February 3, 2010
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The International Council of Shopping Centers (ICSC) recently formed a new strategic partnership with the International Franchise Association (IFA) and urged ICSC members to cooperate and form relationships with franchisees and franchisors active in their respective markets.
Explaining why he believed such a partnership is essential to those working in the retail industry, IFA President and CEO Matthew Shay said, "Franchise businesses need retail space and retail centers need occupants, so helping our members connect with real estate experts will help more franchise businesses expand.” ICSC President and CEO Mike Kercheval said the partnership with IFA is not only very timely, but necessary given the increased amount of available space at shopping centers during the recession.
Kercheval said that both franchisees and retail real estate brokers could benefit from sharing their expertise and resources with each other. IFA past chairman, Lawrence Cohen, owner of more than 30 franchise units commented, "Having good information about the real estate industry and developing solid relationships in this sector is a critical component of any franchisee’s success.”
To help foster new relationships between franchisees and retail real estate execs, the two trade associations are planning to hold three educational sessions -- the first will be a real estate strategy session at the IFA's 50th Annual Convention in San Antonio; then the IFA will conduct franchise education sessions at ICSC's Executive Learning Series in New York in April, as well as during ReCon in May. The sessions are expected to encourage landlords and brokers to form relationship with multi-brand and multi-unit franchisees and franchisors, and franchise operators will give the retail real estate community pointers on what particlaur franchisees are looking for in terms of selecting retail locations.
John Bemis, Director of Leasing for Jones Lang LaSalle Retail, said, "While it won't be a spike, I definitely think we will see increased franchise activity this year, with even more growth following in 2011."
Bemis told CoStar that a program JLL launched in the middle of last year to work with certain franchisors in identifying and marketing pre-approved sites has worked well, accounting for at least 10 new store openings in its portfolio of retail space since, with more new units in the pipeline.
Giving an example, Bemis said that JLL works with Nexcen Brands (Maggie Moo's, Marble Slab Creamery, Pretzel Time, Great American Cookie, Athlete's Foot, and Shoebox) to pre-approve sites. For those selected spaces, JLL would put up a window sign on the store indicating the site is pre-approved for the specific franchise concept and providing contact info for the interested party to inquire. "It plants a seed for that person interested in owning a business and opening a store. It’s the power of suggestion," said Bemis, adding that this method also speeds up the store opening timeline for all parties involved.
In addition, JLL has held franchise shows at many of the malls it leases and manages. "Several of the malls held franchise shows where they invited local franchisors to set up in the mall to advertise and solicit business from the local community. To draw people to the shows, the franchisor(s) would advertise to the local community for people interested and they would come. Mall managers report good turnout and positive results," said Bemis.
He added that property owners and brokerage firms can be proactive with franchisors to get their sites considered by franchisors' corporate real estate and franchise development personnel. On a regular basis, JLL holds meetings in which a franchisor would present its various franchise brands and preferred markets / site criteria to JLL leasing agents across the country. Then, leasing agents would identify locations that are a match and present those sites to the franchisor's real estate department.
In any case, Bemis said that it is always in a retail leasing agent's best interest to stay in front of franchisors' corporate real estate personnel. "Franchisors will share their site selection criteria, target markets and other requirements with agents," said Bemis. He added that ICSC's annual convention in Las Vegas and other major regional shows present some of the best opportunities to meet franchisors and learn about their requirements.
While franchisees typically lack the A-quality credit that some national and regional chains can offer, Bemis explained why franchisees should be valued as potential tenants in shopping centers.
"Typically in the franchise world, the operations are owner-operated. They are often times among your best tenants in a shopping center. They are present, it is their livelihood, they are fully invested in the store and their center. That's vital. When you're invested, not only financially, but emotionally, you do everything necessary to make that entity run as great as it can," he said. Additionally, franchisees are typically the tenants that will make more effort to help the center succeed…cooperating with advertising and events, etc. "They have a very vested interest in what goes on. They're keenly aware," added Bemis.
Franchisors JLL is currently working with to find space across the country include Nexcen Brands, Yum! Brands (Pizza Hut, Long John Silver, KFC, A&W, Taco Bell), Cinnabon, Subway, Auntie Anne's, Blimpie, Flamers, Glamour Shots, Nathan's, Rocky Mountain Chocolate Factory, Quiznos, Chick-fil-a, Great Steak, Thirsty’s, Buffalo Wild Wings, and more.
Source: http://www.costar.com/News/Article.aspx?id=1726B177064F196D497179C4BE19131B
