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Japan. The three U.S. projects have all tried to attract customers with special events, such as
dance parties, concerts, and exhibitions, instead of spending more money on general
advertising. This happened in Japan as well. Metropolitan Plaza utilizes its event hall not only
for rental revenue from temporary leasing but also to attract potential customers to the building.
The OSB holds many fashion shows and special promotions for its tenants in the exhibition
space located at the center of the building, and benefits from the increase in the number of
visitors. This strategy needs to be consistent with the physical planning, in which joint
development projects should provide appropriate space for small events or exhibitions. U.S.
projects have included historic concourses and Japanese projects have provided station
buildings with exhibition spaces as discussed in the previous section.
4.5
International applicability
In this last section, the applicability from one country to another will be presented
based on the above examination. First, I will consider the applicability of U.S. projects to
Japanese projects. Although downtown stations in Tokyo have enjoyed many more visitors
than U.S. projects, this is not always true in other regions of Japan. While Osaka and Nagoya,
the second and the third largest metropolitan areas, are similar to the Tokyo Metropolitan Area
in terms of ridership and the behavior of commuters, other smaller metropolitan areas are
similar to the cities of U.S. projects. In general, commuters and shoppers in local cities in
Japan may move by car even within the downtown area; this is not true of larger metropolises
like Tokyo.
Therefore, it is possible to apply U.S. strategies to Japanese projects located in the
downtown stations of similar cities. Need for grants or subsidies and the use of historic
buildings can be applicable to local stations. Because the profitability of station malls in these
areas is questionable because of less ridership when compared to downtown stations in larger
metropolises, it may be indispensable for the national government and/or local governments to
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