Why Just Amazing is a great fit for Downtown Punta Gorda

Everyone has their own idea of what type of shops downtown Punta Gorda should have but for the most part the wish lists fall into two main categories: 

1)  Those who desire businesses that will fulfill basic needs - like clothing, shoe, sporting and home good stores.  This group is primarily made up of Punta Gorda residents who are tired of having to trek seven miles or more to shop for basics, and

2)  Those who desire a place to spend their leisure time - a place where they can gather with friends, shop, dine, see and be seen and be entertained. This group includes local residents, county residents, day trippers and travelers.  

Ideally, a "leisure time shopping district" would have a mix of unique restaurants, boutiques, art galleries and attractions - think St. Armand's Circle (Sarasota) or 5th Avenue (Naples). 

The question is which type of retail is the best fit for downtown Punta Gorda?  There is certainly a need for both of these types of retail environments in our community.  However, a regional mall is planned for Jones Loop and regional malls usually have enough clothing stores, shoe stores, home good stores, big box and outlet stores to satisfy ones basic needs.  

Our downtown has features that would compliment a "leisure time shopping district" including:

1.  A cluster of hotels and restaurants

2.  A regional events center

3.  Proximity to the historic district

4.  Proximity to government buildings

5.  Proximity to planned and existing attractions like Mote Marine, the waterfront, murals, festival sites, the artist atelier, the bridges, chamber offices, parks and the Visual Arts Center and Fishermen's Village.

6.  Access to walking and bicycle paths and major arteries.

7.  Free Public Parking        

So what is it going to take to get a retailer to commit to open a business in downtown Punta Gorda?  What will make a retailer choose Punta Gorda over another city?  Or, choose downtown over Jones Loop? 

The answer - the retailer has to be confident that downtown will achieve and maintain a critical mass of shops and restaurants.  For a city center to succeed it has to claim a predominate position within the community and its customer's minds.  To become the retail destination of choice it must become almost omnipresent in it's customer's minds. 

When it comes to selecting a shopping destination in consumer's minds bigger is usually better.  More stores means better selection.  In an urban environment lie our downtown the size and scale of the development is physically limited and so having and maintaining the right mix of businesses becomes the critical factor.  

Time is of the Essence

 
It would be great if downtown Punta Gorda could become a thriving center of activity before the Jones Loop development is completed.  A regional mall like the Jones Loop will attract visitors from all over Southwest Florida.  There are downtowns all over the US that have been destroyed by regional malls and big box stores. Here we are hoping for both to thrive in our community. 

Downtown Punta Gorda will need to be truly unique and exciting to compete against Jones Loop for both businesses and patrons.  Downtown can't compete if its just another shopping district.  It needs to be amazing!  

Two Conversations that Have Stuck in My Mind 

I've spent a lot of time pondering the development of downtown and have talked to a lot of people about it.  There are two conversations that have really stuck in my mind.

The first conversation was with Jamie Correa. He was the consultant hired by Team Punta Gorda to do a design charrette for downtown Punta Gorda. This conversation occurred after Mr. Correa had presented his report to the community in the Tentatorium in 2005.

I commented to Mr. Correa that what people were telling me was that they want downtown to be filled with art galleries, small boutiques and unique small businesses like Pies & Plates. They want quirky shops with personality like those found on St. Armands Circle.

Mr.Correa's reply was that this is not likely to happen in downtown Punta Gorda. He went on to explain that while rental rates at St. Armands may be high today, they weren't in the beginning. The buildings were older buildings in need of repair so the rental rates were reasonable. He said, unfortunately all the opportunities for reasonable rent in downtown Punta Gorda were wiped out by Hurricane Charley.  New buildings will be built in their place and the costs of new construction will be passed on to the tenants. Small independent businesses like Pies & Plates, independent art galleries and such will not be able to afford the high rental rates in the "new downtown."   

The second conversation I had was in January of 2007 a few months after the Coconut Point Mall opened in Bonita Springs. I really wanted to get down there to see it, so I was curious when I overheard a guest at Pies & Plates say she'd shopped at Coconut Point the day before. This woman was from New Jersey and she was staying with friends in Punta Gorda. When I asked her what she thought of the mall she said,

"It was really nicely done but it was very boring. We have almost all of the same shops back in New Jersey.  If I wanted to shop at them I could have stayed home.   I'd rather spend the day shopping in little boutiques like Pies & Plates. "

These two conversations have had me thinking ever since. How can we create an exciting downtown shopping experience that will engage both locals and visitors alike if only chain store tenants can afford the rent?  Why would someone living in Sarasota want to day trip to Punta Gorda if they can visit the same stores in Sarasota?   Further, most chain stores have a sizable footprint.  Can we achieve the critical mass we need for downtown to flourish if it's filled with only a handful of chain stores when what is really needed are a large number of small boutiques, galleries and restaurants? 

Consider this comment from the 2005 Punta Gorda Downtown Master Plan sponsored by Team Punta Gorda:

What Kind of Boutiques should be at Just Amazing?

That's easy - amazing ones!  Just's boutiques need to carry the cream of the crop, the latest, the craziest, the award winning, the most delicious -- the really cool stuff that you just don't see everywhere else.  Just Amazing needs to be filled with products that you didn't know you needed but you can't leave without. 

When I was a teen one of my favorite places to shop was Spencer Gifts. It was filled with crazy fun stuff that made me and my friends laugh.  As an adult I can't pass by a Sharper Image without going inside.  Unique, cutting edged, different, fun. These are businesses that create a sense of adventure for their target audiences.   

If you can find a product at Walmart or Macys it probably doesn't need to be at Just Amazing.  I want to highlight award winning innovative products - new, trendy, cutting edge, in fashion, etc. But, I want to also provide products that there is a need and a desire for in our community.   

How the boutiques are designed is also extremely important.  I want to create a social shopping experience. The boutiques at Just Amazing need to be the kind that can be enjoyed with a friend.  Clothing boutiques are nice but do you really want to try on clothes when you have a friend or spouse in tow?  The boutiques need to be designed and arranged in a way that makes it easy to socialize.  A place where you'll want to stick together and share discoveries as you go.  "Hey, look at this!"  

Just Amazing needs to be interactive, hands on and fun. My grandson loves going to Toys R Us.  At his age, he could care less about the thousands of toys in packages.  He loves the wooden train set he can play with.  When I visited Coconut Point Mall a few weeks ago the Apple Computer store was packed with people trying out ipads.  Saturday sampling at Sam's Club can get pretty crazy.   

While shopping will be the main attraction at Just Amazing.  We can also feature special events, minor attractions and demonstrations through out the boutique mall.  Having a band in the Atrium or a children's art show might help to draw people to the mall but doesn't necessarily get them shopping.  Food related demos and tastings will help strengthen Punta Gorda's reputation as a culinary tourism destination. For example - Just Baked can demo how to make fondant cake decorations, Just Appetizing can demo 5-minute appetizers and Just Grilled can demo how to make pizza on the grill. Just Cooking Up Fun will offer year round cooking classes for all ages.  Non culinary adventures will include things like learning how assemble a photo collage at Just Picture It or how to build your own gift basket at Just Wrap it Up or how to pack your suitcase without wrinkling your clothes as Just Wandering .  We want Just Amazing to be a constant bee hive of activity - an adventure around every corner..  

Just Amazing (and the whole of downtown) needs to have a large number of boutiques for many reasons but mainly so guest will stay a while.  When my Dennis and I shopped the Gulf Coast Town Center Mall in Fort Myers a few weeks ago with the exception of Dick's Sporting Good and Bass Pro Shop we had a hard time finding stores that we wanted to go into.  We were done shopping in 45 minutes.  If we want to attract day trippers to downtown Punta Gorda and keep them downtown then Just Amazing (together with the other downtown businesses) needs to be worth the trip. Other attractions like Fishermen's Village, the aquarium, the events center, etc. will have them wanting to spend the weekend.     

The boutiques at Just Amazing need to appeal to all socio and economic groups.  We want to sell quality products but we don't want people to feel that the products are over priced or expensive.  This would alienate much of our target audience. We need shops that appeal to men as well as women and to teens as well a retirees. There will be a lot of young famlies visiting the aquarium so we have to appeal to kids, too.

If a boutique has a narrow audience, then it needs to be paired with a boutique that will broaden its appeal.  For example, Just Baked will be a specialty store featuring baking supplies like those used on the popular TV show the Ace of Cakes.  If you don't bake you might pass it by.  But, if it is paired with Just a Piece of Cake - a bake shop that sells ready-to-eat treats like cup cakes, gooey butter cake, whoopie pies and loaded brownies or with Just Kids in the Kitchen that sells aprons and cooking tools designed for your grand kids then you might stop in.  If when you enter you discover that you get to play with fondant and enjoy a free sampling of gooey butter cake then you'll probably stop in every time you visit Just Amazing.  

Remember I'm not proposing that we just put together a cluster of unique boutiques, I'm suggesting we create a RETAIL ATTRACTION.  Every facet of the experience has to be entertaining - even the names of the shops!  " Hmm...Just Toast, I wonder what that's all about.  Let's go in and see!"   

In short, when our guests leave we don't want them to say, "been there done that...don't need to go back."  We want them to say "WOW, THAT WAS AMAZING!  I can't wait to tell my friends and I can't wait to come again."  If that's our mission and we accomplish it, then Just Amazing will be a huge success.  And, most importantly guests will leave with their arms loaded with shopping bags.

 

Just the Tip of the Iceberg 

So, I've given you a sneak peek at some of Just's boutiques but we have lots of other ideas!  

Just Kicking Around or Just for Kicks (shoe store)
Just Jot It Down (stationery of all sorts, greeting cards, note pads)
Just Another Day (calendars, journals, day timers)
Just in Time (clocks and watches)
Just Picture It (digital photo frames, albums, scrap book supplies)

Just Doo It (hair accessories, head wraps for cancer patients, etc.)
Just Dreaming (decorative pillows, eye shades, sleep aids, etc.
Just Toast (tanning products, sun protection clothing, sunglasses)
Just Relax (spa stuff and pampering products)
Just Be Thankful (thank you gifts)
Just Listen (music store)
Just Heavenly (inspirational gifts)
Just Remember (anniversary and commemorative gifts)
Just A Little Glitz and Glam (fashion accessories)
 ust Toying Around (toy store)

Just Being Sentimental (cards and rememberances)
Just Feeling Lucky (a lottery outlet)
Just In Case (office accessories, brief cases, etc.)
Just Acting Silly (a seasonal pop up costume boutique)
Just Parched (water bottles, water filters, hydration supplies)
Just Passionate About That (tasteful lingerie)
Just Between Friends (friendship gifts)
Just Be Natural (natural products)
Just Imagine (art gallery)
Just Call Me (phone store)
Just Be Glad You Have Hair (salon)
Just the Essentials (things you forgot to pack for your trip)
Just In (news stand, magazines)
Just Sauced (savory sauces and specialty food)
Just in a Jam (sweet jams, pancake & scone mixes, etc)
Just Too Hot to Handle (hot sauces, spicy food, pot holders, food warmers)
Just Puttering Around (gifts for golfers)
Just in Stitches (knitting, quilting and needle point supplies)
Just Wired (electronics)
Just Pretending (fantasy dress up clothes for kids)
Just Sweet (candy store)

Just What the Doctor Ordered (gluten free, low salt, sugar free)
Just the Ticket (ticket outlet for area events and attractions)
Just Ship it & Just Wrap It Up (guest services)
Just Beachy (tasteful Florida themed gifts)
Just Pamper Me (anything that spoils you)
Just Really Frilly (clothing store)
Just Too Funny or Just for Fun (funny stuff and humorous gifts)
Just My Style (fashions)

Just All Tied Up or Just Tie One On (men's ties and men's fashion accessories)

Additional Thoughts

Note that these are not "tourist shops" but they are still the kinds of shops that tourists will enjoy shopping in.  My goal is to create a year round boutique mall that everyone can enjoy.  Although we want to create a RETAIL ATTRACTION we don't want it to attract only tourists.  We don't want it filled with resort clothing and nautical accessories and souvenirs. It needs to be a place that our locals will frequent so we have to offer products that our locals need and will enjoy shopping for.  But, we do want it to be a place that our locals can take their out of town guests to dine and entertain them. 

Also, the way I am proposing we design the boutiques is definitely not the norm.  Rather than offering products by categories (a shoe stores, a clothing store, a jewelry stores, etc.)  the boutiques will be designed around themes (Just Cool It, Just Flipping Out, Just Spicing Things Up, etc.)  This allows us to be more creative with our product mix and creates a sense of adventure.  Small boutiques instead of large stores is also an important element.  We could combine Just Baked, Just Up Your Galley, Just Kids in the Kitchen, Just Kitchy and Just Cutting Up into one large kitchenware store.  We could also combine Just Sauced,  Just Nuts, Just Hot, Just in a Jam, Just Wine About it, Just Appetizing and Just Cheesy into one specialty food store.  But we don't need a handful of large stores in downtown Punta Gorda we need dozens of small unique boutiques in order to achieve a critical mass.

All this talk about food is making me hungry!

When people shop they get hungry!  Most malls have a food court so that shoppers don't have to leave to eat.  Maybe Just Amazing should, too. Consider Just Fried (fried pickles, curly fries, fried candy bars, funnel cakes)  Just Souper (soups), Just Crepey (sweet and savory crepes), Just Scooped (ice cream or gelato shop), Just the Tip of the Ice Berg (Smoothies, Shakes and Italian Ices), Just a Pie in the Sky (pizza and flat breads), Just Thai One On (Thai/American fusion), Just Fell off the Turnip Truck (organic meals under 500 calories), Just off the Boat (grouper sandwiches, shrimp baskets, lobster rolls, etc.), Just Desserts (gooey butter cake, dessert pastries, key lime pie, etc.),   Wow!  A food court without the usual food court fare - now that's JUST AMAZING!

A Look Inside Just Amazing

I envision Just Amazing being a RETAIL ATTRACTION that serves as the centerpiece for downtown Punta Gorda.  I envision it surrounded by lots of other independent shops, restaurants and galleries as well as the aquarium and events center.

As a boutique mall, Just Amazing could house 30 or more boutiques depending upon the needs of the development and the available space.  The boutiques would vary in size and include kiosks and seasonal pop ups.  Some of the boutiques will have fixed spaces while other boutiques will be clustered in large open spaces and be defined by movable walls and displays.

Each boutique will have its own personality.  For example, Just Grilled might sport metallic displays in fiery colors like reds and yellows.  Just Kids in the Kitchen could use bold primary colors and be laced with children's art.  Just Bamboozled could include pots of real bamboo, etc.  The goal is to make shoppers feel like each boutique is a separate entity!  

 

The boutiques and restaurants at Just Amazing can be entirely corporate owned or it a combination of corporate and independently owned businesses.  Just Amazing boutique mall should NOT include any chain stores or chain restaurants.  If we fill Just Amazing with chains we lose our biggest marketing tool - our uniqueness.  

All of the businesses located in the Just Amazing mall area whether corporate or independently owned would need to be under the Just Amazing umbrella and be named accordingly.  While we want guests to feel that they are visiting 30 different boutiques we also want them to appreciate Just Amazing in its entirety.  Downtown Punta Gorda needs the WOW factor - it needs a SHOPPING ATTRACTION.  If our downtown is going to complete with a regional mall it can't be just another shopping district.  (Think Mall of America on a much, much smaller scale - but every bit as much fun).

Having Just Amazing viewed in its entirety will be important in attracting other businesses downtown.  We need for it to be viewed as an anchor tenant.  Having Just Amazing viewed in its entirety is also important in establishing its prominence in the community.   

Being "under the Just Umbrella" means that all the boutiques located within the Just Amazing mall area could use a common Point of Sale System.  Because the geographic barriers of the boutiques will be blurred, its important that guests be able to move from one boutique to another without having to ringing up their purchases.  (Much like a department store).  Valuable space can be saved by reducing the number of cash register stations.  Providing staff with hand held credit card scanners would enable staff to ring up sales anywhere.  Checkout stations near the exits could be used for cash sales.

The design of Just Amazing - how it looks and feels and functions will be extremely important.  Just Amazing has to have a fresh, upscale appearance. It needs to have a trendy look and feel that you'd expect to find in a larger metropolitan area.  It needs to be fun and playful and surprising and cutting edge.  It should be packed with wonderful merchandise but it can't be cluttered.  Products need to be merchandised in a boutique (not department store) fashion.  There can't be anything small town about it.  If we are going to have the balls to name it "Just Amazing" it truly has to be AMAZING!

Why I Prefer it all be Corporate Owned

The boutiques at Just Amazing could all be corporate owned and operated or space could be leased to independent businesses. (Or, some combination of the two.)  Personally, I would prefer that it all be corporate owned for the following reasons:    

If all of the boutiques are corporate owned then you can stage all of the receiving and storage in one area (ideally on the second floor). You can have one team of employees that does all the unpacking and pricing for all the boutiques. This team would also do all the packing and shipping for our on-line store.

The boutiques that sell ready to eat foods or offer sampling and are required to have food managers, three bay sinks, grease traps, etc. could be clustered together so they can share a common kitchen and be regulated as part of the corporate entity.

All of the food prep for the food court restaurants (if we have them) and baking for the boutiques could be done in one common kitchen (preferably upstairs). Dishwashing and storage areas can be shared.

Guest services could be provided for all the boutiques from one location - gift wrap, shipping, gift basket assembly, "bag check", lay away, on-line sales assistance and personal shoppers, etc.

If Just's boutiques were all corporate owned and using a common point of sale system then all the products sold at Just Amazing could easily be sold on-line.  The POS system we use at Pies & Plates is Counter Point By Radiant Systems. It has an on-line component that automatically integrates with the inventory in our POS system.

Counterpoint allows you set up multiple stores so that reports can be generated for each boutique separately.  It will be important to measure how each boutique is doing.  At the same time, purchase orders can automatically be generated for the boutiques collectively so that if multiple boutiques order from the same vendor one purchase order can be generated for all - enabling us to meet vendor minimums and qualify for better pricing and terms.

Counter Point also allows you to work "in the clouds" so that you don't have to be on site to access the POS system. (That will be a real convenience when we open Just Amazing - Orlando),

Radiant Systems also owns Aloha which is one of the most popular POS systems for restaurants. Counter Point and Aloha can be integrated for reporting purposes making it easier to generate end of day reports as well as financial reports for the entire corporation.

Branding is critical and can best be achieved if all the boutiques and restaurants are owned by one entity.   When using branding our name, logo, stationery, customer service, marketing tools, and merchandise selection and assortment have to coincide with our mission and ideals.  And we do need to clearly articulate our corporate values - eco friendly, community involved, employee focused, etc.   

An independently owned boutique would require it's own clearly defined space and will need to be staffed accordingly. Whereas if all the boutiques are corporate owned then we can open up the retail spaces and blur the geographic boundaries resulting in a need for fewer sales associates. 

If all the boutiques are corporate owned then we don't have to worry about one boutique duplicating another boutiques merchandise. Our "team of buyers" would be able to coordinate their purchases to avoid duplication so that each boutique would be truly unique.

We would also have better control over the weak spots if it's all corporate owned. If a product seems to get lost in one boutique we can move it to another to see if it does better. If a boutique falls flat then we could incorporate it's merchandise into our other boutiques and put a different boutique in its place over night - no vacancies. 

If all the boutiques are corporate owned we can make sure that the products being offered stay fresh.  We can control the quality of the merchandise being offered and how it is being displayed.

All the boutiques need to be on par with each other and they all need to be just amazing.

Small independent boutiques come and go. Some thrive and others fail. When rental spaces are empty landlords tend to fill them up with any tenant they can get. That is why downtown areas that were once vibrant retail centers get filled in with offices and other non retail businesses.   Just Amazing will not only provide an interesting assortment of boutiques but it will provide stability as well.  

Downtown Punta Gorda needs to come out of the gate strong but it also needs to have staying power. 

Stores that would compliment Just Amazing 

Remember, Just Amazing will be an anchor for downtown but we hope that downtown fills up with lots of other shops, restaurants and galleries.  For what it's worth, here are some chain stores that I think would compliment Just Amazing and be a good fit for downtown Punta Gorda:

Clothing: Chico's, Coldwater Creek, Talbots

Jewelry: Charming Charlie, Brighton and Pandora

Shoes: The Walking Company (comfortable shoes)

Home decor: Z. Gallerie and West Elm

Electronics: Apple Store, Brookstone

Economies of Scale

The reason a boutique mall like Just Amazing could work when independent small boutiques might not is because of the economies of scale. Just think about the resources that are lost when each independently owned boutique has to purchase its own point of sale system. When they have to lease expensive first floor space for storage. When they have to have one or two employees on site every hour of the business day - not to mention their own accountant, their own IT person, etc. When each boutique that serves or samples food must have it's own license, food handling certificate, refrigeration, grease trap, three bay sinks, etc. Think about how hard and expensive it is for an independent boutique to do its own marketing and to set up it's own web site, etc.

With Just Amazing, each boutique uses only the space it needs - no more not less. Orders can be combined to qualify for better pricing and terms. Displays can be shared and recycled.  Employees can float from one boutique to another. One buyer can purchase for multiple stores - one accountant, one IT person, on PR person, etc. It's simply a more efficient way of doing business.    

Creating a New Model for Development

I'm not a developer so I may be wrong but it seems to me that the typical model of development is for a developer to build a complex of buildings, hire a property management company and hope that the manager is able to find tenants and keep the development filled.  It's a bit of a crap shoot isn't it?  Does that model really work in a post recessionary period when established businesses are downsizing instead of expanding?   Does it work in a small downtown area where small boutiques are desired over large chain stores?

Perhaps it's time for a new model of development.  If the hard part is achieving a critical mass of shops and restaurants to make the whole project work then why not improve the odds with something like Just Amazing?  Isn't the extra investment worth it when you consider the devastating cost of failure?   

"Ten years after being devastated by Hurricane Charley downtown Punta Gorda is now a thriving shopping district after having implemented some very bold re-development tactics."  -- US Today 

So, just how do we make Just Amazing happen?    

It will most likely mean putting together a group of investors who have a heart for Punta Gorda and who are willing to wait several years for a return on their investment. 

It will require some concessions and support from the developer and from the city.

It will also mean hiring the right people.  In addition to strong leadership, we will need software and communications experts, an accountant, an interior designer, additional buyers, an HR person, a PR person, lots of worker bees and more.

It will take a big investment of time and money to develop a quality boutique mall.  Planning needs to start well before the developers break ground.  It needs to being now! 

Why dream small when you can dream big? 

From an investment stand point, think about this...Just Amazing - Orlando, Just Amazing - Austin, Just Amazing - Oslo.  I'm not being funny.  Just think about it.  Once you work out the kinks and have Just Amazing up and running you will have turn key operation that could be plugged into any development anywhere. 

Just Amazing has flexibility built into it.  The number of boutiques can vary.  The types of boutiques can vary.  The boutiques can be entirely corporate owned or a combination of corporate and privately owned.  We could have a dozen Just Amazing boutique malls through out the US and each one could be unique. 

Just Amazing is perfect for a downtown revitalization project but would be just as exciting in a new development.  There are a lot of large commercial properties that were vacated during the recession -- big box stores, mall anchors and super markets that might make good locations for Just Amazing.   Just something to think about!

Design it right and they will come... 

Our downtown area should be an entertainment haven.  A place that people will want to visit any time of the year but especially when it's too hot or too rainy to do anything else!  The developers and city planners need to design an environment that can be enjoyed year round.  Businesses will not want to locate downtown if the environment only attracts shoppers six months of the year!

Free parking, easy navigation, plentiful signage, covered and connected walkways, air conditioned spots to relax, clean rest rooms, business regulations that promote a sense of energy, accommodations for elderly, children and handicapped, it needs to be dog friendly, etc.  I have ideas about all of this and can picture Just Amazing in my mind if anyone is interested in hearing my thoughts.