In Los Angeles, Eagle Rock Plaza spruced up Santa’s arrival by replacing his sleigh with a red Ferrari. Plans were already in place for next year, when he would arrive in a Jacuzzi-equipped limousine, along with Elvis and Marilyn Monroe impersonators.

Biggs Park Mall staged a “Pretty in Pink Tea Party and Doll Look-alike Contest” for its young shoppers. The inexpensive event was good for community relations, and because the event only lasted an hour, most of the girls and their moms stayed in the mall to shop and have lunch.

Lakewood Center Mall pits 70 contestants, ages 8 to 14, against each other in an annual 2-hour bubblegum blowing contest.

Tired of high prices and mediocre entertainment, Penn Square Mall created “The Penn Square Players”—a six-member theater troupe that performs for children. The Players produce about four shows a year, in parallel to the center’s seasonal themes and activities.

To help ease the frustration of waiting to see Santa, Hamilton Place integrated interactive toys into its Santa set.

Dadeland Mall invited more than 50 hearing-impaired students to visit a special “Signing Santa” and his elves.

Galleria at Tyler has always focused on kids at Christmas, with 3.8 children per household and almost 200,000 students in its primary market. The mall hosted a pajama party to tie into the arrival of Santa, drawing inspiration from The Night Before Christmas, and had a turnout of 1,500 children.

Shoppers at Mall of Orange had the chance to win their own Valentine’s Day gift. Shoppers chose three gift items worth $150 from over 50 stores, listed them on an entry form, and deposited it in an entry box. The mall purchased three winners’ #1 prizes for them. The merchants were pleased with the extra, cost-free traffic.

Woodbine Centre combined a direct mail piece, a window display contest and free giveaways for its Valentine’s Day promotion.

Sheppard Centre aimed to include everyone in its Valentine’s Day promotion, “Follow Your Heart to Sheppard Centre”.