Visibility, Presence and Comfort: Kalamazoo Crossings

A study conducted by the U.S. Small Business Administration estimated that approximately 50% of people visit a business for the first time through signage. Nearly all of these visits were impulsive.

Signage may be one of the most visual components of your storefront, advertising your business 24 hours a day. It can reflect the character of your business and make a strong first impression on potential customers. While driving or walking by, people are often drawn in to make impulsive purchases or future plans to visit a business just by the influence of a sign.
Merchants can measurably increase their business activity just by adding a good sign. At PlazaCorp, we consider signage – as well as the exterior presence of the properties we manage – a priority, making every effort to keep the look and feel of our tenants’ façade up-to-date and visually appealing.

At Kalamazoo Crossings, you’ll find 21,000 square feet of retail, specifically designed to visually and architecturally pop. Exterior improvements completed in 2012 for Kalamazoo Crossings have resulted in a successful, diversified retail destination. Statistics prove this location is profitable, showing Qdoba performs above the national average in sales and Jimmy John’s performs in the top 3% of stores chain-wide. With the visibility, presence, and comfort it provides, Kalamazoo Crossings is a location your business could benefit from, grow your customer base, and enhance your bottom line.
There is leverage in locating your business at a site like Kalamazoo Crossings, where visibility and appearance was highly factored into the design. Consumers tend to judge the value of a retailer based on first impression in visibility and appearance. “Almost 7 in 10 (68%) of consumers surveyed say they have purchased a product or service because a sign caught their eye,” reflected in a recent FedEx office survey. At Kalamazoo Crossings, great lengths were taken to assure the highest level of visibility and presence were achieved. The site grade was designed specifically to assure all buildings stand up and out on the site by intentionally increasing the grade 4 feet from front to back. Building height was maximized to give the outlot buildings the same superior presence as the rear buildings. The outlot buildings were controlled with a maximum height of 22 feet to accommodate the rear, multi-tenant building, which was constructed to a maximum height of 26 feet. The additional finished floor height and 4 feet of additional building height ensure that the rear building’s sign band is highly visible and provides an impressive backdrop for the outlot buildings.
Your sign and exterior presence is the “handshake” with or introduction to your existing and potential customers. However, the complexity and design put into your storefront is lost if your location lacks visibility. We use to our advantage the site grade and building layout to tailor both signage and storefront design in the most effective way possible to showcase all of our tenants with maximum visibility.