PRCP earned two MAXI Awards in two different categories in the 2023 competition for designing unique and compelling programs at three of its properties that greatly enhanced the customer experience and added value to the assets as a whole. The Company received the Gold MAXI in the “Integrated” category for the KixCon initiative it hosted at Eastridge Center in San Jose and Northpark in Jackson, Miss., and was awarded a Silver MAXI in the “Community” category for its programming at Franklin Park Mall in Toledo, Ohio that paid homage to the city’s deep history with glass making. PRCP was also named a finalist for its Back-To-School campaign at Plaza West Covina in Los Angeles in the “Integrated” category.

“We are truly excited to be honored by ICSC once again this year and to continue putting forth innovative ideas and solutions that drive the industry forward,” said Executive Vice President of Marketing, Najla Kayyem. “We put a lot of time and energy into conceiving original concepts and strategies to solve problems and add value for our communities, so it’s very fulfilling to be recognized for our efforts by our industry trade association. We look forward to our continued success in this competition in 2024 and beyond.”

With this year’s wins, PRCP has now won 23 MAXIs in its history, including nine Gold MAXIs and 14 Silver MAXIs. Additional details on each of the Company’s submissions to the 2023 ICSC Global Awards can be found directly below.

The MAXI Awards recognize innovative events, programs and technology that add value to the marketplaces industry.

KixCon was an inaugural sneaker and streetwear initiative that reached nearly 2.5 million people, attracted over 50,000 shoppers and led to record breaking sales. The success of KixCon was built on four strategic touch points: influencer collaborations; PR; a pipeline of key streetwear vendors high-end sneaker resellers; and, industry-first local events. These touch points worked in synergy to convert online sneakerheads into on-site traffic and sales, amplifying the properties with both B2C and B2B target audiences, and establishing the centers as cultural hubs for sneaker community and commerce.

The United Nations General Assembly formally approved a resolution declaring the year 2022 as the International Year of Glass which brought a unique opportunity to Toledo, Ohio, otherwise known as the “The Glass City” for its long history of innovation in the glass industry. As such, Franklin Park Mall joined forces with numerous local organizations to highlight the region’s rich history. The signature event, a commissioned glass mosaic art installation was designed by a local artist and created in conjunction with community. Over 600 people helped crest the legacy installation which garnered nearly 3 million media impressions.

The Back-To-School campaign integrated an omnichannel approach that reestablished a partnership with the local school district. The program uplifted retailers, secured sponsorships, gained non-profit support and amplified the asset through media coverage during peak back-to-school season, resulting in an overall increase in digital followers, foot traffic and sales. Despite economic challenges in 2022 and a historical lack of engagement from the school district, Plaza West Covina successfully pivoted the plot line: the team deployed a 360° marketing initiative that reinforced its commitment to the local school district, enhanced tenant sales and repositioned the property brand within the community.

The member organization for industry advancement, ICSC promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights – all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.

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