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ICSC honors marketing excellence with 2019 MAXI Awards

May 19, 2019

Marketing is essential to maintaining healthy sales and traffic at every retail property. Advertising, social media, events and other strategic campaigns help retail properties connect with their surrounding communities. That’s why ICSC honors the most innovative and exciting new ideas each year with the MAXI Awards. The MAXI Awards recognize events, programs and technology that add value to shopping centers and companies across the U.S. and Canada. Categories are designed to recognize the evolution of the industry, while rewarding creativity and innovation. This year’s award winners were honored last night at a ceremony at the Wynn Hotel. Visit icsc.org for a complete list of honorees.

EXPERIENTIAL

> Centers under 500,000 square feet

Spring is in the Air Floral Experience
Galleria Edina, Edina,  Minn.
Owner/Management Company:  Hines

Spring is in the Air Floral Experience featured 25 spectacular indoor gardens and floor to ceiling vignettes composed of more than 100 different varieties of flowers, plants and trees.  The 15-day long event generated year over year increases of 60 percent in traffic and double digit increases in center retailer sales, as well as significant online and traditional media attention that included 71 minutes of television coverage.

> Centers over 500,001 square feet

Vignettes Design Series Showcase
Edmonton City Centre,
Edmonton, Alberta, Canada
Owner/Manager:  Oxford Properties Group, CPPIB

The series transformed  vacant centre space into a dynamic and immersive art gallery, featuring 15 unique exhibits for guests to explore secret rooms, swing on a swing, or play with puzzles and sound boards. The Pop-Up venue was open to the public 3 days a week from September through to December and attracted 12,500 visitors, generated nearly 214,600 social media impressions, and media coverage with an audience of 1.1 million.

> Centers over 500,001 square feet

TASTE
Westfield Century City, Los Angeles
Owner/Management Company: Unibail-Rodamco-Westfield

Westfield Century City’s inaugural TASTE festival allowed visitors to sample the wares of new and notable food retailers and wine purveyors in an immersive and accessible space.  The two -day long event included cooking demonstrations, exclusive promotions, and live entertainment, and was attended by 674 ticketed guests, with event proceeds of over $26,000 being donated to a local non-profit food organization supporting people with serious illnesses.

LAUNCH

> Centers under 500,000 square feet

People of Colony Square
Colony Square, Atlanta, Georgia
Owner:  Lionstone Investments and North American Properties
Management Company:  North American Properties

The People of Colony Square’s 17 inspiring and human stories have been viewed nearly 4,000 times on the center’s website and through social media channels, with plans underway for an additional 50 profiles.

> Centers over 500,001 square feet

Market & Co. Grand Opening
Newmarket, Ontario, Canada
Owner/Manager:  Oxford Properties Group & Canada Pension Plan Investment Board

A six-month campaign to launch the centre’s food market generated more than 100 million paid, earned and digital impressions and delivered a return on investment of 791 percent.

REVENUE

> Centers under 500,000 square feet

Event and Advertising Platform
THE BLOC, Los Angeles, California
Owner: National Real Estate Advisors
Management Company:  CBRE

The BLOC’s new platform includes a year-long roster offering trendy and relevant events, brand activations, pop-up shops, and public art installations, garnering 74.4 + million media impressions.

> Centers over 500,001 square feet

Rosedale Center’s Rose & Loon
Rosedale Center, Roseville, Minn.
Owner:  Morgan Stanley
Management Company:  JLL

The 4,000-square foot outlet features a collection of locally made merchandise crafted by 44 local makers.  The boutique engaged more than 8,300 social media users, and is projected to top $1 million in sales in 2019.

The Holidays Made By Tiffany
Yorkdale Shopping Centre
Toronto, Ontario, Canada
Owner:  Oxford Properties Group & AIMCo.

Yorkdale secured Tiffany as a sponsor for their Holiday campaign featuring a 30-foot tall Holiday tree adorned with 5,000 ornaments, and a pop-up shop fronted by the brand’s giant mascot robot.

IMPACT

> Centers under 500,000 square feet

Geo-Targeted & Weather-Triggered Digital: Turning The Tide
Sanibel Outlets, Fort Myers, Florida
Management Company: Dahlmann Properties

The innovative digital media campaign employed geo-targetting technology combined with weather-triggered advertising to engage and lure online visitors to the outlet centre.  The five-month long campaign attracted more than 65,000 visitors and generated attributable sales of nearly four million dollars.

Aloha Winter Rollerland
Eastridge Center, San Jose, Calif.
Owner:  Pacific Retail Capital Partners & Goldman Sachs

Eastridge Center capitalized on the community’s nostalgia for a defunct roller rink, to transform a vacant sporting goods store into the new Aloha Winter Rollerland.  The rink features selfie-worthy murals painted by local artists, and offers a variety of themed sessions such as Skate Date

IMPACT

> Shopping Centers over 500,000 square feet

Chinese New Year
The CORE, Calgary, Alberta, Canada
Owner:  Ivanhoe Cambridge and AIMCO
Management Company:  Cushman & Wakefield

The themed campaign generated year over year increases of 25 percent in traffic, 7.8 percent in retailer sales, and 15.5 percent in luxury fashion sales, and nearly $194,000 in promotional gift card sales.

> Company

Grocery Focused. Retailer Centered. 3D Campaign
Phillips Edison & Co., Salt Lake City, Utah

Phillips Edison & Co. combined striking visual images enhanced by 3-D technology, with humorous headlines and wordplay, to promote their Grocery Focused—Retailer Centered commitment.

INNOVATION

> Centers under 500,000 square feet

Sky-High Event Series
Colony Square, Atlanta
Owner:  Lionstone Investments and North American Properties

Colony Square hosted a series of  events on a helipad 22 stories above the ground, offering skyline views  and entertainment.

Cinco de Derby Event Takes Festive Approach to Educating Public on New Sip & Shop Law
Fairfax (Va.) Corner
Owner/Manager:  Peterson Cos.

An event celebrating Cinco de Mayo and the Kentucky Derby to promote a newly granted open container license.   

Forge
Ala Moana Center, Honolulu
Owner/Manager:  Brookfield Properties

Ala Moana Center’s Forge Initiative offered a digital employee sharing platform that allowed retailers to access a database of qualified personnel to fill shifts, while reducing training, managerial, and operating costs.

INNOVATION

> Centers over 500,000 square feet

Lloyd Local
Lloyd Center, Portland, Oregon
Owner:  CAPREF II Lloyd Center LLC / EB Arrow
Manager:  Cypress Equities

More than 125 community based brands were given the opportunity to pop-up at the ‘Lloyd Local’ market, a new concept retail zone spanning more than 32,000 square feet.

> Company

Love, Bleecker
Brookfield Properties, New York City
Owner: Brookfield Properties

Brookfield aquired seven empty properties on New York’s Bleecker Street and established a residency program for a collective of emerging artists.

Phillips Edison & Co.: Innovative
Sales Tools
Phillips Edison & Co., Salt Lake City, Utah

In 2018 the firm launched an informational video highlighting the PECO model of hands-on operators, and a comprehensive white paper detailing the benefits of necessity based real estate, as part of their multi-faceted strategy to attract new investors.

>10K (A highly efficient and effective initiative, technology, event or program that was achieved with a total budget of $10,000 or less and generated significant results while demonstrating ingenuity.)

> Centers under 500,000 square feet

Heart of Our City
Intercity Shopping Centre, Thunder Bay, Ontario, Canada
Owner:  HOOPP
Management Company: Morguard

A social media campaign featuring residents and employee sharing stories of acceptance, diversity, and how the human spirit can rise above hardship.  The campaign generated comparable period increases of 7.4 percent  in center traffic, and 14.6 percent in center sales.

Dinosaur Trail Exhibit
Lansdowne Place, Peterborough, Ontario, Canada
Owner:  Healthcare of Ontario Pension Plan
Management Company:  Cushman & Wakefield

The center partnered with a local reptile zoo to transform a vacant space into a one-of a-kind experience offering visitors the opportunity to walk amongst 22 life-size animatronic Dinosaurs. The experiential campaign held over the March school break, attracted 10,000 visitors.

IMPACT 

> Centers over 500,001 square feet

Christmas in July
Hawthorn Mall, Vernon Hills, Illinois
Owner/Manager:  Centennial

Hawthorn Mall’s ‘Christmas in July’ Event earns Gold…the festive event to benefit a local toys for tots charity, included an elf on the shelf scavenger hunt, gift give-aways, special offers and promotions, and the opportunity to have a photo taken with Santa in exchange for a toy donation.

> Company

Retail Intel Podcast Series by Phillips Edison & Co.
Phillips Edison & Co., Salt Lake City, Utah

Phillips Edison & Co.’s Retail Intel podcast series featured PECO personnel, industry experts and guests from major brands, exploring and discussing emerging trends, insights and hot topics in the commercial real estate industry.  With an investment of just $5,900, the 15-episode series has been played 4,300 times.

COMMUNITY

> Centers under 500,000 square feet

Manhattan Town Center: Cornerstone of the Community
Manhattan (Kan.) Town Center
Owner:  UrbanCal Manhattan Town Center, LLC
Management Company:  CBRE

The center hosted free events to gain acceptance for a sales tax increase towards improving the property.  The campaign successfully convinced elected officials, and resulted in becoming the city’s first Community Improvement District property.

Atlantic Station Stops “Traffick”
Atlantic Station, Atlanta
Owner:  Morgan Stanley
Management Company:  Hines

The center partnered with authorities, officials, and the Street Grace organization to raise awareness for Atlanta’s child sex trafficking epidemic.  Morning hour traffic stopped, as 72 school buses representing the 3600 children sold into slavery each year, travelled as a convoy through city streets.

Enchanted Balloon Garden
Regency, Richmond, Virginia
Manager:  Cushman & Wakefield | Thalhimer

More than 50 balloon artists from around the world travelled to Regency Mall to recreate Richmond’s iconic botanical garden using nearly 30,000 balloons, as a living tribute to a terminally ill local artist.

> Centers more than 500,001 square feet

The Waterfront
Homestead, Pa.
Owner:  BIG Shopping Centers USA and M & J Wilkow

The Waterfront ensured Pittsburgh’s Jewish residents could safely attend the annual Channukah Festival of Lights Event, following the tragic shooting at a nearby synagogue.

Woolsey Fire Relief Efforts
Westfield Topanga & The Village
Canoga Park, Calif.
Owner/Management Company:  Unibail-Rodamco-Westfield

The center became a safe haven for first responders and residents fleeing the Woolsey Fire that engulfed the region in November 2018.

> Company

Soupçon de rose: One step closer to beating breast cancer, one soup at a time
Verdun, Quebec, Canada
Manager: Sandalwood Management Canada ULC

Volunteers rallied together to sell locally produced, all-natural soup kits at 12 different shopping centers throughout Quebec to support the Quebec Breast Cancer Foundation.

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