The document discusses the planning and development of experiential shopping centers, highlighting consumer behavior, technology, and economic factors that shape the marketplace. It emphasizes the need for cultural immersive experiences and flexible spaces that focus on community gathering rather than traditional retail. Additionally, it outlines key takeaways for successful development, including understanding market needs, leasing strategies, and the importance of creative design.

2. Rick Hill
Founder
J. Richard Hill & Co.
Stuart Zall
Founder
The Zall Company
Michael Lee
Principal
Bench Dog Architects
GUEST SPEAKERS
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

3. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
CHANGING MARKETPLACE
RE-IMAGINED SHOPPING CENTERS
• Consumer Behavior
• Technology
• Economic Factors.

4. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

5. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

6. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
THE NEXT BIG THING
EXPERIENTIAL, AUTHENTIC, CULTURAL

7. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Federales

8. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Tom’s Urban

9. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Flight Club

10. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Hinjingo Bingo

11. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Happy Camper

12. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Garage Sale Vintage

13. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
The LineUP

14. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Road Trip Event
ROUND TOP, TEXAS

15. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Cultural Immersive Experiences

16. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Destination Distilleries

17. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

18. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
CASE STUDY
THE GATHERINGS AT PARKER
Planning for Flexibility

19. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Location

20. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Town of Parker 2021 Revenue

21. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
THE MARKET
CONSUMER RESEARCH STRATEGY

22. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

23. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

24. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

25. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

26. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

27. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

28. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

29. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

30. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

31. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

32. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

33. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

34. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

35. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
PLANNING & DESIGN
SPACES, PLACES, & STOREFRONTS

36. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
2021 Master Plan
Trading Retail Spaces
For Gathering Spaces
With a Focus On Place
Making and
Experiences.

37. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
2023 Master Plan
Re-Envisioning the
Master Plan Planning
for Success in Today’s
Economy

38. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
LIFE.CHURCH - Anchor

39. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Chicken N’ Pickle - Anchor

40. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Central Lawn
The Heart of the
Project, Where
Activities and
Amenities Come
Together.

41. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Central Lawn View

42. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Retail Kiosk

43. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Articulated Building Design

44. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Storefront Placemaking

45. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Signature Storefront Design

46. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Interactive Storefront Design

47. GATHERINGS AT PARKER
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Activated Storefronts

48. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
LEASING STRATEGY
GATHERINGS AT PARKER

49. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
THE EARLY YEARS
I was a commissioned only broker, and I
didn’t care what impact my deal had on the
shopping center I just needed to be paid. –
Stuart Zall

50. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
“This space is so good that the tenant that is
going to take it doesn’t exist yet.” - Doug
Lucy, Taubman Senior Vice President of
Leasing.
THE TURNING POINT

51. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MERCHANDIZING PLAN
“You can’t get what you want until you know
what you want.” - Singer Joe Jackson.

52. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
OUR PROCESS TO FIND THE
BEST IN CLASS
• Visiting Stores
• New & Emerging Concepts
• Food Halls
• Food Trucks
• Trade Shows
• LinkedIn
• Costar
• Trade Magazines
• Social Media
• Looking at Other Markets

53. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
NEED A BELL-WEATHER
ANCHOR TENANT
• Chicken N Pickle
• Distillery
• Music Venues
• Eatertainment

54. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
OLD FASHIONED SALESMANSHIP
• Face to Face Meetings
• Selling the Vision
• Landlord Willing to Invest Into The Concept
• ABC’s Always Be Closing

55. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

56. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
DEVELOPMENT PROCESS
SUMMARY

57. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

58. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

59. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

60. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
KEY TAKEAWAYS
LESSIONS LEARNED

61. MASTER CLASS TAKEAWAYS
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

62. MASTER CLASS TAKEAWAYS
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

63. MASTER CLASS TAKEAWAYS
E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G

64. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
UNDERSTAND THE MARKET
AND WHAT IS MISSING

65. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
• Millennials
• Boomers
• And All Other Classes
WE LOOK FOR INPUT FROM

66. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
LEASE WITH AN OPEN MIND AND
BE CREATIVE

67. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
• Four-Sided Design
• Window Transparency
• Articulated Facades
• Material Restrictions
KNOW THE ENTITLEMENTS
PROCESS

68. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
• Storefront Zone
• Cold Dark Shell vs Warm Shell
• MEP Requirements
• Interior Finish Conditions
ESTABLISH TENANT &
LANDLOARD SCOPE OF WORK
UPFRONT

69. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
MASTER CLASS TAKEAWAYS
• Rapid Prototype Planning
• Test for Program, Access, & Flow
• It’s The Spaces that Make the Place
DRAW, DRAW, DRAW

70. E A T , P R A Y , P L A Y – P L A N N I N G F O R T H E N E X T B I G T H I N G
Q&A
THANK YOU