Archive for the ‘Commentary’ Category

At Mall of America, Something to Tweet About

PROMO editor at large Brian Quinton had some interesting observations this morning about Mall of America’s Twitter strategy.

I’ve re-posted his thoughts below:

Like most everyone in this nation, I’ve spent a large chunk of the last four weeks wandering around a shopping mall, first selecting thoughtful gifts for my loved ones and then tromping back to exchange the rubbish I got in exchange. (Kudos to you, Amazon.com, and your reported patent to introduce a stealth “gift blocker” to block that home cheese-making kit from Aunt Hilda.)

In between retail encounters—and the occasional soft pretzel—I took time to put my mobile phone through some new tricks this year. I checked in to location-based networks like Foursquare every few paces, just to see what deals were being offered. I turned on all my smartphone shopping apps to make sure coupons and rebates were pushed to my phone without any help from me. I scanned barcodes with impunity, sometimes for video content on my phone, and sometimes to find better prices online for items I was looking at in-store. (And I found them, too.)

All in all, if we’re not all more connected to brands after this holiday season, it won’t be because the retailers, mall operators and sell-through manufacturers of America weren’t trying to engage us with promotions in social and mobile.

But I need to testify to what struck me as the most innovative use of social media by a retail entity in December 2010: the Mall of America’s “Big Secret Parking Party” that gave away reserved parking spaces at the nation’s largest enclosed mall on December 18, the busiest shopping day of the year.

On that day, the Minneapolis-area mall closed off a portion of its north parking lot and reserved a precious 96 VIP spaces for its followers on Twitter. Those followers also had to register at social commerce company Eventbrite.com under the #bspp hashtag.

The VIP passes were offered in three batches on Eventbrite Dec. 15 and 16 (along with a surprise batch on Dec. 17). Once they won their BSPP ticket, registrants could show up at the Mall between 8 and 10 a.m. on Saturday Dec. 18, show their Eventbrite registration, and claim their spot.

The Mall of America reportedly has 12,550 spaces in its parking lots and got 195,000 visitors on Black Friday. So you do the math on whether a shot at a free spot would have appeal.

MOA also offered gift cards worth $25 to the first five people to check in on Foursquare each day between December 20 and 23. And the MOA Youth Foundation made a $1 charitable donation for each Facebook Places check-in from December 20 through December 23.

Speaking before the promotion, EVP of operations David Haselman said the Mall of America wanted “to reward loyal Twitter followers with something extremely coveted during the holiday shopping season—a close parking spot with the hassle of a time-consuming search.”

Did this campaign build sales or conversions? Probably not. But malls tend to face a problem when it comes to engendering shopper loyalty; consumers are more liable to pledge their allegiance to specific retail brands than to the mall operators themselves.

But the @MallofAmerica account went from 4,900 followers before the promotion to 6,200 at press time. Not a bad result for a campaign that basically cost nothing, garnered a good deal of regional press, and achieved a 26% increase in followers. And gave shoppers a reason to think about the parcking lot with something other than complete dread.

Where Are CRE Values?

Corrected at 6:46 PM
Update 1 on Dec. 22, 9:18 AM
Update 2 on Dec. 22, 2:43 PM

Click for full-size image.

Click for full-size image.

Indexes designed to gauge commercial real estate values have been around for a few years now. The original intention was that creators of various indexes were competing to create the benchmarks around which commercial real estate derivatives could be created. Pros had a vision that it would give investors an alternative to buying and selling actual real estate and REIT stocks in playing in the commercial real estate space.

The 2008 financial collapse and the subsequent leeriness about derivatives pretty much killed that idea (at least for now), but the desire to design the best commercial real estate index remained. The original players in the market were Standard & Poors, the Chicago Mercantile Exchange and Global Real Analytics; Real Capital Analytics and the Massachusetts Institute of Technology Center for Real Estate; and the Rexx Real Estate Property Index, which includes backing from Cushman & Wakefield and Newmark Knight Frank.

But the landscape has changed. Today, the first and third ventures are is now defunct. Correction: The Rexx index still exists. It has been renamed the REBOR Index.

Moody’s now works with MIT and Real Capital and that index has become a popular reference point. In addition, Green Street Advisors and CoStar have entered the fray and begun producing their own indexes.

The question: Which one of these is the best? Moody’s, as the most established, continues to get the most exposure. But the other indexes are getting mentioned more often and both CoStar and Green Street claim there are key differences in how they’re measuring prices compared with the Moody’s/RCA index. Bloomberg’s monthly report on prices now often cites all three.

What’s often lacking, however, is a look at how the three compare.

According to Green Street, “Green Street Advisors’ Commercial Property Price Index (GSA CPPI) is a real-time series of unleveraged U.S. commercial property values. The key feature differentiating this index from others is its timeliness. The GSA CPPI captures the prices at which commercial real estate transactions are currently being negotiated and put under contract.” Meanwhile, CoStar says its numbers are different from Moody’s because “Moody’s pricing index uses the data that DOES NOT include sales under $2.5M. CoStar Group’s monthly index is the only repeat sales index that covers sales transactions from $100,000 and above. And Moody’s chooses deals by a sale price while CoStar uses property class, size etc. so the two indexes won’t have the exact same deals in the datasets.”

Update 1: Chris Macke, senior real estate strategist for CoStar got in contact with us and provided some more information on what distinguishes the indexes.

He wrote:

The primary difference between our index and Moody’s index is the source of data. We use our own sales transaction data while Moody’s uses sales data from a third party. This not only means our underlying sales database is different but because we use our own data we report monthly results on average 2-3 weeks before Moody’s. Moody’s just reported their results for October transactions while we reported October commercial real estate pricing activity about two weeks ago on CNBC.

Regarding the Green Street index, it is not a pricing index. It does not measure prices of commercial real estate. It is Green Street’s estimate of value.

All three indices have their place and value. What is critical is that the market understands the material differences between them.

Update 2: David Geltner, professor of real estate fnance at the MIT Department of Urban Studies & Planning and author of the Professor’s Corner commentaries on the Moody’s/REAL index, also contacted me with some further comments.

Here is what he wrote:

The commercial real estate market in the U.S. these days is a rather complicated animal, or rather, animals (plural). We have been using the RCA repeat-sales database that underlies the Moody’s/REAL CPPI to track pricing in three separate market segments that have opened up and grown apart during 2010: “Trophy” properties, “Distressed” properties, and, well, everything else (”Other”). Trophies are up big-time, Distressed has been very volatile but has recently also turned up although from a much lower price point, and the broad “Other” segment (everything neither Trophy nor Distressed) has been languishing. And these three segments are just within the “institutional” market (the properties valued $2.5M+ that RCA tracks), not even including the smaller “mom & pop” properties that CoStar tracks.

I would also add (which you can see graphically in the commentary) that the main reason why the two price indices (Moody’s/REAL & CoStar) have not bounced up further this year is the role of distressed property sales in the overall market as tracked by those indices. Both Moody’s/REAL and CoStar are equal-weighted indices tracking broad markets. Trophy properties, while large on average, represent a small share of the number of transactions. On the other hand as far as I understand the Green Street index is not exactly a price index, and it is aimed at just REIT-held properties, and I believe it is value-weighted rather than equal-weighted, all of which would explain why/how it presents the larger apparent bounce (as well as the leading nature that Green Street is trying to reflect by focusing on deals in negotiation).

(Editor’s note: Thanks to both Chris and David for writing in with those clarifications.)

If you want to pore more deeply into the differences you can download the methodologies for CoStar, Moody’s/RCA and Green Street Advisors.

I’ve gone ahead and attempted to chart the three indexes against each other. CoStar and Moody’s both use December 2000 as the baseline for their indexes. (For CoStar, the data is its investment grade index.) Green Street Advisors, however, uses August 2007 as its base. I attempted to reindex it by creating a new index where December 2000 = 100 and then had it match the month-by-month percentage changes of the original index. The result is the chart above.

What does it tell us?

Most broadly, the indexes appear pretty similar on the way up and the way down, but have begun to show some more interesting divergences of late. In general, Moody’s and CoStar’s indexes show similar magnitudes of price appreciation during the industry’s good years. Green Street’s peak is a tad lower. The peaks on all three indexes come in 2007, but Green Street and CoStar measure the peak several months earlier than Moody’s does.

In the decline phase, Green Street’s index fell earlier and bottomed earlier. Its bottom is also not as for the CoStar or Moody’s indexes. Green Street’s index hit bottom all the way back in May 2009. In contrast, CoStar’s bottomed in February 2010 and Moody’s in August 2010. The difference stems from Green Street’s attempt to capture the prices at which commercial real estate transactions are currently being negotiated and put under contract rather than closed.

More remarkably, Green Street’s index shows commercial real estate prices rebounding much more dramatically than the other two indexes. According to Green Street, commercial real estate values have gained a lot of ground. CoStar and Moody’s indexes are off their bottoms, but seem to be bouncing along a trough.

So which index do you think is right?

Highlights:

  • The Moody’s index peaked at 1.919 in October 2007; CoStar’s peaked at 1.879 in August 2007; and Green Street’s peaked at 1.831 also in August 2007.
  • The low point in the Moody’s index came in August 2010 with a reading of 1.054. Peak-to-trough, Moody’s index fell 45.1 percent. The low point in the CoStar index came in February 2010 with a reading of 1.121 Peak-to-trough, CoStar’s index fell 40.3 percent. The low point in the Green Street index, in contrast, came much earlier with a reading of 1.129 in May 2009. Peak-to-trough, Green Street’s index fell 38.3 percent.
  • Currently, Moody’s index is still 41.9 percent below its peak. CoStar is 34.5 percent below its peak and Green Street’s is 20.5 percent below its peak.
  • Moody’s index is 5.7 percent above its low point. CoStar’s index is 9.7 percent above its low point. Green Street’s, meanwhile, is 28.8 percent above its low point.

Shuffling the Deck Overseas (Monday’s News & Notes)

It seems some of the biggest retail real estate stories these days are coming from overseas. In the latest development in Simon Property Group’s courtship of Capital Shopping Centres, U.K. regulators have given Simon a deadline of January 12 to come up with a “firm offer” for the British mall owners. So much for a restful holiday break for the execs at the nation’s largest mall REIT.

Meanwhile, things are also getting interesting again in the Centro saga. Centro is fielding bids for more than $13 billion worth of assets. According to the Sydney Morning Herald, interested buyers included Westfield, Lend Lease’s Australian Prime Property Fund, CFS Retail Trust, Queensland Investment Corp and the Singapore Government Investment Corp.

Lastly, Charter Hill REIT reached a deal to divest approximately 60 percent of its U.S. portfolio.

Here are some other notable news and notes from around the retail real estate world:

Borders and Barnes & Noble Might Merge

Now here’s an interesting approach to the problems battering traditional booksellers–a merger of the sector’s two behemoths, Borders and Barnes & Noble. Reports emerged yesterday that Bill Ackman, one of Borders’ largest shareholders (he has also made a name for his investments in GGP, Target and J.C. Penney), has offered to finance a $960 million takeover of Barnes & Noble.

The thinking seems to be that a merger would allow the booksellers to benefit from economies of scale. Barnes & Noble’s shares surged 29 percent when news of the potential acquisition reached the markets.

But some analysts question whether a merger would offer any permanent solutions to the booksellers’ woes. The biggest threat facing bricks-and-mortar book chains today are e-readers and it’s not yet clear how combining forces would help fight competition from Amazon.com, Google and Apple.

In any case, if Borders and Barnes & Noble do end up merging, there will likely be a major portfolio overhaul. We’d love to hear from all of you what you think of this proposal. Does a merger make sense? Will it help save Borders? What will be Bill Ackman’s game plan if he ends up with the largest bookstore chain in the U.S?

What About Jobs?

As I wrote here and here, spirits were exceedingly high at the ICSC New York National Conference and Dealmaking. It feels like a cloud has lifted and that brighter days are ahead. And companies are adjusting their business plans accordingly.

The fact that the holiday shopping season is looking so robust is helping a lot.

There’s just one nagging question. What about jobs? Friday’s report was a disaster. We’ve experienced two jobless recoveries already. And now this is looking like a job-loss recovery. With millions of people out of work and the pace of job growth so low, can we really sustain a retail recovery? To get back to an unemployment rate of below 5 percent (and to keep pace with population growth), the U.S. economy needs to be creating something like 250,000 to 300,000 jobs per month. We’ve seen nothing close to that in this recovery and there’s no obvious industry to drive that kind of growth going forward. We’re looking at a long slog of high unemployment.

Yet, one of the interesting data points that Dana Telsey, CEO and chief research officer with New York-based Tesley Advisory Group, mentioned in her presentation during Monday’s general session was that part of the explanation for having rising sales along with high unemployment comes when you look more deeply into the numbers. The unemployment rate for Americans with a college degree is much lower than for those without. Americans with less than a high school diploma have an unemployment rate of 15.7 percent. The rate for high school graduates is 10.0 percent. For Americans with some college or an associate degree it’s 8.7 percent and for those with a bachelor’s degree or higher it is just 5.1 percent. The conclusion you can draw from that is people that the people most affected by the crisis were not major consumers.

Still, on balance it means that unemployment is highest among people that had little discretionary income to begin with. At the same time, a stabilizing economy is encouraging middle class shoppers to spend more. (There’s also the fact that some people have opted to stop paying mortgages and increased spending in other areas instead.) And don’t forget the rich, who seem to have bounced back more quickly than anybody else. So the retail recovery is being driven by the more well-off, which helps explain in part why the luxury sector has bounced back as strongly as it has. On the flip side, discount and value retailers also continue to do well. It’s the retailers in the middle that face the greatest challenges.

The question then becomes, can the retail sector thrive in an environment where it’s largely relying on consumption by the wealthiest Americans? Will they continue to spend at this clip? Or will we need to see more job growth and improvement in the living situations for people at the bottom for retail to truly recover?

“It Feels Better.”

If you’re looking for a sound bite summary of the New York National Conference and Dealmaking and the mood of the retail real estate sector, try, “It feels better.”

Those were the words delivered in a general session at the conference and they aptly describe the sentiment on the floor. It’s a marked shift from the past three years when the mood was dominated by all sorts of concerns about the sector’s health and it’s outlook. How many stores were going to close? Who was going to liquidate? When would requests for concessions stop? How much debt was going to go bad? Were we going to see a lot of industry bankruptcies? Etc.

Today, it no longer feels like the world is spinning off of its axis. That’s not to say that there still aren’t a lot of challenges or things to worry about. It’s just that there are now also more signs of improvement to go along with the trouble spots.

Occupancies are stabilizing in many places and in the top markets rents have actually started to inch up a bit. A lot of companies and retailers are sitting on big piles of cash and are in the midst of figuring out how to deploy it. There is still a fair amount of distress to deal with. And troubled properties or properties in worse-off markets still face challenges. But at least now the problems don’t feel quite so pervasive.

There’s still a couple more hours of dealmaking to go today. Things are beginning to quiet down some. But overall it’s been bustling. It will be interesting to see how much the pace keeps up tomorrow.

Is Simon Eying Capital Acquisition?

Over the Thanksgiving weekend, it was revealed that Simon Property Group sent a letter to U.K.-based mall owner and operator Capital Shopping Centres asking Capital not to proceed with offering $1.2 billion in shares as part of an agreement to purchase the Trafford Centre shopping mall.

According to Capital, Simon wanted an “opportunity to present CSC with a potential cash offer for the Company at an unspecified premium to NAV.” Analysts estimate that an acquisition of CSC would cost more than $3.6 billion. The rumors sent CSC’s stocks soaring by nearly 20 percent. Even if Simon doesn’t move ahead, there is also speculation that Westfield Group, which already has a large U.K. presence, might also mount a takeover bid.

Simon, which mounted a bit to acquire General Growth Properties during the latter’s reorganization process, certainly has the buying power to complete such a deal. And, it should be noted, Simon already does own a 5.6 percent stake in CSC. The question is whether Simon will actually move forward or not. For its part, Simon has not issued any releases or SEC filings about this potential deal.

The New York Times Dealbook blog said hopes for a deal might have been dashed when CSC opted to move ahead with the Trafford Centre deal. However, the Telegraph reported today that Simon asked Citigroup to advise it on a potential acquisition. The Telegraph also identified the potential price tag as $5.5 billion–substantially higher than other estimates.

So here we go again.

Here are some other news and notes from around the retail real estate world.

Breaking Down Black Friday

The Monday morning quarterbacking has begun as details emerge on Black Friday.

The quick and dirty numbers:

  • ShopperTrack reported that retail spending increased 0.3 percent over 2010 while traffic was up 2.2 percent.
  • Planalytics reported that Black Friday Weekend was the coldest in three years, which helped boost the figures.
  • The National Retail Federation reported that 212 million shoppers visited stores and websites over Black Friday weekend*, up from 195 million last year. People also spent more, with the average shopper this weekend spending $365.34, up from last year’s $343.31. Total spending reached an estimated $45.0 billion.
  • ComScore reported that online sales on Friday amounted to $648 million, up 9 percent from a year ago while online spending in general is up 13 percent for the season so far.

Business Insider performed its own look at the numbers on Friday. it looks at much of the same data I have cited above, but also takes a deeper look at some online sales metrics and some winners and losers among retailers.

The mainstream business press, of course, has rounded up various soundbites and other reactions to the weekend.

  • According to the Associated Press, the season got off to a “respectable start” and retailers are “feeling encouraged.” In addition, the story argues that discounts led to some shoppers spending more than they had planned.
  • Bloomberg looked further at how online shopping trends are shaking out for the season.
  • Reuters focused predominantly on anecdotes and interviewed shoppers that came out to cash in on doorbusters and other bargains.
  • The New York Times noted an uptick in discretionary spending. Shoppers didn’t just grab gifts, but also snagged some things for themselves. It also looked at how malls and stores handled crowd control challenges.

Some more detail on the headline numbers after the jump. Read the rest of this entry »

More on the J.Crew Deal

There was lots of follow-up to yesterday’s news that J.Crew has agreed to a private equity buyout and it looks like we are not the only ones questioning what the game plan is. The New York Times has focused on Mickey Drexler and his credentials in the retail world.

But a New York Post story offers a more interesting theory. TPG and Leonard Cohen might want to reap the rewards of helping J.Crew expand internationally.

Meanwhile, some industry insiders feel that given J.Crew’s solid performance, the buyout offer is too low and might result in a shareholder lawsuit.

We’d love to know what everyone else thinks.

USGBC’s LEED for Retail and LEED Volume are Great Next Steps

The big news in our industry from the U.S. Green Building Council at last week’s Greenbuild Conference in Chicago was the official unveiling of the LEED for Retail and LEED Volume designations.

These programs have been in the works for years as retailers and developers have helped shape the guidelines. The programs will now make it much easier for retailers to gain LEED designations. The LEED for Retail sets up standards designed for the retail sector that take into account the way retail spaces are used and how they differ from other building types. Perhaps more importantly, the volume program will enable retailers to have a design concept certified and then every subsequent store built with those specs will automatically be LEED certified without having to redo the entire LEED process.

The LEED for Retail rating system recognizes the unique design and construction needs of this market sector, enabling forward-thinking retailers to integrate green building design, construction, and operation into ground-up construction, retail interior and build-out projects. Nearly 100 national and independent retailers and franchisees, including Bank of America, Best Buy, Chipotle, Wells Fargo, Citigroup, Kohl’s, LL Bean, McDonald’s, Pizza Fusion, Starbucks and Target, have participated in the pilot program since its launch in 2007, providing valuable feedback to inform the rating system’s development.

In today’s market, savvy retailers see the value in building designing and constructing environments that enhance the customer experience, nurture a more productive employee base, while saving precious resources,: said Scot Horst, Senior Vice President of LEED, USGBC. “LEED for Retail builds on the strengths of other commercial LEED rating systems while taking special care to address the distinct needs of retail spaces, from occupancy demands to waste streams, energy and water use.”

Also launched at Greenbuild was the LEED Volume Program, a certification program that was created to streamline and make the LEED Certification process faster and more manageable for high-volume property developers such as national retailers, hospitality providers and local, state and federal governments. Utilizing a prototype-based approach, the program enables large-scale organizational builders to deliver a consistent end product, thereby earning LEED certification faster and at a lower cost than would be possible with individual building reviews.

“With a more cost-effective, streamlined process, the largest users of LEED are now able to make a larger impact on their building portfolio without compromising the technical rigor LEED has come to stand for,” continued Horst. “This program enables us to move further faster to our goals of green buildings for all within a generation.”

Our sister publication increasingly important to both landlords and tenants according to an annual Green Building Survey conducted by NREI, the U.S. Green Building Council and Retail Traffic.

It’s also key because now developers and retailers each have their own set of guidelines to work against in gaining LEED certification. Developers can work with the existing programs for New Construction, Commercial Interiors, Core & Shell and Existing Buildings: Operation & Maintenance.