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and service outlets, a medical practice and a nursery. The Main-Taunus-Zentrum or simply MTZ, as it has always been called, started out with 45,000 m² of retail floor space. One notable attraction was the largest row of vending machines in Germany, with a choice of 1,200 ar- ticles around the clock. The MTZ became an instant success and was constantly extended and expanded accordingly. Each time, the ap- proach was innovative: 1968 saw the opening of a drive-in cinema – another idea imported from the USA. It was dur- ing this phase that the MTZ began to redefine its strategy: contracts for very cheap discount stores were not extend- ed and the standard of the offering was raised. In 1994, the Kinopolis was opened; this, too, was a response to the changing times. The year 1998 heralded a new era, when the manage- ment of the Main-Taunus-Zentrum was taken over by ECE. The expansion work continued in Sulzbach – the row of shops was lengthened to 500 metres and the retail floor space was extended even further. The appearance also changed. The cold structure of the early years gave way to a more decorative and cheerful architecture. The cov- ered indoor market provided the boulevard with a focal point and a meeting place. The MTZ is majority-owned by Deutsche EuroShop, which has had a stake in the property since it was founded in 2000. It was the very first of its kind in Europe in 1964 and as such it has now reached a significant milestone – its 50th birthday. But this does not mean that it has be- come outdated; nothing could be further from the truth. When the Frankfurter Rundschau newspaper put the region’s shopping centers to the test early this year, the Main-Taunus-Zentrum scored maximum points, achieving first place. And that despite fierce competition from new and well-established shopping centers in the Rhine-Main area. Canadian Jerry Shefsky and American Vincent Cariste could not have imagined this when they travelled around metropolitan areas in the Federal Republic of Germany in 1959 in search of the best place to erect a shopping cent- er. In April 1961, the two managing directors of the newly formed Deutsche Einkaufszentrum GmbH (DEZ) an- nounced that their first project would be built in the mu- nicipality of Sulzbach. Far from everyone in the local area was happy. But the mayor argued that the municipality would receive consid- erable revenues from trade tax, presenting it with new and exciting opportunities. The farmers, too, were happy because they wanted to be paid well for their fields. Once the building permit was on the table, everything hap- pened quickly; not even the discovery of bombs from the Second World War could hold up the workers, of whom at times more than 1,000 were involved in building 80 shops 5050505055550550555555555555555555000000000000000000000000000000000005555555555555550505555505050000and service outlets, a medicaand service outlets, a medica Main-Taunus-Zentrum or siMain-Taunus-Zentrum or si been called, started out wibeen called, started out wi space. One notable attractspace. One notable attract vending machines in Germavending machines in Germa ry first of its kind in Europed in Europe as such it has now reached aw reached a milestone – its 50th birthday.milestone – its 50th birthday. s not mean that it has be-s not mean that it has be- ed; nothing could be furthered; nothing could be further DEUTSCHEEUROSHOPANNUALREPORT2013/THECENTERS 070 I

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