1998 MAXI Awards

Radio Disney Kids Clubhouse

Located just six miles from Mall of America and within 20 miles of six superregional malls, Southdale Center needed a high-impact program that would combat low leasing, boost slowing traffic and reach out to families -- an untapped market, although 75% of the trade area households had children. Southdale's team realized it needed to find a powerful partner in creating traffic- and sales-stimulating events -- one that could offer not only advertising support, but an attraction. The team targeted the Walt Disney Co.'s media division to maximize trade-out and promotional value. In exchange for $50,000 in advertising commitments to Radio Disney, Southdale received $855,000 in promotional and media support, obtained first right of refusal for all Disney events in the market, and became home to the Radio Disney Kids Clubhouse. A vacant in-line space was transformed into a play area for children and their parents; it was decked out with graphics from Disney movies, a continuously playing Disney TV, Radio Disney broadcasts and an array of toys. Disney activities at Southdale -- such as storytelling and appearances by Disney characters -- are promoted throughout the center with colorful signs topped by Mickey Mouse ears; they are also advertised by Radio Disney and its TV and print partners at no additional cost. Special events are held an average of three times per month, which gives Disney an ongoing presence at Southdale and conveys the center's commitment to families. The high-profile events increased traffic by 30% and gave families a reason to shop at Southdale rather than anywhere else.

Owned by: Concordia Properties.

Managed by: WellsPark Group.

Professional recognition to: Lisa Glenna, CMD, marketing director; Laurel Sibert, SCMD, regional director of field marketing; Tracy Leverson, marketing assistant; Adrienne Davis-Brody, senior vice president of marketing.