2A — February 10 - 23, 2017 — M id A tlantic
Real Estate Journal
www.marejournal.com
Markets we serve: Commercial Industrial Residential
Mid Atlantic R eal E state J ournal Publisher ............................................................................ Linda Christman Publisher ............................................................................... Joe Christman Associate Publisher ................................................................ Steve Kelley Associate Publisher ..........................................................Barbara Holyoke Associate Publisher ...................................................................Kim Brunet Associate Publisher ............................................................. Lea Christman Senior Editor/Graphic Artist .................................................Karen Vachon Production Assistant/Graphic Artist ...........................................Julie King Office Manager .................................................................... Joanne Gavaza Mid Atlantic R eal E state J ournal — Published Semi-Monthly Periodicals postage paid at Rockland, Massachusetts and additional mailing offices Postmaster send address change to: Mid Atlantic Real Estate Journal, 312 Market St. Rockland, MA 02370 USPS #22-358 | Vol. 29 Issue 3 Subscription rates: $99 - one year, $148 - two years, $4 - single copy REPORT AN ERROR IMMEDIATELY MARE Journal will not be responsible for more than one incorrect insertion Toll-Free: (800) 584-1062 | MA: (781) 871-5298 | Fax: (781) 871-5299 www.marejournal.com
Mid Atlantic Real Estate Journal
Electrical Contractors State, Municipal & Government Hospital & Institutions Property Management & Hospitality Products we offer: Wire, Pipe, Fittings & Wiring Devices Switchgear, Panelboards, Motor Controls & Motors Lighting & replacement Lamps LED Retrofits, Fixtures and other Energy Efficient Products Sub-Metering Equipment Meters, Tools & Ladders Safety Devices & Equipment Fire Alarms, Smoke Detectors & Burglar Alarms Generators Services we offer: On time Deliveries to meet customer requirements 24/7 Emergency Response Inventory Management Project quotes Lighting & Energy Audits Customer Training
Signage Plays a Key Role at Shopping Center Properties N Roy Vice O R T H P L A I N - FIELD, NJ — The adage “you only get one chance to make a first impression” rings true in re- tail real estate. Signage – the first component that meets a consumer’s eye – is a vital tool for communicating with shop- pers, and has a major impact on a property’s aesthetic ap- peal, according to Roy Vice , vice president of construction and development at commer- cial real estate services firm LevinManagement Corpo- ration (LMC) . Signage projects for shop- ping centers and tenants within LMC’s 95-property, 13 million s/f portfolio fall under the jurisdiction of the full-service firm’s construction team. Within that capacity, Vice frequently works with property owners and occu- pants to incorporate signage that brands and distinguishes centers as well as individual storefronts. This role is an extension of the group’s work fitting out individual ten- ant spaces and orchestrating property renovations, expan- sions and redevelopments. In the following interview, Vice talks about the role sig- nage plays at shopping center properties. Q: Why is signage so im- portant for retail proper- ties and tenants? A: When you see an Apple or Nike logo, the brand identity is so strong that no additional words are needed. To that end, creative, attractive signage can help a business stand apart from the competition (even if they are not a house- hold name). When someone opens a new business, signage is not necessarily a top prior- ity on their list. Further, they may not understand how to use it to their advantage. That’s where we come in. When a tenant leases at a center we manage, we handle everything from start to fin- ish. Our in-house construction department works closely with each tenant and sug- gests what we think might be attention-grabbing signage that communicates their mes- sage to the public. We do our
455 Third Street Jersey City, NJ 07302 Ph: 201-653-1613 Fx: 201-653-5470 Bob Kilroy bkilroy@Jewelelectric.com
The views expressed by contributing columnists are not necessarily representative of the Mid Atlantic Real Estate Journal
Markets we serve:
of creativity to develop sig- nage that both meets town approval and effectively com- municates with shoppers. At Post Road Plaza in the Village of Pelham Manor, NY, we worked with an architect who designed attractive and color- ful monument signs that line the highways bordering prop- erty. Each includes a single tenant name. Additionally, we have two tenants at Post Road Plaza – Dave & Busters and a soon-to-open national fitness chain – that occupy a combined 82,000 s/f at the back of the center. We wanted to implement incremental signage to help these tenants, and worked with an architect to present a comprehensive plan. The result: there are now two additional wall signs for these tenants, as well as two new pylon signs. Q: What are some proper- ty signage planning “stan- dards” and newer trends? A: Every property is differ- ent, but there are a few tips and tricks we have learned over the years. First, irregu- lar, non-rectangular signage shapes attract the eye more quickly than the more tra- ditional square or rectan- gle. Similarly, bright colors against strongly contrasting backgrounds enhance both appeal and legibility. Prop- erty signage must convey the property’s name and its major retailers. Remember, poten- tial customers in vehicles can read only so many names as they drive past a property; for those with dozens of tenants we recommend listing only key anchors on the pylon. Sig- nage also needs to work both during daylight hours and at night. Lighting is critical. Increasingly, large properties like Fairlane Village Mall in Pottsville, PA, are incorporat- ing digital reader boards in their pylon signage, which is a great way to communicate special events and tenant pro- motions to passersby. n
homework and present what we think is the best approach. Ultimately, property owners and retailers spend a lot of time on every facet of their presentation. Signage is an important part of that. Q: Can you give an example? A: At The Shoppes at Flem- ington – an open-air lifestyle center in Flemington, NJ – healthy casual restaurant chain Freshii recently joined the tenant mix. This chain is known for its fresh ingre- dients and eco-friendly prac- tices. We recommended façade signage that we thought was interesting and really fit the restaurant’s personality. It incorporates Freshii’s logo against a background of green grass. Lifestyle centers, in particular, place a focus on presentation, and retailers always are trying to do some- thing a little unique. Freshii’s signage is a real differentiator for this tenant. Q: What are some chal- lenges involved with shop- ping center signage? A: It may sound straightfor- ward, but creating pylon and building/façade signage can be a complex process, in part because it is often restricted by municipal or zoning regu- lations. In some cases, where regulations are particularly strict, pylon signage may not even be an option for a shop- ping center. For shopping cen- ters located close to the road, prominent tenant signage on the building façade can help consumers see which retailers are located there. In the case of large centers or those with obstructed visibility from the road, it can be even more diffi- cult for shoppers to see exactly what a center offers. Q: Can you provide an example of how to solve that second scenario? A: For properties that are set back off the road or have a town-mandated buffer of trees it takes a higher level
MA REJ A dvertising D irectory ARD Appraisal.................................................................. 11A Berger Organization........................................................ IC-B Bussel Realty Corp........................................................... 11B CAPSTAN........................................................................... 8B CIRC.................................................................................... 1A Clarion County EDC. ...................................................... IC-A Construction Roundtable of NJ....................................IBC-A Cooper Horowitz. ...................................................... 9A Crew LV.......................................................................... 21A Cushman & Wakefield....................................................... 1B Deerwood Real Estate Capital........................................... 7A Feinberg Real Estate Advisors.......................................... 3A Fowler Companies.........................................................IBC-A Gebroe-Hammer Associates............................................... 4B Giovannone....................................................................IBC-A Healthcare Facilities Solutions. ...................................IBC-A Hillcrest Paving & Excavating.....................................IBC-A Hinerfeld Commercial.............................................15, IBC-A Investors Real Estate Agency.......................................IBC-A Jewel Electric...................................................................... 2A Kaplin Stewart. .................................................................. 4A Kearny Bank....................................................................... 7B Keen Summit...................................................................... 4A LMS Commercial.............................................................. 16A Marcus & Millichap............................................................ 4A Markward Group.............................................................. 17A MBA. ................................................................................... 8A Mericle............................................................................. BC-A Meridian Capital Group..................................................... 9B NAI Summit...................................................................IBC-A NorthMarq Capital........................................................... 20A Precision Realty Group.................................................... 14A Real Property Capital......................................................... 6A Regal Bank........................................................................ 10A Redwood Realty Advisors................................................... 3B REMCO Realty Group...................................................... 10B Rittenhouse Realty Advisors. .......................................... 19A RT Environmental............................................................ 18A Sax LLP............................................................................. 13B SEBCO Laundry Systems.................................................. 2B Somma Associates............................................................ 17B Subway...........................................................................IBC-A The Kislak Co..................................................................... 6B WBG...............................................................................IBC-A WCRE.................................................................................. 4A Weichert Commercial Brokerage....................................... 3B Wolfer Commercial Realty Corp.................................... BC-B Zimmel Associates............................................................ 12B
To advertise, call 1-800-584-1062
Made with FlippingBook - Online Brochure Maker