Tucker, GA — On target to open in November at the intersection of Hugh Howell and Mountain Industrial Boulevard, is a brand-new Publix supermarket flanked by shops, restaurants and a bank. Specifically, what will the high-end shopping center offer? It all depends on the market research.
Tucker’s Downtown Development Authority met on Feb. 1 to hear from research and marketing expert Chuck Branch, CEO of NextSite, a commercial development recruiting company. Branch presented data on consumer traffic patterns in the Mountain Industrial Boulevard corridor. Collected data can track shopping habits and frequency of visits, but it is anonymous.
“It allows us to start seeing where [consumers] are stopping before and after this major intersection,” said Branch told the DDA last October. “This data can be used to pinpoint their social media campaigns. More importantly, we can now quantify the number customers and what zip codes their coming through.”
NextSite’s study shows 1.76 million unique consumers per year travel the intersection of Jimmy Carter Boulevard and Lawrenceville Highway, and also visit Cofer Crossing, Sam’s Club, The Home Depot, Green’s Corner and Carter Oak Crossing.
Branch said 80 percent of the consumers studied live within 10 miles of Lawrenceville Highway and Mountain Industrial Boulevard, currently a mix of industrial parks and commercial shopping centers. Analytics shows fast, casual restaurants and big box stores encourage consumers to stop and spend money in Tucker. NextSite uses the data to present ideas to developers on which stores to bring to an area.
When Publix supermarket relocates from The Centre on Hugh Howell, Lidl grocery store may take its place. Nothing is confirmed, but Lidl has shown great interest in Tucker said assistant city manager John McHenry.
“We’re targeting, as part of our efforts, companies like Chipotle, Chicken Salad Chick, Buffalo Wild Wings, some breakfast concepts, Zoes Kitchen, P.F. Chang’s. Those kind of concepts are going to get these people to stop as they’re coming through or as they’re returning back to their home,” said Branch.
Gateway Development Services, residential builder of multi-family and retirement-age housing, and Terra Realty Advisors, known for attracting residents seeking a shorter commute, are eyeing residential development of Lawrenceville Highway, said Branch.
In other news:
– A joint work session is being planned with City Council to review the DDA’s mission statement, approve a budget and add resources to include hiring an economic developer to act as a liaison between the City of Tucker and the DDA.
– DDA vice chair Honey Van De Kreke and Councilmember Noelle Monferdini will sit on a broadband advisory board. A recent study with shows Tucker, like many communities, has uneven broadband coverage in both residential areas and business districts. A master broadband plan would take about six to nine months to develop.
– DDA is planning to hold a roundtable discussion with Tucker Business Association, Main Street Tucker Alliance, Tucker Civic Association, Old Town Tucker Merchant Association and both CIDs to discuss marketing.
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