MID ATLANTIC AND CENTRAL REGIONS

COMMUNITY PLAY BOOKPROVIDED BY THE BEST AND MOST ENTHUSIASTIC MARKETING DIRECTORS

April 30, 2016

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TO THE MID ATLANTIC AND CENTRAL REGION MARKETING DIRECTORS

AND STAFF…

WE THANK YOU…For providing best practices of Simon Community Events throughout the region. This is a culmination

of your energies, creativity and enthusiasm to provide your mall, your talents and your ingenuity in order to achieve a stronger community.

You are the face of your mall. You are a pillar in your community.We hope you find these examples inspiring as we continue to drive our leadership forward as a

community partner.We are proud of what we have achieved and look forward to building on that success.

Sincerely,Community Relations

Dewayne Herbert, Tarasina SchnellerDenise Murray, Heather Taylor, Andrew Dunn

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COMMUNITY RELATIONS TOPICS

1. Animal Shelters Page 32. Christmas Page 73. Community Relations Page 234. Education, University and SyF Page 535. Family Fun Page 616. Fundraising and Food Drives Page 727. Merchant Support Page 858. Seniors Page 879. Special Needs Page 8910. Wellness Page 91

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ANIMAL SHELTERS

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HAMILTON TOWN CENTER – RESCUES & RUNWAYS PRESENTED BY MAURICESOverview:Maurices hosted their annual Rescues & Runways event this past fall with all proceeds benefiting Waldo’s Muttley Crew, a local animal rescue shelter.

Components: Waldo’s Muttley Crew brought rescue dogs who

were available for adoption The dogs were escorted down the runway by

models from Maurices

Results:• A few Hamilton Town Center retailers

participated by providing raffle items which were auctioned off to benefit Waldo’s Muttley Crew

• The host of Pet Pals TV was the MC for the event

• A cameraman with FOX 59 was in attendance to interview the Store Manager of Maurices and the host of Pet Pals TV

DOG AVAILABLE FOR ADOPTION WALKING THE RUNWAY WITH AN EMPLOYEE OF MAURICES

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KING OF PRUSSIA - VALENTINE’S PET ADOPTION EVENTOverview: • The Delaware County SPCA held a Valentine’s Day pet

adoption event in the Macy’s Court on February 13.

Components:• The SPCA brought out puppies and older dogs for

adoption and hosted Cat Adoption at the PetCo nearby.• Retailers partnered with the SPCA by offering auction

items or other special promotions.• The SPCA drove traffic to the event by posting on social

media and using our handles.

Results:• The SPCA found new “furever” homes for all 32

animals.• This event has become a traffic-generator and a huge

goodwill-building program over the course of the past two years.

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KING OF PRUSSIA VALENTINE’S PET ADOPTION EVENT

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CHRISTMAS

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LEHIGH VALLEY MALLSIGNING SANTA

Overview: A special event held for hearing impaired children and their families. The event was held Friday, December 4 from 9-10am. The event is held prior to mall opening with activity at a minimum.

Components: • Children visited with Santa and had their photo taken.• Children received a special gift bag.• Coloring Stations was provided.

Results:• Approximately 50 in attendance.• Media coverage on WFMZ69, The Morning Call, The Express

Times, Lehigh Valley Live and Mcall.com with 11,065,410 impressions!

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APPLE BLOSSOM MALLSALVATION ARMY KETTLE KICK-OFF Overview:Annual kettle campaign to solicit donations and Angel Tree program.

Components:• Staged press conference in Court with print, broadcast

and radio media outlets in attendance

• Bell ringers stationed outside 3 mall entrances serving as mall greeters while soliciting donations

• Angel Tree display with kids names available to mall shoppers

Results:• *800 raised in positive press

• Significant fund-raising for Salvation Army

• Positive goodwill for Apple Blossom Mall

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APPLE BLOSSOM MALLSALVATION ARMY KETTLE KICK-OFF

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BRIARWOOD MALLBEYOND BELLS – THE SALVATION ARMY

Overview:In order to provide needed support to The Salvation Army, while eliminating the Bell Ringing that is not conducive to an interior mall environment, we created Beyond Bells.

Components: The program evolved with the association of the SAI Alumni

(professional women performers) Sigma Alpha Iota International Music Fraternity Pontchartrain

Alumnae Chapter, provided professional holiday music as their annual service project.

Results: By the third year, they received a national award for their

efforts, and the mall hosted 56 hours of live performances through the holiday season, and was sponsored by Cumulus Radio.

It is great for the mall, community and guests, and can be duplicated nationally, as both The Salvation Army and the SAI Alumni exist in most mall markets.

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PHOTOS OF PERFORMANCES

Shop with the Pacers Pacers purchased $5,100 Giftcards for 51 youth members at Sheperd Community Center to enjoy a Holiday Shopping Spree and dinner with 7 Pacers as well as Pacemates and Boomer. Finish Line gave all the members 25% discount and Santa Photos compliments of Circle Centre Mall.

"The people who worked at Aeropostale were INCREDIBLE.  They pulled every coupon off of every place they could, combined coupons, took money out of their wallets to finish paying for kids bills, etc.  They were amazing.  And of course the Finish Line employees were fabulous.  They were so helpful and fun and efficient!  I could tell they were ready for us!" 

“Hi Tricia, I just wanted to thank you again for hosting our annual Shop with the Pacers event last night! You and everyone on your staff was so a pleasure to work with! Hope you have a wonderful holiday season!”Kelli TowlesDirector, Community Relations, Indiana Pacers

http://indianapolis.suntimes.com/indiana-pacers/7/94/367759/shop-with-the-pacers-brings-cheer-to-local-kids

http://www.nba.com/pacers/shop-pacers-brings-cheer-local-kids-151210

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LEHIGH VALLEY MALLGIVING TREE

Overview:A yearly holiday program which benefits The Children’s Home of Easton. The Children’s Home of Easton is a private, nonprofit organization established which provides a caring, nurturing environment for children in need, as well as, assistance to their families. 

Components:• Gift tags with names of children and their gift wish are

placed on a tree in the Mall’s common area. Shoppers choose a tag, purchase the gift and return it to the Mall to forward to The Children’s Home.

• The tree was on Mall from November 30-December 18.• Volunteers from The Children’s Home wrapped the gifts.

Results:• 125 Gifts were collected at an average of $25 each.• Total gift value was $3,125.

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LEHIGH VALLEY MALLHOLIDAY GIFT WRAP / SHOPPER LOUNGE

OVERVIEW:• Utilized a vacant space for our annual gift wrapping

program and added a shopper lounge.

COMPONENTS:• Camelot for Children (a non-profit organization that

provides a social gathering place to seriously, chronically, terminally ill and disabled children) provided volunteers to wrap gifts for a nominal fee over the holiday season.

• Extra space was furnished with soft seating and a holiday movie viewing station, snacks and water.

• The Gift Wrap / Shopper Lounge was open from December 4 – December 24.

RESULTS:• 2,600 gifts were wrapped for over 1,100 customers.• Camelot for Children raised over $6,500 and Simon

Youth Foundation received over $1,500.

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SOUTHRIDGE MALL GIVING TREE • Overview: This Holiday Season, Southridge collaborated with a local Mommy Blogger Group to host a “Giving Tree” at the mall. The tree and items collected, benefited the Sojourner Family Peace Center, which is committed to transforming lives impacted by domestic violence. This ‘Mom’s Helping Families’ charitable partnership, tied in perfectly to the mall’s family positioning and marketing strategy to increase and activate Mom and family driven programming.

• Components: A “Giving Tree” launch reception to kick off the gift collection, in early

December Authentic Blogs, FB Posts and Tweets provided by the Mommy Blogger ‘Wrap Party’ at the mall, with area Mom’s and local girl scout troops,

wrapping the gifts collected . With each gift, an inspirational message and hand written note of encouragement, was also attached

• Results: Exposure to thousands of area Mom’s, via social and digital outreach

provided by the Mommy Blogger Opportunity to engage with local Mom’s and the ‘influencer’, “My

Milwaukee Mommy” Direct mall store sales resulting from gifts purchased for the “Giving Tree” Hundreds of items donated to the Sojourner Family Peace Center

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MOVIES UNDER THE STARS-CLASSIC HOLIDAY MOVIE NIGHTS

Overview: Classic Holiday Movies projected against the wall in Sears court on two Sundays in December

A Christmas Story December 13

It’s a Wonderful Life December 20

FATHER AND SON ENJOYING THE MOVIE WITH SOME TREATS!

Components: Sponsored by Sears-revenue $1,500

Partnership with Wazy 96.5 (free radio advertisements and sound provided)

Goodrich Theaters-Eastside 9 (provided projector)

4-22”X28” Signs throughout mall

1-Sky Banner by Play Area

Results: Revenue generated

Added value to shopping experience

Free radio advertisement

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WHITE OAKS MALLSALVATION ARMY KETTLE KICK-OFF Overview:Annual kettle campaign to solicit donations and Angel Tree program.

Components:• Staged press conference in Center Court with print,

broadcast and radio media outlets in attendance

• Bell ringers stationed outside 3 mall entrances serving as mall greeters while soliciting donations

• Angel Tree display with kids names available to mall shoppers

Results:• Significant fund-raising for Salvation Army

• Positive goodwill for White Oaks Mall

• http://newschannel20.com/news/local/salvation-army-kicks-off-red-kettle-initiatve

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WHITE OAKS MALLSALVATION ARMY KETTLE KICK-OFF

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COMMUNITY RELATIONS

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APPLE BLOSSOM MALLPATSY CLINE MUSIC FESTIVAL KICK-OFF EVENTOverview:Hosted the Patsy Cline Music Festival Kick-Off Event on Friday, September 3 from 7 pm to 8:30 pm in partnership with Celebrate Patsy Cline to support our native celebrity from Winchester, Virginia

Components:• Live Acoustic Performances

• Cowboy Hat Decorating Station

• $.50 Throwback Ice Cream Floats

• Trivia Contest

Results:• Received $4k in free media and print publicity

• Brought a new local signature event to the mall

• Promoted by Mall Website, 22x 28s, & E-mail Blast

• Celebrate Patsy Cline promoted the event in local newspapers, local magazines, and on the radio

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APPLE BLOSSOM MALLPATSY CLINE MUSIC FESTIVAL KICK-OFF EVENT

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APPLE BLOSSOM MALLPATSY CLINE SING-A-SONG CONTEST

Overview:Apple Blossom Mall partnered with “Celebrate Patsy Cline” foundation to host a Patsy Cline Sing a Song Contest. Contestants from as far as Connecticut and New York came to participate in the contest. The winner will perform again at the mall at the Patsy Cline Memorial Kick Off Event in September.

Components:• 20 contestants performed live on-stage Patsy Cline Song• Elvis impersonator and Patsy Cline official singer performed during

breaks. • Awards ceremony followed the event.

Results:• Over 350 people in attendance.• Mall received $3,000 in print publicity. • Great community support that came out to watch the performance. • Promoted by Website, Facebook, Newspaper, and 22x28 signs in

the mall.

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APPLE BLOSSOM MALLPATSY CLINE SING-A-SONG CONTEST

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BATTLEFIELD MALLSEVERE WEATHER AWARENESS EXPOOverview:• Battlefield Mall hosted the annual Severe Weather Awareness Expo on

February 27th.

Components:• The event had several vendors in attendance including our local news stations

(KY3, KSPR, KOLR10, and KTTS)

• National Weather Service, and KSPR were our main participants for this event.

• Others vendors included Salvation Army, NWS, local weather stations and the Office of Emergency Management.

• National Weather Service provided a tornado simulator along with a two way computer screen allowing people to actually see the inside of their weather lab.

• KSPR hosted a Weather Jeopardy and gave away prizes to the winners.

• Ozarks10 had Griffey the weather dog here for a meet and greet

Results:• The event was advertised through email blast, text blast, social media, 22x28’s

and our website.

• PR Coveragehttp://www.weather.gov/sgf/SevereWeatherAwarenessExpo

http://www.scrippsmedia.com/1067theriver/news/Severe-Weater-Awareness-Expo-At-Battlefield-Mall-Saturday-370308101.html

http://www.ky3.com/news/local/severe-weather-awareness-expo-will-take-place-at-battlefield-mall-on-sat/21048998_24747264

http://www.ozarksfirst.com/news/severe-weather-expo-yesterday

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BAY PARK SQUARENATIONAL WEAR RED DAY

• Overview: – On Friday, February 5th from 11 a.m. to 3

p.m. Bay Park Square partnered with the local chapter of the American Heart Association to raise awareness of heart disease in women on National Wear Red Day.

• Components:– Midday snacks were given to anyone

wearing red, courtesy of Subway.

• Results:– 250 mall employees and shoppers wearing

red.

– Great customer and mall employee feedback about the event.

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BRIARWOOD MALLLUNAR NEW YEAR CELEBRATION 2016

Overview:Provide live entertainment and activities to engage with the Asian community on two Saturdays.

Components: Tai chi demonstrations, Children’s folk dance Traditional dress fashion show, Waist drum demonstrations, Dragon dance and lion dance parade, Activity tables, and more. On mall signage promoted the event, along with email

blasts, social media and website promotions.

Results: 750+ people in attendance for a first-year event. Retailers such as Michael Kors reported substantial in-store

sales records, beating out Somerset same-day sales. Increased mall traffic throughout the month Strong social media postings, over 50+ videos, of families

and their experience found on YouTube and more.

BRIARWOOD MALLCHINESE NEW YEAR CELEBRATION 2016

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DRAGON PARADE

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THE EMPIRE MALLCOFFEE WITH A COP

Overview:The Empire Mall hosted its first Coffee with a Cop event on Saturday, December 12 from 9am-5pm. The event was co-sponsored by Caribou Coffee. The purpose of the event was to allow residents of the community to ask questions of our local law enforcement officers. Because of the success of the event, the Sioux Falls Police Department approached us to host the event again.

Components:3 – 22x28100 flyers

Results:Law enforcement and community goodwill.150 guests in attendance.All three local news stations covered the event.Provided $1200 in additional leveraged police hours.

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EMPIRE MALLPROJECT BLUE LIGHT

Overview:The Empire Mall hosted the Sioux Falls Police Department for the fifth annual Project Blue Light event. The event was held on Thursday, October 22 from 6:30pm-7:30pm in Center Court. Project Blue Light honors those fallen in the line of duty.

Components:• 4 - 22x28 posters listing the names of those fallen.

• Lighted blue tree displayed October - December.

Results:Law enforcement and community goodwill.200 guests in attendance.All three local news stations covered the event.

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FASHION CENTRE AT PENTAGON CITYLUNAR NEW YEAR CELEBRATION 2016

Overview:On Saturday, February 13, 2016, Fashion Centre at Pentagon City celebrated the turn of the Lunar calendar with a special Asian New Year event.

Components: • Live entertainment – musical performances & dances• Dragon Parade and Lion Dances• Two fashion shows• Retailer activations & discounts

Results:• 600+ in attendance.• Kate Spade “We had a 40% increase of

traffic, and a 42% increase in sales.” Kelly, Manager

• Michael Kors “Overall Saturday was solid. There was a lot of traffic. So, the event helped, and there was alot of our clientele in the mall.” Nicholas, Manager

• Press coverage, social media postings and Facebook Albums.

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LUNAR NEW YEAR CELEBRATIONFASHION CENTRE AT PENTAGON CITY

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LUNAR NEW YEAR CELEBRATION

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FASHION CENTRE AT PENTAGON CITY –MOSAIC INTERNATIONAL SHOWCASE

Overview:On Saturday, October 24 & Sunday, October 25, 2015, Fashion Centre at Pentagon City celebrated art, music and dance from around the world with Mosaic International Showcase Event.

Components: • Live entertainment – musical performances & dances from Asia, Africa, Central and South America.• Dragon Parade and Lion Dances• Two fashion shows• Retailer activations, sampling and discounts

Results:• 1,000 + in attendance.• Increase traffic and sales – Food Court was packed!• “This was our first sampling event at the mall. The event

helped to drive traffic and awareness to our store.” We will do it again next year.” Heon, owner of Cinnabon.

• “The event was great. We had a good response from the sampling. We gave away almost a 1,000 pretzel bites and samples.” Joon Lee, Auntie Anne’s.

• “We love participating in the events. Traffic and sales were up the entire weekend.” Christine, manager of LUSH

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FASHION CENTRE AT PENTAGON CITY MOSAIC INTERNATIONAL SHOWCASE

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KING OF PRUSSIATASTE OF THE SUBURBS

Overview:King of Prussia hosted the 5th annual “Taste of the Suburbs”, a private fundraising benefit coordinated by the King of Prussia Rotary Club and benefitting the King of Prussia Volunteer Fire Department and a variety of community programs sponsored by The Rotary Club. The event took place on a Sunday night after the mall closed.

Components: • Over 30 King of Prussia restaurants and a number of local wine and

beer distributors sampled menu items and beverages in the Lord & Taylor and Neiman Marcus courts of The Plaza.

• The Upper Merion High School Hand Bell Choir performed as guests arrived.

Results:• Over 500 people attended, having pre-purchased tickets at $40.00

each.• Numerous county and township officials, area business owners and

influencers attended. • 12 King of Prussia mall restaurants participated. • The event raised over $30,000. • 7 online sites pre promoted the event, including 6ABC.com,

CBSLocal.com, MainLineToday.com and Philly.com. HH impressions totaled over 8.5 million.

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KING OF PRUSSIATASTE OF THE SUBURBS

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MALL AT TUTTLE CROSSINGCITY OF DUBLIN’S COMMUNITY VOLUNTEER RESOURCE EXPOOverview:• The City of Dublin Community Volunteer Expo brought together non-profit

organizations from across Central Ohio who were actively looking to recruit new members and/or leaders. If you’ve been wanting to get more involved in the community, this was your opportunity to learn about these organizations and find the one that was just right for you. A joint effort between the Dublin Chamber and the City of Dublin, the Community Volunteer Resource Expo was a free event and open to the public. Event was held in the Food Court and took place on Tuesday, April 12, 2016, from 5:00pm – 9pm.

Components: Partner with sponsor the City of Dublin to help the Dublin/Columbus community

to increase volunteer participation. An executive leadership class was also held the same day in conjunction with the event.

20+ non-profit companies participated some include Girl Scout’s of America, Columbus Metropolitan Library, Dublin Special Olympics, Dublin Food Pantry, and more.

Cheryl’s Cookies provided our Dublin Executive Leadership Class with specialized shamrock cookies to represent the City of Dublin

Results:• Attendance: 500 +

• SBV Revenue: $500 + Community Tie In

• The Food Court Merchants and Cheryl’s Cookies all saw increase in traffic to their stores from this event. Most reported 5-10% increase

• PR Coverage – City of Dublin website and social media outlets before, during, and after event

• Raised over 100 volunteer sign ups

• Great feedback from merchants, attendees, and the community on this event.

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MALL AT TUTTLE CROSSINGCITY OF DUBLIN’S COMMUNITY VOLUNTEER RESOURCE EXPO

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ROSS PARK MALLLUNAR NEW YEAR CELEBRATION• Overview:To help the Asian community celebrate the Lunar New Year, Ross Park Mall partnered with Idea Foundry. This demographic is of great importance to the luxury brand retailers of the shopping center and continues to grow each year.

• Components:The partnership invited community entertainment into the shopping center to help celebrate on Saturday, February 6th.Luxurious red lanterns were installed in the luxury wing and above the food court, as well as messaging and branding at Guest Services.

In addition, a shuttle was scheduled for easy transportation from the Oakland section of downtown Pittsburgh.

• Results:This performance resulted in positive public relations, good will in the community and future opportunities to grow the program.KDKA TV produced a story on the event.Contacts were made to grow the event next year including a dragon dance and martial arts demonstration.

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ROSS PARK MALLLUNAR NEW YEAR CELEBRATION

Mike - “Congrats and thanks for the work around Lunar New Year! Our sales manager, Sarah, caught a few minutes of the performances in center court and said it was great. The welcome sign and signage below the lantern look nice too. My new VP is visiting on Wednesday, so my plan is to share the mall's efforts with Chinese customers with her.” Tracy Kucera, Director of Tiffany & Co.

Luxury Retailer Feedback:

Public Relations Coverage:

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ROSS PARK MALLLUNAR NEW YEAR CELEBRATION

DAYA POP STARPERFORMANCE AND MEET & GREETOverview: Local high school student and up-and-coming pop recording star DAYA gave free performance on Halloween weekend in front of Target to promote the release of her new single, available exclusively at Target.

Components: • Concert stage with pop star and radio celebrity appearances

and live digital interviews.

• Simon Rewards VIP seating area and chance to win Tickets to Halloween event hosted by radio station.

• Target check out counter in common area to ring up her newly-released CD for guests.

• Meet and Greet for fans and customers after concert.

Results: • Over 500 young adults and parents attended the event.

• Over 50 Simon Rewards sign ups

• The Mall received over $14,000 worth of media publicity.

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SUMMIT MALLCHAMBER SCAVENGER HUNT

Overview:Summit Mall 50th Anniversary Ribbon Cutting Ceremony

Components: Non-revenue generating event Mall provided refreshments from food court restaurants Promoted by all 4 Chambers of Commerce of which mall is

a member City of Fairlawn offered Proclamation

November 16, 2015 – Summit Mall Day Garnered great publicity through Chamber channels as well

as press in local publications/web news outlets

Results: Approximately 40-50 attendees Solidified relations with Chambers and City Council Community goodwill

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WOODFIELD MALLCHARACTER CARAVAN

Overview:• This one-of-a-kind free event, presented by Meet Chicago

Northwest, was held in Grand Court on Saturday, June 20, 2015. The event showcased the area’s many attractions and their beloved mascots with fun contests, games and giveaways.

Components:• We had 15 participating local attractions including 9 mascots

along with representatives from the Schaumburg Boomers, Top Golf, Lyrical Opera and more.

• A free print ad promoting the event was printed in The Daily Herald along with targeted advertising in the Chicago and Milwaukee markets.

Results:• Over 350 members of the community in attendance throughout

the event• Reinforced ties with Meet Chicago Northwest and the local

community by providing a fun family-oriented event open to everyone.

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WOODFIELD MALLCHARACTER CARAVAN

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WOODFIELD MALLCHINESE NEW YEAR CELEBRATION

Overview:• Event was held on Saturday, February 20, 2016 from 12:30-2:30 pm in Grand

Court. This event was the first annual celebration of Chinese New Year at Woodfield Mall.

Components:• Seven Star Lion Dance Group performed two lion dance performances at 1 pm

and 1:30 pm with live music including a drum, gong, and symbol. Volunteers were able to participate in the traditional feeding ceremony by feeding the lion lettuce, 2 oranges, and a red envelope filled with money. After the feeding ceremony was completed, the Lion gave guests gold chocolate coins which symbolizes, “money to oppress the monster.”

• Teavana participated by providing guests free samples of a variety of Chinese teas.

• Xilin Chinese School held a Chinese Calligraphy table and wrote names of guests in Chinese.

• The school also provided a paper fish craft table. Fish during Chinese New Year represents the symbol of fortune.

Results:• Over 600 guests attended the event in Grand Court• “We had at least a 10% increase in transactions that day!  So it was great

exposure for us, can't wait to see what you guys come up with next!” – Teavana Store Manager, Ro’Shonda Wright

• Event received $4,500 in PR ad value and over 7 million impressions

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WOODFIELD MALLCHINESE NEW YEAR CELEBRATION

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EDUCATION, UNIVERSITY AND SYF

INDEPENDENCE CENTERDECA COMPETITION

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Overview:Independence Center hosts the DECA district competitions every February. DECA is an international association of high school students and teachers. The organization prepares students for careers and education in marketing, finance, hospitality, management, and other business areas.

Components: Several areas within the mall are used for testing, student

presentations, judging and awards ceremony Competition organizers provide the judges with lunch from

our restaurants Vacant store utilized as a rec room for students taking a

break

Results: Increases sales and traffic during generally slow weekdays Brings in over 2,500 people within the two-day period Increase in retailer sales, most notably for Starbucks, PINK,

Sephora, food court tenants, Applebee’s, Noodles & Company and Candy City

Generated $1,500 in SBV revenue

INDEPENDENCE CENTERSYA E-STUDIES GRADUATION CEREMONY

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Overview:The center hosts an appreciation ceremony every May for the SYA students and the businesses they interned with over the course of the semester.

Components: SYF Scholarships awarded to students Mall Management gives each student a $25 gift card Seating area set up for parents Students provide a framed certificate of appreciation for the

business leader they interned with Dr. Durnell in attendance

Results:

Center shows support for the futures of the students in our community

Community goodwill / Increases SYF awareness Generally about 70 in attendance each year

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#TRUELOVE PARTNERSHIP WITHSANDBURG HIGH SCHOOLOverview:Partnered with the Sandburg High School to staff the Orland Square Valentine’s Day Photo Booth. Program included an experiential photo booth activation that encouraged Orland Square shoppers to participate in a group photo and share via social media. #truelove The photo booth was staffed by members of the Carl Sandberg Drama Club and their Parents in an effort to raise awareness of their upcoming trip / performance in Scotland. A donation was made by Orland Square to Sandburg in lieu of professional event staffing.

Components: Simon photo backdropIPad photo software Valentine’s Day props$1000.00 donation

Results: 241 unique photos taken~2.75 shoppers per photo1714 photo views7.11 views per sessionFunds for two student’s international travel secured

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ROSS PARK MALLIDEA FOUNDRY SHUTTLE PARTNERSHIP

Overview:• To provide college students with transportation to

Ross Park Mall, we partnered with an economic develop organization that caters to the Asian community.

• We have been cultivating this relationship for the past year and it is now seeing tremendous results.

Components:• Idea Foundry advertises the shuttle and handles all

RSVP’s and logistics from the students.• Tourism tie in with Style Passes

Results:• In 2015, we forged eight charters in a key demographic

directly pertaining to our lux program.• We have future charters for Black Friday, holiday and

key shopping dates for 2016.

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SOUTHRIDGE MALLVALENTINE’S DAY SING-A-THON• Overview: Sophia’s Heart Foundation, an after school music and arts program in Milwaukee, partnered with the mall to host a Valentine’s Day Sing-A-Thon. Shoppers could make a donation and then enjoy a heart felt rendition of popular love songs, performed by members of the choir. The Sing-A-Thon at Southridge, was hosted to raise funds for the choir’s upcoming performance at Universal Studio’s.

• Components: Heartfelt performances of top Billboard love songs Charitable tie-in to a local, well known music and arts

program, founded by American Idol Alum Danny Gokey

• Results: Drove traffic to the mall, including family, friends and

supporters of Sophia’s Heart Foundation ‘Surprised & Delighted’ shoppers with spontaneous musical

performances Love was in the air, with this perfect tie-in to Valentine’s Day Publicity generated (Ad Equivalency $15,000)

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TIPPECANOE MALLPURDUE CREW ROW-A-THON

• Overview:7th Annual Purdue Crew Row-a-thon at Tippecanoe Mall is a fundraising effort for the Purdue Crew as well as a philanthropy mission for the Crew

• Components:The co-ed team members row a marathon of 26 miles on indoor rowing machines. The crew also displays their team trophies and equipment for the community to view.

• Results:Crew team raised over $17,000, and was able to present Lafayetter Urban Ministries (Good Samaritans) with a check for just under $8,600!

https://boilerlink.purdue.edu/organization/purduecrew/calendar/details/821909

http://wlfi.com/2016/03/07/boatloads-of-good-samaritans/

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TIPPECANOE MALLPURDUE CREW ROW-A-THON

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FAMILY FUN

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BATTLEFIELDBIG RIG NIGHT/ TOUCH A TRUCKOverview:• Battlefield Mall worked with Community Partnership of the

Ozarks to host, for the 2nd year, Big Rig Night on July 21st from 5:30-7:30pm.

• This event was free for the community, providing entertainment for all ages.

Components:• Utilized Macys lot behind Nakatos.

• Posted 4 22x28 posters through out mall.

Results:• Over 2,000 individuals attended.

• Community businesses brought in cars and trucks.

• City utilities, Springfield fire and police departments, hospitals, city transportation, and Springfield Public Schools were all represented.

• Several businesses not only showcased vehicles but also provided craft and giveaways.

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BATTLEFIELD BIG RIG NIGHT/ TOUCH A TRUCK

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BRIARWOOD MALLTOUCH A TRUCK

Overview:To host a highly visible three-hour community event from 9 am - noon that is fun for children and informative for families.

Components: Made up of 21 truck displays (Fire, ambulance, police,

school buses, dump trucks, etc.) 38 non-profit organizations handed out information

regarding services provided within the community, Twenty partnering businesses and four service

organizations provided volunteers for the event including the Rotary Club, The United Way and Success by Six.

Results: An estimated 4,000 people attended this event in 2011

(2,000 in 2009, and 3,000 in 2010.)

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COLLEGE MALLTOUCH A TRUCK

Overview:To host a highly visible community event from 11 am – 3pm that is fun for children and families.

Components: Made up of various truck displays (Fire, ambulance, police,

lift truck, dump trucks, etc.) Appearance by 2 Pacers Cheerleaders. Security and local police handed out stickers

Results: An estimated 200 people attended this event in 2015

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MILLER HILL MALLLEGACY TOYS GETAWAY GAME NIGHT

Overview:Retailer, Legacy Toys partners with Miller Hill Mall and local event planning company, A Sweet Event to host Getaway Game Night in the Food Court

Components: 7/9 Food Court tenants provided promotional deals Mall stanchioned off 30 tables in the food court A Sweet Event amplified social media promotions,

organized registration and give aways Garnered great publicity through local TV stations, http://

m.fox21online.com/news/legacy-toys-host-game-night-at-mall/38925534

Results: Over 80 registered guests Nearly every guest made at least one purchase in the Food court Community outreach and partnership with a Legacy Toys, a Minnesota based retailer Legacy Toys sold multiple units of games Spurred interest in other retailers to host similar events

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SOUTHDALE CENTERVEHICLE DAY

Overview:The cities of Edina, Richfield and Bloomington team up to host a highly visible two-hour community event from 10am - noon that is fun for the whole family.

Components: The cities bring police squad cars, fire engines, snow

plows, buses, garbage trucks and other public utility vehicles to Southdale Center’s parking lot.

Tenant participation included Caribou Coffee, who provided coffee, and Macy’s Café, who provided cookies and bottled water for attendees.

Results: An estimated 1,200 people attended this event in 2015. Every year it is a highly anticipated event in which we

receive a lot of positive feedback from the community.

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TIPPECANOE MALLLAFAYETTE CLOUD JOCKEYS

• Overview:Lafayette Cloud Jockeys bring out their model airplanes for a weekend.

• Components:Club members are available to answer questions and provide information to anyone interested in joining

• Results:350-400 people visited their displays over the two-day weekend.

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TIPPECANOE MALLLAFAYETTE CLOUD JOCKEYS

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WOODFIELD MALLBOY SCOUTS OF AMERICA - SIGNAL HILL DISTRICTPINEWOOD DERBY

Overview:• Event was held on Sunday, April 27 from 12pm-4pm and in

Grand Court.

Components:• District Championship for the Pinewood Derby took place in

Grand Court which included contests for design and speed Total of 222 cars competed

• Scouting display for recruitment opportunity for local packs• Promoted through flyers, Facebook, Twitter, and mall website• Boy Scouts also promoted through their social media channels

Results:• Showcased Woodfield Mall’s involvement and support of our

local community• Enhanced community relations with Boy Scouts of America

with this as the 2nd year of the event.• Approximately 800 spectators spent the day at the event and

shopping at the mall

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WOODFIELD MALLBOY SCOUTS OF AMERICA - SIGNAL HILL DISTRICTPINEWOOD DERBY

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FUNDRAISING AND FOOD DRIVES

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BAY PARK SQUAREBROADWAY AUTOMOTIVE FUNDRAISER FOR CP CENTER

• Overview: – We teamed up with Broadway Automotive are

teaming up to support the CP Center on February 28, 2016 from 11AM to 6PM.

– Shoppers dropped their cash donations in the bed of a Chevrolet Colorado.

• Components:– Broadway Automotive matched all donations up to

$2,500.

– Those who donated were entered into a raffle to win a signed Green Bay Packer Football.

• Results:– Two local news stations picked up the story.

– PR Value = $2000

– Raised over $2,000 for the CP Center

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BAY PARK SQUAREBROADWAY AUTOMOTIVE FUNDRAISER FOR CP CENTER

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BAY PARK SQUAREST. BALDRICK’S EVENT WITH REGIS SALON

• Overview: – An event in it’s 3rd year held on June 17,

2015. An outpouring of support for children with cancer and the fight to end it.

• Components:– PR support from (1) one local TV station.

– 5 Regis Salon employees volunteer their time and shave heads to raise money for the foundation.

– A mother raised $2,100 for shaving her head to support her 5 year old daughter who was diagnosed in April with Wilm’s Kidney Tumor.

• Results:– Total amount raised: $2,510

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BAY PARK SQUAREST. JUDE’S CHILDREN’S HOSPITAL RADIO-A-THON

• Overview: – A long standing relationship with St. Jude’s

Children’s Hospital and Y100 radio has allowed us to yearly host this event.

• Components:– Over $15,000 of PR support

– Over 50 volunteers “man” the phones for two 12 hour days to raise money for the hospital.

• Results:– $260,305 raised for St. Jude’s

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BAY PARK SQUAREST. JUDE’S HOSPITAL RADIO-A-THON

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KING OF PRUSSIAMDA MUSCLE WALK

Overview:King of Prussia hosted the MDA Muscle Walk for the fourth consecutive year March 29. Supporters from the PA/NJ/DE chapter walked to raise awareness and dollars for Muscular Dystrophy research.

Components: • Individuals and teams pre-register for the event through the MDA website. • Event activities include face painting, a DJ, sponsor tables, craft-making,

refreshments.• KOP retailers participate by hosting teams and after parties, by providing

refreshments and donating gift cards and products to be used as door prizes and awards.

• The post-walk awards ceremony ends just as the mall opens.• King of Prussia’s Easter Bunny participated in the event by dancing with the

crowd, posting for photos, walking with the teams and cheering them on.

Results:• 748 people attended the event.• 65 teams pre-registered.• Pre event revenue tallied a record-breaking $118,000 and total donations raised

will exceed $125,000.• ABC-6, The Times Herald and a variety of community print and online sites

covered the event. • Per the MDA coordinator, this event has almost doubled in the past two years,

both in income raised and participation/attendance. • Prior to the event, iHeart Media’s Loraine Ballard-Morril, aired an interview with MDA

ambassadors on several of their stations including Mix 106 and Q102. It was also posted and tweeted via Chio, the emcee and Mix 106. Audio link: http://www.q102.com/media/podcast-iheart-communities-podcast-community/329-whats-going-on-mda-muscle-25917022/

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KING OF PRUSSIAMDA MUSCLE WALK

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BRIARWOOD MALLST. JUDE – CAMPAIGN KICKOFF WALK

Overview:Host a 5K walk in the mall before mall hours to kick off the St. Jude Annual Campaign. The program raised $18,000 in 2013. In 2014, St. Jude formed an advisory board with merchants to help get them on board, and through this extra effort, $60,000 was raised (233% increase in funds.) They involved U-M and EMU fraternities, high school robotics Dragonbot which led the walk, and more, turning this into a strong community-based event.

Components: Stage and signage during event before mall hours. Participation in four main mall events to promote the event

and build teams.

Results: St. Jude was able to raise $60,000 to kick off their fundraising

season. Many organizations throughout the community were involved

in the cause. Retailers became directly involved, helping their community

involvement goals.

LEHIGH VALLEY MALLCANSTRUCTION

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Overview:CANstruction of the Greater Lehigh Valley kicked off its inaugural event with it’s display at the Mall from October 22-30. Six teams of architects, engineers and other design professionals created giant canned food constructions. All cans and donations benefited the Second Harvest Food Bank.

Components:• Shoppers voted for their favorite display in the Peoples’

Choice award.

• Official Judges included Whitehall’s Mayor Ed Hozza, Morning Call columnist Bill White, Second Harvest Food Bank Executive Director, industry professionals and more.

• Retailers and restaurants donated their time and food for the Awards Reception held on October 26.

Results:• 24,600 cans = 24,000 lbs of food was used and donated to

Second Harvest Food Bank.

• $391.67 was collected with voting for the Peoples’ Choice.

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LEHIGH VALLEY MALLGIRL SCOUTS POP-UP COOKIE STORE

Overview: Partner with Girl Scouts of Eastern Pennsylvania to serve our community as well as offer an added amenity to our shoppers.

Components: • From February 26 – March 26, 2016 Girl Scout troops

promoted their organization and had cookies available for purchase.

• The Girl Scouts also created a professional display in a vacant storefront.

Results:• This program always draws traffic to the mall Allows us to

better serve our community and our shoppers by conveniently offering this product during their visit.

• Girl Scouts quickly created a professional display in a vacant storefront that not only promoted their cookie sales location but also helped the mall by not having a dark storefront.

• It is valuable to partner with this community group. It strengthens the center’s connections in the area and also offers the scouts an invaluable opportunity to develop customer service, sales and many other life skills.

UNIVERSITY PARK MALLHOPE MINISTRIES - CANSTRUCTION

Overview: Canstruction® is a unique charity which hosts competitions, exhibitions and events showcasing colossal structures made out of full cans of food. After the structures are built, the cansculptures® go on display to the public as a giant art exhibition. At the end of the event, all food is donated to local hunger relief organizations. UPM partnered with Hope Ministries to put on this event.

Components: • SBV Deal to promote the event• 10 teams were created throughout the community• One team brought in 50 students aloneResults: • $30,000 in cans collected• 10 art displays throughout the mall.

UNIVERSITY PARK MALLHOPE MINISTRIES - CANSTRUCTION

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MERCHANT SUPPORT

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BATTLEFIELDCAREER FAIR

Overview:• Battlefield Mall worked with the Missouri Career Center

on our Career Fair.

• 25 retailers participated in the event that took place from 10:30am-4pm on August 4th.

Components:• Event took place in the JCP east court.

• Posted 22x28’s throughout mall.

• Received exposure on KY3 via the Career Center.

Results:• We had 196 job seekers inside the Mall, and 25 in the

mobile unit, for a total of 221 job seekers served.

• HuHot gathered over 70 applications, interviewed on the spot and hired 25 people.

• Five Guys, and MOE’s also did on the spot interviews, and hired a large number of the people they interviewed.

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SENIORS

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KING OF PRUSSIA14TH ANNUAL SENIOR FALL FLING

Overview: September 24, 2015 – King of Prussia hosted the 14 th annual Upper Merion Township Senior Fall Fling. The theme was “A Community of Service.”

Components:• The annual event included a color guard, invocation,

welcome remarks, a Supervisors Proclamation, video presentation, music and a luncheon.

• The Upper Merion Senior Service Center Band performed, as did students from the Upper Merion High School Orchestra.

Results:• Over 350 seniors from the community attended the

event.

• The Township’s community TV station covered the event and broadcast it to cable subscribers in the area.

• Pre-event online PR exposure totaled over 9.1 million impressions.

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SPECIAL NEEDS

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THE FASHION MALL AT KEYSTONE- RILEY CHILDREN’S HOPE HAPPENS HEREOverview:Iviee Greene-Cash, born premature, weighed only 1 pound, 5 ounces. She spent 106 days at Riley Hospital for Children. Ten years later, Iviee is a healthy, vivacious, fashionable girl, who named The Fashion Mall as one of her favorite places. To celebrate her life, FMK treated her to a complimentary shopping spree at her favorite stores.

Components: Retailer participation from Microsoft and Under Armour. WTHR Film crew captured the shopping spree as Iviee

danced with Microsoft members and tried shoes on at Under Armour

Results:• Microsoft put together an incredible gift package of

Minecraft games, a fitness tracker, gift cards and more

• Under Armour gave Iviee a free pair of shoes and a new outfit to sport on the town

• See the story here

IVIEE AND HER MOM

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WELLNESS

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APPLE BLOSSOM MALLCOMMUNITY WELLNESS FESTIVAL

Overview:22nd Annual Community Wellness Festival in partnership with Valley Health and Shenandoah University was held at Apple Blossom Mall on Saturday, February 27. This is one of the biggest events we host at the mall.

Components:• 80 plus exhibitor booths with interactive health, fitness, and safety

displays• Low-Cost laboratory blood testing• Free health screenings including blood pressure checks, pulse,

blood sugar, carotid artery, hearing, vision, glaucoma, and more • Fitness, dance, and healthy cooking demonstrations • Teddy Bear Clinic for kids promoted by Shenandoah University

Nursing Program

Results• Generated $3,400 in SBV Revenue• Recruited 106 Kidgits members• Over 1,000+ people in attendance • Promoted on website, Facebook, 22x28s, radio interviews,

editorial print articles and festival sponsored print ads

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APPLE BLOSSOM MALLCOMMUNITY WELLNESS FESTIVAL

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APPLE BLOSSOM MALLCOMMUNITY WELLNESS FESTIVAL

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APPLE BLOSSOM MALLCOMMUNITY WELLNESS FESTIVAL

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BRIARWOOD MALLU-MOVE EXERCISE GROUP

Overview:The University of Michigan School of Kinesiology hosts free exercise classes geared toward elderly citizens in the community. The program has been at Briarwood Mall for thirty years. It includes chair exercises three days a week, a Zumba class 1 day a week and chair yoga 1 day per week.

Components: Chairs are stored in proximity to the class. Equipment is

stored in the management office for the instructors. Classes are held Monday-Friday.

Results: An average of 80-110 people attend each class. It provides both a great service for the community led by

top instructors from our university, as well as a sense of community as many of these participants will socialize before and after the classes.

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KING OF PRUSSIAHEART HEALTH DAY

Overview:• Thomas Jefferson University Hospital and the Philadelphia Eagles

partnered for their 8th annual “Heart Health” event on February 27 th. • The event took place in the Lord & Taylor Court, and celebrated

Heart Health month with heart healthy cooking demonstrations, sampling and cooking tips.

Components: • Meet & Greet with Eagles Safety Malcolm Jenkins• Live cook-off led by Katie Cavuto, registered dietitian, chef, and

media personality• Menu sampling of heart healthy dishes from the area's best

restaurants • Jefferson and Abbington physicians were on hand to answer heart

health questions. • Free blood pressure and body mass screenings were held.• Photo ops with Eagles cheerleaders and Swoop, the Eagles mascot • Prizes and giveaways included autographed Eagles jerseys and

footballs.

Results:• Over 500 people came out for the event. • Publicity totaling almost 7.4 million impressions was received on

Heart.org, Philly.com, PhillyMag.com, WMMR.com, 6ABC.com and 97.5TheFanatic.com.

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KING OF PRUSSIAHEART HEALTH DAY

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LEHIGH VALLEY MALLTHINK PINK

Overview: Month-long activities during October to support breast cancer awareness.

Components: • Walk of Hope Fashion Show featuring 10 survivor models

• Retailer participation / activity stations to benefit the LVHN Pink Ribbon Fund

• Survivor shopping spree value $500

• Giveaways and Tree of Hope at Guest Services

Results:• 1.7 million impressions generated through PR

• Generated SBV revenue

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MALL AT TUTTLE CROSSINGFITNESS & FASHION 5KOverview:• Participants will walk a 5K (3.1 miles) through the mall before it opens. Get ready

for great swag bags, exciting raffle prizes, your favorite 10TV news personalities, and best of all–SHOPPING! Work up a sweat walking around the mall and cool down with store coupons and discounts. This year’s event will feature extra loot in the goodie bags and better food at the finish than ever. If you’ve enjoyed this event in the past, prepare to be impressed! Event is mall wide and took place on Sunday, February 21, 2016, from 9am-Noon.

Components: Partner with sponsors Step n Stride and proceeds benefit Dress For Success. Villa

Fresh Italian Kitchen, Subway, Red Robin, GNC, Macy’s, Fast Repair, and more participated at this event.

Emcees were local 10TV News Anchors Karina Nova and Jeff Hogan DJ Tecoy

Results:• Attendance: 400 +

• SBV Revenue: $300 + Community Tie In

• Gymboree, GNC, Macy’s, The Food Court Merchants and Red Robin all saw increase in traffic to their stores from this event. Most reported 5-10% increase with Gymboree having the biggest reported increase of 20% from the event because of a huge private sale they opened up to let our attendees participate in.

• PR Coverage – 10TV Coverage prior, during, and post event.

• Raised over $2,000 + clothing donations for Dress For Success Columbus

• Great feedback from merchants, attendees, and the community on this event.

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MALL AT TUTTLE CROSSINGFITNESS & FASHION 5K

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MONTGOMERY MALLGRAND VIEW HEALTH FAMILY HEALTH FAIR

• Overview: Montgomery Mall partnered with local hospital, Grand View Health to host the 5th annual Heart Health Awareness Fair to educate people about cardiovascular health and overall well-being.

• Components: Free blood pressure checks, cholesterol and glucose screenings, one-on-one discussions with medical professionals and interactive learning stations. Also CPR demo, photobooth, giveaways, and entertainment including jump roping, fencing demonstration, and Irish Dancers.

• Results: Over 200 in attendance, continued community partnership, SBV income

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ROSS PARK MALLSUSAN G. KOMEN RACE FOR THE CURE REGISTRATION

Overview:• Susan G. Komen Race for the Cure registration• Participants register and pickup their supplies for the

day of the event.

Components:• On mall presence for the weekend before the race• Mention in all programs and registration• Community outreach and advertising to drive traffic

Results:• Positive public relations• In kind sponsorship during the event• Drives over 1,500 people to the shopping center

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ROSS PARK MALLSUSAN G. KOMEN RACE FOR THE CURE REGISTRATION

Overview:• Susan G. Komen Race for the Cure registration• Participants register and pickup their supplies for the

day of the event.

Components:• On mall presence for the weekend before the race• Mention in all programs and registration• Community outreach and advertising to drive traffic

Results:• Positive public relations• In kind sponsorship during the event• Drives over 1,500 people to the shopping center

SOUTHDALE CENTERSUSAN G. KOMEN – RACE FOR THE CURE

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Overview:Thousands of people gather at Southdale Center to raise funds, bring awareness, celebrate cancer survivorship and honor those who have lost their battle to the disease.

Components: Race registration- located in Center Court. Health Expo- which includes aerobic warm up, race day

refreshments, survivor celebration and photo op. 5K women’s and men’s wheelchair race. 1K and 5 K walk and run.

Results: Susan G. Komen- Race for the Cure had over 25,000

registered walkers/runners and over 30,000 attendees at Southdale Center on Mother’s Day.

This is a great event for the mall, community and attendees. Susan G. Komen Minnesota- Race for the Cure 2015 raised over 1.1 million dollars for breast cancer research.

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TIPPECANOE MALLDAY OF DANCE• Overview:9th Annual Day of Dance Event at Tippecanoe Mall put on by Kathryn Weil Center for Education which is part of Franciscan St. Elizabeth Heath. Consists of a heart health awareness, dancing and a health fair. This year also included a couple mini fashion segments in between dancing.

• Components:Heath Fair in Kohl’s Court

Interactive, walk through Colon in JCPenny Court

Interactive, walk through Mega Brain in Sear’s Court

Dancing and Fashion in Macy’s Court

• Results:Attendance: 450-500

http://wlfi.com/2016/02/27/many-took-to-the-mall-but-for-a-health-focused-reason/

http://www.jconline.com/story/life/wellness/2016/02/24/health-notes-week-feb-24/80678410/

http://www.jconline.com/videos/news/2016/02/27/81038624

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TIPPECANOE MALLDAY OF DANCE

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TIPPECANOE MALLDAY OF DANCE

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BETTERU MAKEOVER CHALLENGE CASTING CALLTOWNE EAST SQUARE• Overview: The American Heart Association hosted a casting call at Towne East Square on Saturday, January 30 to select 15 women to participate in the Go Red For Women BetterU Makeover Challenge. Candidates were invited to share their personal stories on camera and tell why they want to make a heart-healthy lifestyle change.

• Components:American Heart Association team members filmed contestants sharing their personal stories. Gift bags, healthy snacks and drinks were provided to participants. The 15 selected women received gift bags from Towne East Square that included coupons and samples from various mall retailers.

• Results:There was positive impact on mall traffic. The event also generated positive PR.

Local PR: http://www.arkcity.net/arts_and_entertainment/kwch-to-host-a-survivor-casting-call/article_c09102ee-cb14-11e5-a990-8b38a784d9e7.htmlhttp://www.kwch.com/news/local-news/Local-women-audition-for-healthy-makeover-challenge/37727988https://www.evensi.us/casting-call-betteru-makeover-challenge-towne-east-square/166729003http://www.communityvoiceks.com/living/health_and_wellness/a-better-you-get-a-free-weight-loss-makeover/article_9778ca44-c453-11e5-8083-77254db700fb.htmlhttp://www.nightlinx.com/events/eventdetail.php?event_id=1529745254010826