Forest City launches tool to shape Short Pump Town Center

Cleveland -- Forest City Enterprises said that, as its Short Pump Town Center celebrates 10 years in the Richmond, Va., market, it has launched a “Drawing Board” on Popularise, an online crowdsourcing and community engagement tool that focuses on real estate development.

“With this new tool, we now have the opportunity to broaden the dialog [with Short Pump customers] as we continually look to the future,” said Jane Lisy, senior VP marketing, Forest City. “The input we receive will supplement our extensive market and demographic research and will be invaluable in shaping our decisions and those of our current and prospective tenants.”

Through Popularise, the center will solicit ideas and engage shoppers in discussion on questions such as:

•         What types of retailers or restaurants would you like to see?
•         What amenities would enhance your shopping experience?
•         How can pedestrian access be improved?
•         What types of events and activities would you like to attend?
•         What else can we do to interact with the community?

“No idea is too big or too small,” said Stephanie Shriver-Engdahl, VP digital strategy.  “Sometimes we’ll ask for specific input, but most of the time we want people’s creativity and input to lead the dialog – anything they would like to see in the center, from quick-fix solutions to long-term projects.”

To use Popularise, shoppers will log in with their Facebook or Twitter accounts or register independently at  Once signed up, users can “follow” Short Pump Town Center, provide comments and ideas on the Drawing Board, connect with the management team and encourage others to show their support by submitting “likes.”

The 1.3 million-sq.-ft. Short Pump Town Center opened in 2003 and blends an open-air design with an enclosed retail component.  Anchor tenants include Nordstrom, Macy’s, Dillard’s and Dick’s Sporting Goods.


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