Retail Pop Ups: A Home Run or Not?
We just checked out the local retail pop up scene to see what we could find. This morning we went by the World Series Store that's temporarily set up shop in Crocker Galleria at 50 Post. (Nothing like some last minute Game 7 shopping.) Operator Steve McCaig tells us the store is open for two weeks and closes Friday at 5pm. He's typically been selling 50 items by late morning--from Giants-branded t-shirts to shot glasses to pennants--but surprisingly, only two items had sold so far today. Chalk it up to the 10-0 loss last night; he says fans tend to lose enthusiasm fast.
Cushman & Wakefield's Jennifer Pelino tells us pop ups like Steve's are good for the owner of a retail property because they provide additional income. Often pop ups are interesting tenants that generate a lot of buzz and foot traffic. Jennifer doesn't expect more to pop up in the future in S.F., however, due to the lack of vacant space. Across the country, pop up tenants come in all shapes and sizes: product launches, Wii, new car models, Ebay, Art.Com, high-end cosmetics, e-tailers.
