Curated and organizedprogramming is becoming an essential element of a successful retailcenter. While the evolution of retail has been focused on tenantmix and Internet-resistant tenants, programming has become a way toengage the community and drive foot traffic to a retail center.This can come from both the landlord and from the retailers in thecenter, the combination of which helps to create a dynamicenvironment.

“Consumers are looking for unique and connective experiences attoday's retail centers. This starts with artful tenant curation toensure a dynamic and lively mix of shopping and dining choices,”Scott Burnham, founder and CEO of BurnhamUSA Equities, tells GlobeSt.com. “It alsorequires selecting tenants who understand the importance ofinteractively programming their own spaces. The right tenant blendwill encourage discovery among visitors and collaborations amongtenants that gives rise to experiences, which is what today'sshoppers and diners increasingly desire.”

Programing can include collaborative tenant activations, eventsand promotions, and events organized by management, according toBurnham. It can be anything that helps drive community members tothe center, and ultimately enhances the quality of the retailexperience. “With the right tenant curation, retailprogramming will grow organically, as the tenants activate theirspaces and collaborate with other tenants on larger promotions andevents,” he explains. “No one knows their market/audience betterthan the tenants themselves, so this is a great way to launchprogramming. Center marketing and management teams can provide thetenants with creative support and linkage ideas to get themstarted.”