Award Winning Innovations Create a Better Retail Experience
The MAXI Awards from ICSC (International Council of Shopping Centers) recognize innovation and excellence in shopping center events, programs and the use of technology across the United States. We are delighted to have been recognized with five awards in 2018, demonstrating the breadth of our capabilities in providing the very best retail experiences across the United States. Read on to find out more about our gold and silver award winning programs.
Gold Award: Jodi Mayers & Style Partners at Ridgedale Center
Personal shopping experiences are not a new phenomenon—they are commonly found in department stores where the range of brands available to a client is limited. To bring access to a wider audience, GGP partnered with personal styling and shopping service: Jodi Mayers & Style Partners.
A unique-to-market offering, the style experts curate items from across the entire Ridgedale center, in Minnesota—making it a multiple store/brand experience. By leveraging the expertise and profile of Jodi Mayers and her team, we are able to offer a range of affordable personal shopping services, including personal and seasonal styling, special event dressing, trip packing and gift shopping. With average spends at a personal styling session exceeding $2,000, and some clients spending upwards of $5,000 during a two-hour appointment, the impact of this program has benefited tenants across the center.
Silver Award: Santa’s Toy Factory
A visit with Santa is an annual tradition for many families. But with long lines and impatient children (and adults), what should be a joyful seasonal treat can become a stressful experience. We addressed this by partnering with toy manufacturer Mattel for a one-of-a-kind immersive holiday experience. Children were able to test the season’s hottest toys from popular brands, as well as digitally design, build and paint toys in the factory, prior to their visit with Santa himself.
Santa’s Toy Factory appeared at four GGP retail centers in Oregon, Georgia, Colorado and Texas. By creating a social media buzz from local parent bloggers in each area—as well as running additional themed events with entertainment, craft stations, face painting and DJs—we were successful in placing these GGP properties at the top of many parents’ nice lists.
Silver Award: Isabella Eatery Grand Opening
It is unusual for a shopping center’s top-floor food options to reflect the high-end luxury nature of the retail brands below. And while food courts have been experiencing something of a renaissance in recent years, the Isabella Eatery at Tysons Galleria in Virginia has elevated the retail-environment food experience to a new level.
The concept for Isabella Eatery was developed in partnership with celebrity chef and Top Chef veteran, Mike Isabella. Its format is the first-of-its-kind, featuring eight distinct eateries offering a mix of full-service dining, carryout and specialty retail items, along with a cocktail bar and private dining space.
In conjunction with Know PR we built an extensive promotional campaign, leveraging Isabella’s name to create a buzz about the concept and a desire amongst our key audience to be the first through its doors. Partnerships with The Washington Post and New York Times helped to lend authenticity and legitimacy to the opening. Sustained marketing efforts keep inspiring customers to visit, now that the concept has been open for a period of time.
Silver Award: Where (Ridgedale) Lives
Differentiating a shopping center from its competition can be a challenge in a saturated retail market. And when your neighbors include the Mall of America, those challenges increase exponentially.
Following the $100 million renovation of Ridgedale Center in Minnetonka, Minneapolis in 2015, GGP created the ‘Where (Ridgedale) Lives’ campaign to shine a playful light on the center’s retailers, restaurants and shoppers. Utilizing a range of marketing channels that included targeted digital and print advertisements, wrapped buses, digital billboards, radio, in-mall advertising and social media, the campaign resulted in measurable increases in sales across the center’s tenants, improved foot traffic and better consumer engagement across social media and email marketing channels.
These innovative concepts and campaigns show how GGP can elevate the retail experience for consumers and brands alike. Fill out the form below to find out about more partnership opportunities with GGP at properties across the United States.