MVP Kiosk: The space was developed by MVP’s marketing partner Media Logic with environmental design firm Creatacor, under the direction of MVP Director of Marketing Mollie Rooney. The structure was designed to be flexible enough to accommodate private meetings with consumers during open enrollment and to be used as brand reinforcement (even providing seating with airport-style charging stations) during the “quieter” healthcare months of the year The space features a large video wall which provides a ‘digital billboard’ for key marketing messages.
LAS VEGAS, June 15, 2016 – The International Council of Shopping Centers (ICSC) has announced the winners of the 2016 U.S. MAXI Awards, highlighting the retail real estate industry’s most innovative events, programs and technologies that added value to shopping centers across the country. ICSC honored the winners during RECon, the global retail real estate convention in Las Vegas.
ICSC has named Colonie Center in Albany New York as a Gold Award winner for excellence in the NOI Enhancement Partnership Marketing/Sponsorship category. The award recipients outpaced the competition across the categories of leasing, marketing/sponsorship and operations/overall.
The winning entry, “MVP Health Care® Goes Retail” is a multi-dimensional retail effort including traditional advertising elements as well as a unique kiosk-type structure designed to be flexible enough to accommodate private meetings with consumers during health insurance open enrollment periods.
The space offers seating for individuals with embedded charging stations and an oversized video wall, providing a ‘digital billboard’ for key healthcare messages. Additionally, the brand elements are carried throughout the area with escalator and column wraps as well as banners, floor decal and dedicated iPad work stations. MVP Health Care® is also providing a source of great events at the mall including the “Striders Walking Club” with a map of designated routes in the mall to help count your steps and inspire healthy activities.
“It was a decision on our part to make a commitment to meet people where they are”, said MVP CEO Denise Gonick. “It has been great to partner with the team at Colonie Center. When you think about how much time people spend at the mall to shop, or for entertainment, whether it’s going to the movies or going to dinner, plus it’s the employees too, who might be interested to get answers to their questions about health insurance.”
The MVP Health Care® advertising package was custom designed for the health insurance provider for maximum visibility, impact and relatability. The opportunity to gain brand awareness while adding services and programming to Colonie Center shoppers is a win for both the insurance provider and the mall.
“Offering one-of-a-kind advertising opportunities which meets the needs of our partners, and creates dynamic new ways to use our inventory is what makes the process unique here at Colonie Center,” said Susan Spaccarelli, Business Development Manager. “By fashioning the way we offer advertising space and programming we are creating long-lasting community partnerships, not just client relationships.”
In July of 2016, Cap Com Federal Credit Union will be the next Capital Region business to delve into the retail market. “Cap Com Federal Credit Union is a leader in their industry and will bring a creative and engaging partnership to Colonie Center. With programming that goes beyond that of your typical bank, we are excited to see what they will bring to the center and our shoppers,” said Spaccarelli.
The MVP Health Care® kiosk is located on the lower level near the center court elevator and is open: Tuesday, 10am-2pm; and Wednesday and Thursday 2pm to 6pm.
For a complete list of finalists and winners, visit the ICSC MAXI Awards website.
Founded in 1957, ICSC is the global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials. The shopping center industry is essential to economic development and opportunity. They are a significant job creator, driver of GDP, and critical revenue source for the communities they serve through the generation of sales taxes and the payment of property taxes. These taxes fund important municipal services like firefighters, police officers, school services, and infrastructure like roadways and parks. Shopping centers aren’t only fiscal engines however; they are integral to the social fabric of their communities by providing a central place to congregate with friends and family, discuss community matters, and participate in and encourage philanthropic endeavors. For more information about ICSC visit www.icsc.org and for the latest news from ICSC and the industry go to www.thecenterofshopping.com.
About Colonie Center
Colonie Center is a 1.3 million square-foot enclosed two-level, regional shopping center with over 100 specialty stores that features upscale amenities and provides a dynamic and welcoming shopping experience. The center sits at the intersection of Wolf Road and Central Avenue, is just 5 minutes from the Albany International Airport and major hotel chains, and is accessible from Interstates 87 and 90. In addition to unique retail such as Nordstrom Rack, L.L. Bean, Sephora, Bose, and Barnes & Noble, Colonie Center is the home to fine dining establishments, The Cheesecake Factory and PF Changs, and a 13 screen all digital Regal Cinema. Colonie Center is also home to the only Whole Foods Market in upstate New York. Expected to open in 2016: J. Crew Mercantile and Ulta Colonie Center is managed by Pacific Retail Capital Partners and leased by Clifton Realty Management. To lean more visit www.shopatcoloniecenter.com.
About Clifton Realty Management
Clifton Realty Management, founded by Bill Cappelletti and Steve Cassella, is a fully integrated retail real estate firm specializing in regional malls and lifestyle centers throughout the United States. The firm is an operating partner and leasing agent for Kohlberg Kravis Roberts (KKR) Retail Real Estate Investments, a New York based private equity firm. With over 50 years of combined experience with various major shopping center owners and REITS, Clifton Realty Management provides advisory and consulting, retail leasing, development and tenant coordination services. The firm is currently responsible for over 4 million square feet of retail space in Illinois and New York. To learn more visit www.cliftonrm.com.