platform master marketing document
TRANSCRIPT
A R E T A I L , D I N I N G , A N D L I F E S T Y L E E X P E R I E N C E I N
A N I N T I M A T E A N D U N I Q U E
A R C H I T E C T U R A L S E T T I N G .
F I R S T LO O K
LOCATION
8850 WASHINGTON BOULEVARDCULVER CITY , CALIFORNIA
“One part Hollywood nostalgia, one part modern design.”
THE NEW YORK TIMES
CULVER CITY
times higher retail spending than LA
County
drive from Beverlywood,
Carthay Circle + Cheviot Hills.
from Beverly Hills, Century City,
Santa Monica + Venice.
2 . 5
10 min 15 minrail ride from USC
and Downtown Los Angeles.
5 m inC U L V E R C I T Y
MEDIAN AGE
O N E M I L E
T H R E E M I L E
F I V E M I L E
POPULATION HOUSEHOLDS AVERAGE INCOME
41,567 34.2 16,755 $87,292
317,860 36.2 131,486 $82,264
899,311 35.9 377,889 $87,129
COMPANIES HEADQUARTERED IN
CULVER CITY
THE OPPORTUNITY
A sustainableshopping
experience.
Across the streetfrom the first - and
only - light rail station on the west side of Los Angeles
Walkable to Downtown Culver
City, the Arts District + the Hayden Tract
Permanent Pop Up shop + Digital
Marketing Team on site to generate consistent buzz offline + online
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LIGHT RAILThe new Expo Line is leading the way in regional efforts to shorten commutes and increase mobility. It will provide faster, more reliable public transportation services and increase the capacity of the transportation system in Los Angeles County. By giving those who live, work and play in the Exposition Corridor an alternative to driving, the Expo Line will contribute to reduced levels of air pollutants and greenhouse gases, thereby improving the overall quality of life.
70% of users polled in a focus
group said would use the light rail
to travelTO culver city.
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95% of people polled said culver city needs a retail destination.
Over 70% would be more apt to shop somewhere where there is public transportation, LIKE THE LIGHT RAIL, convenient to them.
50K SQ FEET OF RETAIL SPACE DIVISIBLE TO 1400 SQ FEET. UP TO 17K SQ FEET
CONTIGUOUS.
27K SQ FEET OF OFFICE SPACE DIVISIBLE TO 1500 SQ FEET.
7K SQ FOOT FLOOR PLATES.
MOVE IN Q3 2013
SITE PLAN
THE NEIGHBORHOOD
MARKETING
1. loyalty program2. mobile3. digital marketing4. pop up shop5. events6. on site marketing team
65% of people polled would be interested in a loyalty
program
70% have been to an event at a shopping center
85% have used or are currently using social
networks like Facebook and Twitter
90% have a smart phone of some form
PLATFORMat culver station
LOYA LT Y C A R D
The loyalty card program at PLATFORM will go beyond the typical store loyalty program and will integrate digital elements such as Foursquare check-ins, mayor privileges, invites to exclusive events, and more.
The loyalty card program will aim to garner repeat customers as well as reward those who visit the center often.
Groupon-style deals will be available to loyalty card members monthly.
LOYALTY PROGRAM
MOBILE MARKETINGPLATFORM understands the importance of mobile as a marketing tool. We will have a fully integrated and functional iPhone, iPad + Android app upon launch.
We will also be creating “Deals” around Foursquare, Facebook, & Gowalla check-ins as incentive for people to share their PLATFORM experiences.
WELCOMETO
MOBILE
SOCIAL MEDIAWe will be building our PLATFORM social media networks 6 months prior to launch. The goal of the Facebook and Twitter pages will be the engage users with content, driving traffic to PLATFORM tenants.
We will have a blog where we will host guest editors of top publications as well as a fully comprehensive content strategy to build our communities.
POP UP SHOPWe will host a permanent Pop Up Shop space within the complex, curated & managed by marketing and events agency, (No Subject), driving traffic and generating buzz throughout the year.
The space will host a variety of events, including pop up retail events, art shows, creative workshops, and more, open for use to PLATFORM tenants and non-tenants alike!
EVENTSIn addition to the Pop Up Space, PLATFORM will open up it’s common areas & courtyard to outside events that will enhance the PLATFORM experience, and drive additional foot traffic to PLATFORM tenants.
Events will include: farmer’s markets, complimentary yoga, live music, movie screenings, wine & food festivals, and flea markets!
ON SITE MARKETING TEAMDigital marketing and events company, (No Subject), will be headquartered at PLATFORM. They will heading up all social media initiatives as well as programming & curating the Pop Up Shop space.
They will coordinate digital influencer outreach, loyalty + e-mail marketing programs, as well as maintaining all social networks.
MORE AT THEREISNOSUBJECT.COM
THE RUNYON GROUPThe Runyon Group is a boutique property development and management firm focused on high quality projects throughout Southern California.
Prior to starting The Runyon Group, Joseph Miller was a member of the acquisitions and development team at The KOR Group, a privately held real estate development firm in Los Angeles. At KOR, he worked on site evaluation and acquisition, project financing, site entitlement, and construction management. Prior to KOR, Joseph held positions with Merrill Lynch, Marcus & Millichap, and the United States Senate.
He currently serves on the Boards of The Society of Young Philanthropists, New Los Angeles Charter School, and Camp Ramah in California.
JOSEPH MILLER
CONTACT
Joseph Miller, The Runyon Group9107 Wilshire Boulevard, Suite 725Beverly Hills, California [email protected](t) 310 275 0483(f) 310 275 0941
Michael Lushing, BRC AdvisorsSenior VP & Director of Leasing
[email protected](t) 310 525 3714
Emily Herakovich, BRC AdvisorsRetail Leasing & Investment Associate
[email protected](t) 310 525 3703