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General Growth kicks off program to promote some centers to tourists

General Growth Properties is branding about 40 of its tourism-oriented shopping centers as “America’s Premier Shopping Places” in order to better market those centers to travel agents and travelers.

Many of the 40 centers were formerly owned by The Rouse Co., which General Growth acquired last year. Selected based on their proximity to airports, hotels, convention centers and tourist attractions, “America’s Premier Shopping Places” include such centers as the Ala Moana Center in Honolulu; Fashion Show and the Grand Canal Shoppes, both in Las Vegas; the Glendale Galleria, Los Angeles; and Faneuil Hall Marketplace, Boston.

The program aims to connect the travel industry and tourists to top shopping destinations through a single source, says General Growth’s vice president of marketing, Susan Huock. To augment the new program, General Growth launched “Premier Passport”, which provides discounts, gifts and visitor amenities to participating restaurants and retailers. The company has dedicated a separate Web site to the program, www.americasshoppingplaces.com.

“General Growth recognizes the importance of shopping and dining in today’s travel itineraries; both domestic and international,” said Huock.

Compiled by the staff of Shopping Centers Today. © May 20, 2005 International Council of Shopping Centers.