Jazzed in the Big Easy

Story by Stuart Harries

A new kind of Passion comes to New Orleans as the ICSC Fall Conference delegates aim to learn, win, and give back in the Big Easy

Passion was the name of the game as the 2007 ICSC Fall Conference brought its heart and soul to the city of New Orleans. Along with a programme aptly entitled Passion, the theme was clearly seen in the actions of delegates eager to learn, to win, and to give back in a city like no other.
Conference delegates brought a passion for learning to the Big Easy, enjoying a full programme of on-site educational tours, informative general sessions, problem solving clinics, cocktail receptions, and that always thrilling chance to climb on stage as the recipient of a much coveted MAXI Award.
In the aftermath of Hurricane Katrina, some have said that the Big Easy is now neither big nor easy. But for passionate delegates, such sentiment couldn’t have proved more wrong as they fanned out across the city to enjoy all of the unique flavor and sensual indulgences offered within the city’s many famous (and often infamous) attractions and neighborhoods. From the French Quarter and the Garden District, to Magazine Street and the Faubourg Marigny, New Orleans flourishes in its growing glory and its many cultural riches. The city is back thanks to many a passion, including those brought to the ICSC Fall Conference.
MAXI Gold and MAXI Silver were on everyone’s thoughts as Fall Conference delegates gathered to celebrate this year’s passionate crop of the most creative and dedicated shopping centre marketing professionals found in the world.
Now a truly international competition, MAXI took new steps this year and retired the MAXI and MAXI Merit designations in favor of a new Gold and Silver award.
That new MAXI Award is a trophy that gleams to reflect a recipient’s passion like never before. It now reflects the passion of both its winners and the dedicated few that volunteer to wade through a mountain of entrants in choosing those that deserve to win the prize.
Led by MAXI Chair Scott Schroeder, this year’s MAXI Team moved to do more than change the look of the MAXI Award itself. The group of 40 judges, hand picked from eight different countries, adopted new entry classifications and a new scoring system.
As Schroeder noted through the Passion for Excellence presentation, "The MAXI Team’s dedication to continually improve the MAXI Award process is inspiring."
Inspired too were the night’s MAXI Finalists who turned out to a near-full house of their peers complete with a selection of tasty pre-show hors-d’oeuvres and a playful roaming jazz band to bring a sense of New Orleans’ soul to a night of shopping centre passions.
Ultimately, MAXI Night certainly didn’t disappoint its attendees. Dressed in some very fashionable gowns and truly dapper suits, delegates were ready to celebrate their passion. A truly jazzed up crowd enjoyed a fast-paced performance that presented a total of 22 MAXI Gold Awards to deserving recipients from six different countries. MAXI Silver found its way to another 65 winners from 11 countries. Once again, MAXI proved its very real status upon what’s become an ever-widening world stage.

Congratulations to all the MAXI Winners from Tactics Europe Magazine!