Evening star., 1939-12-09
Shopping Center
Accepts Tenants
On Own Terms
AZ Stores and Movie
House Are Designed
To Aid SuIes

One of the most unusual real es-
tate developments in the United
States is managed by a landlord
VINO is willing and even eager to ac-
cept tenants ION their own rental
terms"
This answer to tenants prayer
Is the unique and streamlined COM
munity shopping center at Ardmore,
Pa, Philadelphia suburb, reputed
to be the wealthiest per capita dis
trict in the country.
The project, started about 1927,
comprises six and one-half acres on
which is located A stores, an eight
story Office building and an ultra
modern movie house.
This development was designed by
Dreher g. Churchman, architects,
built under the supervision of Mr..
Frederick w. Dreher, and is actively
managed by him in his capacity as
president of the Suburban Co., the
name under which the project is in
corporated. 1t combines many of
his ideas on design, merchandising
u1lO DuSllCSo
Rentals and Designs.
His novel renting plan is one of
the many innovations in the setup,
which is cooperative and of mutual
benefit, thereby encouraging his
tenants to greater sales efforts Mr.
Dreher figured out an equitable
base rent for each type of store
which would yield his company the
required return on its investment.
The stores are leased with COM
plete fixtures, equipment and deco
ration, requiring the tenant to in
stall only his merchandise. The
rental is based upon percentage
of the gross volume in lieu of a fat
rental. Volumes are estimated &C
cording to size of shop required,
location and kind of merchandise
to be sold.
Careful consideration was also
given to the designing of the ex-
teriors and interiors of the stores
50 as to attract trade" Mr.. Dreher
states. Designed after consider
able experimenting, our newest
building, comprising II one-story
units and occupying an entire block,
represents the ultimate in attractive
and practical store design and con-
struction. 1t is faced entirely with
vitrolite structural glass in two
tone color scheme of cadet blue and
gray and is trimmed with extruda-
lite metal. The design and use of
this material aids the display and
selling factor, rather than compet-
ing with the merchandise. This
combination is serviceable and easy
to maintain, presents smart ap-
pearance and does not suffer from
weathering, as do many materials"
Built to Aid Consumer.
When the development was first
started the problem was to COM
pete against the hit and miss small
town shop. 1t was vitally impor-
tant to design and build around the
consumers viewpoint, convenience,
custom and desires. Hence, an in
ducement was offered in the form
OF ample parking, attractive shops
and quality merchandise. The streets
are extra wide to permit condensed
parking. Flood lighting for the
streets has been provided. All the
show windows are lighted every
night, so that movie patrons may
enjoy window shopping, although
most Of the stores are closed at this
time. The consumers comfort has
also been considered by providing
air conditioning for these new
stores.
Possibly the most important fac
tor IN building up patronage, ac-
cording to Mr. Dreher, was the deci-
sion to allow only one of a certain
type of store in the DEVELOPMENT.
While there are at present three
dress shops, each is restricted to
certain price range. The benefits of
this policy have been twofold, first,
elimination of price cutting and
quality goods offered; second, and
more important from a goodwill
standpoint, the customer visiting the
shopping center finds it possible to
buy practically anything he or she
wants in one concentrated area.
since the exclusive concession grant
ed each tenant insures variety of
stores.