DEPARTMENT OF GEOGRAPHY & PLANNING – University of Toronto GGR 252H1S – MARKETING GEOGRAPHY (Winter 2023 – Swales) ASSIGNMENT ONE (25%) – RETAIL SUPPLY
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 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)
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.
Retail Strip: Select the retail strip from the list below according to the last number of your student number (no exceptions!).
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?
The discussion component of this assignment (exclusive of maps and table) should be approximately 5-6 type-written pages (but it is possible to do a good job in less). Use 12-point font, double-spaced. Do not exceed six pages.
NOTE: Your assignment must be submitted in Quercus by 11:59 pm EST Tuesday 7 February, 11:59 pm. Late penalties apply. Late penalty: up to one week late 15%; not accepted thereafter without documented good cause.
Academic Misconduct: Read carefully the guidelines on academic misconduct. It is essential that you avoid plagiarism and consequential penalties including failing the course.
Otherwise, have a productive and enjoyable experience with this assignment.
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