MetroWest495 Biz

MetroWest495 Biz | May 2015 21 Retailers that are considered more upscale brands — such as Cabela's in Berlin, Whole Foods now on its way to Shrewsbury, and the Wegmans in Northborough — may bring with them a lot more than top-notch sporting goods, organic Portobello mushrooms and gluten-free bread, experts say. They give the area a deeper shine from which realtors, developers and communities can benefit. First-class image "When a community has premium- branded entities, the community itself is perceived to be a more premium, or affluent, community," said Laura Briere, CEO of Vision Advertising of Central Mass., which serves clients in MetroWest and beyond. Premium brands usher in a new baseline expec - tation for how people can now expect to be treated, said Briere. "This has widespread community impact in terms of mindset, property values and service expectations across the board." Area real estate agents see this pre - mium-brand effect in potential buyers' reactions and feedback while showing properties. Claire Bett, a realtor with Southbor - ough-based Realty Executives West, talks up an area's shopping to potential buyers when showing a property. "It's never a deal breaker," she pointed out, if an upper-echelon store is present or not, but used as confirmation of an already-held opinion that a community is special. "We say there's shopping nearby. But if we can say it's a Roche Bros. — well, that's a plus." Bett — a resident of Hopkinton — has seen this exclusive brand recogni - tion at work in her own town as well. A few years ago, a new supermarket was constructed in Hopkinton, on West Main Street. When news surfaced that the structure was to be a Price Chop - per, people were not happy, Bett said. "People wanted Roche Bros. in particu- lar. Or a Trader Joe's or Whole Foods. They were very upset and did not feel Price Chopper reflected the town; that people would say, 'Oh (the town) is not as good as I thought.' " As a result, according to Bett, there are people in Hopkinton who don't shop at Price Chopper, but instead travel to Route 9 and patronize Whole Foods and other stores. Loyal customers This level of brand loyalty is no accident, but rather the end result of strategic marketing, says Briere, which has less to do with prices and more to do with the psychology of "premium customers." "(These stores) fill a need or want for a better way to shop, better way to be treated, and a higher standard," whereas bargain shopping is the opposite, with no exclusivity and inferior products or service, according to Briere. In addition to attracting premium customers, upscale businesses attract other upscale businesses, as well, said Kristen Las, Shrewsbury's town planner and economic development coordina - tor. She pointed to Lakeway Commons, which is being developed at the former Spag's site by Grossman Develop- ment Group. With Whole Foods as the anchor, Starbucks and Burton's Grill — arguably more exclusive brands as well — signed on as future tenants, she said. From a planning standpoint, howev - er, the town objectively looks at zoning, not a particular tenant, for a property, Las said. The main considerations are zoning issues — such as whether over - lay districts are needed — and getting planning board approval. After that, if a business such as Whole Foods decides to move in, it's a bonus, Las said. "We've got quite a few grocery stores, but nothing like Whole Foods," she said. "That caters to a whole different market." Signs of progress For Maribeth Lynch, owner/broker of Thrive Real Estate Specialists of Shrewsbury, an associate member of the town's zoning board, when stores like Whole Foods open, it symbolizes prog - ress. She has the Wegmans in North- borough as part of the standard tour she gives potential new buyers, along with driving by town hall and the park. "It's something I promote" as a selling point, she said of the supermarket. "For people who moved from Boston, it shows we're right up there, front and center," she said. "We're looking to be valuable and give them the things they'd get in more urban settings," while keep - ing a small-town feel and offering better affordability, she said. Lynch said some MetroWest com- munities further west may have felt inferior next to towns like Wellesley and Natick in the past, but that is changing. "We've had to sort of explain what's so great about this area to keep up with the Joneses, but you know what? We can, darn it. We have new (amenities) every year," Lynch said." The good quality of life — or perception of a good quality of life — that more-upscale retailers bring to MetroWest literally gives developers momentum on which to build. Matthew Senie, partner and general manager of Riverbridge in Berlin, a 470,000-square-foot mixed-use devel - opment that abuts Solomon Pond Road off Interstate 290, is not soliciting retail tenants until the planned hotel and apartments are built at the site. Grow - ing Room Daycare, an upscale child- We help businesses and organizations communicate with purpose, clarity and effect, but knowing our business isn't enough. We know yours too. Boston Providence Washington, DC (866) 411-7321 www.ConoverGould.com Environment l Si ng & Permi ng l Healthcare l Corporate l Government l Non-Profit RETAIL Laura Briere, Vision Advertising Upscale sporting-goods outfitter Cabela's opened in Berlin in March. P H O T O / E M I L Y M I C U C C I Claire Bett, Realty Executives West Maribeth Lynch, Thrive Real Estate Specialists of Shrewsbury

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