Eastridge is a 1.4 million-square-foot, two-level regional center located southeast of downtown San Jose, Calif. In 2017, the asset underwent major interior and exterior renovations, with the Eastridge Mural Program playing a key role in exterior beatification. The program would demonstrate the center’s commitment to urban renewal and growth in the neighborhood.
By establishing a visual public presence from the street, Eastridge hoped to engage the community in celebrating art, while drawing traffic to the center and solidifying the center as a cultural hub and a catalyst for public art in a private space. With a dedication to fostering community collaboration and partnerships, the program commenced with a call for local and world-renowned artists to reimagine 20,000-square-feet of blank exterior brick, stucco and tiled walls into transformed, expansive murals. Four burgeoning artists were selected to create timeless, eclectic pieces that resulted in the world’s largest collection of outdoor murals on a shopping center.
In 2018, Northpark underwent a major redevelopment with a focus on digital experiences throughout the center. These experiences included a custom designed, interactive touch- screen game wall, a large scale media wall, digital directories, custom games with input from Gen Z, digital advertising opportunities and digital activations around each new element. The digital experiences kicked off during grand opening weekend in mid-Nov. 2018 with a video gaming tournament, a sports game viewing party, kids activities, advertiser promotions and more. Activations around the digital elements continued through the holidays and into 2019, proving to add value to the customer experience at Northpark.
In January 2018, Yorktown Center strategized to create a unique way to incorporate a $10 billion industry trend to improve an underutilized area of the Center. A vacant exterior façade had been transformed to house new tenants – all with a leasing focus on fitness and beauty. Marketing partnered with leasing to position the newly renovated area as the “Self- Care precinct” and activated the destination to spread awareness and ensure tenant success. Featuring a premium selection of national brands, the team collaborated with a famed international street artist to create a custom mural that would solidify the Precinct as a public gathering place and spread awareness via social media.
With the goal of generating a leasing pipeline of local culinary professionals, marketing set out to support leasing at The Shops at South Town, UT; Eastridge, CA; Yorktown Center, IL; and Northpark, MS. By creatively marketing tenant allowances and an enticing lease package, we created and trademarked the culinary competition Taste for the Space. Local chefs compete to win 6 months free rent, a $50,000 investment and a turn-key dining space. The concept proved to be successful in identifying and securing local and regional food purveyors. Aligning with key partners, 12+ competitors in each city comprised of some of the best culinary businesses in their markets were secured and each event sold out to 1,000+ attendees. Through combined attendee text votes and judging panel scores, winners at each center were selected. Each winners’ 6 month prize quickly evolved into permanent leases. Additionally, LOIs and leases were secured from nonwinning competitors due to relationships formed throughout the event and a robust pipeline of food operators was born.
The Shops at South Town completed an interior renovation in 2018, however the exterior façade was left bare of improvements. With limited funds, the team enacted a creative solution to involve their city council. Envisioning exterior blank walls as an opportunity to cultivate the arts, the team garnered the city’s partnership to fund a public art program. The $85,000 contribution began what is now an ongoing city-funded arts initiative showcasing public art. Activating walls with art created synergy between the center’s picturesque backdrop and the urban meets mountain renovation theme. Featuring three artists, the murals serve as a tangible touch point inspiring lasting community engagement.