Eastridge Center and The Shops at Montebello both took home a gold
July 24, 2020, El Segundo, CA – Pacific Retail Capital Partners, a premier operating and development group of retail-led properties, was honored to receive several awards of distinction during the 2020 Global Awards event sponsored by the International Council of Shopping Centers (ICSC). The MAXI Awards showcase the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the country.
Utilizing a myriad of resources to re-energize centers, drive traffic, increase sales and revenue, and give back to their respective communities, five shopping centers in the PRCP portfolio and PRCP were recognized with nine MAXI nominations. Centers included Eastridge Center in San Jose, CA; The Shops at Montebello in Montebello, CA; Yorktown Center in Lombard, IL; Colonie Center in Albany, NY; and Northpark in Jackson, MS, as well as PRCP. Two PRCP centers took home three MAXI awards this year – two gold and one silver award – acknowledging the properties’ programming as the best in class across all centers and companies in both the United States and Canada.
With the power of innovation, leadership, and teamwork, PRCP was the recipient of the following awards:
- Gold MAXI Award in the Community Category for Mini Cat Town at Eastridge Center. The perfect place to cuddle and play with adoptable kittens, Mini Cat Town is a 501c3 nonprofit rescue that is fully operated by volunteers and community donations of supplies. Mini Cat Town offers a new use for retail space based in social responsibility. By leveraging shopping center exposure, this animal rescue non-profit could increase visibility, create revenue, care for and adopt out more kittens in the surrounding community, and build a sustainable future. Mini Cat Town became a first-to-market destination tenant in San Jose, California and an instant favorite for the loyal customers of Eastridge Center.
- Gold MAXI Award in the Community Category for Made in Montebello at The Shops at Montebello. Made in Montebello was a community art event that featured twelve local graffiti artists from East Lost Angeles. Inspired by the center’s rich roots, artist painted live on Center trash cans transforming the otherwise boring bins into unique pieces of art. Music, giveaways mini-makeovers, and t-shirt screen printing gave patrons a chance to celebrate culture and creativity. Today, The Shops at Montebello is outfitted with nearly 3 dozen trash bins that tell the story of the community that envelopes the trade area.
- Silver MAXI Award in the Impact Category for CosmeCon ™ at Eastridge Center. Over 1,000 guests attended CosmeCon 2019, an inaugural cosmetics and wellness event hosted by Eastridge Center in partnership with fourteen digitally-native, international, or local Bay Area cosmetic brands. CosmeCon partnered with popular brands in spring 2019 through on-site pop-up shops, mini-workshops, complimentary beauty services, giveaways, and a MAC Cosmetics keynote masterclass. CosmeCon also highlighted women’s empowerment and inner beauty through a panel led by Latinx and Black women leaders in the industry. Strong sales and customer engagement results repositioned provided leasing teams with viability metrics and a warm pipeline of direct-to-consumer brands in the wellness, beauty, and lifestyle sectors. CosmeCon was trademarked in 2019 and the initiative will now be produced by additional Pacific Retail properties as a reimagined digital conference in September 2020.
“Through the collaboration and hard work of so many talented people, Pacific Retail continues to find new ways to innovate our industry while best serving the communities that support us,” said Najla Kayyem, Senior Vice President of Marketing for PRCP.
In 2019, PRCP centers took home three ICSC MAXI Awards, including a gold, and in 2018, the company took home seven awards including the Special Distinction Innovation Award.