Seven of CBRE’s 12 finalists in the competition received gold or silver MAXI awards in marketing categories such as innovation, community, impact and launch. CBRE Retail congratulates all of the ICSC Global Awards finalists and winners.
The Bloc is located in the heart of Downtown Los Angeles. Its customers range from local office workers and hip urban loft residents to business travelers and leisure tourists. Its dense, urban location comes with several challenges including the increasing homeless population, multiple access points 24/7, and the on-site metro station. There existed a need to introduce a unique piece of technology to the standard services offered in a shopping center, including Security and Customer Service. The challenges created opportunities to better serve all customers in a way that satisfied both the operational need of the center, but also lived up to the brand standards.
The Bloc marketing and PR teams generated an integrated marketing strategy that would support the launch of Nordstrom Local in the Downtown Los Angeles market. With The Bloc's brand loyalist audience, the retailer exceeded their KPI with over 600 people attending
RR efforts secured Hero Influencers and media to attend a preview event which garnered over 20 articles about the opening
Garnered over 108 Million earned media impressions with a media value of over $3.2 Million
Garnered almost 35,000 social media impressions
The Bloc's event platform has grown from a zero-revenue generating, traditional marketing program in 2016 to a revenue generating powerhouse that includes events, pop up shops, event ticket sales, public art and in-center signage in 2018. The Bloc has strategically and successfully positioned itself as the hub of Downtown Los Angeles. The destination for what is cool, innovative and of the moment is what defines The Bloc. Artists, influencers and retailers come together to create a must-visit environment for locals and out of town visitors alike. Consumers want access to the latest and retailers want access to those consumers.
After celebrating our 30th anniversary anchoring the downtown business district, we created a multi-dimensional campaign to engage with elected officials, current users of the mall, and potential customers. Prior to the campaign, the City did not have a Community Improvement District (CID) sales tax policy in place. The effort began with interaction among municipal leaders, progressed to successful implementation of a new CID policy through the City Commission and ended with passage of the City’s first CID tool using our property. Manhattan Town Center’s strong community presence was the bedrock for this successful campaign.
Downtown Commons (aka DOCO) is the retail component of the Golden 1 Arena complex in Downtown Sacramento, California. To further enhance DOCO’s connection to Downtown Sacramento, the Farm to Fork Brunch was created to compliment the Annual Farm to Fork Festival that takes place each year in America's Farm To Fork capital. The festival is one of the highest attended events hosted in the city and is both a local and tourism draw. The brunch event was a key component of the marketing strategy for this project; to make DOCO a community hub and highlight quality local dining and chef collection. Attendees experienced the best of DOCO in a high-end environment that touched all of the senses. The now annual Farm to Fork Brunch is only going to grow in attendance and sponsor revenue in the years to come
On The Green
After years of planning and communication, DOCO was experiencing project fatigue and finally — in Q3 2018, several new retailers and restaurants were opening in phases which created a need to expand community outreach. Additionally, the center, now anchored by the Golden 1 Arena at the core, lacked a central hub or “center court” outside of arena event days. Needing to strengthen DOCO’s heart and generate a reason for the community to stop and enjoy, a large green space was envisioned as a place that would be activated with fun and free activities. From oversized yard games, yoga and kids bubble soccer, Girls Night Out and silent disco dance parties, even wine and succulent and philharmonic concerts; there was something for everyone and every age to enjoy.
CBRE’S Dimension technology enablement tool provided a deep understanding of the trade area and consumer which defined the opportunities for Hill Country Galleria. Dimension by CBRE is proprietary software that aggregates data including Mass Mobile Data in an interactive web-based environment that provides deep insights on shopper visits and patterns, behaviors, preferences, demographics, and much more. Coupling market knowledge and Dimension insights, the Property Management team developed an integrated action plan centered around the customer. With intention, focus and careful execution, Hill Country Galleria showed remarkable results in just nine months.
Pop Up Shops
Hill Country Galleria turned to pop-up shops as a solution to fill vacancies for the holiday sales season. In less than nine months, 70,000 square feet of vacant space was activated with local pop-ups focused around local Austin and creative culture, laying the groundwork of storytelling at this reimagined property.
Hill Country Galleria’s Santa’s Wonderland was more than just a photo opt, it was built to create a sense of wonder, joy and excitement during the holiday season. For the first time ever, the Galleria teamed up with a photo vendor who charged a fee to take a photo with Santa. In the past, photos with Santa were always free for customers to take on their own device. CBRE’s Property Management team wanted to make sure that customers didn’t feel off-put by the new paid service, so we came up with an interactive experience complete with selfie stations, candy for your eyes, and surprise treats to go home with.
In July and August, Charleston Town Center launched #MyTownCenter, an organic social media campaign, encouraging patrons within an hour’s drive to share current and past positive mall experiences and photos on Facebook and Instagram. A Snapchat filter, in-mall signs, barricade graphics, mobile ads and radio spots targeted teens and families for seven weeks. Local patrons were recruited for all campaign images.
A $1,000 Back-to-School Shopping Spree contest encouraged social posts daily on Facebook and Instagram, using the hashtag #MyTownCenter. The hashtag provided a tracking method for entries while strengthening the community’s connection to the mall. Promotional handouts were distributed to mall merchants, the public, and to teens to further encourage participation, while the mall’s web site supported the campaign with online details. To maintain momentum, one weekly post was selected for each of the campaign’s seven weeks, awarding a $50 value Town Center swag bag. Weekly winners were announced on Facebook and remained eligible for the shopping spree prize drawing.
Through the implementation of #MyTownCenter, an organic, 7-week social media campaign branded by the hashtag, thousands of authentic, positive social media posts about the shopping center were received and viewed as affirmation. This grassroots movement encouraged guest endorsements resulting in posts that reflected 35 years of favorable family experiences at Charleston Town Center. The sheer volume of positive engagement via #MyTownCenter provided a platform for authentic rediscovery of the center and reaffirmed the mall’s relevance to the community.
Super regional center located in the Detroit Metropolitan Area. Anchored by Macy’s, JCPenney, at home and Dick’s Sporting Goods. Positioned as a place where families shop with a kid’s club of over 13,000 members. Oakland Mall needed to increase extremely low and costly Santa photo sales in the beginning of November.
The “Grouch” joined Santa on set the first two weekends in November. Families had the opportunity to have photos taken with Santa, the ”Grouch” or both.
Sales were up 320% compared to two full weeks of being open the previous year.
November comparable sales were up 5%
Total Santa photo sales for the season were up 16%
The Shoppes at Arbor Lakes hosted the 10th Annual “Girl’s Night Out” benefiting non-profit partner Hope Chest for Breast Cancer (HCBC) on October 4, 2018. The signature event raised awareness and funds for HCBC during National Breast Cancer Awareness Month. It also increased traffic, generated additional sales, and enhanced The Shoppes at Arbor Lakes’ position as an involved, supportive corporate citizen. The event garnered significant media and social media coverage maximizing our limited budget