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as a street with local retailers will <br />likely attract regional and national <br />stores as its success builds and its <br />market is reestablished. And even after <br />a criticaL mass of retailing is achieved, <br />the street still must be constantly <br />managed and nurtured, Like a shopping <br />center, to meet fickle consumer <br />demands. <br />Treat emerging retail districts as Liv- <br />ing, breathing entities. Build momen- <br />tum by continuously putting energy <br />into them, and they will create energy <br />on their own. <br />Like children, retail streets could grow and change without guidance, but we <br />wouldn't Like the results. If you doubt this concLusion, simply visit most of our <br />cities' neighborhood shopping streets. <br />Keep close tabs on the markets that you serve, and lease proactively to <br />match the changing demands of these markets. <br />Sometimes there is a need to "prune the deadwood" when Leases run out. <br />Even when a retailer may be willing to renew its lease, it may no Longer fit into <br />the vision or image of the area. In these cases, the space should be Leased to a <br />more suitable tenant. It is not unusual for a shopping center to remove 5 to 10 <br />percent of its tenants every year to remain at the cutting edge of what its cus- <br />tomers want. Neighborhood shopping streets need to be willing to do the same. <br />Monitor emerging trends, problems, and conflicts closely so that they can be <br />dealt with quickly. An ongoing conflict resolution process should be established <br />to resolve conflicts among stakeholders. <br />An ongoing central point of reference and clearinghouse for information should <br />be operated to serve existing and potential customers, tenants, and investors. <br />Representatives of the business community and citizen leaders should develop <br />and nurture Long-term relationships with public sector representatives who have <br />responsibilities for the district to get an appropriate share of attention and <br />funding. Public officials should Likewise reach out to the business and citizen <br />leaders. Strong two-way working reLationships will help to achieve both public <br />and private goals over the long term. <br />At Ohio State University, High Street, in <br />Columbus, Ohio, is undergoing a revitalization <br />that will include 250,000 square feet of retail, <br />restaurant, and entertainment space. <br />23 <br />