, improved offer

8 Increased sales density by +6% to 173 psf Projected to reach 345 psf by 2018 c310k outlet shoppers in Northern Ireland M investment in the new Omniplex MAXX Cinema Key Statistics 44% higher than UK average (excluding Bicester village) 217M non-grocery spend within 30 min 40% higher than UK average 16% 186% projected increase in footfall by % of Ireland s population lives within a 90 minute drive of visitors are from outside the retail catchment Of these, 61% are from the Republic of Ireland 10th Out of 45 major UK outlet centres by shopper expenditure (when fully let with upscaled offering) +22% Footfall (942,256 visitors) in the last 6 months

9 15

10 17 Phase 1 New Omniplex eight screen cinema and 24 hour McDonald s restaurant opened in June 2016 The Relaunch Anchor brands including Nike, Gap, M&S and Next Premium brands including Jaeger, L.K.Bennett and Paul Costelloe Re-gearing and reviewing brand mix and tenants Strategic marketing support for the leasing programme and driving renewed consumer interest and engagement Asset management Significant owner-funded budgets and an expert management team contributing leadership, insight and strategy Strengthened relationships between the owners and tenants for a more unified team Phase 2 Exclusive refurbishment programme to enhance the customer experience and on-site fabric changes Store refits, new signage and improved lighting Consumer launch of new brand name and positioning New dedicated food and film zone to attract night-time economy and increase dwell time Phase 3 Plans being drawn up for potential expansion of The Boulevard. The owners will be making a significant financial investment in the scheme to continuously upgrade the fabric, facilities and overall look and feel

11 19 Brand new 3M+ Total marketing investment over the next three years Brand development and marketing A new, stylish brand identity has been developed and The Boulevard s brand proposition emphasises the best elements of the metropolitan shopping experience and celebrates them. A new set of brand values set the tone for The Boulevard; guiding how the entire experience is realised from recruitment and staff behaviours to the look and feel of communications and the centre itself. Both the proposition and the values will create a cohesive and consistent experience for customers. This clear direction and guidance will help the team as they work to increase footfall, drive sales and increase repeat visits and loyalty. Fully integrated marketing campaigns including: TV, radio, press and out of home media including prominent outdoor sites and key transport routes Proactive PR and social media activity Mobile enabled, CRM driven website Tourism events and media On-site events and promotions around key retail periods Bespoke launch campaigns for new tenants Customer loyalty scheme Continued customer engagement with proactive on-site events programme Initial marketing has contributed to a 23% increase in footfall and 6% increase in sales density

12 21 Significant investment to enhance the customer experience CUSTOMER EXPERIENCE New signage leading into the site from major access points Improvement to sense of arrival, landscaping outward facing signage Aesthetic improvements including installation of canopies Improved children s facilities New loyalty scheme Centre Management team training Dedicated food & leisure area

13 Dynamic 23 leasing campaign Active targeting of designer and premium brands and food and beverage tenants Launch of new brand across all leasing materials including brochures and bespoke presentations meetings with prospective tenants involving owners, marketing and leasing teams Presence at retail events including MAPIC, BCSC and Completely Retail Development of bespoke marketing campaigns to launch each tenant Building tenant relationships and establishing best practice, including: merchandising and window displays, staff training, value messaging and promotions Presentations to existing brands Central developments including brand refits

14 25 The team A new management team with in-depth knowledge and proven collaborative expertise. Tristan Capital Partners & The Lotus Group A heavyweight partnership with a wealth of real estate investment and client asset management expertise. Tristan Capital and Lotus Group combine great industry reputations and insight across all areas of the investment lifecycle, from asset portfolio management through to refurbishment, leasing and property management. Contact Rioja Developments As a leading outlet retail specialist and leasing company, Rioja Developments is an expert in adding value to retail property. Colliers International Colliers International is an industry leader in global estate services and will provide strategic advice across a range of services including valuation and tax consulting, customised research and thought leadership consulting. Giles Membrey Rioja Developments giles@gilesmembrey.com Tel: Jonathan Millar Colliers International jonathan.millar@colliers.com Tel: BWP Group BWP Group has a strong track record and reputation helping international shopping destination owners and managers. BWP Group delivers award-winning marketing initiatives that have genuine impact on the commercial success of shopping centre assets. Anna Jones Rioja Developments anna.jones@gilesmembrey.com Tel: Declan Leonard Colliers International declan.leonard@colliers.com Tel:

15 Designed and produced by BWP Group