West Century Center Gets Façade Improvements

Bracing for completion this Fall 2014 is West Century Center’s newly designed facade and signage. The 25-year-old retail center on Kalamazoo’s west side was due for an update. A whole new exterior concept is bringing new vitality to the shopping center.
West Century Center is notably at the busiest intersection in all of Southwest Michigan, nearest to well-established neighborhoods and major retailers including Kohl’s, Lowe’s, Hobby Lobby, and Pier 1 Imports among others. New modern features to the center’s façade will replace timeworn architectural features, including the light green peaks and awnings, creating a more appealing frontage for this premier location.

Signage is a highly visible component for advertising your business. For businesses in an area with high traffic volume, like West Century Center, the role of signage may deem more effective for attracting customers generated from freeway travelers and local commuters. “Nearly 8 of 10 (76%) of consumers say they have entered a store they have never visited before based on its signs,” reflected in a recent survey by FedEx, also showing that “more than two-thirds of consumers (68%) believe that a store’s signage is reflective of the quality of its products and services.” Every part of your business plays a role for your bottom line, including exterior architecture. From storefront to signage, the first point of contact with your customers is exterior appearance. West Century Center’s storefront signage is converting from an old faded lexan panel sign system to individually backlit channel letters; letters that create an unique, lighted, three-dimensional sign presence that denotes higher visibility for the tenant and conveys a higher quality shopping center.
“Your storefront and those of your neighboring business owners define the character of your business district and, as a group, should attract new customers and sales.”Thrive, reSTORE DC
A business owner’s storefront is highly valuable in today’s retail market, competing with the convenience of online shopping by advertising a good-quality, safe, and personal experience for the customer. An update to the façade of West Century Center will have a direct impact on this business district. This change will draw more attention and crowds to the newly renovated shopping center, and engage more commuters along the busy intersection and retail corridor.