Retailing Surrounding land uses Above is heart of Toronto

GGR252 Assignment One Randell Roopsingh – 998943666 Parts A + B: Ancillary Retail Retail Strip Location North of King and East and West of Bay. Cumberland (East of Avenue Rd) Date February 3rd , 2016 February 3rd , 2016 Time 4:30pm 5:40pm Proportion of Retail Chains 25/39 = 64% 12/49 = 24% Proportion of Independents 14/39 = 36% 37/49 = 76% Planned or Unplanned Retailing Planned Retailing Unplanned Retailing Surrounding land uses Above is heart of Toronto. Office Buildings More stores Food Retail and independent North is another similar retail strip South is a church and more high end stores and UofT East is residential condos West is the ROM Other uses for system -Commuters travelling underground to avoid weather. -Food court -Access Subway further underground/ other buildings above ground -Commuters use street to travel to school / work / home -Subway on Street Demographic Composition of shoppers Mostly businessmen and businesswomen. Casually dressed middle aged males and females Occasional Student Mostly young/ people in their 20s. Students Couples walking together Groups of friends Where do they come from Buildings above ground, school, work, go train, subway. School Condos right down the road. Nature and likely household composition of residential areas nearby High end Condos, Expensive Living options. 1-2 bedroom condos, students living on residence/affordable living off campus. Are they all shoppers No mostly commuters Mostly Shoppers but also a lot of students When is the system busiest Busiest time would be end of work day so 5pm. Busiest Time would probably be around 5pm. End of workday / school and people just looking to shop. Pedestrian Count (15 min) 378 171 Easy to Navigate Somewhat. Need to familiarize with the general layout and needed to look at the occasional map for guidance. Yes very easy. One straight strip. So only two directions to walk.(east/west). Only downside is that shops are layered. So stores stack onto one another which can be confusing if looking at a 2D map. Public or Private Space Public Public Part C: Discussion For my assignment I was assigned to survey and observe two types of retail systems. One was an Ancillary Retail system, specifically the underground PATH in Toronto, north of King and east and west of Bay. The other was a Retail Strip located east of the intersection of Cumberland and Avenue Road. I had to make a map of each system and take note of the people, stores, surrounding land uses, and many other features of each retail environment. One main thing I noticed right away is my Ancillary Retail had a multiple major anchors that the Retail Strip did not. The Ancillary Retail was directly connected to the Subway system and more specifically Union Station. While my Retail Strip did have Bay station in the middle it’s not nearly as important as Union Station. I could easily observe masses of people rushing south toward Union Station to catch their GO Train or GO Bus home after work. The Ancillary Retail connected the heart of Downtown together underground where people could travel without worrying about the weather. They had slightly smaller anchors, such as Scotia Plaza, First Canadian Place, and the Richmond Adelaide Center which were almost like small malls linked together. These were anchors in themselves and then you can go even deeper into anchors and see the Ancillary Retail having anchors of Scotia Bank, BMO, and Royal Bank Offices. This would act as anchors to get people to traverse and pass by the smaller stores like Teavana, The Shoe Company and Lindtt. So overall the ancillary retail system I traversed really had multiple levels of Anchors which made it so popular and really showed the gravity towards the higher up anchors (Union Station) all the way down the lower anchors (BMO Office). While a similar argument could be made for the retail strip (people getting off at Bay would have to walk though the strip to get to nearby locations like the ROM, or to the condos just east of the station). It was not to the same scale as the ancillary retail system. Another factor that I think is important is the location of each system. The ancillary retail was located in the heart of Downtown Toronto. The amount of people was almost double that counted at the retail strip. Now it’s hard to say if we were to switch locations that the strip would do as well because the strip had almost opposite ratio of retail chains to independents. Independents may not draw in enough revenue to maintain the expenses that come with having such a prime location. Also retail chains may be better suited for people in a rush/ heading home as they know what to expect from retail chains. If we were to put the ancillary retail at Cumberland and Avenue rd, there may not be enough traffic to generate revenue that would make having a store there reasonable. I think each location is good for each system and the stores generate traffic. If they were to switch locations it’s hard to see either surviving. Both retails are accessible. Unfortunately there is construction occurring right now at Cumberland and Avenue which gives an easy path to travel to pedestrians on the west side of Cumberland. So unless you are planning to take Avenue Rd most people were staying on the easier path. This would deter some random people from discovering the retail strip and exploring it. Aside from that, both retails had subway stations which allow pedestrians from all over Toronto to access the retails. The ancillary retail has more access though because it has above ground entrances all over, as well as the connection to Union which can bring in people from the GTA. The ancillary retail matched its market orientation well. It had a good balance of retail chains and independent retails. Most people using the PATH were businessmen and businesswomen. I feel that these people would have the money to spend on higher end goods, leaving the need for independent stores at a minimum. This is clearly shown by the ratio of retail chains to independent stores. People traversing the system would only want to spend minimum time getting items because they are either going to work or heading home. This means if they spend too much time searching for items they could be late for work or miss their train home. The retail strip also matched its market orientation well. It focused more on independents. This clearly worked as I noticed a more leisurely pace to peoples walk as they moved through the retail strip. They were not in a rush like those people in the ancillary retail. They had time to peer into windows and see what was going on inside stores. These people were also more students and shoppers. They were there to shop and gain new experiences while the people of the ancillary retail were just trying to get from one point to another. This is a better environment for independents because people have the time to shop and see what the store is offering. Often I would see people of the ancillary retail run into one store grab something quick and be on their way again. While at the retail strip people would walk in and not walk out right away. It was clear they were spending more time in the stores versus the people of the ancillary retail. The designs and compositions of the two retails were completely different. The retail strip was one straight line of stores and the stores were stacked on top one another. So one building would have up to three stores. The ancillary retail was completely different. It was almost like a maze of stores. It was hard to navigate where you were going. When you figured that out your path you stuck to that path. By sticking to that path you were limited in the amount of stores you saw. Without looking at a map you would end up only passing by a fraction of the stores. In order to get full use of the ancillary retail you would have to familiarize yourself with the entire retail. There was maps every once and a while really helped navigation but for shopping you would have to know what store/items you are looking for and then search the map for stores that would sell those thi
ngs. The retail strip was definitely easier to navigate. All I needed to do was walk east of Avenue Road. The downside was I constantly had to stop and read every sign because of the stacked stores. Also there was no map around so you had to explore the strip yourself and make notes on what stores were open. Both retails had a high degree a specialty. The ancillary retail system definitely had a higher degree just due to the vast size of the system. Also you would never see two of the same type of stores nearby (for example: Teavana and David’s Tea). This is because of the planned retailing that went into this retail. In order to maximize revenue for each store they are placed at optimum distance from competitors. The same thing can’t be said for the retail strip. There were many clothing stores and similar retail stores within the strip. This would be because of the unplanned retail and the fact that any independent store can own a vacant spot on the strip. This can lead to a not ideal situation where stores are competing with each other so much that they drive their revenues down. This can also be related to the environments of each system. The ancillary retail and retail strip is controlled in many ways. For ancillary retail it is clearly mapped out for optimization of store variety while for the retail strip stores are more competitive. Both retail stores must maintain a certain level of cleanliness, retail stores pay a fee for their spot, and stores need to uphold the status of the PATH/street. I noticed that all these things seem to be consistent for each retail. The PATH was a lot cleaner then the street. All the stores were sparkling clean while the retail strip stores weren’t being upheld to the same standard.

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