Are we getting what we should get from the mall

Situation Description:
Nashik City Centre Mall (NCCM) is located off Lawate Nagar, Untwadi Road, Nashik. The
aim being to be the most preferred marketplace for retailers and consumers. The target
market is not only the city of Nashik but the entire district including Sinnar, Ozhar, Ghoti,
Igatpuri etc.. (according to the mall’s website, www.nashikcitycentre.com). It was opened in
April 2009 and became fully functional from September 2010.
Visitors enter the mall and move freely both horizontally and vertically within the mall.
There are three entrances for the visitors to enter to the mall. Wide walkways and aisles are
provided throughout the mall. Visitors use these as horizontal circulation channel to walk
through from space to space, while pausing to look around without being obstructions.
Elevators and escalators are provided at the central area of the shopping mall. These serve as
vertical circulation channels. Free space (outdoor) available in front of the mall is used for
setting up of Kiosk, organising events, seating, movement of visitors between indoor and
outdoor space, etc.. NCCM includes access for the physically challenged persons. To ensure
that people with disability find it easy to use the mall space, wheelchair assistance is provided
on demand.
Being in a mall, visitors observe and sometimes being observed. Visitors look at merchandise
on display in the store. Then, some make the change from being outside the store to being
inside or else simply move forward. Inside the stores, visitors watch the merchandise,
compares between range of products, watch other shoppers’ behaviour, and interact with
staffs. It also provides wide variety of dining options for visitors. Shops in the mall offer
customers the ability to touch and feel the merchandise. Big Bazaar, Reliance digital and
Central are the anchor stores present in the mall. There are several entertainment options
available in City Centre Mall such as multiplex, game zone, and various rides for kids. Apart
from these, concert, live stand-up comedy shows, celebration of festivals, and various
promotional activities are being conducted regularly by the mall management to keep the
visitors engaged. NCCM provides multi-level parking space, which is the largest indoor
parking facility in the city of Nashik.
Major portion of the revenue comes from the rent and the maintenance fee paid by the
tenants. Tenants of NCCM are part of the only one of its kind mall in the city. They get a
large potential customer pool whom they can offer their products and services. A tenant
avails all the sophisticated modern features of the mall by paying a certain amount as rent and
maintenance fee. There are three types of rent options available for the tenants in the mall i.e.,
fix rent, pure revenue share, and minimum guaranty and revenue sharing. In fix rent type, fix
amount of rent is collected from the tenant. In pure revenue share rent type, percentage of
sale revenue is collected as rent. Minimum guaranty and revenue sharing is a type of rent
where there are two components i.e., fix rent and revenue share on percentage basis. Fees
collected from parking is another source of generating revenue. There are many kinds of
operating expenses incurred by the mall. Common area maintenance (CAM), insurance,
fixtures, utilities, safety and security, inventories, marketing budget, professional services,
licenses and tax deposits, etc. are some of the key expenses. Some maintenance tasks
associated with mall are related to HVAC, housekeeping, electricity, firefighting, plumbing,
pest control, etc. which is managed by the mall management.
In NCCM, the security system and the concern team play a crucial role in keeping tenants,
staffs, visitor, and the property safe. Every visitor coming to the mall must undergo through a
two-step security check i.e., passing through a metal detector and baggage checking. Other
types of surveillance, safety and security systems available in the mall are video surveillance
system, fire-fighting system, and emergency exits. Overall safety and security is taken care
by the mall management. But the is risk of theft, damage to the properties or any kind of
security breach inside the store premises is to be handled by the tenants.
The Grand Ballroom is a venture of NCCM which is located on the top floor of the mall. It
provides banqueting facility which is a range of service styles for large catered events, such
as wedding, birthday party, corporate party, seminar, reception, conference, exhibition,
fashion show and celebration of other occasions. It was opened in 2015 and became fully
functional from 2016. There are 4 banquet halls (The Grand East, The Grand Central I, The
Grand Central II and The Grand West). The halls are flexible in size and can be divided in 4
equal parts with soundproof partitions. Separate lobby and pre function area are available for
banquets. The Grand ballroom has a terrace space which is of 6792 sq ft in area. The Grand
ball room can accommodate 700 people. It has got two elevators for vertical circulation.