Uwe Timm, AG City e. V. Tourist as a customer curse or blessing?

Transcription

1 Uwe Timm, AG City e. V. Tourist as a customer curse or blessing?

2 Districts with local and regional importance Relatively predictable regarding development - Purchasing power - Centrality - Demographics - Trends Homogeneous culture of the target group No language barriers

3 Tourist Districts additional purchasing power cultural differences of target groups language differences international demographic trends risks posed by events or crisis in distant regions

4 Berlin fashion, trend and trade fair capital Kurfürstendamm & Tauentzienstraße Berlin's leading retail district unbroken attraction high chain store retail structure (85%), vacancy rate (1.2%)* luxury area - Uhlandstraße to Olivaerplatz high-quality area - Joachimsthalerstrasse to Uhlandstraße consumption area - Wittenbergplatz to Joachimsthalerstrasse, mainly young fashion stores *Source: Engel & Völkers Retail Services Marktreport 2015

5 comparison Kudamm & Tauentzien Berlin-wide: leading shopping area reasons: number of visitors:* 8,149 visitors/hour on Tauentzien growth of 44 % 6,225 visitors/hour on Kurfürstendamm growth of 35 % Retail space: 200,000 square meter public transport mix between retail, hospitality and sights *Source: Engel & Völkers Retail Services Marktreport 2015

6 comparison nationally/internationally: not at the top reasons: purchasing power well below the national average (retail purchasing power / inhabitant: Berlin: 97.3 %) Number of Shopping Centres in Berlin: 67 polycentric structure in Berlin

7 groups of tourists in Berlin*: % from Germany % from Europe % from Asia, Amercia declining tourist numbers from Russia due to the crisis with the Ukraine Chinese customers important and explicitly desired as a new target group therefore getting to know about chinese culture necessary development of health tourism has to be increased - Arab audiences as one of the favorite target groups *Source: visit Berlin

8 annual turnover: 1.1 billion Euro (200,000 square meter of retail space) turnover per square meter of retail space: 5,300 Euro net rent per square meter of retail space *: Tauentzien: 330 Euro Kurfürstendamm: 235 Euro *Source: Engel & Völkers Retail Services Marktreport 2015

9 Top rentals Reserved 2,000 m² Foot Locker 740 m² Michael Kors 610 m² Zadig & Voltaire 200 m² The Kooples 140 m² Jil Sander Navy 175 m²

10 Development of additional retail space Hines Aschinger & Leineweber Haus Upper West rebuilding complex of Karstadt and neighbouring properties development of Kudamm-Karree Simulation: Hascher Jehle Architektur Growth leads to temporary consolidation of the top rates in rental of retail space Simulation: STRABAG Real Estate GmbH

11 Sights in Berlin City West Kaiser Wilhelm Memorial Church Schwechten 1943 destroyed War Memorial consits of two churches ruins of the first church and the new building new church was built by Egon Eiermann

12 Europa-Center & Weltkugelbrunnen oldest Shopping Mal includes 100 shops, 15 Restaurants, pubs and bars and 89 meter-high viewing platform Weltkugelbrunnen built by Joachim Schmettau Europahaus Grundstücksgesellschaft mbh & Co. KG KaDeWe opening in march 1907 on Tauentzien daily 180,000 customers from all over the world 60,000 square meter retail space KaDeWe Berlin THE KADEWE GROUP

13 KaDeWe Berlin THE KADEWE GROUP Zoological Garden and Aquarium established in 1844 oldest and most visited zoo in Europe with app. 14,249 species Zoo Berlin Steel sculpture on Tauentzien 1987 created by Brigitte and Martin Matschinsky-Denninghoff Symbol of the divided city of Berlin

14 Berlin tourists & one day visitors - Shopping as an economic factor* one day visitors in Berlin - leading demand group app. 500,000 days visitors / 182 Mio. days during the visit spendings Ø per person EUR/p.d.(without costs for travelling) spendings overnight guests Ø EUR/p.d. spendings conress participants Ø 230 EUR/p.d. shopping: Ø EUR/p.d. food & drinks: Ø EUR/p.d. Sights (museums, exhibitions, castles): Ø EUR/p.d.

15 Berlin tourism boom will be continued* 2016 app. 30 Mio. nights expected revenues, which are generated by these guests: billion EUR Who benefits?: Hospitality (44.8 Prozent) Retail (38.3 Prozent) Services (16.9 Prozent) about 50 % visitors on Kudamm & Tauentzien *source: visit Berlin

16 Engagement of AG City: image and brand management / marketing for example: Chinese Shopping-Guide

17 promotional events: Christmas Market on Breitscheidplatz

18 Classic Days Berlin on Kurfürstendamm

19 Summer In The City on Breitscheidplatz Agentur David: Sven Darmer

20 Berlin Light Weeks Shopping Weeks

21 Engagement of AG City: special cleaning for Kurfürstendamm & Tauentzien Business Improvement District Design and maintenance of green areas incl. Lighting concept Cleaning / supplementary winter services City guides free Wi-Fi Annual Image event cooperation with Visit Berlin cultural communication (for example: Asia) briefing in handling with other cultures construction and development of new event formats to reach new national and international audiences

22 Conclusion: The tourists are an important factor for growth of City West. All that being said, the initial question Tourist as a customer curse or blessing, is easy to answer. Tourists are blessing for City West. The adjustment to the different needs of customers must be optimized.

23 Thank you for your attention!