These days shopping centres are designed with commercialisation in mind, but for the earlier generations of shopping centres a number of issues may need to be overcome.

Fire and safety is a key issue that must be considered as all existing and planned commercialisation must receive fire authority and building control approval. Operating without approval has potential legal, commercial and insurance implications for all stakeholders.

ABC Risk Management has developed an innovative fire-engineering model that completely re-thinks the fire engineering approach to mall use. And it is delivering significant bottom-line advantages to businesses that are using it.

In the vast majority of cases, shopping centres were not originally designed to include mall trading and this is creating some concern for local fire authorities and building control, with some currently insisting that shopping centres revert to the original fire safety set-up, via alterations notices in some cases.

During the design stage, or within an as-built operational shopping centre, ABC is working with centre management teams across the UK to ensure that each current trading point is fully compliant and that all possible revenue streams are being exploited.

At the Bullring Birmingham, the mall commercialisation potential was increased dramatically following ABC's employment. A significant level of the existing commercialisation activity was 'at risk' following fire authority intervention, but as a result of ABC's engagement, the existing levels were secured, while there was also a significant increase in the potential for additional activities.

Stephen Brooks of Blueprint Projects believes there isn't one shopping centre around that couldn't do something in terms of introducing RMUs to the malls. "One of our strengths," he says, "is being able to take an idea and develop it to fit and not be constrained by an RMU needing to be a particular size or shape but fit that to fit under an escalator or in a thinner mall."

The company works closely with fire authorities and uses fire curtains so that even modern day malls, which are not covered by sprinklers, can now look at introducing RMUs.

At Buchanan Galleries in Glasgow, centre director Hamish Millar hopes the proposed extension will create greater promotional space, to increase the scope for commercialisation activities. The centre currently has RMUs, a centre-wide Maestro gift card and a valet service in the car park provided by AutoValet.

"In 18 months we saw a four-fold increase in commercial revenue," says Millar, but he insists there is a need for more larger spaces within the extension for promotional activities to take place.

For new shopping centres the story is much different. Forum CentreSpace explains that new centres are now planned and constructed with mall lettings and commercialsiation in mind, with mall letting consultants being asked, at the earliest stages of development, to liaise with the architects and planners on suitable sites for RMUs and promotional concessions, including the installation of telephone lines and power points.

Managing director Kathryn Ling says: "Architects now give far more consideration to the way that people will interact with buildings and flow through them, which enables us to identify the most suitable points for mall lettings before the first brick has been laid.

"In turn this enables us to maximise the income potential for the centre's owners and developers, which can then be included in projected revenue streams, thus increasing the value of the centre. We can identify key areas that will deliver visibility and profitability to potential tenants, offering the service they need to operate efficiently, with none of the compromises needed in the commercialisation of older centres.

"The planning also means that RMUs and promotional areas are part of the overall design of the centre, not simply placed randomly around the malls, so they contribute to the bustling atmosphere and provide points of interest for passing shoppers."

At Grand Arcade in Wigan there are three RMU areas, a central display area for activities, such as car promotions, and a juice and smoothie bar, which is positioned in a void space. Modus director Clare Andrew designed the commercialisation element in right from the beginning. "You have to think about where you want your power points," she says, "where you want your display areas and where the main focal points of the scheme will be.

"There is no point having power points where you can't put anything and you have to make sure you have a good chat with the fire officer and get the right people to advise you on what you can do health and safety-wise. You have to have a good team to consider every area possible."

Contacts

ABC Risk Management: 0870 366 6102

Blueprint Projects: 01787 478082

Buchanan Galleries: 0141 333 9898

Forum CentreSpace: 0191 226 8844

Modus: 0161 833 0955

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