Beemer advised owners, developers, managers and builders to "maintain an up-to-date appearance" on their properties and "create unique elements that will draw shoppers."

For example, he said cross-promotions among tenants and promotions such as holiday events, contests and customer rewards are "critical to success as well." Undertaking consumer research, such as finding out how many shoppers come to the center monthly within a typical driving radius, could be a starting point.

"Today, everyone must be involved in marketing because consumers may never return to their 1980s level of big spending," Beemer said. "Everyone needs to remember that the greatest retail success stories always had leaders with a vision of what to do and how to do it."

He added, "Most retail companies fail today because they lack any uniqueness in the marketplace--they have been infected with the 'cancer of sameness.'" Beemer warned, "If something doesn't change, there will be a lot more empty stores at the end of 2003 than at the end of 2002."

The consultant told delegates, "It is unfortunate that most retailers are focused more on Wall Street rather than Main Street. Short-term profitability rules the day, so don't look for much to change until investors demand a change in this thinking."