No Small Competition

Entertainment, Special Events

Though baby races aren’t a new idea, they had never been seen in Huntington Beach Mall’s market. It hosted the First Annual Baby Olympics as part of a two-day expo, appealing to its family market. Merchants approved, sales were up, and 69 tots competed.

Last Father’s Day, Huntington Beach Mall in Huntington Beach, California, staged its First Annual Baby Olympics as part of a two-day "Baby Business" expo to appeal to its family market. Marketing Director Pat Rogers-Laude admits the idea may n[...] Tactics Subscribers Read More...

Call of the Wild

Entertainment, Special Events

To keep kids amused over spring break, Whitby Mall allowed The Wildlife Museum to set up a display of 50 endangered North American animals. A guide supervised the display, answered questions, and conducted free tours.

Keeping kids amused during spring break isn’t easy, but Marketing Director Renee McTaggart knew she’d found a solution when she received a brochure from The Wildlife Museum. "I thought it was a good combination for the kids because it was[...] Tactics Subscribers Read More...

Red Feather Days

Entertainment, Sales Promotions & More

Recognizing that much of its trade area is of Chinese descent, Markville Shopping Centre tied its January sidewalk sale into the Chinese New Year. A six-foot red rooster was set up in center court; shoppers over 18 could pluck a feather for a chance to win a $10 or $50 mall gift certificate. All pluckers received a fortune cookie and a ballot to win a $500 shopping spree. January sales were up 25 percent from the previous year.

With close to 25 percent of its trade area being of Chinese descent, Markville Shopping Centre in Markham, Ontario thought it appropriate that last year's January sidewalk sale tie into the Chinese New Year. According to Marketing Director Le[...] Tactics Subscribers Read More...

Mallywood

Entertainment, Special Events

A look at what it takes to become a world-class mall shopper.

What does it take to become a world-class mall shopper? For Jeannie Ace, winner of this year’s Third Annual World’s Best Mall Shopper title, it begins with the shoes. "I wear well-worn, comfortable shoes; carry both cash and credit cards;[...] Tactics Subscribers Read More...

Home Improvement

Celebrity Appearances, Entertainment, Sales Promotions, Sales Promotions & More

Hampton Towne Centre celebrated its 17-year anniversary by unveiling its new branding and hosting a Home Show. Richard Karn (“Al”) and Pamela Anderson (“Lisa”) of TV’s Home Improvement made appearances and signed autographs.

To celebrate its 17-year anniversary and unveil its new name, logo and merchandising mix, Hampton Towne Centre in Bay City, Michigan planned an autumn event to show off some of its home improvements. "Our new look represented our commitment to v[...] Tactics Subscribers Read More...

Treasure Hunt

Entertainment, Special Events

To benefit its retailers and make them better-known, Queen’s Quay ran a treasure hunt of sorts that gave guests a chance to win a $500 shopping spree.

As part of its 10th anniversary, Queen's Quay in Toronto, Ontario, wanted to include a promotion that would benefit the retailers in the waterfront center. "I wanted to do something that really focused on retail, particularly because we're a [...] Tactics Subscribers Read More...

Rapping with Mama Goose

Entertainment, Special Events

Mama Goose Nursery Raps helped Chris-Town Shopping Center draw traffic to one end of the center undergoing construction. Mama Goose, Humpty D, and MC Gander presented hip hop nursery rhymes in three 15-minute performances each day. The promotion drew around 1,000 people each day.

It was after Marketing Director Nancy Fikes of Chris-Town Shopping Center in Phoenix, Arizona, received a mailing from the Promotion Management Network that she decided to use Mama Goose Nursery Raps in a promotion. "I wanted to draw traffic to [...] Tactics Subscribers Read More...

A Gifted Idea

Design Studio, Entertainment

Montebello Town Center, which focuses on the family market, tried targeting a niche market—expecting parents—by hosting a baby shower. The event was successful: sales increased 16 to 103%, monthly visits increased 79%, and more than $45,000 in national publicity was received.

For Montebello Town Center and its 168 shops in Montebello, California, the family market is the single most important element of its success. Despite high sales volumes, merchants were sensitive to occupancy charges and the impending competitio[...] Tactics Subscribers Read More...

Dino-mite!

Entertainment, Special Events

Shoppers at Forest Village Park Mall witnessed the creation of five dinosaurs over 8 days—from 21 tons of river sand. Public interest was high, and the value of the publicity received was greater than the promotion’s cost.

Whether or not you've seen the movie, the idea of having Jurassic Park materialize in any center court sounds nothing short of spectacular. At the 400,000-square-foot Forest Village Park Mall in Forestville, Maryland, shoppers witnessed the dail[...] Tactics Subscribers Read More...

Worth Walking For

Entertainment, Special Events

High-mileage mall walkers at Sierra Vista Mall were acknowledged at a special breakfast, and were awarded with engraved floor tiles of their own.

Members of Sierra Vista Mall's walking program know what it's like to walk 2,000 miles across a tiled floor — and what it's worth. Recently, the Clovis, California-based center awarded high-mileage walkers with a specially engraved Sierra Vist[...] Tactics Subscribers Read More...