College Night Out, Pokémon Go, Digital Programming and CAP COM Federal Credit Union Initiatives Earned National Shopping Center Industry Honors
Los Angeles (June 12, 2017) – Three Pacific Retail Capital Partners’ (PRCP) Shopping Centers came out on top at The International Council of Shopping Centers (ICSC) 2017 U.S. MAXI Awards. The marketing awards highlight the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the country. Although not one of the industry’s typical heavy hitters, Pacific Retail has become a recent national industry leader in repositioning shopping centers through integrations of community-centric programming, technology and art.
Paseo Nuevo Shopping Center in Santa Barbara won the gold for their College Night Out event and Colonie Center, in Albany New York, earned a silver award for its Pokémon Go Seek program. Others nominated as finalists included The Shops at South Town’s first-to-market digital media technology experience in Sandy, Utah, and Colonie Center’s Cap Com business development partnership.
“At Pacific Retail, our size allows us to be nimble and react quickly to market trends and opportunities through corporate marketing initiatives that are completely customized for our center’s individual needs,” said Najla Kayyem, senior vice president of marketing for Pacific Retail Capital Partners. “We launched our new community-centric marketing and mentorship program two years ago with the goal of maximizing the value of each center, educating and empowering our local marketing teams, and reimagining the shopping center experience. It is gratifying to see the positive results in communities across the nation and be recognized by industry peers.”
The following winners were recognized by ICSC for their ability to utilize myriad resources to re-energize centers and give back to their respective communities:
Gold Winner: The Shops at Paseo Nuevo in Santa Barbara, CA
College Night Out at Paseo Nuevo, for Traditional Marketing and Sales Activation in Shopping Centers under 500,000 sq. ft.
To bring general awareness to the center and embrace a vibrant, profitable millennial group, College Night Out featured free food and beverages, video game tournaments, beauty bars, live music, a silent disco and a center-wide scavenger hunt that drew more than 1,500 local students (five times the targeted objective) to a one night interactive event. Promoted extensively in-center and online, the event generated significant social media attention – reaching over 68,000 on Facebook, increased retailer sales anywhere from 5% to 28% and generated 100% positive feedback from the student community.
Silver Winner: Colonie Center, Albany, New York
Colonie Center Pokémon Go Seek, for Traditional Marketing and Sales Activation in Shopping Centers over 500,001 sq. ft.
Colonie Center quickly capitalized on the craze of Pokémon Go with a month-long event taking the concept of augmented reality and flipping it. Where Pokémon Go brought reality into their game, Colonie took the game and brought it into their reality, decking out Center Court to mimic a Pokémon Go Gym. The launch event generated crowds of approximately 1,400 people and attendance from surrounding states with guests lining up 5 hours prior to the start. The center court gym was full of activity including live broadcasts, games, Pokémon teams, giveaways, social media activations and more. Traffic flowed into the center to with three Poké Stops and several Lures. Reacting quickly to the opportunity and planning the event in 2.5 weeks paid off with huge traffic increases and over $500,000 in media value with viral engagement on social media. With the buzz from the launch event, Colonie Center became a Pokémon Go destination throughout the month of August and carried activations through the following 4 weeks.
The Shops at South Town, Sandy, Utah
The Shops at South Town Digital Media, for Emerging Technology in Shopping Centers over 500,001 sq. ft.
The Shops at South Town, underwent a major redevelopment in Q4 of 2016. As part of the redevelopment, the center launched a digital sensory experience as a test for Pacific Retail’s new digital initiative. The vision for the redevelopment was mountain meets modern and the digital elements were the perfect way to accomplish this. This first-in-Utah Digital Experience re-imagines shopping trips and connects generations through multiple media elements including an interactive kids’ game, a large scale media wall and digital directories with mobile app functionality. This massive team project was carefully planned and coordinated over the course of several months utilizing all departments, external technology providers and advertising sales partners. The hard work, research and planning paid off with the program launching in Q4 – just in time for the holidays. The final elements included six interactive electronic directories, a children’s touch screen custom emoji game developed with influence from Gen Z, and a large multi-media wall.
Colonie Center – Cap Com Partnership for NOI Enhancement and Partnership Marketing / Sponsorship in Shopping Centers over 500,001 sq. ft.
CAP COM Federal Credit Union executed a comprehensive business development agreement focused on interior advertising at Colonie including column wraps, escalator graphics, floor decals, bulkhead graphics and blade signs. By branding a condensed area on both levels, The CAP COM message makes a powerful impact. Going beyond traditional advertising, Colonie Center has been able to bring this partnership to life by encouraging CAP COM to take advantage of the programming aspect of their agreement.
Unlimited events and full time staff at their built-for-Colonie kiosk allow them to show a measurable return on their investment through on-site interactions with potential clients. With Colonie’s support they have hosted some of their most successful and visible events and enjoy the added value of website, social media and signage inclusion.
Pacific Retail Capital Partners has significant experience in the management, leasing, marketing and repositioning of shopping destinations. To learn more visit http://www.pacificretail.com or follow updates on its social media pages: