LIVE ALOHA

STRATEGIC MARKETING PLAN TO INCREASE TRAFFIC AND SALES

KEAHOU SHOPPING CENTER  is located on an elevated, ocean-view site within Kailua-Kona's Keahou Resort.  The center has a total of 177,907 sf of gross leasable space and 893 parking spaces. When we were contracted to revive  Keahou Shopping Center, it had  onlly 35 tenants and several empty stores and restaurants. Published lease rates for the community center-type space include: Base rental rates from $2.00 - $3.00 psf/month; percentage rates from five to ten percent; CAM rate of $1.05, and NNN expense rate of $1.09.


BECKERWRITES (aka Attitudes Marketing) conducted market research on behalf of Keahou Shopping Center. The discovery process included competitive data gathered from a wide range of sources. 


Consumer profles, opinions and attitudes were captured during comprehensive one-on-one surveys. Market-area demographics, within one, three and five miles of Keauhou Shopping Center, were gathered and analyzed.


Keauhou Shopping Center tenants' perceptions and attitudes were revealed at periodic tenant tenant meeting and through interviews. They were unhappy with the center's management and ownership.


Based on this body of research, BECKERWRITES made strategic recommendations appropriate to the Keauhou brand that considered Keauhou's historical significance, its managements' vistion and its budgetary guidelines.


STRATEGY

To re-establish Keauhou Shopping Center as a vital and vibrant centerpiece of the community, we recommended emphasis on the culture and values of the ancestrial Hawaiians who gathered there. This was accomplished by reversing the depreciation of KSC's brand equity, which had been fueled by poor market conditions, property management issues and negative public perception.


A differentiation strategy highlighted KSC's uniqueness with emphasis on the center's brand image, which articulates a commitment to the preservation of the Hawaiian culture and the center's essential role as, "Kona's Legendary Gathering Place."


We  produced free weekly concerts using award-winning Hawaiian entertainers. The audience was asked to donate two cans of food that was collected for the FoodBasket. 


Over an 18-month period we helped Keauhou Shopping Center raise more than 25,000 lbs of food for the FoodBasket, the center was leased up and the community developped a positive viewpoint of Keauhou Shopping Center.



image2