Rethinking Retail: Pop Ups, Food Trucks and Other Trends from Detroit


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A brief overview of the pop up trend in Detroit based on IMG coverage from 2013.

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  • The reason we are doing what we are doing – In response to the media’s obsession with loss, Noticed in Detroit stories revolved around fire, murder, crime, scandal.
  • Create a publication that focuses on growth and what’s working. Looking at the future of cities like Detroit
  • David Whitney building
  • David Whitney building
  • Research out of Carnige Mellon
    Dr. Kevin Stolarick who is now at UofT (can ref. Richard Florida)
    Looking at 330 regions of that only 29 were growing in population. Rest were shrinking or stagnating. The core issue was not about population but about economic growth. Wanted to understand what creates demand for a city. Places with high TIDE have the most growth.
    Create a publication that raises the visibility of these assets in our community.
  • We cover new economy job growth
  • We cover new economy job growth
  • Traditional media covers “big things” very well
  • Screenshot
  • Screenshot
  • Tashmoo Biergarten is a European style outdoor beer garden that opened in the fall of 2011 as five sequential pop-up events in the West Village neighborhood of Detroit, MI.
  • Richard – enthusiast
  • Indonesian food and culture
  • Wanted to try out a new location
  • Moosejaw – Woodward and Grand River – could end up being long term?
  • Bring more foot traffic downtown for new downtown Quicken Loans staff
    Really brightened up downtown especially over the holidays
  • Sat vacant after Old Navy closed
  • Various scheduled location, catering etc
  • I also wanted to mention the Revolve Detroit program
  • Financial viability
    Attaining critical mass
    Accessibility to new entrepreneurs
  • Opportunities for Retailers
    Marketing a location
    Activating spaces/creating a destination
    Building stronger neighborhoods and communities
  • Recommendations for Real Estate Professionals
    How to leverage
    Partnerships with economic development and other entities
    Leasing suggestions
  • Model D
    REVOLVE Detroit
    Next American City
  • Model D
    REVOLVE Detroit
    Next American City
  • 1. Three+ goals for 2013
    2. Three+ challenges for 2013
    3. Recommended KPIs
    4. Org chart for your department including full and part time resources (current state + future in one doc)
  • Rethinking Retail: Pop Ups, Food Trucks and Other Trends from Detroit

    1. 1. Rethinking Retail: Pop Ups, Food Trucks and Other Trends from Detroit   Ashley Aidenbaum – Group Publisher
    2. 2. Our Publications
    3. 3. in detroit Traditional media is loss-oriented
    4. 4. Help people see places differently
    5. 5. Help people see places differently
    6. 6. Help people see places differently
    7. 7. Editorial Approach - TIDE Based on Carnegie Mellon University research by Dr. Kevin Stolarick  exploring the elements that create demand for a city, IMG publications cover community advancement through the framework of TIDE: Talent, Innovation, Diversity, Environment.
    8. 8. Core Coverage – Development News
    9. 9. Core Coverage – Startup, Innovation + Job Growth News
    10. 10. Recent Kauffman Foundation report demonstrates that without startups, there would be no net job growth in the U.S. economy Long Tail – Filling the Coverage Gap
    11. 11. Focus on Growth Instead of Loss
    12. 12. Free Weekly Email Newsletter
    13. 13. Defining Pop-Ups • Short-term retail operations which “pop up” one day and are gone the next • Term “pop-up” is trendy, but concept is not new • Benefit to retailers: in a down market, sellers can take advantage of lower rents and shorter leases to generate sales and drive attention to certain properties • Popular types:  Food and beverage  Art gallery/exhibition  Pop up yoga/fitness  Jewelry and apparel  Crafts  Seasonal items
    14. 14. Model D Covers Trends in Detroit
    15. 15. Tashmoo Beirgarten – West Village
    16. 16. Urban Grounds – Eastern Market
    17. 17. Komodo Kitchen – Midtown Doing pop-ups has been an amazing experience for us. It has helped us build our brand and audience and test our product with no capital investment. - April Boyle
    18. 18. Café con Leche – Lafayette Park "We were looking for a neighborhood that has the same type of community - Lafayette Park has that feel.” - Jordi Carbonell, co-owner, Café con Leche
    19. 19. Moosejaw – Woodward and Grand River
    20. 20. Somerset CityLoft – Lower Woodward Corridor Part of effort to fill retail from Campus Martius to Grand Circus Park
    21. 21. Rustbelt Market – Ferndale “What you will see as a shopper when you walk through the doors will leave you in awe. It is the result of a collective of 60+ of the best creative based businesses Michigan has to offer consuming 15,000 sq feet of a former corporate big box.”
    22. 22. Jacques Tacos – Metro Detroit
    23. 23. REVOLVE is a collaborative program of the Detroit Economic Growth Corporation (DEGC) that partners with local leaders, building owners, entrepreneurs, and artists to activate vacant storefronts with transformational businesses and art installations. Revolve Detroit
    24. 24. Challenges • Financial/Practical • Startup investments (equipment + fixtures) • Obtaining market analysis/feel • Registers/payment method (Square) • Attaining critical mass • Accessibility to new entrepreneurs
    25. 25. Opportunities for Retailers Short-term benefits: •Marketing a location •Flexibility with unfinished spaces/spaces in transition •Short term occupancy – better than vacancy •Allows potential occupants to feel out location •May provide helpful sales data for potential long-term occupants Big picture: •Activating spaces/creating a destination •Regional economic development to build prosperity •Building stronger neighborhoods and communities
    26. 26. Recommendations for Real Estate Professionals • How to leverage • Partnerships with economic development and other entities • Leasing suggestions • License agreement (versus lease) laying out terms • Other considerations/challenges • Insurance • Utilities • Health department • Make sure all parties are clear on long term intentions • Have a strategy • Marketing • Communication • Engagement
    27. 27. Further Recs from Revolve Detroit Recommendations from Michael Forsyth – DEGC •Make connections – building owners + entrepreneurs •Partnerships are key to success – local community orgs and others may have insider info on what the area wants and needs •Leverage resources to simplify the process – “At REVOLVE, we’ve developed some key tools to accelerate the pop-up process. For example, we help file temporary food licenses with the health department for our pop- ups. The simple two week permit is half off if it’s filed by a non-profit ($125 non-profit, $250 for-profit), which is one more reason to team up with REVOLVE or your local CDC. We customized a “license agreement,” kindly provided from Pittsburgh’s pop-up program, as a substitute for a lease. It’s a simple agreement between building owners, pop-up tenants and REVOLVE. Next year we’ll be releasing a guide with all the permits, checklists and resources entrepreneurs need in one place.” •Tell the story!
    28. 28. Further Recs from Model D for Entrepreneurs Tips from Claire Nelson – Model D •Be conservative about your expectations. •Cluster, cluster, cluster. West Village is a great example. Not one pop-up store/event on its own, but a few at one time. Give people multiple reasons to go to a new place! This, of course, takes extra work/time for collaboration & coordination between multiple retailers/events. •It's all about your social network & appetite for heavy social media activity. That first blast of editorial love from the local papers will get you your first big wave -- but maintaining that, even for a short burst of a few weeks or months, is where you'll have to get creative.
    29. 29. Resources • Model D • Metromode • Urban Innovation Exchange: • Curbed • REVOLVE Detroit Michael Forsyth: mforsyth@DEGC.ORG • Good • Next American City • Spacing
    30. 30. Resources
    31. 31. Issue Media Group is an Inc 5000 Detroit-based media company that publishes independent journalism online and in weekly email newsletters. Founded in 2006 to tell the transformative stories unfolding in America’s cities, identify and report on influencers driving “what’s next.” Issue Media Group publications focus on the “long tail” of startups and small businesses creating jobs, and the change-makers and doers leading cities into the new economy. About IMG
    32. 32. Contact Ashley Aidenbaum, Group Publisher 313.355.0520