Traditional retail is changing with the rise of pop-up shops, food trucks, and other temporary retail concepts. Pop-ups allow retailers flexibility with short-term, lower-cost leases to generate sales and attract customers. The document recommends that real estate professionals partner with local organizations to activate vacant storefronts through temporary pop-ups. It also provides tips for entrepreneurs on maintaining social media presence and collaborating with other pop-ups to drive traffic. Resources like Revolve Detroit help simplify the pop-up process through tools and licensing agreements.
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.
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
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
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. 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
20. Somerset CityLoft – Lower Woodward Corridor
Part of effort to fill retail from Campus Martius to Grand Circus Park
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.”
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. Challenges
• Financial/Practical
• Startup investments (equipment + fixtures)
• Obtaining market analysis/feel
• Registers/payment method (Square)
• Attaining critical mass
• Accessibility to new entrepreneurs
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. 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. 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. 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. Resources
• Model D http://www.modeldmedia.com/
• Metromode http://www.metromodemedia.com/
• Urban Innovation Exchange: http://www.uixdetroit.com/
• Curbed http://detroit.curbed.com/
• REVOLVE Detroit
http://www.degc.org/local-data.aspx/revolve-detroit-is-a-retail-evolution
Michael Forsyth: mforsyth@DEGC.ORG
• Good http://www.good.is/magazine
• Next American City http://nextcity.org/
• Spacing http://spacing.ca/
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
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
Practicality
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 http://www.modeldmedia.com/
Metromode http://www.metromodemedia.com/
Curbed http://detroit.curbed.com/
REVOLVE Detroit http://www.degc.org/local-data.aspx/revolve-detroit-is-a-retail-evolution
Good http://www.good.is/magazine
Next American City http://nextcity.org/
Spacing http://spacing.ca/
http://www.uixdetroit.com/features/michaelforsythrevolvefeature.aspx
Model D http://www.modeldmedia.com/
Metromode http://www.metromodemedia.com/
Curbed http://detroit.curbed.com/
REVOLVE Detroit http://www.degc.org/local-data.aspx/revolve-detroit-is-a-retail-evolution
Good http://www.good.is/magazine
Next American City http://nextcity.org/
Spacing http://spacing.ca/
http://www.uixdetroit.com/features/michaelforsythrevolvefeature.aspx
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)
