Business Development Report: The Boulevard Entertainment Center

This report provides a comprehensive analysis of The Boulevard's entertainment center project, focusing on generating income from vacant units. It begins with an introduction to The Boulevard, a shopping outlet in Northern Ireland, and its owners' vision for redefining the retail experience. The main body of the report outlines the project's aim, which is to increase profitability by establishing an entertainment center. It details the objectives, including analyzing the market, competitors, and target audience. The report employs frameworks like SWOT analysis and Porter's Five Forces to assess strengths, weaknesses, opportunities, and threats, as well as the competitive landscape. The SWOT analysis highlights the center's location near Omniplex, available parking, and investments in visitor experience, while also identifying budget limitations and limited global presence as weaknesses. The Porter's Five Forces analysis evaluates the threat of new entrants, bargaining power of suppliers and buyers, threat of substitutes, and rivalry among existing competitors. The report concludes with a timeline, providing a strategic overview for the project's implementation and success.

The Boulevard
Banbridge

Contents
Contents......................................................................................................................................................2
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
Project Aim and Objectives.....................................................................................................................3
Timeline for the Project..........................................................................................................................18
CONCLUSION........................................................................................................................................19
REFERENCES........................................................................................................................................21

INTRODUCTION
The Boulevard is a shopping outlet in the Northern Ireland and its owners have redefined
the retail experience there for the people to be inspired. The owners of the premier shopping
outlet are Tristan Capital Partners and Lotus Property (Aggestam, 2017). They continue to invest
in all the essential elements of The Boulevard for its success. The investments are not merely
financial but also involve hiring experienced and qualified employees who can help in running
the shopping outlet smoothly. Many studies have been conducted in order to understand the
visiting as well as shopping pattern of the customers. By analyzing the results of the studies, it
has been found that the shopping outlet receives approximately 23% footfall in a year. Apart
from this, the results also reveal that approximately 65% of the people who visit the shopping
center are actually women (Ben Yahia, 2018). There are many different brands that have their
outlets in The Boulevard such as Marks and Spencer, Adidas and Asics.
The various investments that have been made to The Boulevard in the recent years
include installing a new roof, new signage, increased investment in marketing, rebranding as
well as relaunching. This is not it, the owners are planning on making more investments such as
establishing a Food and Film Quarter. Omniplex cinemas will be one of them and this is one of
the strategies of the owners to attract a greater number of visitors to the shopping center. There
are various vacant units or space that is currently unused around the Omniplex at The Boulevard.
Thus, the owners have decided to set up an Entertainment Center with the main aim of generate
income. There are various objectives that the owners have in mind in order to ensure the
succe3ss of the project. The strategies that will be opted by the owners of the shopping outlet
have been discussed. The respective report includes a written and processed report with
suggestions for using the current unused and vacant units.
MAIN BODY
Project Aim and Objectives
The main aim of the owners of The Boulevard is to generate income from the vacant
units and unused space around the Omniplex. This is because it will add up to the overall success
as well as profitability of the business as the number of people visiting the shopping center along
with the entertainment center will increase (Colín-Rodea and et. al., 2018). The different

objectives behind the respective project, which is of setting up n entertainment center are
described below in detail.
Objective 1: Analysis
The first and the main objective of the project is to analyze the strategy by implementing
various frameworks. The different frameworks that can be used include competitive analysis,
analyzing the target market of the shopping center. By setting up the entertainment center, the
respective shopping center, The Boulevard will be able to gain competence and a competitive
advantage in the market against its competitors. It is important to analyze the strategies as well as
actions of the competitors. This will help the project manager as well as the owners of the project
to develop effective strategies (Cuartero Casimiro, 2016). The United Kingdom is one of the
most popular destinations for shopping among tourists as well as the people living there. Due to
this, there are a lot of different shopping destinations that constantly work on providing a
seamless as well as improved shopping experience to the visitors. But the outbreak of Covid-19,
the different industries across the world have been affected to a great extent. There was a total
lockdown across the different nations of the world, including the United Kingdom, to control the
situation. Due to lockdown, the companies had to put a hold on their operations. As a result, once
the lockdown was over, there were various measures adopted by the companies across different
industries including the entertainment as well as shopping industry to ensure the safety of their
employees as well as customers. The measures were also adopted as they were made compulsory
and to bring back the situation to normal.
The target of the owners of the shopping center is to increase the overall profitability. For
this, the different competitors as well as their strategies will be analyzed. This will provide a
clear picture as to how can the Entertainment Center be set up in an effective manner in order to
increase the overall profitability or income of the business. There are different frameworks that
can be used in order to analyze the competitiveness in the market. these include Porter’s Five
Forces model along with a SWOT analysis (Dhraief, 2018). This is because a SWOT analysis
can provide in-depth understanding regarding the strengths and weaknesses of the organization.
Apart from this, if there are any opportunities or threats in the market that can impact the
respective project in a negative manner, can also be identified. As a result, the strategies that will
be developed and the decisions that will be made, will be effective. The target market of the

entertainment center that is being set up, will include both youngsters as well as families,
wherein they can come and enjoy their time.
A competitive analysis framework is a version you can use to help shape how you move
about studying your competitors. It allows you home in on specific data with the aid of giving a
structure to manual your marketplace evaluation. There are numerous frameworks you can use
for competitive analysis in marketing (GRIGOLO, 2018). An aggressive evaluation is a manner
to become aware of competition, and understand competitor's strengths and weaknesses with
regards to yours. It facilitates you gauge a way to slash competitors and refine your strategy.
Conducting a aggressive evaluation is critical due to the fact the business will be capable of
construct strategies. The aggressive analysis grid should perceive your competition and include
an assessment of the key traits of the aggressive panorama for your enterprise, such as aggressive
strengths and weaknesses and key achievement factors. The competitive analysis of the market
for the entertainment center as well as an analysis of the target market are explained below.
SWOT Analysis
SWOT analysis is a framework that helps in evaluating the internal as well as external
factors that can impact a business or any actions that are taken by it. A SWOT analysis helps an
organization in identifying and analyzing strengths, weaknesses, opportunities as well as threats
and develop effective strategies (Ho, 2019). The Boulevard is a premier shopping destination in
the Northern Ireland and it has various strengths as well as weaknesses. These will be beneficial
for the Entertainment Center that is being set up by the owners of the shopping destination. The
same are described below –
Strengths – One of the major strengths of the respective shopping center is that it is
located near the Omniplex Theatre. This will also be one of the strengths for the Entertainment
Center because it will be able to attract a greater number of visitors. It is located at one of the
strongest locations across the country and this will also serve to be one of the strengths for the
entertainment center (KUMAR and NAYA, 2019). The owners of the shopping center have also
invested in improving the overall experience for the visitors. For example, a new guest services
area has been installed and different strategies have also been opted for the rebranding as well as
relaunch of the shopping center. As for the entertainment center, many fun activities will be
installed so that a greater number of people are attracted to visit the same. Another major

strength of the entertainment center is that there is plenty of space available for car parking and
the atmosphere will also be flexible and welcoming.
Weaknesses – The budget as well as them space available for setting up the
Entertainment Center is limited. Therefore, this will serve as one of the weaknesses for the same.
Also, the global presence of the entertainment center is limited (Liptáková, 2019). This means
that the people who visit the United Kingdom might not be aware of the place. This can lead to a
reduction in the number if visitors visiting the place from outside the UK.
Opportunities – Ongoing improvements as well as the investments made recently in The
Boulevard can serve to be major opportunities for success of the entertainment center. Apart
from this, expansion of the entertainment center to different locations globally is an opportunity.
The entertainment center can also increase the overall range of facilities so as to attract more
visitors and this generate increase4d amount s of income (Ma and Jiang, 2019). By establishing
partnerships also, the entertainment center can reduce unnecessary costs and as a result, it will be
able to provide better services to the customers.
Threats – An increase in the tax rates can pose as a threat to the entertainment center.
Apart from this, an increase in the overall competition within the market or even the entry of new
entrants can affect the overall profitability as well as performance in the market. the outbreak of
the pandemic has also impacted the overall operations of The Boulevard which means that the
overall profitability has been affected adversely.
Porter’s Five Forces Model
Porter’s Five Forces can be defined as a framework that is used to analyze the
competitiveness in the industry. The model comprises of five different forces that examine the
overall competitiveness in the market. The project manager as well as the owners of the
respective project, will be able to develop effective strategies to ensure the success if the
entertainment center (Mahamad Saad, 2019). Not only this, they will also be able to gain useful
insights about the new market, level of competition and the potential risks as well as threats. The
framework is explained below in context to the entertainment center.
Threat of New Entrants – This is a weak force because in order to enter the
entertainment industry and set up a new entertainment center involves huge investment. Apart

from this, the process also involves a lot of planning and organizing. A high amount of capital is
also required in order to set up the business, which the new entrants might find difficult initially.
Bargaining Power of Suppliers – There are a lot of entertainment centers across the
United Kingdom which means that the number of suppliers available who can provide the
owners of the entertainment center with all the required materials and supplies for setting up the
center as well as the different activities. This makes it a weak force as the owners of the
entertainment center can buy the supplies from any of the suppliers in the market.
Bargaining Power of Buyers – The bargaining power of the buyers of the visitors who
visit the entertainment center is high which makes it a strong force (Mathur and Menon, 2016).
The visitors to the entertainment center are looking for something new as well as entertaining at
the same time. Therefore, it is important to keep in mind that all the activities and facilities that
will be made available at the entertainment center offer a chance to the customers to enjoy to
their fullest and also have a great time with their friends and family members.
Threat of Substitutes – This is a moderate force because if well established
organizations plan on setting up an entertainment center that offers better substitutes as
compared to the entertainment center at The Boulevard, the visitors will become more interested
in visiting the other place. Low switching costs offered by the competitor entertainment center
can also be one of the factors behind customers shifting to the substitutes.
Rivalry among Existing Competitors – This is the last force of the Porter’s Five Forces
and this is a comparatively strong force (Monin, 2018). The Boulevard is one of the premier
shopping destinations in the United Kingdom which means that the level of competition faced by
it is also high. If the competitive rivalry continues to exist, the former will have to develop
effective strategies in order to reduce the same and maintain its position in the market.
The target market of the entertainment center will be people who are between the age
groups of 25-54 years. Not only this, the entertainment center can also be visited by families as
there will be various activities that are designed keeping in mind the different age groups of
people. As there are a lot of people who visit the Boulevard, therefore, once they are done with
their shopping, they can come and visit the entertainment center and enjoy time with their family
and friends. A target market analysis is an assessment of how the product or service offered by

an organization fits into the market and enables the organization to gain the most attraction of the
customers or visitors. The Boulevard is among the premier shopping destinations in the United
Kingdom that is visited by a lot of people across the nation and from outside and in large
numbers. A target market analysis helps the project managers as well as owners of the project to
establish strategies that will be helpful during the marketing of the entertainment center.
There are also certain other suggestions that can be made for the current unused space
around the Omniplex at the Boulevard. Theses can include setting up an education center or a
library/book store. This will help in attracting a greater number of people to the place. A retail
outlet can also be installed in the vacant space (Museum Store Association, 2016). This is
because there are already many tenants like Adidas, Marks and Spencer, Timberland and Asics
that have their shopping outlets at The Boulevard. Since the owners have made investments and
improved the overall infrastructure of the shopping center, there are different ways in which the
owners can use the vacant space.
Objective 2: Business Strategy for the Project
From the discussion above, it has been observed that in order to develop an effective
strategy for using the unused space around the Omniplex, it is important to take into account
various factors such as the level of competition in the market. This will help it in understanding
the market in an effective manner and then develop appropriate strategies. The market is
constantly evolving with new and unique offerings being introduced every now and then.
Therefore, before finalizing on the project, it is important to conduct a market survey so that a
better understanding about the preferences of the visitors can be gained. One of the strategies that
have been described is to set up an entertainment center where the people can come and enjoy
their time with their friends and family members. the entertainment center can include latest
trends so that the visitors are excited and encouraged to visit the place. Another strategy for the
project can include increasing the age demographic that is visiting the place. It has been observed
that mostly females visit the shopping center (Naderi, 2018). Therefore, by introducing
interesting facilities and options for the male visitors as well, the owners of the project will be
able to generate an increased amount of income. As a result, the overall profitability will
increase, but it is also important to keep in mind the safety of the visitors as well as staff
members due to the outbreak of the pandemic.

The project manager will play a very important role at this stage and the development of
effective strategies for the project. This will include taking into account various factors and
keeping the safety of the visitors in mind. The main objective will be to enhance the overall
profitability of the owners through business (Nicoleta, 2016). This will also help in increasing
the level of tourism at the place. There strategy that can be followed includes adopting various
measures so that people would like to visit the place. The owners might have many plans and it
is important to keep it consistent. By making different investments, the overall infrastructure of
The Boulevard has improved. This will help in attracting a greater number of visitors. The empty
or unused space around the Omniplex can be used in many different ways. Therefore, the
strategy or the plan that can be followed for the project can include using the right floor plan. If
the owners plan on setting up an entertainment center or Retail outlet, the project manager should
be aware where they want to lead the shoppers (Pereira, 2018). It should be ensured that the
facilities that are being offered to the visitors are adequate. The project team should constantly
look for introducing the various innovative ideas to the center. This is because people are always
on the lookout for something new and unique.
Escape rooms are becoming warm property for buying malls in the UK that are looking
to refill empty areas. These rooms are venues in which human beings are locked inside the room
with numerous riddles. They need to solve these puzzles inside an hour to get away from the
room efficiently. These experiential retail locations can be saviors for purchasing department
stores as a few escape rooms can draw extra than 20,000 visitors each yr. With changing
purchaser preferences, you must consider more such experiential retail options in your shopping
center. Nearly 40% of customers choose a mall depending on the restaurants in it (Ritter and
Lettl, 2018). According to the equal look at, folks who devour at a shopping center spend 15%
extra cash and greater time there as well. This makes meals courts and restaurants a remarkable
manner of filling up empty space on your shopping center. As the demand for apparel brands in
department shops reduces, the want for quality eating stories has gone up. Apparel has dropped
from 70% to forty% in the current past. However, the retail space occupied by using food,
beverage, and leisure has long gone up from 10% in 2006 to twenty% in 2018. Additionally, the
A-elegance shops have almost 25% of their retail space committed to eating places. Major mall
businesses like GGP plan to boom the percentage of future food deals to 22% from eleven%. On

the other hand, they’ve reduced down the range of offers with clothing manufacturers by means
of 50%.
The event space wherein the event or meeting takes place has the capability to encourage
delegates or go away them feeling disengaged. For example, rooms with natural mild make a big
distinction to the sensation in the room, and enables it sense airier and enlivening. This is another
suggestion that can be made to the owners of the Boulevard Banbridge to set up event space so
that this will serve as an extra income source for the owners. Small local stores can also be set up
and this will be helpful in increasing the overall sales as well as profitability of the company. By
setting up supermarkets also, the space can be utilized in an effective manner and the owners will
have access to another source of income. Therefore, these are some of the suggestions that the
owners of the Boulevard Banbridge can adopt in order to gain a competitive advantage as well as
generate extra income.
Objective 3: Solutions and Visuals
Different solutions or recommendations can be proposed for the project of using the
unused space. Retail shops permit customers to see what they're shopping for up near and, in
place of online stores, they offer on the spot gratification, due to the fact the purchaser walks
away with their purchases without delay. A pleasant and useful workforce also allows to
construct patron loyalty, ensuring that customers go back again and again. Malls used to be full
of national and international manufacturers. However, with these brands vacating the premises,
you can appearance to top off your empty spaces with nearby stores. While you may should be
barely flexible together with your rents, it allows you to growth your foot site visitors as locals
might throng to those shops (Taghizadeh Ghoochani, 2018). The owners can also supply spaces
to neighborhood eateries that serve healthy meals. The UK has introduced neighborhood eateries
that serve farm-to-table food. This manner, the shopping center will be able to appeal to folks
that are inquisitive about supporting neighborhood organizations and meals as nicely.
Idea 1: Gym
One of the best ways of attracting the target audience is to set up a gym. This will attract the
young people and help in generating income. Setting up a gym is a creative way in which the
unused space can be used. This is because the fitness industry is blooming and more and more

people are taking memberships at different gyms across the nation. Therefore, by setting up a
gym, the owners of The Boulevard will be able to attain their main aim of generating income.
The respective shopping center is situated at a location where there are many working places
nearby. Therefore, it can be suggested that setting up a co-working space is also one of the ideas
that the owners can take up to use the unused space of around the shopping center.
Idea 2: Pop-up stores
Pop-up stores are temporarily established to fill in the empty spaces in a mall. Different brands
can set up their pop-up stores. This will help in filling the empty space and generate income. By
providing brands some space on lease to open pop-stores, the owners of the company will be
able to generate extra income. There are many advantages for the owners of the shopping apart
from income generation. First of them is that they are easy to afford and also encourage
spontaneous purchase. Therefore, the customers will be encouraged to make purchases which is
beneficial for the owners of the Boulevard Banbridge. Also, they are less costly to set up.
Idea 3: Food Court
Food courts are another way of generating income outside the OmniPlex. The food courts will
sell different food items in order to attract a greater number of people. Food courts assist the mall
to preserve the buyers longer. So, the more they store, the extra effective food courts prove to be.
People like to collect around and socialize over meals and that too at an area this is so much
pumped with amusing and frolic.
Idea 4: Coworking spaces
One of the other ideas is to generate income is to set up co-working spaces outside the
Omniplex. The space can be leased out to an operator and people who come to coworking space
will be interested in visiting the mall. This is another option that is beneficial for the owners of
the respective shopping center. This is because there are a lot of amenities and the people who
come to these coworking spaces will also be interested in visiting the shopping center, thus the
income will increase.
Idea 5: Supermarket

Supermarket is another idea for using the unused space around the Boulevard Banbridge. The
space will also get filled and it will be an extra source of generating income. By opening
supermarket in the unused spaces, the owners of the company will be generating income. This is
because when people come and visit the shopping center, they can buy things that they need
without having to go elsewhere.
Idea 6: Escape Rooms
Escape rooms have become famous for both human beings searching out fun and business team
constructing. The rooms are essentially puzzles wherein a collection of people ought to work
together with a purpose to figure out the way to get out of the room. In well known, an get away
room enterprise would possibly fill an inside-the-mall area abandoned by way of a mid-size
retailer. An escape room is an immersive experience which encourages solving issues, teamwork
and getting clues for finishing a given objective. They are commonly cognitive and getting to
know reviews and provide an awesome gaming revel in. Escape rooms also offer players with
situations that are educationally-enriching that go away them satisfied, wise and feeling content
material. The following are some of the motives the company need to play an get away room.
Idea 7: Local Store
In some situations, they're operating with business proprietors to begin at a low lease after which
ramp up for that reason depending upon how the enterprise does. In general, mall proprietors are
being extra bendy when it comes to what agencies they rent to and are making more attempt to
ensure the businesses that open places in their shops prevail.
Idea 8: Movie Theater
Keeping in mind the safety of the staff members as well as the visitors, social distancing as well
as masks will be made compulsory. This will help in attracting a greater number of visitors to the
shopping center. Movie theaters have lengthy been a mall staple, however theater operators are
stepping up their video games. New mall-primarily based movie theaters often have nicer
seating, extended meals picks, and the capacity to reserve a seat in advance.
Idea 9: Parking
Parking space will be made available for the visitors so that they can easily park their
vehicles and enjoy their time at the shopping center. Parking will play a major role in the project