Though baby races aren’t a new idea, they had never been seen in Huntington Beach Mall’s market. It hosted the First Annual Baby Olympics as part of a two-day expo, appealing to its family market. Merchants approved, sales were up, and 69 tots competed.

To keep kids amused over spring break, Whitby Mall allowed The Wildlife Museum to set up a display of 50 endangered North American animals. A guide supervised the display, answered questions, and conducted free tours.

A look at what it takes to become a world-class mall shopper.

To benefit its retailers and make them better-known, Queen’s Quay ran a treasure hunt of sorts that gave guests a chance to win a $500 shopping spree.

Mama Goose Nursery Raps helped Chris-Town Shopping Center draw traffic to one end of the center undergoing construction. Mama Goose, Humpty D, and MC Gander presented hip hop nursery rhymes in three 15-minute performances each day. The promotion drew around 1,000 people each day.

Shoppers at Forest Village Park Mall witnessed the creation of five dinosaurs over 8 days—from 21 tons of river sand. Public interest was high, and the value of the publicity received was greater than the promotion’s cost.

High-mileage mall walkers at Sierra Vista Mall were acknowledged at a special breakfast, and were awarded with engraved floor tiles of their own.

Kenwood Towne Centre has a history of commitment to the arts, so it made sense for the Cincinnati Symphony Orchestra to set up and promote itself in-centre. The mall enjoyed free publicity, and the symphony’s following concerts saw attendance increases over 20%.

Pet photos with Santa proved to be lucrative for Moorestown Mall, bringing in more than double the entire day’s sales in just one evening.

Melbourne Square’s “Window Shopping” ad campaign used a “Penny Wise” character to share consumer tidbits, product news and trends, and sale information about the mall’s stores. Penny also appeared in a full-page newspaper ad each month, advertising upcoming events.