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1998 MAXI Awards

The Mask Project

Cherry Creek Shopping Center
Denver

Because women are its core constituents, Cherry Creek Shopping Center stages a monthlong Celebration of Women each May. This year, management developed a promotion and fund-raiser around the theme "Behind every mask lies the beauty within." The Mask Project celebrated inner beauty, fitness and health, and culminated in a charity gala. The team had to develop components that would appeal to shoppers, engage merchants, attract media attention and secure sponsors, as well as plan a pull-out-the-stops gala that would raise significant funds for the selected beneficiary, the Hospice of Metro Denver.

OBJECTIVES

1) To increase center traffic and sales. 2) To generate publicity that reinforces the center as the market's premier shopping destination. 3) To raise funds for the Hospice of Metro Denver.

IMPLEMENTATION

The Mask Project team invited hundreds of national and local celebrities to hand-paint clay masks, which would be displayed in the shopping center throughout May, then sold in a charity auction. More than 300 responded, including Peter Fonda, Glenn Close, Penny Marshall, Kevin Spacey, Tommy Hilfiger, John Elway, Bob Dole, k.d. lang and Ivana Trump.

In addition, the team invited all of the center's merchants to create their own masks for display and silent auction. Each participating merchant exhibited a mask atop a change collection box, in which patrons could make donations to the hospice or enter a bid in a silent auction for the mask, proceeds of which would benefit the hospice.

Participating merchants offered shoppers complimentary pampering services -- including massages, manicures, facials, makeovers and hair styling -- throughout the month. The services were detailed in press kits and were promoted by five of 25 Mask Project ads and by banners throughout the mall.

The Mask Project charity gala featured a live auction by Sotheby's (owned by A. Alfred Taubman, also founder and chairman of Taubman Co., the mall's developer) of the most famous of the celebrity-painted masks, a lavish fashion show sponsored by Absolut, entertainment by a local diva, cigar and martini bars, and a gourmet buffet dinner. More than 1,500 people attended, at $175 per ticket.

To fund an event of such magnitude, the center enlisted three local media sponsors and four corporate sponsors. In all, sponsorships funded more than $55,000 of the total expenses.

RESULTS

Sales reports were not completed by the June MAXI entry deadline, but the center's merchants indicated increases. The Mask Project generated more publicity for Cherry Creek Shopping Center than any other event in the eight years since its grand opening. The program was continually featured in both major local newspapers and on the four local TV networks. What's more, the gala and the silent auction raised $405,000 for the hospice.

CREDIT

Owned and managed by: Taubman Co.

Professional recognition to: Lisa Herzlich, marketing director; Nick LeMasters, general manager.

Expenses

Copywriting $2,500

Media consultation 5,000

Design 12,000

Event coordination 12,000

Decor 28,164

Exhibit 13,300

Collateral 19,800

Duratrans 1,800

Mask kits 2,500

Photography 2,000

Direct mailings 6,850

Kids' program 1,000

Pampering services 500

Luncheons 5,500

Installation 7,000

Miscellaneous 5,950

Total $125,864