We consider a continuous multi‐facility location allocation problem where the demanding entities are regions in the plane instead of points. The problem can be stated as follows: given m (closed, convex) polygonal demand regions in the plane, find the locations of q facilities and allocate each region to exactly one facility so as to minimize a weighted sum of squares of the maximum Euclidean distances between the demand regions and the facilities they are assigned to. We propose mathematical programming formulations of the single and multiple facility versions of the problem considered. The single facility location problem is formulated as a second order cone programming (SOCP) problem, and hence is solvable in polynomial time. The multiple facility location problem is NP‐hard in general and can be formulated as a mixed integer SOCP problem. This formulation is weak and does not even solve medium‐size instances. To solve larger instances of the problem we propose three heuristics. When all the demand regions are rectangular regions with their sides parallel to the standard coordinate axes, a faster special heuristic is developed. We compare our heuristics in terms of both solution quality and computational time.
