Santa Monica Place included a family Chanukah celebration in its holiday festivities, inviting children to create their own menorahs, dreidels, and candles. Some 500 people attended the first evening’s festivities, with another 70-80 attending the daily menorah lighting throughout Chanukah.

Boy Scouts and their parents staffed the “Customer Care Crew” at Bannister Mall, helping holiday shoppers by opening doors, carrying packages, and guiding them across the street. The Scouts earned a monetary contribution, which helped them purchase new gear, and shoppers enjoyed the service.

New River Valley Mall offered holiday shoppers who spent $150 or more a certificate for a free cellular phone.

8 shopping centers teamed up to provide free trolley rides between each other. Collection boxes on the trolleys resulted in $3,600 for charity, and over 16,000 holiday shoppers responded positively to the service.

Students set up shop at Queen’s Quay Terminal, developing and selling their own products in a lesson about free enterprise.

Cub Scouts satisfied their need for speed at Villa Italia Mall, racing specially-designed cars through the center as part of their annual Pinewood Derby.

To encourage repeat traffic, Coquitlam Centre gave shoppers the chance to win prizes by depositing promotional newspaper inserts at the mall between certain dates. The mall received 4,392 entry forms, a six percent return.

Canadian shopping centers took part in the annual ICSC-sponsored safety awareness program by hosting safety workshops and operating photo and fingerprint ID clinics. Free giveaways also provided a fun means of teaching children the everyday rules of safety.

After an earthquake, Glendale Galleria’s parking garage had to be rebuilt, adding to an already negative perception that it was difficult to park at the mall. A  promotion was developed to get the word out before the holiday season. Giveaways—including a new car, reserved parking spaces, and gift certificates—were promoted through direct mail sent to 135,000 households. Radio ads, greeters, and signage all helped reinforce the promotion. The campaign resulted in a 15% increase in sales, as well as a fresh database for future advertising thanks to 80,000 contest entries.

Realizing that 5 million people eat in mall food courts every day, Cafe USA launched an entertainment and news program broadcast for food courts across the country. Participating malls could become a “local affiliate” and advertise for four minutes every half-hour.