by Kyle Swenson
In the epic battle over which city will be the first to gamble its economic health and prosperity on an untested and potentially market-less concept, here we have Bill Winsor again, talkin’ smack. The name might ring familiar with Scene readers: his company, Dallas-based Market Center Management Company, is the developer behind the other Med Mart in Nashville. Obviously, Winsor’s game depends on discrediting the Cleveland center when he can, so the exec has been making the media rounds (niche media, that is) giving interviews about his project’s advantages. Sitting down at the fireside with Med City News’ Brandon Glenn, Winsor answered questions about his project, and at Glenn’s prompting, addressed his Cleveland competition.
Q: When you talk to potential tenants, what has the reaction been when you explain to them how much more showroom space Nashville will have over Cleveland?
A: I don’t try to draw a comparison unless the question comes up. Most of the people, when you walk them through the concept, they tend to get it. They understand that this is a sales and marketing environment. It’s not real estate. It’s an opportunity for them to more efficiently access a broader and more-diverse supply of customers than they’d otherwise be able to see for the same investment.
Q: The Cleveland project’s backers always say their biggest advantage is that they already have secured a source of funding, and Nashville doesn’t. What would you say to a potential tenant you’re trying to sign that says it’s leaning toward Cleveland over Nashville for that reason?
A: Again, in the private world of financing, if you prelease to a certain level then you can securitize it in a way that’s affordable. Building a mart that doesn’t have certain preleasing goals is a huge risk. Merely getting a building open does not secure its success; having it occupied with a critical mass of important industry resources and services will make it successful.