GGR 252H1S Marketing Geography "Retail Supply" Assignment

A major focus of the course is the provision of private and public services. This assignment  addresses retail supply. It requires that you conduct virtual online fieldwork on two different types  of retail to assess their character, market orientation and location. First you will make virtual field  observations for the two retail areas, then you will compare and contrast the two types of retail 

using the information you collected. You do not have to visit the locations. Do not interview  anybody or use census data in conducting this assignment; your answers are to draw from your own virtual fieldwork observations and related material in the textbook only. Read textbook  chapters one, two and nine for terminology and context. Chapter nine has a typology of retail  supply, including retail strips and ancillary retail which you explore in this assignment. Chapter 10  discusses post-pandemic prospects. In your textbook reading pay particular attention to the  concepts of ancillary retail, retail strip, BIAs and the PATH system. The online textbook has a  search function. There is no need to use any other secondary sources. The combination of your  field work and the textbook is sufficient. Read all of this assignment before you proceed and  before you ask questions. 

PART A: Virtual Online Field Observations of Two Retail Areas 

Select an ancillary retail area and retail strip according to the following schedules. 

Ancillary Retail: Select an ancillary retail area according to the first letter of your surname (last  name):  

A-G: Commerce Court (Concourse Level) Use the combination of the ‘Retail’ and  ‘Map’ links at https://www.commercecourt.ca/building/directory to identify the store  names and locations. 

H-M: Richmond Adelaide Centre (Concourse and Food) 

N-T: Pearson Airport, Terminal 1, Level 2 Departures (All stores and restaurants  south of departure gates E85 and E82) Link to Pearson maps 

U-Z: First Canadian Place (Concourse Level) 

Visit the official website for your designated area and explore virtually the nature of the retail. Each  retail area has an online map that you can use as a template for your own map (below). Note that  you may have to hover or zoom over the store to get the name, or click on the name to get the  location on the map. Three of these ancillary shopping areas are within the downtown PATH  system. 

Virtually navigate the retail strip using the Street View function in Google Maps (you may  have to download Google Maps again if this function is not showing in the bottom right of the  map). Note the retail uses along your retail strip beginning at the assigned intersection. Be sure  you are navigating in the correct direction. In the bottom right of the map note the date of the  image capture. 

Spadina Avenue north from Dundas Street (last number of student number 0-1)

Dundas Street west from Grange Place (last number of student number 2-3)

Bloor Street west from Palmerston (last number of student number 4-5) 

Danforth Avenue east from Logan Avenue (last number of student number 6-7)

Gerrard Street East east from Woodfield Road (last number of student number 8-9)

Create a map of each of the retail areas that should include: 

• Approximately 40-45 stores in total on the retail strip (use both sides of the street) and all  of the stores in your designated ancillary retail area. Include stores that appear to be  vacant. Also include banks, doctors’ offices, dentists, hairdressers, spas and the like.
• Name of each store 
• Type of store/outlet (restaurant, female fashion, shoes, dental office, etc.)
• Ownership (retail chain or independent) 
• The nature of the nearby land uses (just note these, no need to draw them) 

For both the maps above, create a scheme (legend) that concisely portrays the name, type and  ownership of the stores. Keep each of your maps to a manageable size - no larger than 8.5 x 11  paper. Note on each of the maps the date you collected the information and the date of the  ‘image capture’ for the retail strip. 

Create a table to concisely compare the two retail areas in the following characteristics: - How many (and what %) of the stores are retail chain and independent stores? - Estimation of the demographic composition of the “shoppers”. What is your evidence? - Where do you think the shoppers (market) for this retail come from? 

- What is the nature of the street or mall “furniture” (benches, lamp posts, flower beds,  signage, flags, etc.) you observe? 

- Is this planned or unplanned retail? 

- Is this public or private space? 

The table component of this assignment should be no more than one type-written page, 12- point font, single-spaced.  

PART B: Discussion 

Using the information you generated above, compare and contrast the two types of retailing  activity. Among other things that you think important, this discussion should address the  location, accessibility, market orientation, degree of specialty and design and composition of the  retail. Using specific evidence from your observations, also compare the extent to which the two  areas are controlled/managed environments. Which of the two types of retail is likely to suffer  most if a post-pandemic hybrid work model prevails? Explain your answer. Would a physical field  exploration of the retail areas be better than your virtual study?