CHICAGO–(BUSINESS WIRE)–Pacific Retail Capital Partners (PRCP) is moving beyond look and feel to
focus on fresh ways consumers can connect at its shopping centers. This
new in-person socialization strategy has proven successful with the
multimillion-dollar renovation of its Chicago-area property, Yorktown
“Consumer research shows a large increase in shoppers’ (especially
Millennial’s) desire to connect and socialize while shopping, as opposed
to running in to purchase items and quickly leaving the mall,” said
Steve Plenge, managing principal, Pacific Retail Capital Partners.
“While shoppers still research and compare prices online, many make
purchases and returns in person and want to create social events with
friends or family surrounding these in-store transactions.”
To captivate Yorktown Center’s affluent, family-centered consumer base,
PRCP focused on a new PLAY concept – the first of its kind in the
Chicago area. PLAY incorporates iPad technology for older children,
sensory toddler zone, artistic play structures and plenty of
opportunities to run, crawl and imagine for kids of all ages.
“Our PLAY zone provides sensory learning, technology and fosters
creative play for families needing a change of pace between retail or
restaurant visits,” said Todd Hiepler, Yorktown Center General Manager.
“We’ve already received positive feedback from shoppers delighted with
an experience that engages teens as well as toddlers and adds to their
overall shopping experience.”
Yorktown Center is surrounded by 900,000+ residents with an average
household income of nearly $100,000. More than 10 million shoppers visit
the shopping center annually. After analyzing consumers’ needs, PRCP
invested in the new socializing trend as part of the property’s
“A great example of the socialization trend was apparent with
back-to-school shopping,” explains Gary Karl, executive vice president,
Pacific Retail Capital Partners. “Previously, parents tried to quickly
cross this off their to-do list. Conversely, today’s consumers are
creating back-to-school memories through leisurely shopping excursions
involving the entire family, modeling outfits and enjoying dinner
“We concentrate on catering to this new mindset and helping customers
celebrate their everyday shopping experiences,” he added.
Pacific Retail Capital Partners oversees Yorktown Center’s operations
and renovation. The company has significant experience in the
management, leasing and repositioning of large regional malls. To learn
more about Yorktown Centers’ 150 shops, 17 restaurants, Lucky Strike
Lanes and AMC Theater, visit (http://www.yorktowncenter.com/).
The Ferraro Group
Heather Austin, 602-738-9252