Wow-factor features at retail centers are becoming a standardfor owners, particularly in this challenging and competitive retailenvironment. Wow-factor features include water fountains and watershows and light shows. But, are these features worth theinvestment? According to Barry Caylor of Globaldesign-build construction company OTL, thesefeatures have a significant impact on ROI for retail owners bydriving consumer foot traffic and
"Wow factor amenities provide direct ROI to developers andowners in a myriad of ways," Caylor, VP of business development atOTL, tells GlobeSt.com. "Inherently, these attention-grabbingattractions deliver an immediate increase in guest numbers and intheir length of stay, which in a retail environment has been provento increase sales. Retail REIT Macerich, for example, conductsongoing annual studies that point to fountains as key elements inincreasing sales by as much as $25 more per visit."
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