Vision and strategic context

GJR Consulting seeks to help retail and leisure destinations and commercial districts create a sense of place which will leave a positive impression in the minds of consumers and workers, allowing loyalty to grow to the benefit of commercial occupiers, land owners and developers and public agencies.

‘Experience’ in destination management is a trend that cannot be ignored in designing a strategy to transform an area. Shopping is increasingly based on want rather than need, it is a leisure pursuit and consumer expectations are evolving rapidly. Increasingly leading edge consumers are ‘experience seeking’ and like to combine shopping with entertainment and leisure pursuits. They are brand aware, driven by excitement, modernity and a quality environment and always search for new things. They like to have fun, to see and be seen.

Many retail destinations and commercial districts have not developed to meet the needs of this increasingly demanding market, the experience itself is often poor. Existing and new occupiers, together with their landlords and local authorities should be encouraged to enhance the quality of the street and stimulate innovative Place Management to add value to the current position. ‘Ambient leisure’ seeks to improve the ambience of shopping and leisure environments and commercial districts and is an important factor for people when making choices of where to visit, work, shop and eat. A disappointing environment encourages workers and visitors to head for alternative locations.