ANCHOR PULLS UP
Any modern shopping center tries to attract Anchor tenants. As a rule, large supermarket chains, shops electronics, entertainment centers, cinemas, etc. become «anchors». These tenants occupy a large area and attract main flows of visitors.
At the same time there is a Retail gallery that is intended for small tenants. It is meant for unplanned, impulse purchases (mass-markets, fast food restaurants, cosmetics, etc.). Usually a rental rate is higher for tenants at the Retail gallery, than for Anchor tenants. Movement of consumer flows is arranged so that a buyer going to Anchor tenants passed through the Retail gallery.
Location expressed in logistical terms is not so important for an amusement park, such as, for hypermarket where convenience of the product delivery and movement of buyers with carts is critical to.
You cannot select not the most convenient place for entertainments in a shopping center. More often than not, we need to go several floors with trade shops to rise to an entertainment center. Also we shall to overcome several escalators which, by the way, are located so that to cover as much as possible sales outlets on the way.
For all that cunnings of designers, statistics shows that 60% of Guests of entertainment centers do not make purchases in a Retail gallery». At the same time availability of the amusement park in shopping centers allows to increase turnover of tenants at average of 10% (according to the property portal xmetra.ru).
Due to the fact that a trip to a shopping and entertainment center has long been a way of leisure activities, enterprises of our type request a rental rate less, than ordinary tenants at property developers. Despite this fight for low prices, a rent in revenue mix in Russia is 15–25% of turnover, and 4 — 10% in the west.