Who?

While I'm not someone who likes to pick on Mesa Riverview, and I don't think think Mesa just needs to be "more like Tempe"- sometimes one must acknowledge a weakness in order to become stronger.

Why it works
The designers of Tempe Marketplace's "The District" seemed to understand who would show up after it was completed. They understood what their consumers would look like (or how they desired to look), what kind of stores they like, what kind of car they might dream of having, and even what kind of lighting and landscaping they might have in their ideal patio environment.








They envisioned that their consumers might aspire to visit Palm Springs or Las Vegas for a weekend getaway, and visualized them shopping, relaxing inside "the District" atmosphere before it was even built.

The Vestar process is no mystery>>


Meanwhile
Mesa Riverview's "Theater District" on the other hand, seems less focused. Don't get me wrong- it's big, and it's pretty- it seems to have all the right ingredients, but I have a hard time imagining who it's for. While the Design of "The District" @ Tempe Marketplace speaks insightfully about it's shoppers- Mesa Riverview prefers to play it safe.

So safe, that I can only think of this guy:












Let's call him "jon".
I can just see jon, enjoying an afternoon at Mesa riverview, can't you?

jon is a smart guy. He appreciates nice things and understands social status, but prefers to remain anonymous and is cautious about making his personal preferences known to others. As a matter of fact jon doesn't even enjoy shopping, and dislikes anything that might incite him into frivolous spending. jon loves Mesa Riverview's Theater District- it's brand new, pleasant, and seems somehow to have been built just for him. He can often be seen, making a solitary stroll through the placid corridor.

What's more- jon doesn't sunburn easily or fret at all about vehicle traffic because he's made of a paper-thin polymer that is virtually indestructible. It's a perfect match!

Seriously
In the final analysis- it's not that "The District" is bigger, better, or prettier than Mesa Riverview's Theater District. It's not that the developers of Tempe Market place just scored a lucky success. The fact is that the designers of Tempe Marketplace placed the lifestyle, habits, and values of their target consumers- at the center of a design strategy.

They strove to understand their consumers, and provide a focused experience for them.
And it worked.
___

Strategic Innovation on Businessweek online >>


More about Design Strategy and Innovation:


http://www.fastcompany.com/magazine/95/design-strategy.html


http://ascc.artsci.wustl.edu/~ksawyer/explainingcreativity/

The iMesa Project taking shape

This evening was the inaugural meeting for an innovative new volunteer panel assembled by Mesa mayor Scott Smith, the Mesa City Council, and the the Mayor's Chief of Staff. The iMesa initiative is a project that elicits and enacts citizen driven ideas for municipal improvement, and utilizes a board of Mesa residents and business owners to help in implementing the objectives of the unique grassroots plan:
http://www.mesaaz.gov/imesa/
Mayor Scott Smith was present to give an inspiring introduction and was cool enough to visit briefly with each one of us, shaking hands and saying hello.

Mayor Smith modeled the plan after the "MAPS" project that transformed Oklahoma City in the late 1990's/early 2000's. Major emphasis of the iMesa initiative is within identifying "Transformative" ideas, and the plan emphasizes firmly that absolutely any idea is up for analysis.

In a climate where municipal heads make timid, strategic promises, Smith's iMesa takes bold strides into real grassroots community involvement and reaches for an innovative culture not found anywhere else in the Valley.

Although the very first solution is not yet fully activated- from a firsthand perspective- it carries a vital energy for the city's future. The location of HeatSync Labs to 140 W main St in Downtown Mesa is the very first iMesa initiative, and the company is set to move into it's downtown location in Early June.
Read more here>>

Check out iMesa and get involved!:
http://imesa.mesaaz.gov/forums/111089-central-corridor-village