The Avenue Village Shopping Centre, Cranbourne.

Client: Brown Property Group

Objectives:

Prepare, implement and execute the project leasing marketing package for this brand-new full line Woolworths & BWS anchored neighbourhood shopping centre of 4,454sqm.

Strategy:

• To provide the client with a centre that upon opening would act as a hub for surrounding residents and improve the overall amenity of the larger master planned community by;
• Analysing the demographics of residents in the newly developed land subdivision in which the centre would form part;
• Prepare and implement a marketing campaign to target businesses that would meet the desired outcome for the centre;
• Ensure that rental and outgoing rates for the centre were within market levels and sustainable both for the operators and the client’s feasibility for the project

Team: Dan Greenlees as lead agent for Gross Waddell

Critical Path:

• Prepare and implement tenancy mix plan
• Incorporate required services for each tenancy into construction program
• Prepare and implement marketing program
• Secure lease agreements for all six (6) specialty tenancies as per the agreed tenancy mix.
• Coordinate handovers to tenants for fit outs
• Participate in the centres grand opening day

Outcomes:

Successfully leased all tenancies within the centre prior to opening at rental and incentives levels that exceeded the client’s expectation for the centre and enhanced the value of the master planned community overall.