Ken Bernstein
Analyst · Bank of America. Your line is open
So let's start with rent, these are generally traditional leases. If any of those retailers are listening, let me be crystal clear, you are not paying us enough rent. That being said, they are paying market rent and they are smart enough to figure that out. So, these are not percentage rent deals for - in the vast majority, these are traditional leases where retailers are now - these new up-and-coming brands are recognizing the importance and the power of having a store. Early movers and we talked about Warby Parker, they were able to look at their data, understand their sales, understand the benefits of a store vis-a-vis the cost-per-acquisition of a customer online, understand the benefits of retaining that customer, converting that customer, upselling, brand loyalty, all those things and they could measure how important, how profitable a location could be for them. As best I understand, when I'm talking to these retailers and in conversations, and many of you have been to conferences where you've heard them speak, these stores are very powerful, very profitable. They could afford to pay us a lot more in rent. But these are smart business people, and they would say if the market rent is $60 a foot, we'll pay $60 a foot. That being said, where we are seeing a real benefit in Lincoln Park, for instance, Craig, which you're familiar with, as one of them shows up and then another, and then we see three or four others and that clustering occurs, there - then I think there is a real benefit to all of them and we'll start to see that improve our rent that we're getting plus the growth going forward.