Brookfield, First Canadian Place, Toronto

Client Profile:

The changing urban dynamic of Toronto’s financial core and the new development of the SouthCore mixed used district led Brookfield to re-evaluate the current strategies of its core property in the area.


Scope of Work:

•  Strategic evaluation of the current trade area, target markets, services, marketing and retail mix to determine whether FCP should refine its trade areas and its target market reach/prioritization

•  Review of global trends and emerging trends and their impact on the Downtown core, the Financial District, and FCP as well as a Competitive Mall Audit reviewing retail mix, service models and design

•  Research included Executive interviews (Retailers, Brookfield & Brokers), an Intercept Survey with 1,250 shoppers and local residents, and five Qualitative focus groups with the proposed customer target market

•  Strategic recommendations included a newly defined trade area, a revised prioritization of target markets, an updated guest services and events model, and a re-tooling of the current marketing strategy



• Competitive audit

• Consumer insight

• Market Analysis & Intelligence

• Positioning Analysis

• Target profiling and segmentation

• Trend forecasting

• Tenant mix




Susan McGibbon