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ePaper created 2014-04-29, 17:58:02 | version 1.30.00
In the center itself, the focus is always on service. There are Information Points manned by friendly staff who can answer any questions about the center. Gift vouchers can be purchased here, for example, and in many of our cent- ers there is also the opportunity to hire pushchairs. Cus- tomers can feel safe at all times thanks to the deployment of discreet security personnel. Baby changing rooms, customer toilets and cash machines complete the offer- ing. It goes without saying that the centers are always clean. Every one of our tenants is automatically also a member of the marketing association of the shopping center in question. This means that each tenant pays a share of the center’s marketing costs and can play an active role in the marketing strategy committee. The marketing associa- tion plans events together with the center management, constantly making the shopping center a lively marketplace: fashion shows, photo and art exhibitions, country-themed weeks and informa- tion events dealing with a whole range of topics offer visitors new and fresh experiences time and again. Local associations and municipal au- thorities are also involved in the plans and are given the opportunity to represent themselves in the center. The lavish center decorations for the Easter and Christmas periods are among the projects handled by the marketing associations. Another important area of the work is coordinating coherent advertis- ing activity for the center as a whole as well as editing a center news- paper, which is distributed as an insert in regional daily newspapers in the catchment area and provides readers with regular and profes- sional updates on events and news relating to the center. Radio ads, adverts on and inside local public transport, and illuminated advertis- ing posters ensure that the advertising campaigns reach a large au- dience. Investment Guidelines Deutsche EuroShop’s key investment guidelines can be summarised as follows: NDeutsche EuroShop invests exclusively in shopping centers. NThe minimum property size is 15,000 m² of which no more than 15% may be office space or other non- commercial usage. NThe locations should feature a catchment area of at least 300,000 inhabitants. NShopping center projects are only purchased when an executable construction authorization can be produced and 40% of the leasable space is secured by long-term legally binding lease contracts. NProject developments without the right to build or that cannot facilitate pre-letting can be taken over as a joint venture. Project development costs may not exceed 5% in individual cases or 10% in total of the Deutsche EuroShop equity. NThe main country of investment is Germany. In the long-term, investments in the rest of Europe may not exceed 25% of the total investment volume. DEUTSCHEEUROSHOPANNUALREPORT2013/THECENTERS 059