Project Case Study

Plaza Las Americas

San Juan, Puerto Rico

Plaza Las Americas is the premier shopping center in San Juan Puerto Rico and wanted a productivity assessment to determine how to maintain market dominance and potentially increase market share. Eventually Plaza Las Americas also wanted to ascertain the feasibility of possible expansion of the existing center as part of market dominance as well as attracting new retailers to Puerto Rico.

Marketing Developments, Inc was assigned the tasks of comprehensive review of the Plaza Las Americas shopping center in San Juan Puerto Rico. Assignment involved productivity assessment, focus group tenant meetings, consumer primarily research (including customer exit surveys and telephone trade area surveys). Recommendations were made priority issues in the areas of merchandising, tenant recruitment efforts, marketing and other initiative to enhance the productivity of the center. Comprehensive merchandising analysis for current and future expansions was also undertaken as well as a follow up study assessing alternative income potential for the center.

In addition, Marketing Developments has created tenant recruitment materials, leasing materials, and advertising campaigns.

Plaza Las Americas has undergone a major expansion and repositioning within the market. JCPenney has substantially expanded and upgraded its operation to be one of its premier stores outside the United States. Marketing Developments initiated contact for a resulting new Macy’s and similarly participated in recruitment of other leading retailers today.