Central to the New Garden Village concept is the idea that the village has the “feel” of a coordinated, centralized-theme retail community. Individual businesses contribute to this collective goal because they share an orientation toward specifically identified consumers and market segments. New Garden Village planners have identified three overlapping business segments—at least one of which defines the focus of each of the businesses operating in the village: The Home Renaissance Segment involves consumers who consider their homes to be the centerpiece of their lifestyle. Home renaissance consumers are not content with maintaining their homes; they are passionate about ensuring that indoor and outdoor living spaces reflect the latest in individual taste, comfort, style and functionality. Remodeling, renovation and redecorating are virtually a continuous process for consumers in the home renaissance market. Many contemporary sociologists say Americans for years have been coping with daily stress by trending toward increasingly “home-centrist” lifestyles, but that the national tragedy of 9/11 has accelerated the phenomenon. The Outdoor Living Segment entails consumers who want their homes to embrace the outdoors, not separate them from it. This market segment caters to people who regard their decks, porches, patios, pools and outdoor landscaping as extensions of their home. Activities and entertaining in these outdoor areas are an important part of these consumers’ lifestyle. Consumers in the outdoor living segment often consider landscaping and outdoor fixtures as important as interior decorating and design. The Fine Living Segment involves consumers who enjoy the “creature comforts” in life… and are willing and able to indulge in them. Distinctive home amenities, elaborate entertaining and products featuring high levels of craftsmanship and uniqueness characterize this segment. Activities, products and services related to leisure time are also a staple for fine living consumers. Experts In Every Showroom Unlike the people who staff the "Big Box" stores, everyone who works in the Home Design Emporium knows what they are talking about. They do this for a career as professionals, not just for an hourly rate job. In fact, many of the merchants you will talk to are the owners themselves. They're proud of what they do and proud that they can answer your questions and guide you to the best solutions. It's what they are trained for and what they have dedicated their careers to. They are all practical professionals and you'll find them all at the Home Design Emporium. An Integrated Marketing Partnership A combination of public relations, advertising and special events is planned to promote both the Emporium and New Garden Village as a whole. The opportunity to share the customer traffic among all the retailers in the Village is wonderful. New Garden Nursery & Landscaping has traditionally had excellent attendance at the workshop events that they hold four times a year as well as their daily traffic. In 2001, their traffic count at the Old Oak Ridge store alone was over 60,000. The synergy that will develop between tenants will also provide avenues for cooperative special events and marketing/advertising activities. These events will now be enhanced to capture more shopping and sales from the other retailers in the Village. Besides the direct mail and advertising from these events, New Garden has a highly qualified customer list to which they mail newsletters that boost sales. In addition to benefiting from such existing programs, the Emporium is building its database of qualified customers every day. Plans for joint promotions with compatible organizations such as the Greater Greensboro Builders Association, High Point Builders Association, Winston-Salem Builders Association, Piedmont Craftsmen, Greensboro Artist's League and the Symphony Guild are underway. Since the Emporium and New Garden Village are such unique concepts, we anticipate drawing customers from throughout the Southeast, as well as the Triad. Our marketing efforts have already included the Convention and Visitors Bureaus of Winston-Salem, High Point and Greensboro because the Village is a destination in its own right. Carefully planned on-going public relations will also play a major role in drawing traffic to the Village from across the Triad. As you can see from our newspaper articles, pre-opening publicity delivered the equivalent of thousands of dollars of paid advertising space. Download Demographic Overview Report (52k PDF)