Queen’s Quay Terminal, Brookfield, Toronto

Client Profile:

Brookfield had determined that a complete overhaul of Queen’s Quay Terminal was required to re-establish this anchor building on Toronto’s waterfront. The program of de-leasing the centre had begun. The focus of the study became centred on young urban professionals who live and work in Downtown. Determining how big this walking based trade area would become and what their desired shopping experience was key to this project’s success.


Scope of Work:

• Conducted focus groups with residents who live and work in Downtown as well as with local office workers (who live outside of Downtown)

• Conducted intercept surveys with local residents

• Assessed competitive positioning audit

• Created a pro forma business plan for a redeveloped space inside the building based on serving local residential needs and creating a mix of retail that would work well in the summer but also in the shoulder seasons



• Community engagement

• Economic impact assessment

• Placemaking

• Real estate assessment

• Competitive audit

• Consumer insight

• Target profiling and segmentation

• Trend forecasting

• Tenant mix

• Brand evaluation & development

• Customer experience mapping

Susan McGibbon