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September 2014
Elisa Cooper Keeps Freshfields Fresh (Continued from Previous)
Image courtesy of Freshfields Village.
One change that Northwood Retail has instituted at Freshfields is the
management structure, making it similar to how Northwood runs
its other premier retail properties. When Elisa came to Freshfields in
2006, the leasing and marketing managers, who are still at Freshfields,
were already in place, and the three divisions worked as a team. The
various departments now report to Elisa, but she modestly says that
is “just so Northwoods can point a finger at one person. We all still
work as a team. My job is to know everything that is going on maintenance, construction, marketing, accounting, traffic control,
leasing, everything.”
Elisa takes a “hands-on” approach to the Freshfields tenants. “I am their
go-to person with questions. It’s my job to provide them with customer
service skills, direct them to merchandising classes, help them find ways
to improve their businesses, and find consultants to help them with
problems. We try to meet monthly with the tenants, though it’s hard in
the summer because everyone is so busy.”
Sometimes, a business needs a gentle push. “It’s easy to ask someone
to sweep the doormat or wipe handprints off the glass, but it can be
more difficult to get the tenants to see their business as the customer
does. I can give advice about what would make the business better for
the customer, or what might make sales grow from the consumer side,
but I don‘t get involved in their daily business operation. For example,
a customer who is away for four months doesn’t want to walk in the
door and see the same things at the entrance as four months ago. New
merchandise or a new look gets people in the door. Our demographic is
the sophisticated consumer and we want to attract not only people who
live nearby but also those who might drive out here from downtown
Charleston or Daniel Island. We always have to provide an experience
that makes someone come back.”
Although individual establishments need to do their own marketing,
Freshfields works hard to market the entire development. “When a new
business opens, we do an ad campaign to announce it, but then we leave
it to each business to market itself. We market the village as a whole. The
most successful businesses know their audience and where to advertise
to attract it, such as a particular radio station or a billboard in a certain
location. Several years ago we started to focus on brands rather than the
names of shops. No one knows what Store X is, but recently, someone saw
a dress in an ad and called us to ask, ‘What store sells that dress? I want it.’
The successful shops that sell unique or specialty items get people in the
door and then treat every client as special, getting customers to return and
to send their friends.”
Freshfields’ businesses are busy all year long. Elisa noted, “Our peak season
is the beginning of Spring Break in March through the end of August,
especially summer vacation time. September drops off and then we pick up
again October through December.” She stressed that the bread and butter
customers are full-time residents, who will frequent the establishments all
year, and commented, “Island guests and residents are often looking for
something different. It can be hard to manage both those demographics
within the same store.”
Asked what the future holds for Freshfields Village, Elisa said, “We currently
are working on a long-term plan to enhance the existing environment.
We are looking at our current businesses and their business plans and
encouraging some of them to be more astute. We want to bring in other
tenants to complement our current businesses.”
Freshfields Village occupancy is high, 96% on the first floor and 80% on
the second. The Freshfields management office had occupied first floor
space but it has just moved to the second floor to create additional first
floor retail space. “Property managers’ desks are on wheels,” Elisa joked.
“We can do our jobs from anywhere.”
Along with the existing Freshfields complex, Northwood acquired the
right to develop approximately 30,000 additional square feet. “Northwood
plans to be diligent and methodical with their expansion to ensure the
success of the existing businesses while continuing to increase sales. "We are
evaluating what customers want. We are the commercial district for lower
Johns Island, with two and soon three banks, with BB&T opening before
Thanksgiving, six restaurants, and total of 183,000 square feet of space.
By the end of next year we expect to add 10,000 square feet - a mixture of
retail shops and restaurants and additional parking.” Elisa mentioned that
the focus is to add more full service casual restaurants that will offer the
customers more dining alternatives.
As Freshfields general manager, Elisa is living her dream. “I love my
job; it’s the best in the whole world,” she proclaimed. “I am in a great
place, associated with both Kiawah and Seabrook. I have been able to
develop Freshfields into what it is today. It has become like one of my
children. I want people to know that I have an open door policy and
I am receptive to any comment at all. Please stop by or call me about
anything that goes on out here.”
For more information on Freshfields Village, visit freshfieldsvillage.com
or call 843-768-6491.
Article contributed by Digest Feature Reporter Sue Schaffer.