After the SARS outbreak, Scarborough Town Center created a campaign to thank healthcare workers and stimulate the local economy.

Baby boomers are the largest generation in history, so it’s no surprise that retailers are keen to accommodate them.

Following a ravaging firestorm, four Australian centers got together to thank firefighters and volunteers, and find a way to give back to their ravaged community.

Cloverdale Mall and Clover Leaf Seafoods teamed up to promote the mall’s Tuna Tuesdays food drive, with outstanding results. Originally hoping to raise 10,000 cans of tuna, which would be matched by Clover Leaf Seafoods, the mall instead collected 25,418.

Londonderry Mall gave Canadians the chance to win a guaranteed audition in front of judges for the TV show Canadian Idol. Traffic increased by 16% while contestants faced off.

We look at some shopper entertainment programs offered by malls after Santa’s arrival.

In an interesting marketing twist, Lambton Mall mailed out 30,000 pieces of wrapping paper to local homes. One side of the paper had holiday-themed visuals, while the other side featured a full-color calendar of mall events.

Botany Town Square got to connect with its community during a 4.5 mile Santa parade, which peaked when Santa stopped to pick up a special young friend. Afterwards, Santa turned on the mall’s 27-foot Christmas tree and guests were treated to entertainment for the whole family.

Santa’s arrival at The Galleria at South Bay—in a local traffic helicopter—was among the highlights of weeks of festive activities planned.

We examine some marketing strategies for small centers. Although the numbers constantly change, approximately 45,000 of 47,000 malls in the U.S. are small centers on a shoestring budget.