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Shopping Centers Today -> February 1998
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New category for MAXI Awards
In an effort to recognize the role of nontraditional marketing strategies and operational approaches in maintaining and increasing the value of shopping centers, ICSC has added a "Center Productivity" category to the MAXI awards, the shopping center industry's annual salute to marketing excellence. The new award replaces the "Overall Marketing Campaign" category.
"Center Productivity" encompasses tenant remerchandising programs, major operational improvements and efficiencies, sponsorship programs and other nontraditional marketing and income production. Entries may reflect a single, team or multidisciplinary approach.
"As the shopping center industry is now in a mature phase and competition for center productivity is greater than ever before, executives at all levels and in all disciplines are focused on innovative programs to increase property value and benefit their centers. This new category specifically recognizes strategic plans involving cross-disciplines aimed to increase revenue or operational efficiency," said Alberta Davidson, SCMD, the 1998 MAXI Awards chairperson and vp of corporate marketing for TrizecHahn Centers, San Diego.
The 27th annual MAXI Awards will be presented Sept. 15 at the Masonic Auditorium in San Francisco. Entries for this year's awards are due by June 9.
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