Salthill Capital | Case Study | Real Estate | Environics Analytics

Case Study: Salthill Capital

Salthill logo beside an aerial view of a shopping centre and surrounding neighbourhood, for the case study

Salthill Capital now runs one repeatable analysis at every centre in its retail portfolio, so its marketing and leasing teams plan from the same evidence about who visits and where else they shop.

$3.4B in assets under management. 11M+ sq. ft. under management nationally. 50% / 80% of visits define each centre’s primary / secondary trade areas



Challenge

Every centre had a marketing plan, but few were built on who actually walked through the doors. Rising competition from newer, larger centres made broad, one-size-fits-all campaigns harder to rely on.

Leasing and marketing also lacked a shared view of each trade area. Every property needed to know who visits and when, where visitors come from, who the real competitors are and which loyal visitors also shop elsewhere.

Solution

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    Step one with paper and microscope

     

    Salthill worked with EA to run the same three data sources at every centre, from Ontario to British Columbia, with a standard package of dashboards, segment analysis, trade area mapping, demographic trends, cross-shop analysis and year-over-year comparisons.

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    Step two, arrows circling city icon

     

    Three data sources, one national playbook:

    • Visitation: MobileScapes - Anonymized location data shows who visits each centre, how often and when.

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    • Lifestyle: PRIZM® - Lifestage and lifestyle segments describe who those visitors are.

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    • Spending: DemoStats and HouseholdSpend - Trade-area demographics and spending, benchmarked centre to centre.

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    Step three with arrow and microscope

     

    Trade areas are built from where visitors actually come from, not a fixed radius: the primary trade area generates 50% of visits and the secondary extends reach to 80%.



Results

From insight to leasing and marketing decisions.

  • Deepen loyalty: Marketing - Campaigns re-targeted to the segments driving the most frequent visits, not just the most visitors. In practice: the TCG Show at The Shops at Pickering City Centre.

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  • Scale what works: Portfolio - A repeatable trade-area analysis rolled out across the portfolio, replacing one-off studies. In practice: a standard profile for every centre, such as The Shops at Morgan Crossing.

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  • Close the gap: Leasing - Spending-gap findings shared with leasing teams to inform tenant mix conversations. In practice: leasing materials that pair site plans with trade-area context.
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