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.

Montebello Town Center, which focuses on the family market, tried targeting a niche market—expecting parents—by hosting a baby shower. The event was successful: sales increased 16 to 103%, monthly visits increased 79%, and more than $45,000 in national publicity was received.

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.

Mall of America sought to drive early weekday traffic with its “Two for Tuesday” promotion. 25 percent of merchants participated, and Tuesday traffic and sales were increased.

Buena Park Mall gave away 1,000 pounds of sweet onions—and an extra 600 pounds after the first batch ran out—as part of its Mother’s Day promotion. Food court merchants each handed out more than 1,000 samples, and enjoyed sales increases up to 20%.

Attempting to lighten up the annual merchants’ meeting, Baybrook Mall introduced a Jeopardy-style game show designed to test the merchants’ knowledge. The merchants had fun—those who didn’t attend requested another session.

Each April, Canal Place Shopping Centre transforms from a high-end fashion center into a spectacular greenhouse. Sales went up 25% over this 11-day Primavera (“first green”) event.

Palm Desert Town Center rose up to help its community and bolster its image after the local school district lost funding. Customers were given a special token for every $10 spent, which were then gathered and returned by local schools. Winning schools were awarded prizes from their wish lists.

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%.