SIZE OF OPPORTUNITY + - FREQUENCY OF VISITS - Western’ expatriate workers business visitors ‘Western’ tourists Emirate families APPEAL OF CONCEPT Gulf shoppers wealthy Asians + mobile Middle Eastern
GRADING THE RISK FACTORS FACTORS
exclusive vs inclusive
standalone vs. mall
partner vs. solo
+ - RISK excl stand solo excl stand part excl mall solo incl stand solo excl mall part incl stand part incl mall solo incl mall part
what do we mean by luxury??
look, don’t touch
try before you buy
youthful, both sexes
what kind of customer experience…?
fetish transactions: Bond-ness
tribal transactions: head chatter
shopping psychology: aisle behaviour
introducing the archetypes 30’s male manager in the software industry: well off young club-going, commuting girl. male financial-industries football and sports-bar devotee Asian teenager, non-drinking white British teenager, too young to drink legally family with young children young over-educated Eastern European services worker 40-something male skilled manual worker youngish artisan/performer retired female college lecturer male / female retail manager 60’s – 70’s blue collar retirees. 50-something, affluent commuter with teenage kids
which venues serve the most archetypes?
who is under-served in the town centre?
families and kids
cool teens (other than drinking!)
cultural minority groups
how do your cultural assets stack up?
Watford’s road system constricts formal circulation and bisects the city centre…
people find their own ways to where they want to go… add the underpass thread…
add the well-signposted cycle route thread…
and the randomness of everyday culture, lived in public… finding the real desire lines through meandering …
Woodside Leisure Centre The Parade The Horns Library Colosseum Palace Theatre Cassiobury Park cultural venues extend beyond the city centre , and most thrive in spite of the road system constrictions … Muse Palace Cafe Café Cha Cha Market The Pump House Newton Price Centre St Mary’s Church Harlequin Museum
www.cornerstonestrategies.co.uk the city’s threads are unplanned as well as planned, and the cultural zone extends organically.. .