Building Block 6: Determine Retail Placement to Maximize Revenue

A retail component has to work in concert with all other amenities. The footbrint has to be designed to maximize revenue on every level of the guest's experience. At the heart of this process is recognizing that a property has an energy level which changes throughout the day and that your customer profile changes commensurately. The best blueprints for amenities are drawn with the knowledge.

Master architect team Tom Wucherer and Jon Sparer, principals of Las Vegas-based YWS, have practiced this approach. Their specialty is building total leisure-oriented projects.

"Often, retail is one of these things that really works best grouped together for you get a real synergy happening," says Sparer. "The really successful casino properties, certainly in Las Vegas, have major corridors for people to walk from one place to the other. You don't want retail at a dead end; that's the death for those shops."

Part of understanding where retail gets placed, according to Wucherer, "is understanding where retail is in context to the other amenities. It's not just about retail, it's about how it interacts with other amenities in this mixed-use environment. 

Source: RD&E Magazine