Realizing that its market was shifting, Dufferin Mall reached out to young urban singles—who comprised half of its local population, but only 23% of the mall’s shoppers. Its campaign worked: Dufferin’s share of the yuppy market increased by about 30%, or approximately 58,000 visits per month.

The Macerich Company, with its patriotic and successful Old Glory*ous Celebration campaign already underway, pitched in to pay tribute to South Dakotans who aided the World War II effort.

Without a doubt, the shopping center industry as a whole seized the opportunity to support its neighbors, shoppers and communities after the 9/11 attacks. Shock was quickly redirected into action, and the response – from both people and shopping centers – was overwhelming.

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Although Quaker Bridge Mall enjoyed market dominance in teen fashion, the center was determined to attract families to its 25th anniversary celebrations. To do so, it created ‘Saturday Mall Fever’, events designed to be fun for teenagers and nostalgic for their parents. Sales increased 6% during the back-to-school season, and traffic increased nearly 12%.

The enigmatic ocean floor recently came to life for shoppers at Lehigh Valley Mall, thanks to an underwater exhibit on display. The program included coral reef tanks, live predator displays, a cyber sea-diver experience, and touch-tank shows every hour. In addition to high praise from kids, retailers reported a positive increase in sales.

Reviving Main Street: some retailers and developers are seeking to escape urban sprawl, and return to the days when people could gather in a community location, window shop, wave to their neighbors, and generally feel good about the place they’d chosen to live.

Examining the shopping center industry’s response after the 9/11 attacks. Many centers chose to forego Halloween celebrations, while most others proceeded with caution.

Newgate Mall sought to capitalize on the Salt Lake City Olympics; but instead of trying to bring the world to its door, it aimed to attract locals instead. Plush Olympic mascots were available as gifts-with-purchase, contests were held for Olympic pins, the mall’s TVs were tuned-in to the Olympics, and food court merchants gave away Team USA party horns with each purchase.

As part of its grand re-opening, Willow Grove Park aided charity by auctioning tabletop-sized carousel horses that were decorated by celebrities. The horses were replicas of the mall’s new carousel, a key attraction and visual focal point of the renovation. The event saw sales rise 40% over the previous year, food merchants reported an average sales increase of 90%, and more than $26,000 was raised to benefit cancer prevention.