・the economic cycle as they are based largely on non-necessity
・goods;
・level of marketing/promotions;
・type of visitors/tourist - level of per capita expenditure;
・other attractions and activities;
・weather; and
(･)needs to be kept up to date to ensure it retains interest; there is therefore a need for constant refurbishment and a need to maintain a high level of activities.
Major factors in developing waterfront speciality centres are:
(｡)location
- accessibility;
- in a critical mass of other attractions;
- nearness to central business district/hotels/office/convention and exhibition facilities;
- visibility of building form;
(｢)design
- eye catching so people will identify with it;
- overall image, theme, special features;
- often in historic/old buildings which give a distinctive style;
- interior design important;
(｣)scale
- 10,000? 15,000?, anything smaller has difficulty sustaining itself and providing the necessary range of goods;
(､) activities
- live entertainment;
- amusements;
- people watching and promenading;
- majority of visitors come for the activites and end up spending;
(･)marketing
- intense marketing is required as there is no defined trade area or market;
- marketing needs to provide a constant reinforcement to ensure repeat visitation;
(ｦ) problems/failures - merchandising mix wrong for the market/market assessed incorrectly, for example, fresh food balls in developments with no supporting residential population;
