Dirtkickers and Analysts
Dirtkickers and Analysts Perspectives On Sites & Locations
Presented By Steve Lackow RPM Consulting
Agenda • • • •
What Analysts See – The View From 10,000 Feet What Dirtkickers See – The View From Ground Zero Case Study: Bank of America, Short Pump Mall Questions & Answers
Locations & Sites
• Locations - the trade or market area – Match the primary store/branch demographics to the community demographics
• Sites – the physical footprints – The site & design complement the business & community composition
What Analysts See: Location Analysis Data Elements • • • •
Econometrics & Cycle Forecasts Zoning Enterprise & Empowerment Areas Competition – Deposits/HH – Deposits/Branch
• Business Info • Shopping Center Info – Key Anchors – Primary Stores
• Geographic Info
• Potential • Residential Demographics & • • •
Trends Lifestyle Demographics Daytime Population & Employment Social Class & Shopping Patterns
• • •
– Points (e.g. Sites & Associated Info) – Lines (e.g. Streets, Highways & Traffic) – Polygons (e.g. Block Groups)
Crime Stats Syndicated Research Primary Research
What Dirtkickers See:
Site Analysis Data Elements • • • • • • • • • • • • • •
Site Type Site Orientation Accessibility Signage Vacancy Rate Business Compatibility & Retail Mix Architectural Compatibility Age Of Surroundings Quality Of Area Housing Maintenance & Appearance Parking Traffic & Street Conditions Environmental Assessment & Impacts Security & Safety
How Do We Integrate What The Dirtkickers & Analysts See? • The People Side – Respect & Teamwork
– For the information – For the perspective – For the people • “This is what I see – make sense to you? What do you see?”
• The Information Side – GIS – ArcGIS – ArcPad
• Integrate Data – Build Consensus
ArcPad – “Dirtkicker Analyst” • ArcPad on a handheld computer, taken
into the field, brings structured processes to dirtkicking
Case Study • Short Pump Town Center, Bank of America Branch
Regional Shopping Center Trade Areas
Perspectives • What The Analyst Sees – This is a great location! – Why is it performing so poorly? – There must be site-specific reasons behind this • Poor signage, poor visibility, poor access or some combination
Perspectives • What The Dirtkicker Sees – Divided street – Left turn access – Access from just one direction – Poor signage, fascia only – Direct presence of better-sited competitors
Optimal Site Modeling -Bringing It All Together • Overall Market – – – – –
Size Growth Net Worth Income Crime
• Current Business Activity – – –
• Financial Market – Market Potential
– – – –
• • • • •
Savings Investing Lending Securities Insurance
Deposits/Branch Deposits/Household Branch Size Branch Growth
Customers/HH Market Penetration Size Of Businesses & Average Balances • Savings • Investing • Lending • Securities • Insurance
• Site Specific Elements – – – – –
Site Type Site Orientation Accessibility Signage Etc, etc
Q&A
Presented By Steve Lackow RPM Consulting
Agenda • • • •
What Analysts See – The View From 10,000 Feet What Dirtkickers See – The View From Ground Zero Case Study: Bank of America, Short Pump Mall Questions & Answers
Locations & Sites
• Locations - the trade or market area – Match the primary store/branch demographics to the community demographics
• Sites – the physical footprints – The site & design complement the business & community composition
What Analysts See: Location Analysis Data Elements • • • •
Econometrics & Cycle Forecasts Zoning Enterprise & Empowerment Areas Competition – Deposits/HH – Deposits/Branch
• Business Info • Shopping Center Info – Key Anchors – Primary Stores
• Geographic Info
• Potential • Residential Demographics & • • •
Trends Lifestyle Demographics Daytime Population & Employment Social Class & Shopping Patterns
• • •
– Points (e.g. Sites & Associated Info) – Lines (e.g. Streets, Highways & Traffic) – Polygons (e.g. Block Groups)
Crime Stats Syndicated Research Primary Research
What Dirtkickers See:
Site Analysis Data Elements • • • • • • • • • • • • • •
Site Type Site Orientation Accessibility Signage Vacancy Rate Business Compatibility & Retail Mix Architectural Compatibility Age Of Surroundings Quality Of Area Housing Maintenance & Appearance Parking Traffic & Street Conditions Environmental Assessment & Impacts Security & Safety
How Do We Integrate What The Dirtkickers & Analysts See? • The People Side – Respect & Teamwork
– For the information – For the perspective – For the people • “This is what I see – make sense to you? What do you see?”
• The Information Side – GIS – ArcGIS – ArcPad
• Integrate Data – Build Consensus
ArcPad – “Dirtkicker Analyst” • ArcPad on a handheld computer, taken
into the field, brings structured processes to dirtkicking
Case Study • Short Pump Town Center, Bank of America Branch
Regional Shopping Center Trade Areas
Perspectives • What The Analyst Sees – This is a great location! – Why is it performing so poorly? – There must be site-specific reasons behind this • Poor signage, poor visibility, poor access or some combination
Perspectives • What The Dirtkicker Sees – Divided street – Left turn access – Access from just one direction – Poor signage, fascia only – Direct presence of better-sited competitors
Optimal Site Modeling -Bringing It All Together • Overall Market – – – – –
Size Growth Net Worth Income Crime
• Current Business Activity – – –
• Financial Market – Market Potential
– – – –
• • • • •
Savings Investing Lending Securities Insurance
Deposits/Branch Deposits/Household Branch Size Branch Growth
Customers/HH Market Penetration Size Of Businesses & Average Balances • Savings • Investing • Lending • Securities • Insurance
• Site Specific Elements – – – – –
Site Type Site Orientation Accessibility Signage Etc, etc
Q&A
