Patrick Henry Mall had its own “Cans Festival”—but with food instead of films. Local businesses, clubs, schools, and non-profit teams were invited to create and showcase 10-foot-side sculptures made using food cans and some minor props. Each team had 24 hours to build, and had to provide their own materials. Nearly 3,000 pounds of food—or 2,333 meals—were donated to the local food bank at the end of the event.

In July 1994, Tropical Storm Alberto ravaged Florida and Georgia. Infinitee Communications Inc., an Atlanta-based company, designed and sold 800 T-shirts to make a $4,000 contribution to the American Red Cross.

Bayfield Mall, having a record number of fast food outlets within a one-mile stretch and more than 40,000 vehicle movements per day, was a perfect location for United Way’s fundraising event.

Hamilton Mall transformed the upper level of its center court into a magical gift workshop, giving kids the opportunity to experience the joy of giving. The cost to take part was $1, which went to The Children’s Seahorse House Auxiliary. Projects included potpourris, ornaments, reindeer ears, and even decorated dog bones for their pet.

Bramalea City Centre, Scarborough Town Centre, and Yorkdale Shopping Centre teamed up to give kids the gift of reading, and teach them safety tips in case they became separated from their parents in a mall. An original 24-page color book was commissioned for the promotion; all sales proceeds benefited Read Canada.

Breton Village has developed a reputation for tying into a good community cause—the Special Olympics. The mall hosts a Festival of Trees promotion, beginning with a two-week public display of designer Christmas trees. Shoppers can vote for their favorite for a $1 contribution to the Special Olympics. The trees are later sold to the highest bidder at an auction gala.

When Crocker Galleria in San Francisco, California, was approached to assist Project Open Hand prior to their annual food and gift festival fund-raiser, it provided an opportunity for shoppers to participate in a worthwhile community project.

The Roswell Mill partnered with 35 local food and beverage purveyors for a “Taste of Roswell” fundraiser. Tickets were sold at the door for 50 cents, and food or drink samples generally cost 3 to 6 tickets each. Proceeds benefited a museum being established.

Buena Park Mall gave away 1,000 pounds of sweet onions—and an extra 600 pounds after the first batch ran out—as part of its Mother’s Day promotion. Food court merchants each handed out more than 1,000 samples, and enjoyed sales increases up to 20%.

Duncan Mall’s small size means community events are an important aspect of marketing. Every year, Duncan Mall helps two local health-related organizations raise money.