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.
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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/
A couple of things run through my mind when I think of these two simultaneous projects. One of my thoughts is that experience counted and still counts, hence the decision to choose experienced designers/developers for the new Cub’s stadium. And to that I say we live and we learn and all is well as long as we learn.
ReplyDeleteThe next thought is that possibly the same process, albeit more naïve, was used for Riverview. I have often heard Mesa residents own the “isn't dumb at all… 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”. If this is the process that occurred the developers were right on with their research. However, I anticipate the next developers to listen to the members of our community not just the perceived “stakeholders”.
Thanks, Terry
ReplyDeleteI think you're right! I am very anxious to see how Wrigleyville will develop also. I'm sure that it wasn't an easy or immediately popular idea to look outside of Arizona for a design firm, but it will be very cool to see what Populus will come up with.
Incidentally, maybe one of the reasons that I know "jon" so well is that he's a little bit like myself! I like Riverview, and that's not necessarily a good thing.
I think one of the big reasons that the Theater District still struggles is because it doesn't make a specific appeal to women. Depending on "guys like me" to sustain a specialized retail district isn't a great strategy IMO.
Great post, and you are right in comparing the two. I believe the difference is in the two developers. One understands people and knows what to build, the other is trying to make it happen and is of the model of old if you build it they will come. to me, they could have done what TM did, but they wanted a main street feel. In that case, the theater district should have been on Bass Pro Drive instead of being removed from the high traffic area.
ReplyDelete