Yeah...That's the Ticket!
Arrowhead Towne Center
Glendale, Ariz.
Unprecedented local retail and restaurant development and proximity to a
superregional center challenged Arrowhead Towne Center to find ways to
increase comparable store sales, especially for the food category.
A prime opportunity for a promotion was on the horizon: A 14-screen AMC
Theater was soon to join Arrowhead as an anchor. The center and the
cinema chain decided to join forces to present a series of movie-oriented
events that would both launch Arizona's newest megaplex and drive sales
at Arrowhead.
OBJECTIVES
1. To increase comparable food-court store sales by 15% in
August.
2. To increase mallwide comparable store sales by 8% in August.
3. To increase August through December mallwide comparable store sales by
8%.
4. to increase membership in the mall's Save & Win customer-loyalty
program by 1,500 beween July 1 and August 31, a 50% increase in the
average enrollment for that period.
5. To achieve 95% attendance at the Save & Win Club's Free Movie Day.
IMPLEMENTATION
With AMC's marketing team, Arrowhead's team developed a series of
pre-opening and grand-opening events. They included a movie-themed
merchant awards program, a press breakfast, the "Best Seat in the House"
mall display and movie premieres that benefited charities.
One of the key elements of the program was Free Movie Day, which was
designed to generate awareness of the new cineplex. All 44,000
Arizona-based members of Arrowhead's Save & Win customer-loyalty program
received an oversized postcard that touted the theater complex's
state-of-the-art amenities and offered up to four free admissions on Free
Movie Day. The mailer also provided coupons for a free gift; a
buy-one-get-one offer from eight food court merchants; an instant sign-up
for AMC's MovieWatcher Club and a chance to win movie-related prizes.
Shoppers who were not members of the Save & Win Club could join up on or
before Free Movie Day and instantly be eligible for the free movie
admissions. AMC provided movies, gifts and staff for Free Movie Day, an
estimated $50,000 value.
Another important component of the program was a preview gala for
prominent members of the community. The reception, which benefited the
Arthritis Foundation, showcased nine Arrowhead eateries, which donated
food valued at more than $10,000. Live entertainment and food stations
were strategically located surrounding the theater to set off the
center's other amenities. Guests were treated to movie premieres and
received bags filled with gifts and incentives from more than 30
merchants, which were designed to encourage repeat visits. In exchange
for on-mall promotions at the reception, AMC provided staff,
entertainment and films (an estimated $100,000 value); Arrowhead provided
decorations, signage and staff.
RESULTS
August food court sales increased by more than 27%, nearly doubling the
goal. Total mall sales for August increased 13.36%. Total comparable
stores sales increased 10.7% for the period between the cinema's opening
in July and the end of the year. The promotion also swelled the roster of
the customer loyalty club, with more than 2,400 new members joining.
A sell-out crowd of more than 4,800 people previewed the new theaters on
Free Movie Day--a record in the history of AMC openings and an 11% return
on the direct-mail piece. On the Saturday of grand-opening week, AMC
Arrowhead was the eleventh-busiest theater in North America.
CREDIT
Owned by: New River Associates (Westcor Partners)
Managed by: Westcor Partners
Professional recognition to: Julie LaBenz, marketing director;
Rebecca Payne, marketing coordinator; Bud Mason, general manager; Susan
Martinez, director of retail marketing.
EXPENSES
| Direct mail production | $1,500 |
| Printing | 7,160 |
| Postage | 11,000 |
| Gala rentals, decor, signage | 5,000 |
| Security, housekeeping, greeters | 2,000 |
| Collateral materials | 8,044 |
| Barricades | 2,500 |
| Total | $37,204 |
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