Square Foot, LLC was retained by the Town Green Special Services District in New Haven, Connecticut to improve the merchandise mix and positioning of both occupied and vacant real estate within a 27-block downtown area.
Through analysis of the district and regional competition, we organized the downtown into four distinct sub-districts, each oriented to a particular customer base. This sub-district framework provided a practical template for future leasing decisions and marketing efforts.
As part of the leasing approach, we worked with Yale University Properties to develop a recruitment methodology that engaged Yale undergraduates as marketing agents. We also designed seasonal promotions and internal communications strategies to strengthen merchant collaboration.