Last winter, we asked
Ernest Wertheim and Jack Klemeyer, principals of the internationally known firm Wertheim, van der Ploeg & Klemeyer, evaluated these submissions and offered their suggestions for improvement.
Dead-end department
Gali’s Florist and Garden Center
Beachwood, Ohio
The problem: An area known as Grandpa’s Garden is a continual headache for Chris Murray, nursery manager at Gali’s Florist and
“Over the past several years we have tried using the area for different merchandise,” Murray said. “We tried grouping pottery and statuary there, but couldn’t get enough traffic. One year we used it for clearance items, figuring that bargain hunters will seek out such an out-of-the-way area. That worked fairly well, but much of the year we don’t have clearance items to fill the space and it remains empty.”
Right now, this roughly 60-by-40-foot space is being used as a temporary storage area for empty displays and benches.
What the experts said: There are several things that could make Grandpa’s Garden more appealing to customers, although it’s important to recognize that finding the right solution can depend on a number of different factors, and may not be as simple as it appears. And, in some cases, there is no good solution. Wertheim and Klemeyer offered these tips:
1. Change the cladding in the wall of the greenhouse to transparent monolithic sheet polycarbonate or glass to make Grandpa’s Garden more visible and inviting.
2. An alternative to changing the cladding would be adding residential-style windows that allow a glimpse into the space. This would require framing out openings in the existing structure. Window boxes filled with flowers would help capture customers’ attention.
3. Add a second doorway to create better circulation into the garden and then back into the greenhouse.
4. Create a “dormer” in the greenhouse so that the door height can be raised. Presently, it’s not a very inviting opening.
5. The drain in the center of the main walk -- right outside the door as well -- is not particularly appealing. This could possibly be changed to a trench drain, making the walk surface a bit more level from one side to the other.
6. Create a deck that is raised just slightly above the present grade and turn Grandpa’s Garden into a demonstration area or special department (grills, furniture).
7. Getting customers into the garden has to start well before the greenhouse adjacent to it. The plan submitted shows a major aisle leading to the door of the garden. Is there is a focal point -- a fountain or special display -- that can help get customers most of the way there?
A final thought from the designers: If customers have numerous destination options once they’re in the greenhouse, retailers have to be careful to create a smooth-flowing circulation system that will encourage traffic in all areas of the garden center -- not just one or two. And make it fun!
Dead-end department, No. 2
Endicott Agway
Endicott, N.Y.
The problem: A long, narrow strip sandwiched between a greenhouse and neighboring building irks the staff of Endicott Agway. The space is easily accessed from the main greenhouse and a walkway adjacent to the main store. But it still isn’t attracting customers.
“We have even tried setting out roses there to bring color,” said greenhouse manager Lisa Snopkoski. “We have decorated with an outdoor setting: paths, flowers, fountains, arbors, etc. It’s just dead space.”
Last spring, backstock perennials were held there, which attracted some attention. During the off season, the space becomes a storage area.
What the experts said: This is a very similar situation to Grandpa’s Garden, with one exception: the greenhouse eave is much higher, and therefore there is a good opportunity to make the access more inviting. Many of the ideas noted for Grandpa’s Garden are equally valid here -- such as reglazing the greenhouse with transparent material.
Wertheim and Klemeyer also offered some additional ideas:
1. Create a shade structure or covered walk that leads customers through the outdoor space. If it is a covered walk, it could begin as an arbor inside the greenhouse leading to the door.
2. A lattice fence with vines on the property line may be a more attractive backdrop than the neighboring brick building.
3. Automated sliding glass doors in the greenhouse might be more helpful for customers with shopping carts.
4. The addition of a greenhouse to cover most of this outdoor space might be the best solution, if the zoning ordinance allows it.
5. Removing the holding area from the northeast corner of the site might make for easier circulation out of this outdoor area, with a better connection to the main outdoor sales area.
Underused upstairs space
Tahoe Tree Co.
Tahoe City, Calif.
The problem: Tahoe Tree Co.’s open and airy building includes a second-floor sales loft. A single interior staircase funnels traffic to this area. An exterior staircase also offers access to the space, but it doesn’t see much use.
Assistant buyer and merchandiser Mindi Leffler said products displayed in this upstairs area constantly change. It was recently home to Department 56 collectibles and Christmas trees. But regardless of what’s on display, it’s hard to get customers up there.
What the experts said: Getting customers into an upper (or lower) level is never easy, particularly when the only option once they’re there is to turn around and go back where they have just been. And in this case the upper area is pretty small. A couple of suggestions:
1. Reconfigure the stairs with a generous landing halfway up (used for display) and an L-shape so that the bottom is opposite the front entrance. The landing will be something customers can see when they enter and know where they are going.
2. Although stairs take up valuable display space -- on two levels, not just one -- there may be value in providing a second access to the upper level. This would allow customers to view different products than when they went upstairs in the first place. This strategy might be worthwhile even if it’s exterior stairs, making it useful at least part of the year.
A final thought from the designers: This is not a simple problem, and the best idea is to avoid the situation in the first place -- although the upper level may provide a pleasant feel to the interior space.
About our experts
Wertheim, van der Ploeg & Klemeyer is internationally known for its work during the past 53 years in the design and space planning for garden centers, retail nurseries and landscape distribution centers. The firm has had clients in 40 states, Canada, England, Scotland, Germany, Switzerland, Sweden, the Netherlands, Italy, South Africa and Australia.
The two principals, Ernest Wertheim, ASLA, and Jack Klemeyer, AIA, have been nationally recognized for their joint seminars on design and planning, as well as a variety of published articles.
Services the firm provides include assistance with site selection, feasibility studies, program organization, architecture, landscape architecture, interior design, display organization, instruction for landscape departments and sales instruction and training.
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For more: Wertheim, van der Ploeg & Klemeyer, (415) 664-0134; www.wvkdesign.com.
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