The Okhotny Ryad shopping center did not receive the highest class as part of the All-Russian classification of shopping centers, developed by Watcom Group in conjunction with the Russian Council of Shopping Centers (RSTC). RSTC suggested determining the quality of shopping centers in the 2010 year. According to the CEO of Watcom group Roman Skorokhodov, the goal of the project, called the “Mall of the 21 of the Century”, is “to create a consolidated and comprehensive view of quality in relation to retail real estate in Russia”. The first among Watcom experts was the Okhotny Ryad shopping center. He was assigned the BBBA class (A - investment attractiveness) at the highest possible AAAA rating and was awarded the certificate "Mall of the 21 of the Century." Andrei Sukhov, First Deputy General Director of Manezhnaya Square Management Company, agrees with this assessment. “We have been leaders for a long time, it's time to stop and think about the future strategy. In addition, the most important criterion for us is investment attractiveness and sustainable financial performance. ”
The development of evaluation criteria involved development, consulting, management companies, investors and retailers. The four letters of the integral class are assigned according to the four integral characteristics. The shopping center is evaluated as a building, as a rental business, as a place for shopping and leisure activities, and as an attractive and liquid asset. The whole classification system includes about 50 parameters. For each block, one of three degrees is assigned (A, B, C), and as a result, a general assessment is formed. Almost everything is analyzed, from land relations, transport accessibility and ending with the atmosphere, the height of the ceilings and the presence of a brand book.
According to respondents, Okhotny Ryad does not reach the highest score in terms of the service offered. For several reasons, the mall has a small paid parking lot, which is not easy to find, and, accordingly, an insufficient number of parking spaces. Okhotny Ryad was built 14 years ago, and an ideal place at first glance has certain limitations, says Andrei Sukhov. - We are pleased to have received an independent assessment. Now is the time to make sense of everything and prepare for change. ”
Shopping centers can be classified once a year and a half, which makes it possible to upgrade the class in between the estimates. Denis Sokolov, a partner and head of research and strategic consulting at Cushman & Wakefield, said that the classification of shopping centers will bring additional knowledge to owners as well as brokers of retail real estate, but at the same time, the location of the shopping center and traffic are the main indicators that owners are guided by. “Classification as a whole is needed by the retail real estate market, says Pyotr Shchelishch, chairman of the Consumers Union of Russia, State Duma deputy, - the market needs national standards, without this there is no industry development.” The question remains how market participants will perceive the classification. Writes about this sostav.ru