GSR: Why is the ICSC convention important for municipalities?

Akins Siens: It gives them an opportunity in one location in a matter of just a few days to reach a large majority of retailers or retail developers. It's a tremendous opportunity, on a limited budget, to be able to market their communities. It's one of the most affordable marketing tools we've found, and it also sends a very strong message to other prospective developers that you're business friendly. Just your presence there says you're interested and you're wanting business in your community. I hear all of the time from developers that's one of the reasons they're interested in our community. They feel like they're going to be more successful, and the process will be easier. They don't feel like they're going to be fighting an uphill battle to do a development if someone representing the city is at ICSC.

It's also important for the public sector to proactively market to the retail industry. It's our bottom line as local government. We're very dependent on sales tax, some states more than others. Our state is very sales-tax driven because we don't have an income tax. We really need to look at it like our bread and butter, encouraging the retail development. And it gives us more control, rather than just sitting back and saying, "If it comes, it comes." The developers always ask me where I think things should go. It gives you more control and more revenue, so it's in the public sector's vested interest to want to be there and be proactive.