Students set up shop at Queen’s Quay Terminal, developing and selling their own products in a lesson about free enterprise.
Cub Scouts satisfied their need for speed at Villa Italia Mall, racing specially-designed cars through the center as part of their annual Pinewood Derby.
To encourage repeat traffic, Coquitlam Centre gave shoppers the chance to win prizes by depositing promotional newspaper inserts at the mall between certain dates. The mall received 4,392 entry forms, a six percent return.
Canadian shopping centers took part in the annual ICSC-sponsored safety awareness program by hosting safety workshops and operating photo and fingerprint ID clinics. Free giveaways also provided a fun means of teaching children the everyday rules of safety.
After an earthquake, Glendale Galleria’s parking garage had to be rebuilt, adding to an already negative perception that it was difficult to park at the mall. A promotion was developed to get the word out before the holiday season. Giveaways—including a new car, reserved parking spaces, and gift certificates—were promoted through direct mail sent to 135,000 households. Radio ads, greeters, and signage all helped reinforce the promotion. The campaign resulted in a 15% increase in sales, as well as a fresh database for future advertising thanks to 80,000 contest entries.
Realizing that 5 million people eat in mall food courts every day, Cafe USA launched an entertainment and news program broadcast for food courts across the country. Participating malls could become a “local affiliate” and advertise for four minutes every half-hour.
Scarborough Town Centre published a recipe calendar—complete with food court coupons—that celebrated its community’s cultural mosaic.
Gateway Mall sponsors Games and sees more than 20,000 residents and visitors shop ’til they drop on Athlete’s Night.
Village Green Mall reaffirmed its “Good Neighbours” marketing position by helping local high schools raise funds for their graduation ceremonies. For every $10 in purchases, customers received a “green buck” that entitled them to vote for the local high school of their choice. The winning school received $1,000 for their ceremony, while a local radio station provided $500 as a second prize. March sales increased by 15% over the prior year, or about $250,000.