336 Bradley PlanJessie Allen, Valeria Chao, Shawn Fielding, Ryan Gray Arianna Pesci and Casey Rhoton

SWOT AnalysisSituation Analysis and

Core Problem

Strengths Weaknesses• Winterseasonhasmorefoottraffic• Clean,classy,friendly,andfunatmosphere• Uniquestoresoffersvarietyforconsumers• Restaurantsandstoresinoneconvenient

location• Courtyardexperiencesincludesfirepits,

fountainsandgazeboforevents

• Location-noeasyacesstoI-15,awayfromdowntownProvoandOrem

• Summerseasonhaslessfoottraffic• Parking-ThecreationofthecourtyardattheRiver-

woodshasreducedtheamountofavailableparkingspaces.

• Manystoresarehigh-priced.• Alldestinationsstores.Peoplecometothestorefor

somethingspecificbecausetheyknowitisthereandthentheyleave.

• TherearenoanchorstoreslikeNordstromorMacy’s.

Opportunities Threats• FamiliesthatcometoProvotovisittheirchildren

thatareawayatschool.• Independentlyownstores.Allowseasyflexibilityto

openyourownstore.• Storescouldstayopenlateduringeventstoincrease

business.• Storescouldcollaborateforpackagecoupons.

• Onlineshopping• ClosemallssuchasUniversityMallandProvo

TowneCentre.• CityCreekisabigcompetition.• Theeconomy/unemploymentpreventspeoplefrom

wantingtospendmoney.

Despitesuccessfulevents,theShopsatRiverwoodsisnotreceivingenoughfoottrafficandre-turnvisitstoattractnewstores.TheRiverwoodsneedsnewstorestoattractlong-termcustom-ers,butnewstoresarehesitanttomoveinunlessincreasedsalesandcustomerretentioncanbeproven.

Theoutlyinglocationandexpensive,highendmerchandise,discouragepublics,includingthehugepotentialpublicofnearbystudentsfromshoppingthere.Alsoothermallsintheareaofferconvenienceandasimilarexperiencewithmoreoptionsandaffordablepricing.

Situation Analysis

Core ProblemIfTheShopsatRiverwoodsandProvoBeachResortdoesnotincreasefoottrafficandcustomerretention,thenitwillcontinuetolosebusinessandnewstoreswillnotmoveintohelpboosttheirsales.

Goals and Objectives

GoalToincreasefoot-trafficattheShopsatRiverwoodsandtheProvoBeachResortsostoreswillcontinuetohavebusinessandnewstoreswillbeattractedtothelocation.

Objectives1.IncreasefoottrafficattheShopsatRiverwoodsby30%byApril1and40%byAugust312.IncreasefoottrafficforProvoBeachResortby20%byApril1st3.Increasetheamountofreturnedvisitorsfromspecialeventsby50%inthenextsixmonths4.Increaseawarenessofshops,specialeventsandpromotionsatTheShopsatRiverwoodsby50%byAugust31st

The Big Idea

The Shops at Riverwoods, TheCompleteExperience

TheShopsatRiverwoodsoffersauniqueexperiencethatothermallsintheareacannot.Itisa“completeexperience”inanumberofways.TheShopsatRiverwoodsoffersavarietyofdiningexperiencesfromdifferentpricerangestovaryingcuisine.TheShopsatRiverwoodsisprimarilyagreat,individualisticshoppingexperience.TheshoppingexperienceatTheShopsatRiverwoodsisonethatmenandwomenofallagesandstagesoflifecanenjoy.Thereisahigh-endmen’sapparelstore,manywomen’sapparelshopsaswellaslocalboutiqueswithclothesandaccessoriesforteenagers.Theshoppingexperiencedoesn’tendtherehowever.Therearealsostoresforlittlekidsandstoresformaterialsandgoodsforthehome.AlsoloactedatTheShopsatRiverwoodsistheProvoBeachResort,afunorientedexperienceforfamiliesofanyage.IntheProvoBeachResort,thereisfood,arcadegames,bowling,golfing,surfingandaropescourseamongmanyotheractivitiesforeveryonetoparticipateinallyearlong.OntopofthemanyopportunitiesTheShopsatRiverwoodsgivesyoutoshop,italsooffersaclean,fun,outdoorexperience.Themanycourtyardsdecoratedwithscenicbenchesandcobbledfloorsofferrecluse,privatesettingsinwhichshoppersanddinerscanrelaxandenjoytheirtimeinTheShopsatRiverwoods.Inthesummer,TheShopsatRiverwoodshostsoutdooreventsforlocalbusinessesandintheheatofthesummer,haswaterfeaturesforlittlekidstoplayin.AlthoughTheShopsatRiverwoodsisanoutdoormall,theexperiencedoesnotendwhentheweathertakesaturnfortheworst.TheShopsatRiverwoodsistrasnformedintoawinterwonderlandduringthebitterUtahwinters.Frosted,whitelightsdanglefromthetrees,illuminatingthefirepitsscatteredthroughoutthecourtyardand.ThesearchitectualfeaturesgiveTheShopsatRiverwoodsacozy,romanticandinvitingatmosphere,whichonlyseparatesthisshopping/diningexperiencefurtherfromothersimilarmallsandshoppingcentersinthearea.Whetheritbeforfamilyfun,aprofessionalbusinessdiningexcursion,aromanticgetaway,oranenjoyable“youdeserveit”shoppingspree,TheShopsatRiverwoodsistrulyTheCompleteExperience.

Demographics

Psychographics

Self-interests

Influentials

Self-Interests

Influentials

Current Relationship

Key Publics

•Business Professionals•Young Moms•College Students•Adolescent Students•Empty-Nesters

PublicProfilesBusiness Professionals

• Ages:30-60• Gender:Moremalethanfemale• Status:middletohighincomelevels

Theyvaluetheircareerandfamilies,manyvaluetheirreligionandbeliefsaswellasthecommunitytheylivein.

Eatoutforcompanyeventsandfamilyevents.

Businessleaders,spouses,peers,citygovernmentleaders,churchleaders

Familysecurity,jobsecurity,retirementfunds,safetyofcommunity,localeconomy.

Objectives 1,2,3

Demographics

Psychographics

Self-interests

Influentials

Self-Interests

Influentials

Demographics

Psychographics

Self-interests

Influentials

Self-Interests

Influentials

Current Relationship Current Relationship

PublicProfilesYoung Moms PublicProfilesCollege Students

• Ages:25-35• Gender:Female• Status:middleincomewithwealthyfamilies

Careabouttheirfamiliesparticularlychildren,safetyofcommunity,religion,communityinvolvement,incontrolofthehome,moreconservative,protective,blogging

Securityoffamily,safetyofchildren,goodcommunity,gooddeals,community/familycenteredevents,shopping,childfriendlyenvironments,healthconscious,goingouttolunchwithothermoms

Mommybloggers,friends,talkshowpersonalities,localmagazines,socialgroups,husbands,kids,moms

Opportunitiesforthemtoshopfortheirkids,kitchen,anduniqueitems.ProvoBeachResortcanbeafamilyouting.

Objectives 1,2,3,4• Ages:18-26• Gender:bothmaleandfemale• Status:poor,lowincome

PredominantlyLDS,theyvalueeducationandfun,theyarefrugalascollegeisabigexpense.

Education/grades,gooddeals,fun,friends,romanticinterests,family

Friends,parents,significantothers,campustrends,churchleaders,popculture

Underutilized,useProvoBeachResortandrestaurantsbutnotshops

Objectives 1,2,3,4

Demographics

Psychographics

Self-interests

Influentials

Self-Interests

Influentials

Demographics

Psychographics

Self-interests

Influentials

Self-Interests

Influentials

Current Relationship Current Relationship

PublicProfiles PublicProfilesAdolescent Students

• Age:14-18years• Gender:maleandfemale• Status:dependentonparents,havespendingmoneyfromparttimejobs

MostlyLDS,valueinclusion,fun,freedom,independence

Beingcool,havingfriends,romanticinterests

Placeforhangingout,userestaurantsandProvoBeachResort

Parents,friends,trends

Objectives 1,2,3,4

• Ages:55-70• Gender:maleandfemale• Status:wellestablished

Empty Nesters

Religious(predominatelyLDS),familyoriented,charitable,health-conscious

Qualityoflife,health,family

Children,spouses,religiousleaders,friends,politicalleaders

Eatoutfrequently,someshopping,

Objectives 1,3,4

Prmiary Message

Prmiary Message Prmiary Message

Prmiary Message

Secondary MessagesSecondary Messages

Secondary MessagesSecondary Messages

Messages MessagesBusiness Professionals

Secondary Messages

TheShopsatRiverwoods,aprofessionaldiningatmosphereforimpressingcolleagues,clientsandfuturebusinesspartners.

• AccordingtoUrbanspoon,fiveofthehighestratedrestaurantsintheProvo/OremareaarelocatedatTheShopsatRiverwoods

• Therestaurantsarelargeenoughtohostpartiesofanysize• Therestaurantselectionisverydiverse,ensuringpleasurableexperiencesforanyclientele

TheShopsatRiverwoods,theoutingyoudeserve,needandwant.

• TheProvoCanyonandWasatchFronthasbeenconsideredoneofthemostaestheticviewsinallofUtah• TheShopsatRiverwoodsenjoysthismagnificentviewfromanyangle,butisstillwithina5mileradiusof

manybusinessofficesinProvo/Oremsurroundingarea.• AccordingtoBupa,anorganizationspecializinginworkplacehealthadvice,studiesshowthatemployee

performanceincreaseswhenthereisaperiodofrelaxationsuchasalunchbreakwithintheworkday.• TheShopsatRiverwoods’remotelocationgivesthefeelofanoutofworkexperiencetoenjoylunch,dinner

parties,etc,butiscloseenoughsothatwhendutycalls,youcanbequicklyonyourway.

Prmiary Message

Secondary Messages

Secondary Messages

Prmiary Message

Young Moms

TheShopsatRiverwoods,theopenandcleanenvironmentwherecherishedmemoriesbetweenmotherandchildaremade.

• Thecourtyardareaisclosedtothrutrafficmakingitasafeareaforchildrentoplay.Itisalsoequippedwithinteractivefountainsandattractionstokeepchildrenentertainedandoccupied

• Specialeventstailoredtoyoungfamiliesareperfectforchildrenandtheirplaymatesandforyoutomeetpeoplelikeyou

• TheShopsatRiverwoodshousesretailersanddiningopportunitiesdesignedspecificallyforchildren• TheProvoBeachResort,withicecream,arcadeandadventurousattractions,isagreatoutingfor

familieswithkids.

TheShopsatRiverwoods,yourplacefortrendyshoppingintheProvo/Oremarea.

• Bloggers,suchasStephanieNielson,havemadefrequentblogpostsabouttheareaandtheirshoppingexperiencesthere.

• Storessuchas:Gymboree,Blickenstaff ’s,ApricotLaneandBathandBodyWorksofferfashionableproductsforyouandyourchildren.

• VariousmagazineshighlightTheShopsatRiverwoodsandtheshoppingexperienceitofferstoUtahCounty.

Prmiary Message

Prmiary Message Prmiary Message

Prmiary Message

Secondary MessagesSecondary Messages

Secondary MessagesSecondary Messages

Messages MessagesCollege Students Adolescent Students

TheShopsatRiverwoods,aspecialplaceforthatspecialsomeone.

• ThegeneralmanageratLaJollahaswitnessed“Firstdates,engagements,rehearsaldinnersandanniver-sarycelebrationsattherestaurant.”

• ProvoBeachResortoffersvarietyofactivitiesthatmakeforagreatdateatanaffordableprice• Diningexperiencerangesfromaquickbitetoeat,toasit-downdinner,todeliciousdesserttowrapupthe

perfectevening.• Funforsingle,doubleandgroupdatesalike.Closetoamovietheatrethatoffersstudentdiscounts• ThespecialeventsofferedperiodicallyatTheShopsatRiverwoodsaregreat,freesocialexperiences•

TheShopsatRiverwoods,theplaceyourparentscanquantifytheirloveforyou

• Boutiqueshopsarealltherageandfityourpersonal,uniquestyle• Parents’visitsduringtheyear,forgraduations,parentsweekend,homegames,etc,coincidewiththe

changingseasons’deals.• Amajorityofstudentsagreethatwhentheirparentsareintowntheyexpecttogoshopping.• Startanewtradition!TheShopsatRiverwoodsareafunandmemorableplaceforfamilydinners,they’ll

wanttocomebackyearafteryear.

TheShopsatRiverwoods,thesocialplacetobe.

• Shopsandcourtyardsaregreatplacesforyouandyourfriendstohangoutafterschoolandontheweekends• Saferlocationthanothermallsinthearea,parentswillbeokaywithyoustayingoutlatehere• Takeadateheretoenjoythebeautifulviewandfinediningopportunities

TheShopsatRiverwoods,you’realwaysincludedhere

• Unlikeothershoppingcenters,TSRwasdesignedwithyouinmind.TheshopsandtheProvoBeachResortarefortheenjoymentofallyourpeers

• Partiesforanyoccasionwillbeahitifhostedhere.(graduation,birthday,after-dances)• Onlythe“in”clothesaresold.Youwon’tbeleftoutofthefashionableworld

Prmiary Message

Prmiary Message

Secondary Messages

Secondary Messages

MessagesEmpty Nesters

TheShopsatRiverwoods,sophisticationofyourlifestyle

• Traditional,high-qualityretailerspervadetheatmosphereofTheShopsatRiverwoods• Timelessfashionsavailablenomatterthestageoflifeyou’rein• It’sallclosedinandawayfromthefrivoloushustleandbustleofothershoppinglocations.• Differentthanothermalls.AgainstthebackdropoftheWasatchFront,TSRoffersatranquil,calmshopping

environment

TheShopsatRiverwoods,helpingyougivethemosttothoseyoulovethemost.

• Trendyboutiquessellclothesyourdaughtersandgranddaughterswilllove• TheProvoBeachResortisagreatplaceforyoutakeyourgrandchildren.They’llloveitthere,and

you’lllovespendingtimewiththem.• TheShopsatRiverwoodscontainmanyshopsthatsellnecessitiesforthenewlywedsinyourfamily

Strategies and Tactics Strategies and Tactics

Strategy Strategy

Strategy Strategy

Tactics Tactics

TacticsTactics

Business Professionals

ToencouragelocalbusinessprofessionaltochoseTheShopsatRiverwoodsasthelocationfortheirbusinessdiningexcursionsthroughdeals/conditionalincentives.

• PlacemenusfromTheShopsatRiverwoodsrestaurantsinoffices• Offerbusinesscardincentives/drawings• Discountsforlargeparties• Freecateringdealafter10visits• Invitelocalbusinessprofessionalsforafreelunchandsymposiumonceamonth.Duringwhicha

presentationaboutlocationandopportunitiescanbemade• Advertisementincentivesbasedonhowoftentheycomewithbusiness

ToencouragelocalbusinessprofessionstochooseTheShopsatRiverwoodsasthelocationfortheirbusinessdiningexcursionsthroughsocialmedia.

• YouTubevideohighlightingTheShopsatRiverwoodsasaprimelocationforbusinessopportunities• Facebookpagethatoffersdealsandcouponswhenitisshared,liked• FacebookcanspotlightbusinesseswhofrequentTheShopsatRiverwoods

Business Professionals

ToencouragelocalbusinessprofessionaltochoseTheShopsatRiverwoodsasthelocationfortheirbusinessdiningexcursionsthroughmasscommunications.

• Newspaper,scholarlyjournalsandmagazineads• TVcommercials• Radiocommercials• Billboardsnearofficehubs

Strategies and Tactics Strategies and Tactics

Strategy Strategy

Strategy Strategy

Tactics Tactics

TacticsTactics

Young Moms

EncourageyoungmomstoreturntoTheShopsatRiverwoodsthroughonsiteadvertisements.

• Flyersforfutureevents• CouponsfordaytimegamesatProvoBeachResort• CouponsforrestaurantsredeemableforthenextvisitorotherstoresintheRiverwoods• Banners/postersadvertisingevents

EncouragemomstoshopatTheShopsatRiverwoodsthroughsocialmedia.

• MommybloggerstalkingaboutexperiencesatRiverwoods• Facebookpostsabouteventsandpromotions• Twitterfeedabouteventsandpromotions• Grouponsforshopsandrestaurants

College Students

EncouragecollegestudentstovisitTheShopsatRiverwoodsthroughprintmedia.

• Postersoncampusadvertisingevents• Flyerstohandoutatgamesandcampuseventswhenfamilies(parents)visit• AdvertisingintheUniverse• Advertisinginstudentnewsletters/magazines

EncouragecollegestudentstovisitTheShopsatRiverwoodsthroughspecialevents.

• OfferdiscountsforstakeorwardactivitiesatProvoBeachResort• Holdacarnivalduringthesummer• Holdas’moresnight/campfirestorynightinthewinter• HostaBYUhomecomingdance• Livemusicinthecourtyardwithguestbands• Interactiveeventsincludingcontests,raffles,giveaways

Strategies and Tactics Strategies and Tactics

Strategy Strategy

Strategy Strategy

Tactics Tactics

TacticsTactics

Adolescent Students

EncouragehighschoolstudentstocometoTheShopsatRiverwoodswiththeirfriendsthroughschool-widepromotions.

• Handoutflyersatfootball/basketballgames• Offerpromotionsfordiscountswhenstudentsbringingoodreportcards• Placeadvertisementsintheschoolnewspaperandyearbook

EncouragehighschoolstudentstocometoTheShopsatRiverwoodsthroughspecialevents.

• Livemusicinthecourtyardwithguestbands• Holdanoutsidedanceinthecourtyard• Handoutcouponsatspecialeventsthatareredeemableuponsubsequentvisits

EncourageemptynesterstovisitTheShopsatRiverwoodsthroughmasscommunications.

Empty Nesters

• Placeadvertisementsonthelocalnews• Advertisementsinthelocalpaper• Reviewsofstores/restaurantsinUtahValleyMagazine

EncourageemptynesterstoreturntoTheShopsatRiverwoodsthroughpromotions.

• SeniordiscountsatrestaurantsandstoresinRiverwoods• EarlybirdspecialsatretailersinRiverwoods• OffergiftwrappingandshippingoptionsforgiftpurchasesatstoresinRiverwoods• CouponsforgrandparentsatchildrenstoresandProvoBeachResort

Evaluation

Objective 1

Objective 4

Objective 3

Objective 2

Criteria:TheShopsatRiverwoodshada30%increaseinfoottrafficbyApril1and40%increasebyAugust31.

Tool:Usingthedoorcounterofeachstoreandrestaurantwewilltakedaily,weekly,andmonthlyaveragesofpeopletogetaroughestimateofthenumberofpeopleshoppingatTheShopsatRiverwoods

Criteria:ProvoBeachResorthada20%increaseinfoottrafficbyApril1st

Tool:UsingthedoorcounterandsalesatProvoBeachResort,wewilltakedaily,weeklyandmonthlyaveragesofpeopleattendingtogetaroughestimateofthenumberofpeopleshoppingatTheShopsatRiverwoods

Criteria:TheamountofreturnedvisitorsfromeventsconductedattheShopsatRiverwoodsincreasedby50%withinsixmonths.

Tool:ThepromotionaltoolsgivenoutatspecialeventswereusedtotrackthenumbersofcustomersthatreturnedtotheShopsatRiverwoods.

Criteria:Awarenessofshops,specialeventsandpromotionsatTheShopsatRiverwoodsincreased50%byAugust31.

Tool:Useopinionpolls,surveys,socialmediaanalyticstotracktheawarenessofshops,specialeventsandpromotions.