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Certification Programs The CDP, CSM, CMD, and CLS designations serve to recognize professionalism, raise standards and improve shopping center industry practices.

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1998 MAXI Awards

A Storybook Christmas

Montebello Town Center used the holiday promotional period not only to increase business, but to bring the community's attention to the widespread problem of illiteracy. The center partnered with the Literacy Network of Greater Los Angeles, local libraries, and the Los Angeles Times' education program. Its holiday decor featured larger-than-life storybooks, with excerpts of classic fairy tales. In-center holiday activities were geared toward interesting children and their parents in books, and included multicultural storytelling and bookbinding workshops, at which families created scrapbook binders. Radio personalities read stories to children on site, and the radio station promoted the program through live broadcasts from the center. Local advertising raised awareness of the literacy program, as did a bilingual parent guide, which the Times inserted into 10,000 newspapers. More than 4,250 children from 17 local elementary schools participated in the center's literacy activities, and more than 500 parents obtained information from the libraries on reading to children. The program generated $43,531 in publicity, and total center sales for the holiday period rose 7.7%.

Owned by: Aetna Life Insurance.

Managed by: Donahue Schriber.

Professional recognition to: Veronica De Silva, marketing director; Judi A. Lapin, vice president, marketing; Kathleen J. Arndt, CSM, general manager; Janis Brown & Associates, ad agency.