[IMGCAP(2)]Craig attributes the success of Citadel and hiscompany's other outlets to a number of factors that have enabledCraig Realty to expand and prosper in an economy that has taken aheavy toll on landlords as well as retailers. For one, Craig citeshis company's ceaseless efforts to promote its centers to shoppers."We're a very, very aggressive company in terms of marketing tocustomers for our tenants," he says. The advertising budget for theCitadel alone is between $1.2 million and $1.5 million per year,with two full-time marketing people on-site. The Citadel alreadyhas high visibility by virtue of its location along the I-5, butCraig Realty has added to that high profile with eight large-screenLED signs at the center. "We want to attract the customer, and oncewe get them there, we want to keep them and keep them coming back,"he says.

Another factor working in Craig Realty's favor is that whentimes get tough, shoppers tend to limit their spending fornon-necessity high-end items, and they look for locations wherethey can get greater value for their dollar, Craig says. "Weprobably get an additional look from customers that a high-end mallwould not," he says. He notes that the company's outlet centersouth of Denver, for example, posted a 5% sales increase lastyear.

Craig also cites the company's constant focus on boosting sales."We understand that the goal, at the end of the day, is increasingsales per square foot. Every day, I ask people what can we do tomove the needle and improve sales," he says.