Pleasants Hardware’s current space on West Broad Street will soon be recreated as a Whole Foods grocery store.
A mainstay midtown hardware store is hammering out relocation plans as a Whole Foods-anchored Broad Street development begins to take shape around it.
Pleasants Hardware has its eye on a nearby building as it looks to move from its current location at 2024 W. Broad St. to make way for a new Whole Foods slated to open on the site in fall of 2016.
The grocery store would be part of the Sauer Center, a planned four-building retail and office development that would encompass more than 200,000 square feet owned by spice maker C.F. Sauer Co. and its subsidiaries.
Much of Pleasants’ current building will be demolished to make way for the grocery store.
“A third of the new Whole Foods would reuse that building,” said Shane Parr of Sauer Properties. “The parking lot is in the exact same spot, and the store will fit pretty much exactly on the footprint of the existing Pleasants.”
Parr said the current plan is to save the back side of the structure, which includes loading docks facing Marshall Street.
James Hatcher, president of Pleasants Hardware, said he’s considering relocating to a 173,000-square-foot building at 2801 Hermitage Road and Cummings Drive near the Diamond, which currently houses Horizon Forest Products and West End Printing.
But he said the company had not made a final decision.
“We’ve found some areas that we like, but we are still very early in the stage of getting anything finalized,” he said.
Horizon Forest Products, a hardwood flooring company, is giving up its 42,000-square-foot space in the building that includes a Hermitage-facing parking lot.
Cushman & Wakefield | Thalhimer broker Franklin Bell is handling the search for Horizon’s new home. He said the company has narrowed its search to a shortlist of potential locations but has not finalized anything.
The Hermitage Road building is available for sale or lease, according to a flyer printing on LoopNet. It’s currently owned by Bourne Enterprises, LC, an entity tied to West End Printing.
“Most of that entire building is occupied, the owner is in most of it,” Hatcher said. “So it would depend how much space they could make available to us, and that is one thing we’re talking to them about.”
In addition to the current Horizon space, Hatcher mentioned a couple of other sites that Pleasants had looked at but decided against, including one on Myers Street near the forthcoming Cookie Factory Lofts. Hatcher did not disclose any other specific locations that Pleasants is currently considering. He said Pleasants is looking for between 40,000 and 50,000 square feet and would prefer a location in midtown.
Pleasants moved to its current Broad Street location in 1975. C.F. Sauer bought the hardware chain in 1989.
For additional retail space for the Sauer Center development, Sauer Properties is currently courting tenants to fill the former Virginia Department of Taxation building. The property sits along Broad Street just west of Lee’s Famous Recipe Chicken. Sauer showed the Department of Taxation property to Whole Foods shortly after buying it, but the 133,000-square-foot building was too large for the grocer.
“Our plan was ‘here’s Pleasants, here’s a grocery store, and wouldn’t it be wonderful?’” Parr said. “But I think it got [Whole Foods] interested in looking between the Boulevard and Belvidere, and we had a relationship with their broker from the past. He knows how we operate and knew that we could deliver.”
The Sauer Center will also look to convert a pair of old Sauer-owned warehouses into office buildings along Hermitage Road behind the company’s iconic spice factory. One is a two-story, 28,000-square-foot building at 2000 W. Marshall St. and the other a single-story building at 840 Hermitage Road.
Parr likened the planned office space to a similar Sauer development at the northeast corner of Hermitage and Broad, a 21,000-square-foot building with tenants Dominion Construction Partners and Trent Corp.
Sauer Properties plans to own and lease all of the buildings within the Sauer Center development. Lee’s Famous Recipe, whose building Sauer Properties does not own, will continue to operate within the new retail center.
Before any demolition or construction can take place, Parr said there’s plenty of site work to do for the Sauer Center. For starters, Sauer will have to redo the parking lots at the Virginia Department of Taxation and Pleasants properties, add landscaping and begin fixing up the planned office buildings on the Hermitage side.
Parr said he hopes to have an approved plan for the Whole Foods before next summer. It will be June 2015 before any substantial construction will happen at the hardware store’s current site.
“We can’t bother Pleasants while they’re still in business. If they’re out by April, that’s fine,” he said. “That’s a date that helps us get to [Whole Foods'] earliest date opening date in fall 2016.”
Direct-mailing is an effective means of reaching out to current and potential customers and many businesses are cottoning onto how effective direct-mail marketing can be when they’ve access to the right lists and how well it complements their digital marketing efforts.
Here are five benefits of direct-mail marketing:
Emails are easy to ignore – just click delete. However, direct-mail marketing is more difficult to ignore because of its physical form and even if it’s put aside it’s often picked back up again and studied.
There are many ways that your business can reach out to large groups of people with direct-mail marketing, including targeting them by age, gender or income, or by region, for instance by postcode.
Direct-mail marketing is easily personalised by addressing people by name, or, for instance, by acknowledging their birthdays. Direct-mail marketing is an excellent means of building relationships.
There are many ways to measure the effectiveness of a direct-mail marketing campaign, including return envelopes, customised email addresses and toll-free telephone numbers.
Direct-mail marketing is easily integrated into your other marketing efforts, including email marketing, television and radio campaigns and newspaper advertising.
Make Your Direct-Mail Efforts Stand Out and Get Noticed – Design and Print Tips
There are many facets of direct-mail marketing campaigns you’ll need to increase your understanding of if your efforts are to bear ample fruit, and not only those that pertain to design and printing.
However, design and printing are extremely important aspects of a well-rounded direct-mail campaign because eyesores in the mail won’t further positive brand awareness and you’ll waste your marketing budget if you don’t pay explicit attention to the way your direct-mail is designed and printed.
If you’re familiar with website design and layout then you’ll be well aware of just how important layout is and how it shapes, for better or worse, the overall effectiveness of your direct-mail marketing efforts.
Relevancy – After a singled-out, personalised ‘Dear Mr/Mrs …’, the first passage of the letter should comprise the reason (relevancy) why they’re receiving a letter
Basically you need to tell them why they’ve received a letter, for instance, ‘Because you’re a long-term client’, or ‘As a means of showing our appreciation for your business’.
Johnson Box – This is a rectangular box in the top right-hand corner of the letter near the greeting and should contain either a clear call to action or a message that grabs the reader’s attention.
Subheadings – Subheadings should be used but not overdone, with larger font and different coloured print to help them stand out further. Subheadings are essential and serve the purpose of assisting the reader in following the message’s key points.
Sidebars – Sidebars should complement the subheadings by outlining the key points. They enable readers to opt for a short or long version of the message and should encourage the reader to refer to the copy below the relevant subheadings.
Offer – Offers could be used at the top in the Johnson Box and/or below the copy, though they must be clear calls to action that make the reader want to act.
P.S. Line – A P.S. line is essential because research shows that most people read the P.S. line even if they don’t read the copy or subheadings.
Paragraphs – Paragraphs contain the copy, the core of the message, so keep sentences short and precise and don’t let your paragraphs run over five lines.
There are some excellent direct-mail templates your business can use to create outstanding direct-mail marketing materials so there’s no need to stick with a more traditional letter layout as was discussed above.
Many of the features of the letter layout above still apply to other materials like brochures – half-fold, tri-fold, etc. – and postcards, most notably relevancy, offers and subheadings.
If you’re using brochures and postcards, consider the use of vibrant photographs that catch the eye of recipients and help to further your message, though if you’re using photos, working with a first-rate provider of business printing services is a must because the vibrancy of the photos in the templates must transfer to the materials.
The more colours and photos used on your direct-mail letters the more expensive printing will be, though the use of colours is important and helps your subheadings, calls to action and sidebars stand out from the copy.
To further awareness of your brand you can use the colour schemes of your logo on your letters though don’t go overboard – direct-mail materials should stand out but not represent an eyesore.
In addition to the points above there’s a very real need to work with a printer experienced in producing direct-mail letters and materials because they’re able to provide you with insights into areas in which you lack experience.
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