OUR MAGAZINE # ONE
WELCOME TO THE WORLD OF theleisureway is a cutting-edge enterprise that works in applying the innovative leisure philosophy, a concept that is breaking into the XXI century society.
We seriously believe that leisure is the ‘way’ to face the current lifestyle and, for this reason, we are dedicated to providing solutions for suppliers of this kind of services. Our work begins when our client aims to turn, or even restructure, a space into a place for leisure. We provide a complete and detailed service, from the idea to the opening. Our solution is made with social appeal and designed exclusively according to people entertainment needs.
1 EDITORIAL
WE CREATE LEISURE EXPERIENCES UNIQUE, INNOVATIVE AND DIFFERENT... ...TAILOR-MADE FOR YOUR CENTRE... ... TO GUARANTEE SATISFIED CUSTOMERS
s´satisfaction and make
1.
LEISURE ANALYSIS AND STRATEGY
2.
CONCEPT DEVELOPMENT
3.
PROJECT DEVELOPMENT
4.
SUPERVISION OF THE WORK AT THE FACILITIES
5.
OPENING!
6.
YOUR 'LEISURE GUARDIAN'
INTEGRAL AND INNOVATIVE LEISURE SOLUTIONS
3 CONTENTS
CONTENTS one. ORIGINS
two. METHOD
three. SUCCESS STORY
theleisureway was born with the clear vision of understanding shopping centres as a place for enjoyment, gathering and fun shopping. > page 5
A creative process, from the idea to the execution.
We analyze Puerto Venecia, a leisure complex in Zaragoza (Spain). > page 7
four. INTERVIEW
five. WHY TO CONTACT US six. WHERE WE WORK
We talk to Gast贸n Gait谩n about creative solutions and innovation at shopping centres. > page 11
The value of leisure. > page 13
> page 6
Leisure is a universal language, so we work anywhere in the world. > page 15
seven. GALLERY A sample of our projects. > page 17 CONTENTS 4
ORIGINS theleisureway was born with the clear vision of understanding shopping centres as a place for enjoyment, gathering and fun shopping. theleisureway was founded by Gastón Gaitán after he had identified shortcomings in the leisure options offered by the shopping centre industry. Leisure had undergone limited development, leisure solutions were restricted to a few operators and activities and the activity was located in the building at random. As an international leisure expert, he decided to join forces with other professionals and create a leisure company that would become a prominent player for the new challenge of creating innovative and integral leisure solutions. Since then, the industry has been revolutionized in terms of leisure and customer experience. Being part of this challenge of transforming malls into experiential shopping destinations or developing new schemes with a strong leisure focus is a wonderful, fascinating experience and the entire team is very enthusiastic at creating new and unique ideas for this highly demanding industry. Today, the company works for leading asset-owners and property managers across the world.
LEISURE IS CHANGING ITS LOOK… AND THELEISUREWAY HAS TO DO WITH IT…
5 ONE. ORIGINS
METHOD A creative process, from the idea to the execution.
OUR WORKING PROCESS IN 5 PHASES RESEARCH LEISURE SOLUTIONS
SYNERGIES CREATIVITY
DIAGNOSIS
CONCEPT
Understand you, the asset, the situation and the market and come up with an idea.
Idea development: sketches, 3d modeling and experiential video.
LEISURE GUARD We continue working with our clients to provide new and fresh ideas to maintain our leisure philosophy.
MAINTENANCE
PERSPECTIVE VISION
START-UP Final details need to be checked before starting the operation.
SURVEILLANCE
DEVELOPMENT
BASIC PROJECT AND EQUIPMENT Technical analysis and viability. Basic project content. Leisure equipment development.
WORK SUPERVISION Execution project verification and approval. Logistic planning and installation of the equipment. Supervision of the construction works.
EXECUTION
TWO. METHOD 6
SUCCESS
STORY PUERTO VENECIA
Puerto Venecia in Zaragoza, Spain opened in October 2012 and is the Europe’s largest retail destination with a gross lettable area of approximately 220,000 sqm.
7 THREE. SUCCESS STORY
c awa ap i r
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Puerto Venecia had an innovative, integral and unique leisure mix at opening. Puerto Venecia is achieving above budget performance. Puerto Venecia was awarded with 2013 Mapic Awards as “the best retail and leisure project in the world”.
OUTCOME
THREE. SUCCESS STORY 8
PROCESS THELEISUREWAY TEAM UNDERTOOK THE FOLLOWING TASKS Developing the leisure concept from preliminary ideas given by the board of directors. Integrating the different leisure spaces distributed around the scheme into a comprehensive global solution. Developing the basic project. Dealing with manufacturers at purchase, reception and installation of leisure equipment. Budgeting, detailed business planning and financial forecasting. Collaborating with the property team in the search of the appropriate tenant for the adventure zone and negotiating handover and operating conditions. Guiding and supervising the tenant’s technical team in the development of the project. Leisure facilities audit and recommendations.
9 THREE. SUCCESS
LEISURE SOLUTION
OUTDOOR ADVENTURE ROWING BOATS
GUMMY VALLEY
RAINBOW NETS
FLOW RIDER CLIMBER ICE RINK
THREE. SUCCESS STORY 10
“The key to leisure is creating moments” - Gastón Gaitán, director of theleisureway. Gastón Gaitán is director and founder of theleisureway. For years, he has been working in leisure and spreading his message about the importance of creating unique leisure experiences and how they stay in a customer’s memory to make sure they come back. He says that the most important part of his work is feeling it and transmitting it to customers and the members of his team.
How did you get the idea of creating new leisure solutions for shopping centres? There came a time when I saw that the leisure solutions at shopping centres had become standard and the locations were incorrect, causing them to lose their positive effects on the shopping centre as a whole. Furthermore, from the operator's point of view, the first problem was that none of them were profitable; the second was that they suffered shopping centre's everyday circumstances because they were often in the wrong location, such as on the second floor or in the basement and not in the right place to ensure a flow of public. That was the beginning: identifying the problem. Then, I met up with professionals in the sector who had seen my work in areas other than shopping centres and they invited me to take part in their projects. Both things made me realise that shopping centres needed that initial contact: a person who understands the centre itself before setting off in search of operators. It was first of all necessary to analyse the type of leisure that was right for each project. 11 FOUR. INTERVIEW
INTERVIEW “The leisure solutions at shopping centres had become standard.” “That was the beginning: identifying the problem”. “It was first of all necessary to analyse the type of leisure that was right for each project.”
What does theleisureway's involvement in a leisure project provide?
Which way do you think the shopping centre sector is going in terms of leisure?
When the owner contacts an operator directly, he contacts one single alternative, but the leisure world has a million options. The idea is to have different elements and give each centre its own personality.
Shopping centres will evolve not only as shopping centres, but also as meeting places where people go to spend time with their family and friends. Shopping will still be one of the main attractions, but the best formula will be a combination of good brands and original leisure activities so that people spend more time at the shopping centre and go back time after time.
It is important for leisure to be not only just another feature, but also for it to complement the retail offer and be capable of making it stronger. Accordingly, a global vision and an integral solution are necessary. theleisureway's work consists of understanding each centre individually to achieve the goal and come up with an ad hoc leisure solution. The company analyses each shopping centre (the size and the right spaces for the solutions, etc.), understands the specific requirements, gets to know its competitors and studies the owner's vision in terms of the public profile he wants to attract… "We try to give each centre a different personality based on leisure."
“The idea is to have different elements and give each centre its own personality”. What projects is theleisureway currently involved in? We are currently working on several shopping centres in Spain, Portugal and France. They are important projects that will mark a before and after in shopping centre leisure options, as occurred with the leisure area at Puerto Venecia, developed by theleisureway and started up in 2012. In fact, Puerto Venecia won the last edition of the Mapic Award for “the best retail and leisure shopping centre in the world”.
Now, getting back to the company, how does theleisureway team work? TLW has three functional areas: research and strategy; product design and creativity; and a technical area for project implementation. Together, they build the leisure solution, which must be unique and comprehensive for each project. All this works together because the driving force behind this company is excellent teamwork. TLW integrates various profiles in each of its projects, depending on requirements (it has analysts, architects, engineers, specialists in industrial design and 3-D, etc.). It also receives help from outside specialist professionals who join the team depending on project requirements.
It is important for the shopping centres of the future to be at the fore of a leisure strategy from the planning stage, not when they have been built. And they have to be conceived with an important leisure strategy that is attractive, distinctive and can be fitted in the structure so as to avoid further expense and the need for change. Leisure is a key factor for convincing operators that the shopping centre has something different. The process of designing a leisure solution is part of the commercialisation strategy. The strategy has to be set down on paper depending on the type of shopping centre and its location. Then, the spaces have to be developed. The concept of 'leisure strategy' has to be seen as fundamental. We cannot limit our leisure strategy to one single operator because that leads to a dead end. Those of us working in the leisure industry have to open horizons and offer a wide range of options, bringing in new, differentiating ideas for shopping centres. Repeating a solution is a mistake because conditions can be very different. The shopping centres of the future will be those that are capable of automatically adapting to their proposal because they have something to offer. The key is to create moments. If we can create moments, we will be more successful because people will come back.
theleisureway’s work consists of understanding each centre individually to achieve the goal and come up with an ad hoc leisure solution. The key is to create moments. If we can create moments, we will be more successful because people will come back. FOUR. INTERVIEW 12
WHY TO CONTACT US • TO MAKE YOUR CENTRE MORE SEXY, MORE PRODUCTIVE AND TOTALLY PEOPLE CENTRED • • TO ENHANCE THE CUSTOMER’S EXPERIENCE • • TO TURN VISITS INTO LOYAL CUSTOMERS • but specially...
• TO IMPLEMENT A LEISURE STRATEGY THAT WILL GIVE YOU AN EDGE OVER YOUR COMPETITORS, BENEFIT SALES AND INCREASE REVENUE •
13 FIVE. WHY TO CONTACT US: THE VALUE OF LEISURE
ABOUT CUSTOMER EXPERIENCE At theleisureway, we see leisure as an unlimited resource for transforming, personalizing and developing shopping centres. A centre with the right leisure offer that is both strong and unique for its target audience will not be seen by customers as merely a place for shopping, but rather as a unique venue that is ideal for spending their free time with friends and family.
ABOUT THE IMPACT OF LEISURE INVESTMENT IN A SHOPPING CENTRE When the shopping centre moves from satisfying basic demands towards social entertainment, shopping gains in interest. Nowadays, there is no need for a single square metre of additional retail space to meet simple material needs; however, there is a need for an endless new square metres of special, innovative solutions that create areas of entertainment in which customers can enjoy life, have fun and do their shopping. The base is productivity; the task is creativity. Profitability of leisure in a shopping centre should not be analysed individually on the basis of the profit it returns for the centre, as was the case with traditional leisure years ago (cinemas, bowling alleys and amusement arcades), but rather it should go further and can be summarised as follows:
Why unique and innovative leisure ? • DIFFERENTIATION • • MEMORABLE CUSTOMER EXPERIENCE • • ATRACTIVE OFFER • • MEETING PLACE • • LONGER VISIT • • DESTINATION • • LOYALTY • • RECOGNITION • • HIGHER NUMBER OF VISITS • • HIGHER INCOME • • DEMAND FOR LEASES • • LOWER VACANCY RATES •
POSITIONING
SALES
SUSTAINABLE INCOME
• ATTRACTIVENESS FOR EMBLEMATIC BRANDS •
FIVE. WHY TO CONTACT US: THE VALUE OF LEISURE 14
WHERE WE WORK
The team at theleisureway knows that leisure is a universal language, so we work anywhere in the world. We have projects in Spain, Portugal, France, Slovakia, Romania, Argentina and The United States, to name just a few of our more recent projects.
15 SIX. WHERE WE WORK
PRÍNCIPE PÍO PARIS ECO ZOO
BUCAREST
LOS ANGELES BREADBAR
BARCELONA
MADRID
SINGAPUR ESPACIO TORRELODONES
LISBOA
VILLENEUEVE LA GARENNE
BRATISLAVA PUERTO VENECIA BUENOS AIRES MADRID XANADÚ TAZZ ENTERTAINMENT GRAN TURIA
VALENCIA
SEXTA AVENIDA ZARAGOZA ...
SOLUTIONS TO BE CONTINUE
SIX. WHERE WE WORK 16
GALLERY
17 SEVEN. GALLERY
THE PLANE
ESPACIO TORRELODONES, MADRID (SPAIN)
SEVEN. GALLERY 18
COMMUNITY AREA 19 SEVEN. GALLERY
SEXTA AVENIDA, MADRID (SPAIN)
GRAN TURIA VALENCIA (SPAIN)
SEVEN. GALLERY 20
ECO ZOO COMING SOON... 21 SEVEN. GALLERY
COMING SOON...
SEVEN. GALLERY 22
FUNBOX
23 SEVEN. GALLERY
BUCAREST (ROMANIA)
TAZZ ENTERTAINMENT MADRID AND LISBON
SEVEN. GALLERY 24
Please contact us to find out more about how we can help you to implement one of our leisure solutions
theleisureway.com (+34) 97 622 61 52 info@theleisureway.com press@theleisureway.com Don Jaime I 41 2ยบ Izq, 50003 Zaragoza (Spain)