Pop-Ups: The Bright New Permanent Retail Solution?

Potential incremental income from temporary retailing goes beyond seasonal themed stores.

While driving down El Toro Road in Laguna Hills, California this fall, I glanced to my left and noticed a huge Halloween store banner hanging from a long abandoned Circuit City box store. Like a flash of lightning, I realized that, of course, we[...] Tactics Subscribers Read More...

Vive Paris!

Pop-Up Stores, Sales Promotions & More

Four people living in a tiny Parisian subway platform apartment? That’s IKEA’s version of social media-based reality TV.

IKEA France produced many a “houlala!” when it popped up at the Auber metro station in Paris last month. With the help of communications agency Ubi Bene, IKEA erected a temporary 581-square-foot apartment in the middle of the station platfor[...] Tactics Subscribers Read More...

On Park Duty

Customer Service, Mall Security, Parking, Services

Public/private partnership has mall volunteers pull shift at their local park for special events in exchange for help with security and parking.

Malls usually count on partner organizations to stretch their promotional budgets and support their events, but Tysons Corner Center is seeing its relationship with Fairfax County Parks & Recreation from a different angle. Volunteers from the[...] Tactics Subscribers Read More...

Making the Numbers Add Up

Marketing Budgets, Shopping Center Business

Budgeting for mall special events is child’s play, as long as you’ve developed a detailed calendar and have strategies to keep costs down.

A Q&A on special event budgeting with Kymberley Scalia, corporate director of marketing, Coyote Management Q: What percentage of a mall's annual marketing budget is typically allocated to special events? A: Because special events are becom[...] Tactics Subscribers Read More...

Leased At Last

Leasing, Shopping Center Business

After its cinema tenant pulled out, and a new multiplex opened nearby, Wyoming Valley Mall knew it would have to look elsewhere to fill its vacancy. As luck would have it, KISS Theatre Company was looking for a new location.

It’s fitting that KISS Theatre Company’s first performance at America’s Wyoming Valley Mall (WVM) last January was of The Wizard of Oz. The sold-out show marked the end of a three-year tenant search that must have made every member of the [...] Tactics Subscribers Read More...

The BFF Challenge

Leasing, Shopping Center Business, Social Media Campaigns, Technology Lab

To entice Forever 21 into leasing, Lime Ridge Mall challenged youth to show displays of friendship at the mall and answer a survey regarding the store.

Last October 14, Canada’s Lime Ridge Mall offered shoppers a challenge: to display their friendships in public for a chance to instantly win a gift card. The mall was really on a mission to impress Forever 21 executives during their mall tour,[...] Tactics Subscribers Read More...