Elvis Lives!

Biggs Park Mall event that saw 20 shoppers realize their dream and become The King for a day.

Elvis sightings have been a regular occurrence since the singer’s death in 1977, but rarely have 800 people reported them at once. Last January, Biggs Park Mall in Lumberton, North Carolina, hosted an event in which 20 shoppers competed for th[...] Tactics Subscribers Read More...

Open House

Entertainment, Sales Promotions & More, Special Events

Lenox Square—one of the largest centers in the U.S.—was undergoing construction and wanted to let shoppers know it was still open for business, with its regular caliber and selection of stores. “A Stroll Through Lenox Square” was created to showcase the center’s 200+ stores to the city’s hosts, the Atlanta Concierge Society members, so they could see everything the mall can offer their guests.

Of the more than 14 million customers who annually visit Lenox Square in Atlanta, Georgia—one of the largest centers in the United States—30 percent come from further than 100 miles away to shop. With the center currently undergoing construc[...] Tactics Subscribers Read More...

Space Station Opens at the Mall

Entertainment, Special Events

Free event offered visitors an Exosquad set, photo ops with the show’s cast, and a chance to win a trip to tour Universal Studios Hollywood.

To capitalize on the popularity of the MCA TV show, Exosquad, Echelon Mall in Voorhees, New Jersey, mixed education and entertainment by setting up a fun and futuristic space station in the mall. According to Special Events Coordinator Grace Spe[...] Tactics Subscribers Read More...

Mardis Gras

Entertainment, Special Events

Some 5,000 shoppers in Kamloops, British Columbia, took part in a five-hour Mardi Gras street party hosted by the Kamloops Business Improvement Area Association. Activities ranged from a dunking tank and apple bobbing to dart throwing and bean-bag tossing. The festivities cost the association $260, and generated $5,765 in revenue.

Shoppers don’t often get the opportunity to take out their frustrations with a sledge hammer on an old car, or sink a municipal official into a dunking tank—unless they live in Kamloops, British Columbia. Last summer, 5,000 area residents[...] Tactics Subscribers Read More...

Every Dog Has its Day

Entertainment, Special Events

While Miss America was being crowned, all eyes were on a group of cute canines at Eastland Center’s “All American Dog Pageant”. Judges assessed the pooches as they competed in swimsuit, talent, and sportswear competitions. The media loved the event, which garnered publicity valued at over $48,000.

Miss America was crowned last September 17, but at Eastland Center in Harper Woods, Michigan, all eyes were glued to a group of cute canines prancing for prizes in the mall’s first All American Dog Pageant. Like Miss America, says Marketing[...] Tactics Subscribers Read More...

Hollywood for the Holidays

Entertainment, Special Events

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.

The traditional arrival of Santa at a shopping center has taken a few turns in recent years, particularly in Los Angeles, California. Last year, Eagle Rock Plaza jazzed up St. Nick’s annual journey by staging his arrival in a red Ferrari. "[...] Tactics Subscribers Read More...

All Dolled Up

Entertainment, Special Events

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.

Last February, Biggs Park Mall in Lumberton, North Carolina, staged a "Pretty in Pink Tea Party and Doll Look-alike Contest" to appeal to its small shoppers. According to Marketing Director Lisa Stanley-Smith, about 30 girls, between one and eig[...] Tactics Subscribers Read More...

Bubble Gum Blowout

Entertainment, Special Events

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

In recognition of those who have mastered the fine art of blowing bubble gum, Lakewood Center Mall in Lakewood, California, hosts an annual "Bubble Gum Blowout Contest" in its center court. In conjunction with Aladdin’s Castle, the two-hour[...] Tactics Subscribers Read More...

The Play’s the Thing

Entertainment, Special Events

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.

After years of bringing high-priced talent to entertain the kids at Penn Square Mall in Oklahoma City, Oklahoma, marketing director Shelley Dixon Bradbury thought it was time to consider an alternative. "I was tired of spending lots of money and[...] Tactics Subscribers Read More...

Signs of the Times

Entertainment, Special Events

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

A visit with Santa Claus is a highlight of every child’s holiday season, yet each year thousands of deaf children are denied the opportunity. For the past five years, Dadeland Mall in Miami, Florida, has invited more than 50 hearing-impaired s[...] Tactics Subscribers Read More...