Shopping Centers Today

MAY 2012

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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1990, according to research firm Reis. "Increasing vacancies forced everyone to look a little bit harder," Adkins said. "There's been an acknowledgement that this isn't a bad idea." So far UPS Store has filled five stores as a result of the ad banners with DDR alone, Adkins says. Kimco's FastTrack Franchise is op- erating in the mid-Atlantic at present, though plans call for a push out to Kimco's 940 shopping centers across the country, as well as Canada, Mexico and South America. As for DDR, by Freddo's estimates Franchise Connect is working with about a dozen franchise operators, including UPS Store. "We've got space out there," said Freddo, "so how can we be proactive in helping new, budding entrepreneurs get into business? Let's get one of the obstacles out of the way." Others involved in the DDR pro- gram include Great Clips, Learning Express and Villa Fresh Italian Kitchen. "We're seeing some results with existing franchisees," Freddo said. "If we can at- tract retirees or people returning from the military to establish franchises as well, we see this growing in a big way." So far there are preapproved spaces for specific franchise operators in nearly 50 Kimco shopping centers. Anytime Fitness, Bruegger's, Phenix Salon Suites and Wild Birds Unlimited are among nearly 20 franchises signed on to the Kimco program. Phenix Salon Suites has grown from one unit to 22 over the past 12 months. "It can take up to a year to find a location when starting from scratch," said Ken Aselton, vice presi- dent of franchising at Phenix. Now that Phenix is on an expansion streak, Asel- ton says, it helps to have a partner like Kimco. "Small landlords don't under- stand the concept, and they think we're just another salon," he said. "Kimco saw the model and got it. Their program has helped us grow significantly." Other franchise operators view the developer programs as just one more avenue to attract entrepreneurs. "My first reaction was, 'What a cool new idea,' " said Paul Pickett, vice president of franchise development at Wild Birds Unlimited, which sells birdhouses, feed- ers and seed. "My second reaction was: 'How to manage this? What's going to be the time investment? And am I commit- ting to a location, sight unseen?' " Pickett quickly realized that preapproving space did not mean a commitment. Rather, it is a way of co-branding a space to help franchisees open quicker, because it takes a big step out of the process. Selling a franchise is hard enough, Pickett says, but he is hopeful with these new shopping-center-led franchise pro- grams. "It's simple, straightforward and helpful," Pickett said. "It's brilliant." SCT 166 SCT / MAY 2012

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