Restructuring a shopping mall - experiences - request - marketing and market tools and advisory to manage an exit An italian example

1. had different answers, but the
majority of the respondents
indicated for this Mall a com-
mercial center based on an
organic market. Perhaps this
response was determined by
the economic situation in the
As advisor in the real estate
sector and finance, we have
been commissioned by the
German Aareal Bank, to pro-
mote the sale of an important
commercial property in the
area of Verucchio.
The shopping center, con-
structed in 2008, closed in
2011, measures 28,800 square
meters and is set on two floors
plus basement. Between Sep-
tember and October 2013 in
order to ascertain better the
economic fabric of the area of
Verucchio and the prospects
for the future, we made inter-
views in which 148 contacts
were involved - professionals,
architects, surveyors, entre-
preneurs , notaries, industry
trade, agriculture, social, po-
litical, technical associations
and the public administration,
tourist agencies and of course
specialists of retail, banking
and financial sector. We de-
cided to share the results of
these interviews in a report
which will form the basis to
carry out the work of our next
initiatives. We provide for to
launch a call architects and
engineers for ideas through an
architectural competition
aimed at the redevelopment of
the shopping center of Veruc-
chio. The interviews revealed
a negative picture regarding
the present performance of the
local economy, while the 60%
expects a positive situation in
the next three years. When we
asked what kind of activities
could be carried out in the
mall (giving the choice be-
tween a classic shopping-
center, outlets, fitness centers,
health and organic market) we
Centro Commerciale di Verucchio
THE RESULTS OF AN INTERVIEW
A multi-functional shopping center
Considering the size of the
shopping center and the
catchment area, the best
solution seems, even in the
opinion of an important part
of the respondents, a multi-
purpose center that can in-
tegrate different and com-
plementary activities. Inno-
vation is the way to retrain.
CONact Market Entry Management GmbH
05 march 2014REPORT interviews
REPORT interviews
CONact Market Entry Management GmbH ®
Preference
PARTECIPANTS

2. Stefano Lucidi
Country Manager Italy
Via Ciampino, 15
00040 Ardea
+39 06 94803 662
Joerg Kowollik
Managing Director
Feldberg 1-3
61389 Schmitten (Fra)
+49 30 34646 9800
For over 20 years, Conact has been working with real estate and NPL (non
performing loans) providing through specific facilities and the professional
staff, assistance and advice to banks, investors, companies, the necessary
support in critical situations and financial and structural hardships. Starting
from Germany, Conact, offers these services throughout Europe, in particu-
lar, in the East and South Europe. Collaboration with important German
credit institutions, has allowed over the years, to deepen the experience of
the Team Conact, on properties described as "corporate"commercial, indus-
trial and service sectors. The services ranging from the valuation of individ-
ual assets or packages of properties to the management of assets and prop-
erties including improvements until Rebuilding and conversion (upgrading)
based on a short-term or long-term strategy. Conact on request assumes al-
so the responsibilities as Interim-Manager of portfolios, for companies that
own or operate these portfolios.
CONact Market Entry Management GmbH
uses.
Especially in proximity to major roads,
highways or airports they could refocus
on an exclusive residence, offering even
the chance to shop in the same building
with the division / distinction of the
building to give more security feeling,
privacy and tranquility through a gradu-
al path from the retail section to the
residential one. If the building is close
to an university can be created mini-
apartments at moderate prices.
To use parts of the building as offices or
residential destination means to have
less space to rent for retail sale. Conse-
quently, there is less vulnerability with
respect to a large surface area, for ex-
ample in case the retail goes into crisis
because of a new opened mall near by.
The advantages of the "mixed use" for
the residents is to have shops in the
same building with the chance to add
shops based on their needs. The resi-
dents supervise the building; offices,
As soon as there are signs of a negative
trend, a specific study is to accomplish,
to understand how to facilitate, develop
and renew it immediately. The expres-
sion "Dead Mall " is now part of the
vocabulary in the U.S. because it is a
frequent topic, and there are even web-
sites dedicated to this subject. We must
act immediately because every mall at
some point in its history is at risk to
bankruptcy and the negative trend is not
reversible automatically. The incentive
to be more creative as possible to make
the environment in the mall interesting,
engaging for the customer. The admin-
istrations of the municipality, provinces
and regions must work together to plan
in advance so to avoid malls which too
close catchment areas and be helpful to
find new purposes, in case of a refur-
bishment.
The most effective approach is the
"mixed-use", and this term refers to the
use, based on specific, local needs such
as retail, offices, residential or other
which are less trendy and fleeting, can
be added to the mix.
www.deadmall.com
Article about “Dead Malls” ...
CONcept & action
Merchandising in vendita sul sito di Deadmall
www.conact.de