NEW
DAY
THE VISION
THE BAY AREA’S BEST JUST GOT BETTER IT’S THE DAWN OF A NEW ERA AT SERRAMONTE The retail center our shoppers have come to know (and love!) for the last 50 years is continuing its evolution, reimagining what a retail center can be for our market. It started with our retail expansion and parking garage addition. It continues with an open-air enhancement for high-end, experiential retailers. In the coming years, we will further push the boundaries of what’s next in retail: to create a hybrid-style center that adapts to the consumer of today … and tomorrow. While embracing the strength of our trade area and staying diligent to maintain our status as the iconic, No. 1 destination in the market, Serramonte is reimagining what a center should be for its market.
1
OPEN-AIR ENHANCEMENTS FOR HIGH-END EXPERIENTIAL RETAILERS AT SERRAMONTE
ASPIRATIONAL
EXPERIENTIAL
merchandise mix
retail at center stage
SERRAMONTE CENTER 2
DALY CITY, CA MARCH 16, 2015
LEGEND EXISTING SERRAMONTE MALL DICK’S SPORTING GOODS COMPLETED NEW ROADWAY COMPLETED
SHORT TERM RESTAURANT ENTERTAINMENT SOUTHEAST QUADRANT - RETAIL COMPLETED SOUTHWEST QUADRANT - RETAIL COMPLETED PARKING GARAGE COMPLETED
LONG TERM ENTERTAINMENT NORTH - RETAIL & HOTEL HILLSIDE - MEDICAL OFFICES
COMPLETED
0’
CONCEPT MASTER PLAN
150’
300’
600’
N
PAGE 3
2
4
view 1
5
6
view 2
7
8
9
147 148-A 148-B 148-C
K
149
A
804 808 812 816 821 790
J
725 729
763
7 7 4 4 748 5 2
757 754
214 220
211
703 706 709 712 714 780
207 B
6 4 9
G
660
661
6 6 4 3 652 645 2 9
233 234 2 3 235 8
351
739
2 5 5
2 5 1
2 4 1
733
30
662
609 607
633
624 621
663
664
284
231
357
606
3 3 3 3 8 3
D
378 608
410
502 530
421 440 450
3 3 0 0 9 6 3 1 2 315
300
320
382
F
3 2 4
345
360 363 366 372
2 8 8
2 7 8
265-275
381
E
400 421A 470 460
20
151-A
NAP (NOT A PART)
IN
152
1 5 3 A
10
717 718 721
151-B
LEASED
100-148
700
40
AVAILABLE
FUTURE PARKING GARAGE
802
348
SERRAMONTE BOULEVARD
150
152
1 1 5 5 3 3 B C
1 5 3 D
TE
T TA S R
CA
T
LLA
NB OU
LEV AR
THE PL ACE
D
AUTO
REST
10
CREATING A THIRD PLACE FOR THE COMMUNITY DALY CITY’S GO-TO PLACE AWAY FROM HOME AND WORK
78
%
of the trade area visits Serramonte regularly
53
%
8 E2
0
of shoppers come for “general browsing” (U.S. Benchmark 42%)
5.2
visits per customer/month (U.S. Benchmark 2.7)
83
%
who visit the center make a purchase (U.S. Benchmark 72%)
11
12
14
THE EXPERIENCE
BROAD, IRRESISTIBLE EXPERIENCES SERRAMONTE OFFERS THE AREA’S BEST SHOPPING, DINING, FITNESS AND EVENTS Events and promotions to coincide with advertising to help drive traffic: Daly City Farmers’ Market at Serramonte Center (Thursdays & Saturdays)
Back-to-School giveback program, “Shopping... It’s a Trip”
Kids Club monthly events Biweekly: Senior Walking Program
Iconic holiday events
14.5k
Facebook followers
4-6
events per month
15
THE CONSUMER
IDEAL CUSTOMERS FOR TODAY’S RETAIL YOU JUST COULDN’T ASK FOR A STRONGER DEMOGRAPHIC MIX THAN OURS Compared with other U.S. markets, Serramonte’s customers are higher income, much more racially/ ethnically diverse and well educated. The trade area also contains several very desirable lifestyle/ psychographic household clusters. Best of all, our shoppers visit the center 5.2 times a month vs the industry average of 2.7 times.
16
SERRAMONTE CUSTOMER PROFILE
55
36.1
%
Female
Average Age
$121,744 Household Income
44
%
College Graduate
$494.78 Average Spend per Month
ETHNICITY: Caucasian
26%
Filipino
22%
Asian
21%
Hispanic/Latino
17%
African American
10%
Other
4%
17
THE M A R K ET/TR A DE A R E A
DENSELY POPULATED, GROWING, UPSCALE TRADE AREA THE NO. 1 CENTER IN ONE OF THE STRONGEST MARKETS IN THE COUNTRY
39 780,000 Trade Area 64
18
%
shop at Serramonte due to convenience (Competition: 35%)
%
of shoppers come directly from home, indicative of healthy in-center shopper behavior (U.S. Benchmark 58%)
19
94 94965
94129
94123
94121 94118 94122
94115
94
94109
94102
94117
94103 94114 94116
94110
94181
9
Stonetown Galleria 94127 94132
94112
Westlake Shopping Center
9412
94134 94015
94014
280 Metro Center
Serramonte Center
94005
94080
The Shops at Tanfo
94044
94066 94128
94030
280 94038 94010
20
94553
4920
80
94706
94710
94553
94707
94708
94709 94702
94720
94703
94704 94705
94130
4133
80
94111
880 94607
94105
94549
94563
94608 94609
94618
980
94611
94612
94610
94158
94556 94602
94606
94107
94501 94619 94601 94613
24
94502
5 mi
10 mi
94621
94605
15 mi
94546
580 94577
880
oran
94578
94579
94580 94541
94542 94545 94544
94401
21
94404
“OTHER TOWNS HAVE A MAIN STREET; WE HAVE SERRAMONTE.” – COUNCILMAN MIKE GUINGONA
22
T H E L O C A T I O N /A C C E S S I B I L I T Y
UNMATCHED CONVENIENCE, ENVIABLE ACCESS AT THE CROSSROADS OF I-280 AND HWY 1, SERRAMONTE IS AT THE CENTER OF IT ALL Ample parking New parking structure with over 1,400 spaces
Transit-supported (Bus/BART)
Daytime Vehicular Traffic:
400,000
23
24
THE COMMITMENT
REGENCY CENTERS THE SPIRIT OF SERRAMONTE For over 50 years, Regency Centers has owned, operated and developed dominant grocery-anchored retail centers that are exceptionally merchandised and maintained. Our legacy of success is evidenced by 429 thriving centers, 19 regional offices and properties in most major U.S. markets. Retailers seek out Regency first, because of the expertise and integrity our people bring to every interaction. As a retail leader, we’re committed to creating not just shopping centers, but community centers: thriving neighborhood gathering places that continue to attract consumers, year after successful year. How? Simple. We focus on merchandising in order to find the right mix of the best operators and unique retailers to increase consumer interest. We carefully consider incorporating placemaking to create a more inviting environment to increase dwell time, improve shopper experience and attract new shoppers to the location. Finally, we make sure we are connecting the centers with our communities by utilizing technology, sustainability and targeted consumer engagement.
25
L E A S I N G C O N TAC T: Grace Yang GraceYang@RegencyCenters.com 415 935 2708
I N V E S T M E N T C O N TAC T: Alison Warner AlisonWarner@RegencyCenters.com 925 279 1865
SERRAMONTECENTER.COM