If a repair or improvement in excess of $500 is considered a betterment, adaptation or a restoration to a unit of property, such expenditure will need to be capitalized for tax purposes."

Is the resulting logo and mark easily adaptable across multiple mediums (print/digital/social etc..)?

Not everything, but enough to make keeping the store open to sell only the low margin items pretty expensive for our customers (retailers).As for myself I would call myself a slow adapter, but with Amazon Prime delivering for free the next day, I know where I spend the majority of my money:) The scary thing about Amazon I think is not so much the actual closure of the physical retail stores but the very high revenue per employee they are generating.

Hi Ray,I'm a big fan of adaptive reuse myself, so I'm impressed with your ambition.I think you need to find a partner (or 2) on this.

We have to adapt, or the next guy will beat us!

I am so adapting that for my leases. 

If the work done is a betterment, adaptation, or restoration to the building system as a whole, the work must be capitalized.

Re San Marcos - I am looking into the rental side of REI and SM is great for the steady student tenants (with its cons, no doubt) BUT I have some concerns around how universities will adapt to remote learning.

Also, elderly tenants are not adaptable to new technologies.  

Build the great content (top 10 lists, helpful articles for n00bs, etc) and then talk to someone about how you adapt all of that great stuff for different verticals.