Prim and Proper? Not This Event

A sensory (and a little messy) experience took shoppers behind the scenes of winemaking.

To the average consumer, wine tastings can be a little intimidating. The finer details of the varietals, glasses, and vocab might all be elusive, which makes one shopping destination's recent festival that much more refreshing.

Duplin Winery[...] Tactics Subscribers Read More...

High-tech Escape: IBM at Bikini Berlin

Live Demonstrations, Sales Promotions & More

This pop-up experience was split into two very different consumer touchpoints.

When consumers think of IBM, they mostly envision PCs and enterprise information systems. The company recently brought its Pop-up Experience to Germany's Bikini Berlin, intent on widening that perspective. Until June 29, IBM will use one of the [...] Tactics Subscribers Read More...

What’s Your Food Festival Hook?

Food & Beverage, Live Demonstrations

Going hyper-local is valued, but not necessarily original.

No one will ever argue with your shopping center event team's decision to host a food festival that celebrates fresh ingredients and highlights local producers. We hate to tell you, but it won't guarantee stellar traffic or a significant sales b[...] Tactics Subscribers Read More...

Doughnuts Anyone?

Food & Beverage, Live Demonstrations

Dufferin Mall hosted a festival dedicated to the new hip treat.

It took Dufferin Mall just a few minutes to sell out tickets to its inaugural Doughnut Festival, a Canadian first. Held on June 25 in partnership with Toronto Life magazine, the event brought together more than a dozen of the finest bakeries in [...] Tactics Subscribers Read More...

Chefs Cross Knives at Glatt

Food & Beverage, Live Demonstrations

The 2017 Golden Chef competition field has now been narrowed down to six.

Swiss foodies will have to wait until next spring to find out who will take the trophy in the 2017 Golden Chef (Der Goldene Koch) competition, but some of them were lucky enough to see the top contenders in action recently at Glatt shopping cent[...] Tactics Subscribers Read More...

Tramsheds to Open F&B Learning Hub

Food & Beverage, Live Demonstrations

Harold Park destination is hoping to share food and knowledge, as much as sell goods.

Tramsheds Harold Park won't open officially for another week, but the Sydney destination is already making inroads in the F&B market with buzz surrounding a multi-purpose space built with the community in mind. Last week, the Australian food [...] Tactics Subscribers Read More...

Garden City Adds Star Power to Lab Kitchen

Food & Beverage, Live Demonstrations

Aussie mall’s live event series can make any mall-bound foodie salivate.

Sorry folks, but you cannot become a chef after one live food demo. It's hard to avoid dreaming about it, though, when the person sharing valuable tricks of the trade is a star. That kind of neophyte-to-expert psychology works wonders in the fas[...] Tactics Subscribers Read More...

Soap & Glory Hosts Live Acts in Shop Windows

Live Demonstrations, Sales Promotions & More

Shoppers in several UK malls are invited to take in holiday beauty shows and then step behind the stage glass to get mini-makeovers.

If you can turn a dreary mall corridor into a minimalist art gallery, then why wouldn’t you host a live act in a shop’s Christmas window? It’s about disrupting the marketing order and making a brand statement through the theater of retail.[...] Tactics Subscribers Read More...

Circus Act

Entertainment, Live Demonstrations

Using free entertainment to attract shoppers.

Vaughn Mills is banking on consistency to attract families this year. The Canadian mall has just launched its Sensational Saturdays entertainment series. “In a time when families are focused on stretching their limited dollars, this series [...] Tactics Subscribers Read More...

Come On-ion and See

Community Room, Food & Beverage, Food Court Promotions, Fundraisers, Gifts with Purchase, Live Demonstrations, Sales Promotions & More

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%.

Buena Park Mall in Buena Park, California has always maintained a good relationship with the Bellflower Sign Company that posts a billboard en route to the mall. So when the sign company's owner approached the center to support his cause — a S[...] Tactics Subscribers Read More...