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.

Hansen Planetarium set up an exhibit at ZCMI Center during National Space Week. For spending $50 in the center, shoppers could receive a ticket as a gift-with-purchase. Mall traffic was up, and the Planetarium achieved increased public awareness.

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.

Recognizing that much of its trade area is of Chinese descent, Markville Shopping Centre tied its January sidewalk sale into the Chinese New Year. A six-foot red rooster was set up in center court; shoppers over 18 could pluck a feather for a chance to win a $10 or $50 mall gift certificate. All pluckers received a fortune cookie and a ballot to win a $500 shopping spree. January sales were up 25 percent from the previous year.

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

In 1991, North Dartmouth Mall implemented H.I.R.E. (Helping Individuals Regain Employment) to mitigate the region’s 18% unemployment rate. As of July 1993, the unemployment rate had dropped to 12%. Aside from an occasional ad, the only cost to the mall has been empty store space. The benefits: creation of disposable income, and an increased sense of loyalty to the mall.

The Roswell Mill partnered with 35 local food and beverage purveyors for a “Taste of Roswell” fundraiser. Tickets were sold at the door for 50 cents, and food or drink samples generally cost 3 to 6 tickets each. Proceeds benefited a museum being established.

Hampton Towne Centre celebrated its 17-year anniversary by unveiling its new branding and hosting a Home Show. Richard Karn (“Al”) and Pamela Anderson (“Lisa”) of TV’s Home Improvement made appearances and signed autographs.

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.

Woodland Mall’s Kids Club program, based on a preferred shopper card for children, offers members discounts or special offers in over half of the center’s stores. A Kids Clubhouse was developed to add fun for the children, and give parents free time to shop.