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SHOPPING CENTER GIFT CARDS

To the Editor:

While I found the recent story in SCT about shopping center gift cards interesting, it did not represent the facts well (“Owners Embrace Mall Gift Cards,” August 2004).

Erroneously, the writer gives Simon Property Group credit for starting the trend, followed closely by General Growth Properties. In 1999, as a marketing director for Madison Marquette and in partnership with American Express, I helped develop and launch the first shopping center gift card. As a result, I was recognized by ICSC in 2000 with a MAXI award for the project. Westfield launched its American Express gift card program shortly thereafter.

I hope you will understand the importance of setting the record straight.

Cristina Bremner, SCMD
Senior Marketing Manager
The Macerich Co. — The Oaks Shopping Center Thousand Oaks, Calif.

SCT welcomes letters to the editor. These may be mailed to ICSC, Attention SCT, Letters to the Editor, 1221 Avenue of the Americas, New York, NY 10020-1099; e-mailed to emander@icsc.org; or faxed to (212) 589-5530.