The Roswell Mill partnered with 35 local food and beverage purveyors for a “Taste of Roswell” fundraiser. Tickets were sold at the door for 50 cents, and food or drink samples generally cost 3 to 6 tickets each. Proceeds benefited a museum being established.
Hampton Towne Centre celebrated its 17-year anniversary by unveiling its new branding and hosting a Home Show. Richard Karn (“Al”) and Pamela Anderson (“Lisa”) of TV’s Home Improvement made appearances and signed autographs.
To benefit its retailers and make them better-known, Queen’s Quay ran a treasure hunt of sorts that gave guests a chance to win a $500 shopping spree.
Woodland Mall’s Kids Club program, based on a preferred shopper card for children, offers members discounts or special offers in over half of the center’s stores. A Kids Clubhouse was developed to add fun for the children, and give parents free time to shop.
Mama Goose Nursery Raps helped Chris-Town Shopping Center draw traffic to one end of the center undergoing construction. Mama Goose, Humpty D, and MC Gander presented hip hop nursery rhymes in three 15-minute performances each day. The promotion drew around 1,000 people each day.
Montebello Town Center, which focuses on the family market, tried targeting a niche market—expecting parents—by hosting a baby shower. The event was successful: sales increased 16 to 103%, monthly visits increased 79%, and more than $45,000 in national publicity was received.
Shoppers at Forest Village Park Mall witnessed the creation of five dinosaurs over 8 days—from 21 tons of river sand. Public interest was high, and the value of the publicity received was greater than the promotion’s cost.
Mall of America sought to drive early weekday traffic with its “Two for Tuesday” promotion. 25 percent of merchants participated, and Tuesday traffic and sales were increased.
Buena Park Mall gave away 1,000 pounds of sweet onions—and an extra 600 pounds after the first batch ran out—as part of its Mother’s Day promotion. Food court merchants each handed out more than 1,000 samples, and enjoyed sales increases up to 20%.
Attempting to lighten up the annual merchants’ meeting, Baybrook Mall introduced a Jeopardy-style game show designed to test the merchants’ knowledge. The merchants had fun—those who didn’t attend requested another session.