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Retail Marketing in the Amazon Era with BHW1’s Greg Birchell and River Park Square’s Bryn West
News platforms across the globe are telling us that brick and mortar shopping is on the decline as online giants have slid into the limelight. In a time when every buying option is only one click away, how can physical retailers stay relevant and competitive while drawing consumers into their doors? The answers draw on creativity, human psychology, and responding to our intrinsic desire for experience.
About Greg Birchell
Greg Birchell is Founding Partner and Executive Creative Director of BHW1, a Spokane-based branding and advertising agency. A veteran advertising professional, Greg oversees strategic positioning and brand-building processes for the agency’s clients, including River Park Square. Work for RPS has included its positioning as the premier shopping, dining and entertainment destination in the designated trade area of 2.3+ million consumers reaching from Central Montana to Central Washington and Northeastern Oregon to Alberta and British Columbia, Canada. Greg’s agency brand work includes Spokane’s “Near nature. Near perfect.,” Spokane Transit’s “How a Great City Moves,” and Kootenai Health’s “Let’s be well.” as well as strategy and campaigns for Rosauers Supermarkets, Downtown Spokane, The Spokane Tribe, and Visit Spokane. The agency also recently designed the nationwide launch of the Reach79 product line in all Best Buy locations and other retail outlets across America.
About Bryn West
Bryn was promoted Vice President of Centennial Property Management Company in 2018. She is responsible for all leasing and operations for Centennial Property’s core holdings including River Park Square, the RPS garage, the W.809 building, the Chronicle and the M building - opening in 2018. Her duties touch upon all aspects of the properties, including: operations, marketing, finance, and leasing. Bryn is the first woman in River Park Square’s history to manage the properties. As the Vice President of Centennial Property Management, it is Bryn’s goal to expand the commercial and residential leasing opportunities and retail shopping experience downtown beyond the typical offerings. During her time as VP, she has brought a host of significant national retailers to Spokane, including: Anthropologie, Urban Outfitters, Free People and Athleta. In the coming years, through the many contacts and relationships she has created from the ICSC with national retail merchants, Bryn plans to add more experiential elements in order to keep the shopping/dining/entertainment sector of downtown relevant and thriving.