ICSC CANADIAN SHOPPING CENTRE AWARDS

2010 WINNERS

award categories

Marketing The ICSC Canadian Advertising: Strategic communications that advertise a shopping centre or company to its target market(s). Shopping Centre Awards are designed Business To Business (B2B): Marketing efforts and initiatives originating from a shopping centre or company and directed to a business audience rather than consumer, such to honour the shopping as retailer or retailers, trade group, investment community, or other targeted commercial centre industry’s most interests. cutting-edge properties, Customer Service Experience: a strategic service or initiative designed to benefit innovative solutions consumers, employees, suppliers, shareholders or communities, and demonstrates and creative responses exceptional standards. to market trends, as Category Integration: This category is intended to showcase major programs or well as outstanding campaigns that are too complex or comprehensive to fit within a single category. It examples of retail store defines “marketing” in very broad terms including elements of design, development, finance, leasing, management, and strategies covered in all of the other categories. design. The Awards bring information and Cause Related Marketing: A single or ongoing event, program or project that primarily benefits a charitable or community need, interest, or cause. insight to the entire industry on what it Grand Opening, Expansion & Renovation, Marketing Campaign: A comprehensive marketing campaign intended to introduce or reposition a new, expanded, or renovated takes to attain high shopping centre. levels of achievement. Public Relations: A planned public relations program or initiative intended to primarily benefit the commercial interests of a shopping centre or company. Revenue Impact: Programs and initiatives intended to generate revenue that directly enhances the net operating income (NO I) of a shopping centre or company. Sales Promotion and Events: Programs or events intended to directly impact retail sales and customer traffic. New Media: new for 2010, this category recognizes achievements in this area and the impact of digital strategic programs and plans on the industry; including websites, Online Branding, Social Media and Mobile Marketing to achieve brand and marketing communication goals for a shopping center or company. Visual Merchandising: Also new for 2010, this category recognizes how visual merchandising contributes to the success of the shopping center. Projects in this category include merchandising of kiosks, retail merchandising units, temporary in-line space and merchandising vacant store windows. Development/Design Entries in this category may be for a project involving an entire shopping centre (Innovative Design and Construction of a New Centre) or an enclosure or single facet of a centre such as an addition (Renovation or Expansion of an Existing Centre). Retail Store Design This category is to recognize how professional store design contributes to the success of the retail industry.

Visit ICSC’s Global Awards Gallery at www.icsc.org/awardswebgallery to view complete details of the winning entries.

3 Advertising Centres between 150,001 and 400,000 sq. ft. of total retail space

Follow That Bobcat! Carrefour Frontenac, Thetford Mines, Owner/Management Company: Ivanhoe Cambridge Professional Recognition Louise Ferland, Administrative Coordinator, Carerfour Frontenac/Ivanhoe Cambridge Sylvie Perron, General Manager, CSM, Carrefour Frontenac/Ivanhoe Cambridge Marlène Théberge, Director, Regional Marketing, Carrefour Frontenac/Ivanhoe Cambridge Johanne Leclerc, Regional Director, Operations, Carrefour Frontenac/Ivanhoe Cambridge

To celebrate its 35th anniversary, Carrefour Frontenac wanted to do something special that would be memorable and promote awareness. The original campaign in 1974 featured the Mercury Bobcat prominently. Therefore, to commemorate this occasion, we decided to do the same thing. The Bobcat was used to promote Carrefour Frontenac, and everywhere people congregated, from church picnics to garage sales to parades, the Bobcat would show up to give away prizes and endorse the shopping centre. After being driven to events across the region, the Bobcat was retired and auctioned off with the proceeds going to a local hospital.

Advertising Centres between 150,001 and 400,000 sq. ft. of total retail space

The Thrill of The Hunt Windsor Crossing, LaSalle, Owner: OP Trust Retail Inc. Management Company: Bentall LP Professional Recognition Colleen Gosnell, General Manager, Windsor Crossing, Bentall LP Blair Gagne, Promotion Coordinator, Windsor Crossing, Bentall LP Domenic Imbesi, Regional Director, Marketing, Retail Services, Bentall LP Stephen J Michniewicz, P Operations, Eastern Canada, Bentall LP Advertising Agency, Hargreaves Stewart

As Windsor Crossing’s10th anniversary approached, consumer awareness was low. “The Thrill of the Hunt” campaign was developed to maximize marketing efforts and shift creative direction. The unique selling proposition included imagery that evoked comical situations, guaranteeing lasting impressions. The result was an intriguing campaign that caught attention, broke through clutter, and increased unaided awareness by 12%, advertising recall by 8% and our unique website impressions by 19%.

Advertising Centres between 400,001 and 750,000 sq. ft. of total retail space

Take Home Something Special this Holiday Season Sevenoaks Shopping Centre, Abbotsford, Owner: Greystone and General Motors Management Company: Investments Limited Professional Recognition Kristy Lowes, Marketing Director (2008-2010), Sevenoaks Shopping Centre Cindy Papa, President, Mingle Marketing Trish Neufeld, Marketing Coordinator, Sevenoaks Shopping Centre Jocelyn Fortier, Creative Director, Jocelyn Fortier Creative Michelle Lalonde, Marketing Director (Present) Sevenoaks Shopping Centre

Sevenoaks Shopping Centre implemented the “Take Home Something Special this Holiday Season” campaign to target customers who were shopping at competing centres. The holiday campaign highlighted gift ideas while creating an emotional impact. To draw consumers to the centre, several methods were executed including print, outdoor and web advertising and a community-based fundraising event which included a promotional packet. The campaign reminded consumers that Sevenoaks had the gifts and products to make the holidays special and that there was no need to venture to distant centres.

4 ICSC CANADIAN SHOPPING CENTRE AWARDS Advertising Centres between 400,001 and 750,000 sq. ft. of total retail space

“Every Visit Tells A New Story” Shops at , , Ontario Owner/Management Company: The Corporation Limited Professional Recognition Wendy Greenwood, Director of Marketing, Ontario Portfolio, The Cadillac Fairview Corporation Limited Alan Gomez, Marketing Director, The Cadillac Fairview Corporation Limited Alexandra Whyte, General Manager, The Cadillac Fairview Corporation Jamie Harkins, Marketing Coordinator, The Cadillac Fairview Corporation John Massey, VP National Leasing The Cadillac Fairview Corporation

On April 22, 2009, the made Canadian retail history with its debut as Ontario’s first urban village. To promote it, a brand was needed that would reflect the unique one-of-a-kind experience the Centre would offer. The Centre launched “Every Visit Tells A New Story” campaign utilizing elegant black and white imagery that depicted its primary experiences — shop, dine and play — to convey its diverse offering. A multi-channel media mix included: 6 top performing radio stations, daily and community newsprint, magazines, billboards and transit shelters.

Advertising Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Shop with a Good Friend Guildford Town Centre, Surrey, British Columbia Owner/Management Company: Ivanhoe Cambridge Professional Recognition Peggy White, CSM, General Manager, Guildford Town Centre/Ivanhoe Cambridge Julia Sangerloo, RPA Property Manager, Guildford Town Centre/Ivanhoe Cambridge Rosavel Scott, SCMD, Marketing Director, Guildford Town Centre/Ivanhoe Cambridge Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Cohn Marketing, Cohn Marketing

To better reach the Surrey, BC market, Guildford Town Centre redefined their brand position and led to the strategic development of a new creative platform. The “Shop with a Good Friend” campaign was developed to blend the diverse consumer base with the community’s rich heritage. To cultivate a closer connection with their community, they hosted a casting call that attracted 750 Surrey residents to star in the new advertisements. The multi-media campaign also utilized web, print ads, direct-mail and radio to generate 16 million gross impressions and minimize the Centre’s declining traffic.

Business-to-Business Centres more than 1,000,000 sq. ft. of total retail space

CrossIron Mills Career Fair CrossIron Mills, Rocky View, Owner/Management Company: Ivanhoe Cambridge Professional Recognition James Moller, General Manager, CrossIron Mills Nicole Boettcher, Assistant Marketing Director, CrossIron Mills Kelly Steward, Public & Community Relations Coordinator, CrossIron Mills Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Panzano & Partners, Advertising Agency

In 2009, CrossIron Mills would be the first enclosed shopping centre to be opened in Alberta in over 20 years and would be home to more than 200 name brand stores. To find staff for the 3,500 jobs the Centre created, CrossIron Mills hosted a large scale, two-day Career Fair in downtown . A multi-media advertising campaign was developed to reach potential job seekers. Ads were placed in local newspapers, radio and web, including a Facebook group that was regularly updated. The event featured 70 retailers and attracted more than 5,000 eager job hunters, filling 70% of the 3,500 positions in just two days.

ICSC CANADIAN SHOPPING CENTRE AWARDS 5 Business-to-Business Corporate/Company

Cadillac Fairview Canadian Leasing Portfolio The Cadillac Fairview Corporation Ltd., Toronto, Ontario Professional Recognition Fran Moore, Sr. Manager, Retail/Consumer Research & Analysis, Cadillac Fairview Debra Manastyrski, Sr. Marketing Director, Western Region, Cadillac Fairview Zero Gravity, Creative Team, Zero Gravity Inc. Marketing & Leasing Teams, Cadillac Fairview

In 2009, Cadillac Fairview Corporation sought to create a leasing portfolio that would provide potential clients with vital information about all of its properties. They developed a leasing brochure that was cost-effective, environmentally friendly and would unify the Cadillac Fairview Corporation brand. Each portfolio developed a regional piece that, when combined, resulted in five unique yet complementary brochures that could be packaged together in a box set. The design and formatting were flexible enough to allow for customization for a single retailer presentation as well. The brochure encompassed 27 properties across five geographic regions in three portfolios which spanned the entire country.

Category Integration Centres between 400,001 and 750,000 sq. ft. of total retail space

Dufferin Mall “Really” Campaign , Toronto, Ontario Owner/Management Company: Primaris REIT Professional Recognition Tatiana Shovkun, Marketing Manager, Dufferin Mall/Primaris REIT Mary Alkerton, General Manager, Dufferin Mall/Primaris REIT Sana Ali, Account Executive, Brees Communications Inc. Liz Falconer, President/CEO, Brees Communications Inc.

After undergoing an $11M renovation, Dufferin Mall kicked-off a new brand that would be vital to re-positioning it as a hip and affordable fashion centre. An integrated, multi-media campaign was created to help shift consumer perception of the brand. “This is… Dufferin Mall” announced the new brand and the campaign slogan “Dufferin Mall. Really” confirmed it. The word “Really” reassured the target audiences that the outfit in the ad reflected the mall’s new offering. Similar campaigns were developed for leasing and gift certificate sales.

Category Integration Centres between 400,001 and 750,000 sq. ft. of total retail space

Saving the Planet . . . One Plate at a Time , Oakville, Ontario Owner/Management Company: Ivanhoe Cambridge Professional Recognition Megan Johnson, General Manager, Oakville Place/Ivanhoe Cambridge Jenny Jovanovic, Marketing Director, Oakville Place/Ivanhoe Cambridge Chris Long, Vice President, Property Services, Ivanhoe Cambridge

“Saving the Planet. . .One Plate at a Time” is the first re-useable food court plate program in Canada. Oakville Place launched this simple, grassroots eco-friendly program to reduce disposable packaging and waste in the food court. While customers enjoy eating on restaurant quality plates, food court tenants see reduced expenses for packaging. Oakville Place increased its diversion rate to 59% (and growing), while reducing waste to landfill by 301 metric tonnes in the first year of the program.

6 ICSC CANADIAN SHOPPING CENTRE AWARDS Category Integration Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Fairview Goes Greener , Toronto, Ontario Owner: Cadillac Fairview & Ivanhoe Cambridge Management Company: The Cadillac Fairview Corporation Limited Professional Recognition Melody Fallis, Sr. Marketing Director, Fairview Mall Diana Pitassi, Marketing Coordinator, Fairview Mall Kimberly Markham, Security Officer, Fairview Mall Mary Pan, Event Specialist, Mary Pan & Co.

With a desire to increase its waste diversion rate, Fairview Mall launched a multi-faceted green initiative that introduced a “Green Certification” program for retailers. The program featured 4 achievement levels – Bronze, Silver, Gold and Emerald. 80% of retailers participated and were publicly recognized with a combination of in-mall and on-line exposure, acknowledgement at our Green Retailer Meeting and with our certification store decals. To reach our community, heighten awareness and inspire change, a dramatic in-mall art installation was constructed from the Centre’s own recycled plastic bottles. Through improved internal recycling processes and more engaged retailers, Fairview Mall achieved a 75% waste diversion rate and diverted 1,054 tonnes of waste from landfill in the program’s first year.

Category Integration Centres more than 1,000,000 sq. ft. of total retail space

Bringing Southgate’s Brand to Life , , Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition Claire Salaysay, Marketing Director, Southgate Centre/Ivanhoe Cambridge Belinda Davidson, Director, Regional Marketing, Ivanhoe Cambridge Paul Fairbridge, General Manager, Southgate Centre/Ivanhoe Cambridge Paul Gaudet, Operations Manager, Southgate Centre/Ivanhoe Cambridge Creative Agency, Toolbox

To differentiate itself in Edmonton’s highly competitive retail landscape, Southgate Centre developed a powerful campaign utilizing five key attributes: quality, sophistication, stylishness, approachability and the unexpected. Southgate’s logo was refined and a new visual identity was established. New programs were implemented to improve customer experience, including a personal shopping program, food court concierge and an interactive directory. To promote the centre’s new brand, a fall fashion show and guerrilla-marketing style showcased Southgate as the market’s trusted source on fashion and style.

Category Integration Centres between 1,000,000 sq. ft. of total retail space

Destination Mills , Vaughan, Ontario Owner: Ivanhoe Cambridge, Caisse de Depot Management Company: Ivanhoe Cambridge Professional Recognition Lesley Boughen, Tourism Manager, Vaughan Mills/Ivanhoe Cambridge Jamie MacLean, SCMD, Marketing Director, Vaughan Mills/Ivanhoe Cambridge Gil Small, CSM, General Manager, Vaughan Mills/Ivanhoe Cambridge Joanne Ross, Director, Regional Marketing, Ivanhoe Cambridge Lloyd Roberts, Operations Manager Vaughan Mills/Ivanhoe Cambridge

As a designated tourist destination, Vaughan Mills recognized the opportunity to capitalize on this lucrative market. Departments set out to transition the property into “Destination Vaughan Mills”. Through site improvements, a Shopping Shuttle, a Shop & Stay Program, a Gift with Purchase program, and a Family Day opening victory, Vaughan Mills generated a 4% traffic increase and achieved a 4.6% tourism inflow uplift. In the Tourism World, Vaughan Mills has arrived!

ICSC CANADIAN SHOPPING CENTRE AWARDS 7 Cause Related Marketing Centres between 150,001 and 400,000 sq. ft. of total retail space

Say Cheese For The Children’s Alexis Nihon, , Quebec Owner/Management Company: Homburg Canada REIT Professional Recognition Julie Champagne, Marketing Manager, Place Alexis Nihon / Homburg Canada REIT

For the 2009 Holiday season, Place Alexis Nihon wanted to connect meaningfully and emotionally with the community. To maintain its relevance and continue to connect with its core shoppers, Place Alexis Nihon held a fundraiser to benefit the Montreal Children’s hospital (The Children’s). Families purchased a creatively-inspired photo session that resulted in sensational holiday photos. In its first year, “Say Cheese for the Children’s” raised over $31,000, 155% of its goal. The event succeeded in its mission by building an instant tradition that brought people to the mall, benefited families emotionally with photos they would cherish and empowered them in their support for the hospital.

Cause Related Marketing Centres between 150,001 and 400,000 sq. ft. of total retail space

Eco-Mode on the Road The Montreal , Montreal, Quebec Owner/Management Company: Ivanhoe Cambridge Professional Recognition Zeina Barghout, CMD, Marketing Director, The /Ivanhoe Cambridge Marilyn Cormier, General Manager, The Montreal Eaton Centre/Ivanhoe Cambridge Marlène Théberge, Regional Marketing Director, Ivanhoe Cambridge Marie-Loup Lizotte, Marketing Assistant, The Montreal Eaton Centre/Ivanhoe Cambridge Kellyetcie, Advertising Agency

With its positioning of “One Small Gesture Leads To Another Small Gesture”, the Montreal Eaton Centre spearheaded several high-profile green initiatives to raise awareness of environmental issues. The Centre promoted the benefits of “people powered” transportation as a way reduce green house gas emissions and traffic congestion. In other initiatives, an artist was commissioned to create a massive 5-storey sculpture using discarded water bottles and an eco-mode squad handed out flyers on nearby bike paths, the university campus, in the mall and in the downtown core.

Cause Related Marketing Centres between 400,001 and 750,000 sq. ft. of total retail space

Inspire the World Garden Hillside Centre, Victoria, British Columbia Owner: Ontario Pension Board Management Company: 20Vic Management Inc. Professional Recognition Michele Paget, Marketing Director, Hillside Centre/20Vic Management Inc. Rem Kirby, Marketing Assistant, Hillside Centre/20Vic Management Inc. Jacquie Henning, Account Manager, Suburbia Advertising

Hillside Centre, a long-time supporter of the BC Cancer Foundation, was eager to help with the Foundation’s $10 million “Inspire the World Campaign” to create a state-of-the-art Patient and Family Support Centre, a Predictive Research Centre and a Radiation Innovation wing. Helped by volunteer labor and donations from local sponsors, Hillside created a water garden oasis in Centre Court. In just 17 days, 17,000 visitors came to reflect on the effects of cancer in their lives and to be inspired by the goal of bringing world-class cancer care and research to Victoria. They were also inspired to donate $13,760.37!

8 ICSC CANADIAN SHOPPING CENTRE AWARDS Cause Related Marketing Centres between 150,001 and 400,000 sq. ft. of total retail space

Rockland Joins the Club Rockland, Ville Mont-Royal, Québec Owner/Management Company: Ivanhoe Cambridge Professional Recognition Stephanie-Alexandra Chartier, Marketing Director, Rockland - Ivanhoe Cambridge Catherine Quintal, Assistant Marketing Director, Rockland - Ivanhoe Cambridge Jacques Gladu, General Manager, Rockland - Ivanhoe Cambridge Marlène Théberge, Regional Marketing Director, Ivanhoe Cambridge

In 2009, Rockland joined forces with the Quebec Breakfast Club to support children from underprivileged communities. As a result of an initiative to raise funds through coat check and stroller rental services, Rockland presented its first donation to the Quebec Breakfast Club. For the occasion, members of the Rezo group, a prestigious business network of 2,000 individuals, were invited to attend an exclusive charity fashion event at Rockland. With this event, Rockland not only solidified its reputation as a high-end retail centre, but was able to shine a spotlight on a community-based organization.

Cause Related Marketing Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Heels to Heal Fairview Mall, Toronto, Ontario Owner: Cadillac Fairview & Ivanhoe Cambridge Management Company: The Cadillac Fairview Corporation Limited Professional Recognition Melody Fallis, Sr. Marketing Director, Fairview Mall Diana Pitassi, Marketing Coordinator, Fairview Mall

To help raise funds to purchase a PCR cancer detecting machine for its local hospital, Fairview Mall hosted “Heels to Heal”, a unique fundraiser that invited participants to a walkathon in high heels. Over 100 participants and volunteers raised over $22,000 in the one-hour inaugural walk. Fairview was able to grow the initiative with over $35,000 in sponsorship and merchandise donations which heightened interest and awareness of the event, its sponsors and the local hospital.

Cause Related Marketing Centres between 750,001 and 1,000,000 sq. ft. of total retail space Raise the Woof! , Pickering, Ontario Owner: Ontario Pension Board Management Company: 20 Vic Management Inc. Professional Recognition Lorna Murphy, Marketing Director, Pickering Town Centre / 20 Vic Management Lori Hennebury, Marketing Assistant, Pickering Town Centre / 20 Vic Management Allan Arsenault, Centre Manager, Pickering Town Centre / 20 Vic Management

To raise funds to help the Humane Society of Durham Region rebuild their animal shelter after a tragic fire, Pickering Town Centre launched “Raise the Woof!”, a five-day fundraising and pet adoption campaign to raise community awareness and financial resources for the local organization. The sale of ten limited-edition plush animals, pet-focused March Break activities, a reusable shopping bag design contest and a Facebook and Twitter campaign helped raise over $10,000.

ICSC CANADIAN SHOPPING CENTRE AWARDS 9 Cause Related Marketing Centres more than 1,000,000 sq. ft. of total retail space

Project Denim Square One Shopping Centre, , Ontario Owner: OMERS and AIMCO Management Company: Oxford Properties Group Professional Recognition Linda Keen-Lausberg, Marketing Director, Square One/Oxford Properties Nance MacDonald, CMD General Manager, Square One/Oxford Properties Mike Balaban, Marketing Coordinator, Square One/Oxford Properties John Giddings, Director, Retail GTA, Oxford Properties Group Liz Falconer, President Brees communications

Dramatic population increases in the Mississauga area led to a critical need for more affordable housing. Square One Shopping Centre took up the cause when they partnered with Habitat for Humanity. Together, they hosted a 4-day denim drive in Centre Court, and recycled 4,274 lbs of denim for home insulation. Square One donated the recycled insulation and over 60 hours in manpower to help complete Habitat’s first green home in Ontario.

Cause Related Marketing Joint Centre Effort

Go Canada Go Town Centre, St. Albert Centre and Southgate Centre, Edmonton, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition Olympia Trencevski, General Manager, St. Albert Centre Georgina De Cordova, Marketing Director, Millwoods Town Centre Claire Salaysay, Marketing Director, Southgate Shelly Dalrymple, Marketing Assistant, St. Albert Centre Belinda Davidson, SCMD, Director, Regional Marketing Ivanhoe Cambridge

With a record number of athletes from Alberta participating in the 2010 Winter Olympics, , St. Albert Centre and Southgate joined forces to support the Olympians. “GO CANADA GO” became their rallying cry which was incorporated into a vibrant word mark used in all program elements. The Centre set-up Olympic TV viewing lounges, hosted Winter Games challenges and the “Ultimate Fan Contest”. For each of the 14 gold medals won by Canada, the three centres’ collectively donated $14,000 to Athletics Alberta.

Cause Related Marketing Corporate/Company

Hands Up Canada Bentall LP, , British Columbia Professional Recognition Bonney Rempel, SCMD, Regional Director, Marketing West, Bentall LP Domenic Imbesi, Regional Director, Marketing East, Bentall LP Tony Segaric, Vice President Operations and Construction, West, Bentall LP Steve Michniewicz, VP Operations, Eastern Canada, Bentall LP Loralee Clarke, SCSM, Director of Operations West Bentall LP

With the 2010 Winter Olympics receiving the majority of government and corporate funding, the Paralympic Games were left with a financial shortfall. Bentall LP wished to support the Paralympic athletes and play a significant role in the games. They agreed to a combined sponsorship and fundraising partnership with the Canadian Paralympic Commitee. Not content to stop there, Bentall employees united to drive grassroots awareness and additional fundraising dollars. Paralympic fever spread as seventeen of Bentall’s strip malls, a five-tower office complex and all six Bentall head offices joined in. Bentall won the gold with their $115,000 contribution and 144 news stories from coast to coast!

10 ICSC CANADIAN SHOPPING CENTRE AWARDS Cause Related Marketing Corporate/Company

Arcturus Cares! Arcturus Realty Corporation, Toronto, Ontario Professional Recognition Jennifer O’Neill, Marketing & Communications, Arcturus Realty Corporation Deb Boudreau, Marketing & Communications, Arcturus Realty Corporation

Arcturus Realty Corporation wanted to show their support for communities in which its employees work and live. Through its national charity program, “Arcturus Cares!”, employees made a difference in the lives of those who are less fortunate. Surpassing the 2009 goal of $7,500, employees raised $10,265 for Children’s Aid Foundation Miracle Fund and provided small miracles to youths across Canada. In its national effort to support Food Banks Canada, employees collected over 5,668 lbs of nutritional food and $1000 in cash. In order to engage employees, Arcturus offered to give a paid half-day to employees who volunteered for a charity of their choice, adding to the company’s culture of helping others. Arcturus Cares!

Customer Service Experience Centres between 750,001 and 1,000,000 sq. ft. of total retail space

The Spotlight Lounge St. Laurent Centre, Ottawa, Ontario Owner: Morguard Real Estate Trust Management Company: Morguard Investments Ltd. Professional Recognition Bernice Rachkowski, Marketing Director, St. Laurent Centre/MIL Gord McMillan, General Manager, St. Laurent Centre/MIL Mark Robinson, VP Retail, Morguard Investments Ltd.

To enhance shopper experience, increase customer loyalty and convert browsers to buyers, the St. Laurent Centre developed a customer lounge decorated in “Old Hollywood Style Glamour”. This “Spotlight Lounge” offered services that were not anywhere else in the Centre, including free Wi-Fi access, a cell phone recharge station, a small movie theatre and featured fashions from merchants. Monthly special events made a visit to the Spotlight Lounge a necessity. Customers received free services, exclusive contest opportunities and free gifts.

Customer Service Experience Centres between 750,001 and 1,000,000 sq. ft. of total retail space

What Yule Want , Newmarket, Ontario Owner: Ivanhoe Cambridge & Oxford Properties Management Company: Ivanhoe Cambridge Professional Recognition Lucia Connor, SCMD, Marketing Director, Upper Canada Mall Toni Holley, Assistant Marketing Director, Upper Canada Mall Doug Peters, General Manager, Upper Canada Mall Jon Packer, President, Idea Workshop Joanne Ross, Director, Regional Marketing, Central Region Ivanhoe Cambridge

Armed with the knowledge that our market is heavily time strapped, Upper Canada Mall set out to develop a strong holiday services campaign to set the mall apart from its competitors. “What Yule Want” established the Centre as a first-rate destination for our customers’ holiday needs. Our services included the “holiday rickshaw” to transport customers to their vehicles; the Mobile Concierge iPhone Application to extend our guest services online; and the Santa FastPass to eliminate the stress that parents feel waiting in the long lines with their children for a photo with Santa.

ICSC CANADIAN SHOPPING CENTRE AWARDS 11 Customer Service Experience Centres more than 1,000,000 sq. ft. of total retail space

CrossIron Mills GO TEAM CrossIron Mills, Rocky View, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition James Moller, General Manager, CrossIron Mills Janet Rosenthal, Property Manager, CrossIron Mills Suzanne Cayley, Vice President Specialty Leasing, Ivanhoe Cambridge Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Charles Champagne, SCSM, Regional Director, Operations Ivanhoe Cambridge

For their Grand Opening, CrossIron Mills developed a comprehensive plan that would wow shoppers on their first visit to CIM and entice them to return. An 80 member team was formed, comprised of Ivanhoe Cambridge employees, to assist the centre in delivering exceptional customer (retailer and shopper) service and ultimately leverage our CIM brand – providing a “Beyond the Ordinary” customer experience. The result was an extraordinary Grand Opening that welcomed 210,000 shoppers over 5 days and had 93% of customers say that they would return again.

Customer Service Experience Centres more than 1,000,000 sq. ft. of total retail space

The WOW Factor , Toronto, Ontario Owner: OMERS/AIMCO Management Company: Oxford Properties Professional Recognition Anthony Casalanguida, General Manager, Yorkdale Shopping Center Claire Santamaria, Marketing Director, Yorkdale Shopping Centre Robert Horst, Property Manager, Yorkdale Shopping Centre Keith Le Clair, Security Manager, Yorkdale Shopping Centre Gary Hills, Maintenance Manager Yorkdale Shopping Centre

To create “WOW” customer service moments, Yorkdale Shopping Centre launched “Follow Me”, an internal training and team-building program to enhance service delivery by its 150 in-house security, housekeeping and customer service staff. With the addition of customer service locations, valet area and parking management system, the Centre achieved over 1 million customer interactions, completed 2,500 weekly washroom checks, maintained mall temperatures within 3 degrees and streamlined processes resulting in $14 million in gift certificate sales.

Grand Opening, Expansion & Renovation Centres between 400,001 and 750,000 sq. ft. of total retail space

The Colour of New Conestoga Mall, Waterloo, Ontario Owner/Management Company: Ivanhoe Cambridge Professional Recognition Eva Bosnjak, Marketing Director, Mapleview Shopping Centre Rhonda Richmond, CMD Marketing Director, Conestoga Mall Sandra Stone, SCMD, SCSM, General Manager, Conestoga Mall Joanne Ross, Director of Regional Marketing, Central Region, Ivanhoe Cambridge Suburbia Advertising On October 15, 2009, the revamped Conestoga Mall opened with 30 new stores, a contemporary new food court and an in-mall Heritage Museum. “The Colour of New” became the creative platform. A multi-media advertising campaign delivered over 19.5 million gross impressions and publicity generated an additional 1,264,868. During Opening celebration, foot traffic increased 103% of which 29,833 visited the Centre on opening day. 57 guests attended the opening ceremony via virtual tour. Shoppers embraced the ‘new’ Conestoga by pushing total sales for October up 36.6%.

12 ICSC CANADIAN SHOPPING CENTRE AWARDS Grand Opening, Expansion & Renovation Centres between 400,001 and 750,000 sq. ft. of total retail space

Shops at Don Mills’ Grand Opening Shops at Don Mills, Toronto, Ontario Owner/Management Company: The Cadillac Fairview Corporation Limited Professional Recognition Wendy Greenwood, Director of Marketing, Ontario Portfolio, The Cadillac Fairview Corporation Limited Alan Gomez, Marketing Director, The Cadillac Fairview Corporation Limited Alexandra Whyte, General Manager, The Cadillac Fairview Corporation Limited Jamie Harkins, Marketing Coordinator, The Cadillac Fairview Corporation Limited John Massey, VP, National Leasing The Cadillac Fairview Corporation Limited On April 22, 2009 the Shops at Don Mills made Canadian retail history as Ontario’s first urban village. Purposely designed to be a main street mixed-use development, “Shops” would function as the core of the community. Located in a city with many large-scale super regional centres, the unique, open-air concept would allow the Centre to deliver a different shopping experience. A multi-media campaign built mass brand awareness and a 5-day “Festival in the Square” kicked off the celebrations with activities and entertainment for all ages.

Grand Opening, Expansion & Renovation Centres between 700,001 and 1,000,000 sq. ft. of total retail space

Shopping in a Whole New Light Mall, Edmonton, AB Owner/Management Company: Oxford Properties Group Professional Recognition Brad Merchant, Director, Retail, /Oxford Properties Group Natalie Shewchuk, Property Manager, Kingsway Mall/Oxford Properties Group John Chwyl, Director, Marketing, Kingsway Mall/Oxford Properties Group Abegail Sun, Marketing Coordinator, Kingsway Mall/Oxford Properties Group Heleena Webber, Account Manager TAG Advertising It was the highlight of the 2009 Edmonton fall shopping season. With a deft touch, Kingsway Mall stepped from the shadows of its 1970’s roots, strode into the bright light of day, and reclaimed its place in the city’s pantheon of fashion hot spots. Stripped of three decades of tired décor, Kingsway radiated modernity, and quickly justified its $70-million makeover. It emerged reflecting a personality of excellence, a locale of choice for today’s savvy merchants and the place to shop for urban families, young professionals and emerging fashionistas. Its coming out party — a weekend celebration named “Kingsway’s Radiant Reveal” included a shopping spree sweepstakes and a design competition.

Grand Opening, Expansion & Renovation Centres between 700,001 and 1,000,000 sq. ft. of total retail space

AUG.5 Grand Opening Southgate Centre, Edmonton, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition Claire Salaysay, Marketing Director, Southgate Centre/Ivanhoe Cambridge Paul Fairbridge, General Manager, Southgate Centre/Ivanhoe Cambridge Belinda Davidson, Director, Regional Marketing, Western Region, Ivanhoe Cambridge Creative Agency, Toolbox

To command attention in Canada’s most competitive retail market, Edmonton’s Southgate pulled out all the stops to debut their new expansion wing filled with the latest brands. An innovative outdoor teaser campaign that simply stated AUG. 5, along with dramatic imagery, piqued the entire city’s curiosity. A highly captivating multi-media campaign featuring cirque-like imagery generated 117 million gross media impressions. The Centre grew its budget with over $330,000 in cost savings to deliver a breathtaking opening that increased traffic by 41% and generated $21.60/sq.ft. in expansion wing sales over the 5-day celebration.

ICSC CANADIAN SHOPPING CENTRE AWARDS 13 Grand Opening, Expansion & Renovation Centres more than 1,000,000 sq. ft. of total retail space

CrossIron Mills Grand Opening CrossIron Mills, Rocky View, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge James Moller, General Manager, CrossIron Mills Janet Rosenthal, Property Manager, CrossIron Mills Nicole Boettcher, Assistant Marketing Director, CrossIron Mills Panzano & Partners, Advertising Agency

CrossIron Mills, the first enclosed centre to be built in Western Canada in 20 years, made its debut on August 19th, 2009. To position the Centre as more than a mall, they took a bold creative approach with its “Beyond the Ordinary” teaser and launched campaigns that achieved a 66.3% recall level and delivered 69.7 million impressions. Their 5-day opening themed “A Celebration of All Things Alberta” featured home- grown celebrities, performers and Paul Brandt VIP concert. The results were nothing short of extraordinary with 275,000 shopper visits during the first 5 days.

New Media Centres between 400,001 and 750,000 sq. ft. of total retail space

SEX AND THE CITY 2 Billings Bridge Shopping Centre, Ottawa, Ontario Owner: Capital City Shopping Centre Limited Management Company: 20 Vic Management Professional Recognition Greta Bloskie, Marketing Director, Billings Bridge Shopping Centre Dora Cook General Manager, Billings Bridge Shopping Centre

As the official sponsor of Ottawa’s advanced VIP screening ofSex and the City 2, Billings Bridge kicked off a month long event at the National Women’s Show with a look-a-like fashion show, photo ops with life size cut outs of the ‘fab four’ and a chance to win a trip to New York City. The Centre embraced social media to promote the weekly contests and generate buzz for the exclusive screening. The initiative attracted 1,376 Facebook fans, 576 Twitter followers, and increased web traffic by +18%.

New Media Centres between 400,001 and 750,000 sq. ft. of total retail space

Rising to the Challenge: The 2010 Marketing Plan Mayfair Shopping Centre, Victoria, British Columbia Owner: Ivanhoe Cambridge and Commerz Real Investmentgesel Management Company: Ivanhoe Cambridge Professional Recognition Karina Perkins, Marketing Director, Mayfair Shopping Centre/Ivanhoe Cambridge Lorna Park, General Manager, Mayfair Shopping Centre/Ivanhoe Cambridge Belinda Davidson, Director, Regional Marketing, Ivanhoe Cambridge Julie Coward, Co-Principal, Holy Cow Communication Design Inc. Rosemary Coss, Media Director, Holy Cow Communication Design Inc. Challenged by Ivanhoe Cambridge to develop a new format for their 2010 Marketing Plan, Mayfair decided to bring their plan to life on a special micro site. Utilizing an online web design solution, the Centre created a custom branded website for just $3,000. The site features an interactive social networking area for retailers and the opportunity to upload content. This new environmentally friendly communication tool has 100% of centre retailers as registered users, has saved $2,500, in printing costs and $7,500, in production costs. It has been so effective that it is being rolled out to all of Ivanhoe Cambridge’s properties in the Western and Central regions.

14 ICSC CANADIAN SHOPPING CENTRE AWARDS New Media Centres between 400,001 and 750,000 sq. ft. of total retail space

Stylista Challenge Oakville Place, Oakville, Ontario Owner/Management Company: Ivanhoe Cambridge Professional Recognition Jenny Jovanovic, Marketing Director, Oakville Place/Ivanhoe Cambridge Megan Johnson, General Manager, Oakville Place/Ivanhoe Cambridge Joanne Ross, Director of Regional Marketing, Central Region, Ivanhoe Cambridge Carolann Organ, President, CAO Productions Cheryl Cardon, President Circus Strategic Communications

With fierce competition in the for the highly valued loyalty of females,15-54 years, Oakville Place created the “Stylista Challenge”. The event would drive them to an on-line activity, track consumer’s behaviour and integrate digital marketing into the marketing plan. They partnered with Circus Communications to run the critical online web portion of the event. The online contest generated an astounding 6.5 million hits, 196,667 votes for 653 outfits, and the website tracked 53,864 unique visitors. The “Stylista Challenge” launched the key fall fashion period and the Centre’s first online marketing initiative with excellent results!

New Media Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Upper Canada Mall Mobile Conceirge iPhone App Upper Canada Mall, Newmarket, Ontario Owner: Ivanhoe Cambridge & Oxford Properties Management Company: Ivanhoe Cambridge Professional Recognition Lucia Connor, SCMD, Marketing Director, Upper Canada Mall Toni Holley, Assistant Marketing Director, Upper Canada Mall Doug Peters, General Manager, Upper Canada Mall Jon Packer, President, Idea Workshop Joanne Ross, Director, Regional Marketing, Central Region Ivanhoe Cambridge

With an eye on innovation, Upper Canada Mall set out to create its own iPhone Application, to set the centre apart from its competition and tap into the relatively new mobile marketing trend. The launch of the Mobile Concierge iPhone App garnered significant media coverage with a total audience reach of 3 million. The Centre’s social media networks, including Facebook and Twitter were utilized to announce the launch.

New Media Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Toronto Eaton Centre iPhone App , Toronto, Ontario Owner/Management Company: The Cadillac Fairview Corporation Ltd. Professional Recognition Catherine Melchior, Senior Director of Marketing, Toronto Eaton Centre Lorie Brodie, Marketing Coordinator, Toronto Eaton Centre Susan Allen, General Manager, Toronto Eaton Centre Brian O’Hoski, Property Retail Manager, Toronto Eaton Centre CF BITS Dept and Susan Williams, National Research, The Cadillac Fairview Corp.

In order for the Toronto Eaton Centre to stay on the forefront of customer service experience and retail innovation, they tapped into the growing power of mobile media. The Centre decided to explore how an iPhone App could support retailers and improve upon the shopping experience by engaging their core consumers. The iPhone App, developed by not by Mobile Fringe, allowed iPhone users to access retail promotions, check their shop card balance, use the interactive mall map and post notes directly to social media sites.

ICSC CANADIAN SHOPPING CENTRE AWARDS 15 New Media Centres between 750,001 and 1,000,000 sq. ft. of total retail space

BTS Mobile Campaign Upper Canada Mall, Newmarket, Ontario Owner: Ivanhoe Cambridge & Oxford Properties Management Company: Ivanhoe Cambridge Professional Recognition Lucia Connor, SCMD, Marketing Director, Upper Canada Mall Lindsay Holstein, Assistant Marketing Director, Upper Canada Mall Doug Peters, General Manager, Upper Canada Mall Virginia Boggie, Partner, Suburbia Advertising

In order to reach teens and young adults, Upper Canada Mall developed a mobile marketing promotion to help attract back to school shoppers. Inspired by the hit television show, Gossip Girl, the promotion used different gossip-inspired keywords to help track and compare the effectiveness of different media used to promote the campaign. The combination of texting and gossip proved irresistible to our teen audience, generating 2,088 responses, a 35% redemption rate for a mobile coupon, and 401 subscribers to our daily fashion tips from 17 Upper Canada Mall retailers.

New Media Centres more than 1,000,000 sq. ft. of total retail space

Prom Style Intervention , , Ontario Owner: Morguard Corp & Bramalea City Centre Equities Inc. Management Company: Morguard Investments Limited Professional Recognition Donna Rosati, Marketing Director, Bramalea City Centre/Morguard Investments Limited Sharon Quigley, Assistant Marketing Director, Bramalea City Centre/Morguard Investments Limited Cheryl Cardon, President, Circus Strategic Communications Inc. Capitalizing on prom season, Bramalea City Centre saw an opportunity to engage their growing teen market with the “Prom Style Intervention” contest. The contest offered a chance to win one of two $500 Glam Shopping Sprees plus a limo to and from prom with 5 friends and swag bags. Contest entrants had to rally their friends and family to vote for them and spread the word virally using Facebook. In addition to newspaper and in-mall ads, BCC added profiles on Facebook and Twitter to increase website traffic. Votes totaled 26,169, web traffic ballooned 53% and sales increased 9.2%!

New Media Centres more than 1,000,000 sq. ft. of total retail space

Vaughan Mills Style Agents Vaughan Mills, Vaughan, Ontario Owner: Ivanhoe Cambridge, Caisse de Depot Management Company: Ivanhoe Cambridge Professional Recognition Jamie MacLean, SCMD, Marketing Director, Vaughan Mills/Ivanhoe Cambridge Nicole Meriano, Assistant Marketing Director, Vaughan Mills/Ivanhoe Cambridge Gil Small, CSM, General Manager, Vaughan Mills/Ivanhoe Cambridge Joanne Ross, Director, Regional Marketing, Ivanhoe Cambridge Mark Campbell, Account Director VMG Cinematic

With the expectation that web television would be an increasingly important part of the digital experience, Vaughan Mills launched an original web series called “Style Agents”. A video-rich micro-site was created to host the series and integrate the market’s most used social engagement dynamics. In just 12 months, 13 webisodes were produced that generated 154,514 views from 86 countries, featured 31 retailers and influenced uplift in Total Centre Sales by 10%...fashion mission accomplished!

16 ICSC CANADIAN SHOPPING CENTRE AWARDS New Media Centres more than 1,000,000 sq. ft. of total retail space

Yorkdale Is Me Yorkdale Shopping Centre, Toronto, Ontario Owner: OMERS/AIMCO Management Company: Oxford Properties Group Professional Recognition Claire Santamaria, Marketing Director, Yorkdale Shopping Centre Yvette Bernard Interactive Media Specialist, Yorkdale Shopping Centre Melissa Sintra-Pugliese, Marketing Coordinator, Yorkdale Shopping Centre Anthony Casalanguida, General Manager, Yorkdale Shopping Centre Diti Katona and John Pylypczak, Principles Concrete Design

Yorkdale Shopping Centre embraced its digital assets to increase and track spending of the brand conscious, techno savvy customer. Through the “Yorkdale Is Me” contest, the Centre created a micro-site with social media options to test and track spending of these influencers. The YorkdaleIsMe.com website was launched as information hub where entrants could submit their photo, contact information and explain why they were ‘undeniably Yorkdale’ and the public was invited to cast their votes. Word spread and generated 1,407 contest entries, 2.7 million online votes, 133,812 text votes, 1,882 blogger referrals, 16,000 Facebook and Twitter interactions and 49% spend increase over the average Yorkdale shopper.

New Media Mixed-Use

FCP Food E-Call First Canadian Place, Toronto, Ontario Owner/Management Company: Brookfield Properties Corporation Professional Recognition Lucie Bisson, Marketing Director, First Canadian Place Shopping Centre Kathi Bonner, Director, Shopping Centre, First Canadian Place Shopping Centre Meriam Espela, Coordinator, Online Services, First Canadian Place Shopping Centre Tania Laroche, Coordinator, Retail and Marketing, First Canadian Place Shopping Centre

With almost 95% of First Canadian Place’s market with access to the web or a smart phone, the Centre launched an innovative new digital communication program. Gaining inspiration from the term “foodie call”, FCP created a clever play on words and developed FCP Food E-Call - exclusive instant emails/text messages with enticing offers, delectable deals and juicy tidbits from FCP’s six restaurants and 11 eateries. The program has reached over 25,000 office tower employees and e-newsletter subscribers, have attracted 1,016 subscribers, enjoyed a 60% food retailer participation rate.

New Media Joint Centre Effort

Go Browse , The Centre, Parkland Mall and Shoppers Mall Management Company: Morguard Investments Limited Professional Recognition Tracy Leonard, Marketing Director, Cambridge Centre Kimmer Lewarne, Marketing Director, Shoppers Mall Tricia Dumouchel, Marketing Director, Parkland Mall Leanne Tameling, Marketing Director, The Centre Andrea Tushingham, National Marketing Director Morguard Investments Limited

In order to stay relevant and competitive, four shopping centres in four different provinces within the Morguard Investments Limited portfolio needed a website makeover. They saw an opportunity to their pool resources and optimize development costs to improve their web presence and functionality. To elevate each of the Centre’s online branding presence and control cost, it was determined that a single creative template was needed. The new website design needed to be fresh, vibrant, lively and fun. A new tagline, “Go browse” appeared consistently in each centre to reinforce the website and drive online traffic. The combined savings added up to $54,000 and were an excellent investment for today and future communications.

ICSC CANADIAN SHOPPING CENTRE AWARDS 17 New Media Corporate/Company

Unleash Your Style The Cadillac Fairview Corporation Limited, Toronto, Ontario Professional Recognition Susan Williams, Director National Research&Marketing, Cadillac Fairview Tiffany Piccolo, Online Marketing Specialist, Cadillac Fairview T4G Limited Brenda Morrison, B-Line Media

“Unleash Your Style” details the successful implementation of an integrated national online marketing program leveraging strong partner brands and the strengths of online to build customer acquisition and loyalty for Cadillac Fairview (CF) properties. In 2009, CF grew its e-Newsletter shopper database by skillfully engaging high-value, high-income female shoppers with online marketing and social networking techniques.

Public Relations Centres between 400,001 and 750,000 sq. ft. of total retail space

Cystic Fibrosis Celebrity Gift Wrap , Calgary, Alberta Owner: BIM North Hill Inc and WPL North Hill Inc. Management Company: Bentall LP Professional Recognition Paula Lee, Marketing Director, North Hill Centre, Bentall LP Phil Marleau, General Manager, North Hill Director of Retail, North Hill Centre, Bentall LP Bonney Rempel, SCMD, Regional Director, Marketing, Retail Services, Bentall LP Tony Segaric, Vice President Operations and Construction, West, Bentall LP

North Hill Centre has partnered with the Cystic Fibrosis Foundation of Southern Alberta for over a decade. Each year CF volunteers manage our gift wrap for the month of December and raise approximately $8,000. To build awareness of the Centre’s program and drive traffic to the event, “Celebrity Gift Wrap For a Cure” was created and the local Calgary Flames assisted in raising funds and awareness. In 2009, the 2-hour event had fans lining up before the mall opened and the publicity included local TV and radio stations, newspaper and social media.

Public Relations Centres between 750,001 and 1,000,000 sq. ft. of total retail space

Santa Says No-No-No To Germs Centre, Coquitlam, British Columbia Owner: Pensionfund Realty Management Company: Morguard Investments Limited Professional Recognition Deborah Stetz, Marketing Director, /Morguard Investments Limited Douglas Tannahill, Guest Services Manager, Coquitlam Centre/Morguard Investments Limited Jennifer Han, Marketing Coordinator, Coquitlam Centre/Morguard Investments Limited Lonnie Farnworth, Marketing Assistant, Coquitlam Centre/Morguard Investments Limited

With growing concerns regarding the flu pandemic and health safety in public spaces, Coquitlam Centre needed to maintain sales and traffic for the holiday season. A new germ fighting program was initiated with a special focus on Santaland and the Holiday Train. A professional PR expert promoted a positive message to families about their commitment to provide a safe and healthy environment.

18 ICSC CANADIAN SHOPPING CENTRE AWARDS Public Relations Centres more than 1,000,000 sq. ft. of total retail space

CrossIron Mills PR CrossIron Mills, Rocky View, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition James Moller, General Manager, CrossIron Mills John Scott, Vice President, Development, Ivanhoe Cambridge Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Kelly Steward, Public & Community Relations Coordinator, CrossIron Mills Nancy Defoy, Senior Advisor, Communications & Public Affairs Ivanhoe Cambridge

With the distinction of being the first enclosed shopping centre to open in Alberta in 20 years and with its unique product offering, CrossIron Mills developed a strategic public relations plan to communicate its “Beyond The Ordinary” campaign. By pro-actively managing communications, the Centre was able to pique the media’s interest with two hard-hat tours, a large scale Career Fair and a spectacular Grand Opening celebration.

Public Relations Centres more than 1,000,000 sq. ft. of total retail space

Yorkdale PR Yorkdale Shopping Centre, Toronto, Ontario Owner: OMERS/AIMCO Management Company: Oxford Properties Professional Recognition Claire Santamaria, Marketing Director, Yorkdale Shopping Center Anthony Casalanguida, General Manager, Yorkdale Shopping Center Melissa Sintra-Pugliese, Marketing Coordinator, Yorkdale Shopping Center Edelman Canada, Shopping Center/Company: Public Relations, Yorkdale Shopping Center Gary Hills, Maintenance Manager Yorkdale Shopping Centre With a strong desire to embrace the power of PR, strengthen the Centre’s position as Canada’s premiere fashion destination and mitigate negative coverage, Yorkdale Shopping Centre created a strategic public relations program that enhanced its profile and relations with the media, streamlined coverage processes and allowed the Centre to maintain its safety reputation following a gun-related incident. A planned series of media outreach in 2009 allowed Yorkdale to generate 122.9 million gross impressions of solicited publicity including more 12.5 hours of broadcast and almost 200 hits of print and online coverage. Over 32% of coverage was achieved in national and out-of-province publications.

Revenue Impact Joint Centre Effort

Comfort, Joy and Profit – TD Canada Trust Holiday Comfort Zones Centre Eaton de Montreal, CrossIron Mills, and Upper Canada Mall Owner/Management Company: Ivanhoe Cambridge Professional Recognition Leigh Rosar, Director, National Partnerships, Ivanhoe Cambridge Keron Shankar, Manager, National Partnerships, Ivanhoe Cambridge

With vacant retail spaces at three up-scale shopping centres during the Christmas season, Ivanhoe Cambridge tested an initiative to rent ‘pop-up’ store spaces for two weeks to increase profit and create some “Comfort and Joy” during the Holiday Season. TD Canada Trust proved a perfect fit and set up lounges for its card holders, offered free beverages, a coat check and complementary gift wrapping. TD extended the deal to include CrossIron Mills, in addition to Oakridge Centre, Montreal Eaton Centre and Upper Canada Mall.

ICSC CANADIAN SHOPPING CENTRE AWARDS 19 Revenue Impact Corporate/Company

In Full Swing: CrossIron Mills Multiple Temporary Stores: CrossIron Mills, Toronto, Ontario Owner/Management Company: Ivanhoe Cambridge Professional Recognition Suzanne Cayley, Vice-President, Speciality Leasing & NPP, Ivanhoe Cambridge

When the recession hit in 2008, Ivanhoe Cambridge responded quickly to ensure the opening of CrossIron Mills met ultra high expectations. With retailers cutting investment spending, the shopping centre suddenly faced the prospect of opening with many vacant storefronts. It set up an integrated “Swing Shop” program to secure temporary tenants in time for opening day. Every aspect of traditional leasing had to be reinvented. Many retailers had never operated in an indoor mall. “Swing Shop” teams supervised all aspects of store design and merchandising. Temporary tenants had to fit into themed neighborhoods. Hard work, creativity and team spirit came through.

Sales Promotion and Events Centres between 150,001 and 400,000 sq. ft. of total retail space

Frugal is Fabulous , , Ontario Owner: bcIMC Realty Corporation Management Company: Bentall LP Professional Recognition Jennifer Bolton, Marketing Director, Retail Services, Cloverdale Mall, Bentall LP Domenic Imbesi, Regional Director, Marketing, Retail Services, Bentall LP John Minas, General Manager, Director of Retail Operations, Cloverdale Mall, Bentall LP Stephen J Michniewicz, VP Operations, Eastern Canada, Bentall LP Elixir Marketing Inc./CAO Productions Inc., Advertising Agency/Event Specialists,

Inspired by the new frugality that emerged from the recession, and recognizing that value-conscious consumers would embrace this trend, Cloverdale Mall launched “Frugal is Fabulous” as a means to increase fashion category sales. A button, a well-recognized element of fashion, was chosen as the foundation on which to style the program which consisted of displays that showcased fabulous affordable fashion, a “Strike a Pose” contest, a gift with purchase and a community program, “Change for Change”.

Sales Promotion and Events Centres between 150,001 and 400,000 sq. ft. of total retail space

Complexe Les Ailes. Forever. Complexe Les Ailes, Montreal, Québec Owner/Management Company: Ivanhoe Cambridge Professional Recognition Johanne Marcotte, General Manager, Complexe Les Ailes / Ivanhoe Cambridge Maryse Lepage, Marketing Director, Complexe Les Ailes / Ivanhoe Cambridge I Annie Hébert, Marketing Administrative Assistant, Complexe Les Ailes / Ivanhoe Cambridge Johanne Leclerc, Regional Director, Operations, Ivanhoe Cambridge Marlène Théberge, Director, Regional Marketing Ivanhoe Cambridge

On September 5, 2009, Forever 21 opened its first store in Quebec at Complexe Les Ailes. Their highly anticipated opening was met with record crowds, amazing sales and media notoriety. To ensure its success, Complexe Les Ailes rolled out an aggressive media blitz, launched a web-based campaign, produced a high profile fashion video and partnered with the city’s top fashion magazines to enhance awareness. Generating $1 million in sales in 12 days, Forever 21 experienced the strongest soft opening in the chain’s history.

20 ICSC CANADIAN SHOPPING CENTRE AWARDS Sales Promotion and Events Centres between 400,001 and 750,000 sq. ft. of total retail space

Model Boot Camp Centerpoint Mall, Toronto, Ontario Owner/Management Company: Morguard Investments Limited Professional Recognition Eleni Koukoulidis, Marketing Director, Centerpoint Mall/ Morguard Investments Limited Justin Deknatel, General Manager, Centerpoint Mall, Morguard Investments Limited Cheryl Cardon, President, Circus Strategic Communications Carolann Organ, President, CAO Productions

Teens represent one of the strongest and most dynamic market segments for Centerpoint Mall. As the teen market continues to grow, Centerpoint Mall wanted to grab the opportunity to engage teens. To tap into this lucrative market, the mall held a week long “Model Boot Camp” event that would provide girls from ages 10-18 with the chance to be a model for a week and walk the runway in the events’ finale fashion show. The event was a success and sales increased an impressive 18.4% for participating retailers and traffic increased 16.7% for March.

Sales Promotion and Events Centres between 400,001 and 750,000 sq. ft. of total retail space

Defining Moments Oakridge Centre, Vancouver, BC Owner: Ivanhoe Cambridge Inc. and Omers Realty Corporatio Management Company: Ivanhoe Cambridge Inc. Professional Recognition Kimberly MacAulay, Marketing Director, Oakridge Centre/Ivanhoe Cambridge Inc. Kathy Barr, General Manager, Oakridge Centre/Ivanhoe Cambridge Inc. Belinda Davidson, SCMD, Regional Director of Marketing, Western Region/Ivanhoe Cambridge Identica Brand Design

To celebrate a year of milestones, Oakridge Centre launched its “Defining Moments” campaign to not only salute its 50th anniversary, but also to celebrate the Centre’s new station and the 2010 Olympic Games in Vancouver. The Centre launched a multi-media advertising and promotional campaign that elevated the brand and reinforced Oakridge’s position as the market’s style leader. Advertising and promotional activities supported key merchandising periods - spring, fall and holiday. Combining upscale fashion imagery with headline copy that defined actual moments in one’s life, made a compelling personal connection with our target audience.

Sales Promotion and Events Centres between 750,001 and 1,000,000 sq. ft. of total retail space

What a Save! , Saint-Laurent, Québec Owner/Management: Ivanhoe Cambridge Professional Recognition Annick Libersan, Marketing Director, Place Vertu Michael Bonetto, General Manager, Place Vertu Marlène Théberge, Director, Regional Marketing, Ivanhoe Cambridge Steve Plamondon, Regional Director, Operations, Ivanhoe Cambridge Inc. Geneviève Kelly, Kelly et Cie.

To minimize the disruption caused by the mall’s renovation, Place Vertu executed a multi-faceted event, aimed at enhancing the Centre’s image, supporting its community commitment and generating media publicity. Tapping into the Centre’s close ties with Montreal’s AAA hockey league, Place Vertu orchestrated a hockey exhibition entitled “What a Save!”. The exhibition chronicled the history of hockey and paid tribute to the Centre’s relationship with hockey great Ken Dryden and its 25-year-long association with the Montreal’s hockey league.

ICSC CANADIAN SHOPPING CENTRE AWARDS 21 Sales Promotion and Events Centres between 750,001 and 1,000,000 sq. ft. of total retail space

The Fair Change Machine St. Laurent Centre, Ottawa, Ontario Owner: Morguard Real Estate Trust Management Company: Morguard Investments Ltd. Professional Recognition Bernice Rachkowski, Marketing Director, St. Laurent Centre/MIL Gord McMillan, General Manager, St. Laurent Centre/MIL Mark Robinson, VP Retail, Morguard Investments Ltd.

After many years of solid gift card sales growth, St. Laurent Centre recorded the first sales decline in years. In response, the Centre looked for ways counteract the declining sales. A unique opportunity presented itself when people started asking for coin rollers after the Dollar Store closed. The Centre wanted to utilize this growing need in a way that would increase the sale of gift cards. “The Fair Change Machine”, which converts loose change into a St. Laurent gift card, debuted in April 2009 as part of the recycling-themed spring advertising campaign.

Sales Promotion and Events Centres more than 1,000,000 sq. ft. of total retail space

Spirit of Sport , , British Columbia Owner/Management: Ivanhoe Cambridge II Inc. Professional Recognition Judy Black, Marketing Director, Metropolis at Metrotown Anne Blaine, Special Events Manager, Metropolis at Metrotown Artie Chumpol, Community and PR Manager, Metropolis at Metrotown Pat Carlson, Tourism Manager, Metropolis at Metrotown Doug MacDougall, General Manager Metropolis at Metrotown

With all eyes on Canada during the 2010 Winter Olympics in Vancouver, Metropolis at Metrotown wanted to create a program that would give people a reason to visit when they were not taking part in the Olympic activities in Vancouver. A Red and White Weekend, a torch relay Community Celebration, Hockey Hall of Fame, Flying Canucks and other activities drove traffic and helped raise funds for Kidsport, a local charity.

Sales Promotion and Events Centres more than 1,000,000 sq. ft. of total retail space

Vaughan Mills Shopping Shuttle Vaughan Mills, Vaughan, Ontario Owner: Ivanhoe Cambridge, Caisse de Depot Management Company: Ivanhoe Cambridge Professional Recognition Jamie MacLean, SCMD, Marketing Director, Vaughan Mills/Ivanhoe Cambridge Lesley Boughen, Tourism Manager, Vaughan Mills/Ivanhoe Cambridge Gil Small, CSM, General Manager, Vaughan Mills/Ivanhoe Cambridge Joanne Ross, Director of Regional Marketing, Ivanhoe Cambridge Tim Finlason, Co-Founder ShopDineTour Toronto

Visitors to Toronto total around 25.9 million annually and generate $4.5 billion in revenue. To capitalize on this lucrative tourism activity, in May 2009, Vaughan Mills launched Toronto’s first-ever Shopping Shuttle. Operating from Toronto’s transportation hub, , the service provides tourists and residents of Toronto with free, round trip transportation to Vaughan Mills. Over 17.3 million delivered publicity impressions helped fuel an average passenger occupancy of 70%!

22 ICSC CANADIAN SHOPPING CENTRE AWARDS Sales Promotion and Events Mixed-Use

Underground Sound Urban Style , Edmonton, Alberta Owner: OMERS Management Company: Oxford Properties Group Professional Recognition Greg Burns, BPR, Marketing Manager, Edmonton City Centre Haley Shewciw, Marketing Coordinator, Edmonton City Centre Alan Durston, General Manager, Edmonton City Centre

To strengthen Edmonton City Centre’s position as the city’s premier urban fashion leader, we decided to present a large-scale New York caliber fashion event called “Underground Sound, Urban Style” featuring Kim Kardashian. Our fashion show showcased 24 retailers and 19 emerging Albertan designers. Over $265,465 in sponsorship funding and ticket sales was achieved and the event attracted a sold-out crowd of 1,300. Most importantly, they reaffirmed their style authority with the young urban demographic and reignited fashion sales as demonstrated by May 2010 by a 5% women’s apparel and 4% men’s apparel increases.

Visual Merchandising Temporary or Pop Up Stores

Bark Avenue West Coquitlam Centre, Nanaimo, British Columbia Owner: Bark Avenue Pet Boutique Professional Recognition Barbara Cady, Specialty Leasing Manager, Coquitlam Centre/Morguard Investments Limited

Facing an unstable economic climate, the Coquitlam Centre wanted to target a specific market that would increase sales revenue for the Centre. Even though the recession had impacted consumer spending, the sales of pet-related items exhibited an increase in 2009. In order to cater to this demographic, Coquitlam needed to add a pet store, and more specifically, a doggy store. In May of 2009, “Bark Avenue West” was opened and featured only clothes for dogs. With very specific product lines, the store cornered this growing market and Coquitlam Centre was able to utilize a small, quiet space to increase their sales.

Renovation or Expansion of an existing project Centres between 400,001 and 750,000 sq. ft. of total retail space

Conestoga Mall Waterloo, Ontario Professional Recognition: Owner/Management Company: Ivanhoe Cambridge Design/Production Architect: Pellow + Associates Lighting Designer: Hammerschlag + Joffe Inc. Landscape Architect: Green Scheels Pidgeon General Contractor: Ledcor Construction

In 2009, Conestoga Mall was due for an expansion. By adding destination retailers, new restaurants and customer service facilities, the mall was able to meet the needs of Waterloo’s ever-growing population. The addition of a brand new food court adjacent to the cinemas allowed for greater synergy between the Centre and entertainment facilities. Once considered tired and dated, the Conestoga Mall was completely refurbished to reflect a new contemporary, chic shopping enviornment.

ICSC CANADIAN SHOPPING CENTRE AWARDS 23 Renovation or Expansion of an existing project Before Centres between 400,001 and 750,000 sq. ft. of total retail space

Mapleview Shopping Centre Burlington, Ontario Professional Recognition: Owner: Ivanhoe Cambridge & CN Investments Management Company: Ivanhoe Cambridge Design/Production Architect: Pellow+Associates Lighting Designer: Hammerschleg & Joffe Landscape Architect: Ferris Associates After General Contractor: Ellis Don

The $62 million expansion and redevelopment of Mapleview has transformed the Centre into Burlington’s ultimate fashion destination. The project involved the addition of over 100,000 square feet of retail space, including a dramatic, new 730-seat Food Court, bringing twenty of the most sought-after retailers to market. The exterior facade utilizes a combination of colours and materials that has dramatically transformed its curb appeal resulting in an elegant shopping & dining experience.

Renovation or Expansion of an existing project Centres between 750,001 and 1,00,000 sq. ft. of total retail space

Kingsway Mall Edmonton, Alberta Professional Recognition: Owner/Management/Development/Leasing Company: Oxford Properties Group Inc. Design/Production Architect/Interior/Design Consultant/Lighting Designer: Cohos Evamy Graphic Designer: Tag Advertising Landscape Architect: Carlyle & Associates General Contractor: Ledcor Group of Companies

The Kingsway Mall renovation, worth close to $70 million, was completed during a 27- month period from August 2007 to November 2009. “Lighter and brighter” guided the design, which incorporated the luminescence the structure needed to catch and surpass those hot, younger competitors. More natural light was directed into the lower level to create a brighter shopping space. With the addition of 21 soft seating areas and upgraded washrooms, customers are able to enjoy Kingsway Mall and stay longer.

Renovation or Expansion of an existing project Centres between 750,001 and 1,00,000 sq. ft. of total retail space

Pickering Town Centre Pickering, Ontario Professional Recognition: Owner: OPB Realty Inc. Management/Development/Leasing Company: 20 VIC Management Inc. Design Architect: Petroff Partnership Architects Interior Design Consultant: GHA Design Studios Lighting Designer: Hammershag + Joffe General Contractor: Charter Building Company Finance Company: Ontario Pension Board

The major renovations at Pickering Town Centre have transitioned their image to a fashion destination. An investment of $17 million dollars contributed to the development of a new sophisticated image using a soft, earth-tone colour palette and updated mall branding. The overall design direction introduced warmth via wood paneling and carpet inserts, with clean lines and simple geometry. Common areas have been cosmetically enhanced including floors, ceilings, lighting and seating areas. Architectural interventions were undertaken with a new elevator, staircase and exterior entrance build-outs.

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Renovation or Expansion of an existing project Centres between 750,001 and 1,00,000 sq. ft. of total retail space

Southgate Edmonton, Alberta Professional Recognition: Owner/Management /Development/ Leasing Company: Ivanhoe Cambridge Design Architect/Interior Design Consultant/Graphic Designer: Pappas Design Studio Inc. Production Architect: Stantec Architecture Lighting Designer: Stantec Consulting and Pappas Design Inc Landscape Architect: Stantec Consulting General Contractor: PCL Construction Management Inc

To solidify Southgate as Edmonton’s leading fashion centre, the property launched a $114 million expansion which has added 130,000 sq.ft. and 30 new prestigious fashion retailers including Alberta’s first Kiehl’s store, Coach and Banana Republic. The Centre’s contemporary new expanded food court provides an elevated customer experience with a food court concierge desk, hotel-quality washrooms and has sales performance of $2,300/sq.ft. A stunning 45’ Atrium Court connects the expansion area to the Centre’s new parking decks and adjacent Edmonton LRT terminal.

Renovation or Expansion of an existing project Centres more than 1,00,000 sq. ft. of total retail space

Carrefour Laval Laval, Quebec Professional Recognition: Owner/Management/Development/Leasing Company: Cadillac Fairview Corporation Limited Production Architect: Groupe Archfin Inc. Interior Design Consultant: GHA Design Studios Lighting Designer: Gabriel Mackinnon General Contractor: CAL Construction

Le , one of Cadillac Fairview’s finest properties, underwent a total mall renovation and a food court relocation. The mall has now been ushered into a new era with redefined ceiling lines and elegantly designed flooring. The newly relocated Dining Terrace redefines the food experience and elevates it to the Carrefour Laval’s exquisite shopping experience.

Renovation or Expansion of an existing project Centres more than 1,00,000 sq. ft. of total retail space

Southcentre Mall Calgary, Alberta Professional Recognition: Owner: Ivanhoe Cambridge and Commerz Real Management /Development/Leasing/Finance Company: Ivanhoe Cambridge Design Architect: JPRA Architects Interior Design Consultant: Cohos Evamy Lighting Designer: Stebnicki & Partners Landscape Architect: Michelle’s Landscaping Inc General Contractor: PCL

With a contemporary renovation, dramatic new expanded food court, unparalleled amenities, themed play areas and distinct comfort zones, was transformed into Calgary’s “comfort shopping” destination. The addition of retailers including Crate & Barrel, Restoration Hardware, Coach and Bose have strengthened the Centre’s appeal and increased traffic by 5%.

26 ICSC CANADIAN SHOPPING CENTRE AWARDS

Innovative design and development of a new retail project Centres between 400,001 and 750,000 sq. ft. of total retail space

Shops at Don Mills Toronto, Ontario Professional Recognition: Owner/Management /Development/Leasing Company: Cadillac Fairview Corporation Limited Design Architect: GPAIA & Pellow + Associates Architects Inc. Production Architect/Interior Design Consultant: Pellow + Associates Architects Inc. Landscape Architect: Quinn Design Associates Inc. General Contractor: EllisDon Construction

The Shops at Don Mills is a significant large scale project that replaced an indoor community with a new mixed-use commercial neighbourhood, setting a new standard for suburban infill development. The development is intrinsically connected to the surrounding neighbourhood and embraces the enjoyment of the outdoors with multi-use buildings combined with carefully planned public spaces to allow people to work and dine in a setting that sees life at all hours of the day. Opened in the spring of 2009, the project turns the typical retail experience on its head by creating a lively, pedestrian-based, neighbourhood and a regional gathering place.

Innovative design and development of a new retail project Centres more than 1,000,000 sq. ft. of total retail space

CrossIron Mills Rocky View, Alberta Professional Recognition: Owner/Management /Development/Leasing Company: Ivanhoe Cambridge Design Architect/Interior Design Consultant/Graphic Designer: JPRA Architects Production Architect: Cohos Evamy Landscape Architect: Carson McCulloch Associates Ltd General Contractor: Ledcor Construction Limited

CrossIron Mills, Alberta’s first enclosed shopping centre built in over 20 years, combines the best attributes of a regional mall, power centre and entertainment destination. With over one million square feet of retail, it is home to 17 anchors and 200 stores. CrossIron Mills’ unique architectural design celebrates the provinces’ geographic regions, landmarks and cultural icons, features a themed Food Court, 5 transition courts and 6 distinct retail neighborhoods.

Retail Store Design Kiosks and Carts

International Currency Exchange Place Rosemère, Rosemère, Quebec Type of Merchandise: General Merchandise Professional Recognition Company: Exchange Corporation Canada Inc. Designer: Ruscio Studio Inc. General Contractor: Trial Design

International Currency Exchange (I.C.E.) was at a crossroads when they wanted to expand their business to primary locations in class A shopping malls across Canada. This expansion occurred at a time when the general consensus amongst mall owners was that current kiosk designs looked too much like bunkers. Calling upon Ruscio Studio for help, a new kiosk design needed to be created that was acceptable to both the mall and the client alike. Successfully achieving the goals of the design, once completed, the International Currency Exchange kiosk had been transformed from an ordinary looking unit into a beautiful sculptural piece of art.

28 ICSC CANADIAN SHOPPING CENTRE AWARDS Retail Store Design Kiosks and Carts

Koodo Kiosk Various Shopping Centres Across Canada Type of Merchandise: General Merchandise Professional Recognition Company: Telus Designer: Burdifilek General Contractor: The Taylor Group

The Koodo Kiosk was designed with its location within the high-traffic shopping mall environment in mind. The circular form allows for ease of traffic flow and encourages continuous navigation around its perimeter. The design allows staff to service customers in a traditional manner – across the selling counter, but also to easily service the customer shoulder to shoulder encouraging more friendly individual contact. This concept also utilizes touch-screen lift technology that showcases advertising, attracts attention and allows customers to shop independently.

Retail Store Design Food Court Unit/Fast Food

Manchu Wok - Laval Le Carrefour Laval, Laval, Quebec Type of Merchandise: Restaurant Professional Recognition Company: Manchu Wok (Canada) Inc. Architect: J.Candice Interior Architects Designer: J.Candice Interior Architects & Ted Design General Contractor: Proplus Constracting Inc.

Manchu WOK’s minimalist approach to its newest retail store design exudes a strong, contemporary identity, reflecting the evolution of the sophisticated consumer. It demonstrates amply how ‘less can be more’. The overall design strategy was to create a pristine yet modern, simplistic yet impactful concept to reflect their appreciation of the increasing sophistication of consumers. This involved a dramatic new look, incorporating an upscale identity which reflects freshness, purity and a premium image while showcasing the high quality of the food.

Retail Store Design Food Court Unit/Fast Food

Restaurant Le Smart Burger Carrefour Laval, Laval, Quebec Type of Merchandise: General Merchandise Professional Recognition Company: Restaurant Le Smart Burger Architect/Designer: Dimarco Ferrao Design Inc. General Contractor: Altapex

The challenge was to install this new concept restaurant in the large, recently renovated food court at Carrefour Laval, Quebec. The space was one of four free-standing kiosks within the center of the food court. The whole kiosk had to be built as a completely self-contained and self-sufficient unit. Within the kiosk, a “butcher station” was included to show customers the quality of the beef as well as its meticulous preparation by a skilled chef.

ICSC CANADIAN SHOPPING CENTRE AWARDS 29 Retail Store Design Restaurants

Restaurant Table 51 Carrefour Laval, Laval, Quebec Type of Merchandise: Restaurant Professional Recognition Company: Restaurant Table 51 Architect/Designer: Dimarco Ferrao Design Inc. General Contractor: Progest

Two principal ideas took center stage in the planning of Restaurant Table 51: the kitchen and the wine bar cellar. Planning would revolve around an open kitchen concept, letting patrons enjoy the sights, sound and aromas of the food preparation and a dramatic bar where people could meet and mingle. The visual display of a well-stocked wine cellar was placed on an impressive mezzanine catwalk that was visually accessible upon entry. As a result of the planning, the restaurant has a wonderful jazzy, unpretentious, casual yet upscale feel.

Retail Store Design Stores between 2,501 and 5,000 sq. ft. in area

Dynamite Yorkdale, Toronto, Ontario Type of Merchandise: Apparel Professional Recognition Company: Groupe Dynamite Designer: Optima Design General Contractor: Prisma Construction

The previous store concept for Dynamite was certainly based on optimisation and sales per sq.ft.: open storefront, three levels of merchandizing, abundance of floor racks, liquidation zone and cash occupying the central zone. This new concept is based on the intention of connecting with customers using strong storytelling: mysterious storefront, impactful seasonal images, glamorous materials, dramatic lighting, and a theatrical merchandizing setup.

Retail Store Design Stores between 2,501 and 5,000 sq. ft. in area

Underground , Calgary, Alberta Type of Merchandise: Apparel Professional Recognition Company: Underground Clothing Designer: Ruscio Studio Inc. General Contractor: Persimmon Contracting Limited

Following the renovation of Underground, the store’s new facade, with a single spacious entrance and strong visuals, clearly speaks to the brand’s demographic and immediately draws the attention of passing shoppers. Subtle elements, literal to the urban life, were used and fused together in a stylish manner appealing to both genders. The design concept also allows for dedicated areas within the store for brands to be displayed with lifestyle images and logos. This brand reinforcement is crucial, with the majority of merchandise offered being well recognized names.

30 ICSC CANADIAN SHOPPING CENTRE AWARDS Retail Store Design Stores between 5,001 and 10,000 sq. ft. in area

Murale Place d Orleans, Ottawa, Ontario Type of Merchandise: General Merchandise Professional Recognition Company: Architect: Zenix Engineers/Architects Designer: Burdifilek General Contractor: Terlin Construction The scope of this project was to design an entirely new retail concept for the Canadian marketplace. The offering includes a range of over 200 cosmetic, fragrance and skin care collections, a pharmacy and dermatological skincare products, as well as personalized beauty services. The design creates a bold and alluring destination that appeals to a demographic that includes both genders and all ages. This store design sets a benchmark for the new cosmeceutical niche in retailing. Airy translucent elements in custom-tinted purple and blush paired with sculpted white-on-white fixtures combined with matte and glossy finishes create a gallery-like setting.

Retail Store Design Stores between 5,001 and 10,000 sq. ft. in area Studio par Rona Saint Leonard, Quebec Type of Merchandise: General Merchandise Professional Recognition Company: Rona Inc. Architect: GKC Designer: GHA design studios

In an effort to differentiate itself from the major big box stores that offer home decorating supplies and hardware, RONA created a new brand that appeals specifically to the homeowner for renovation projects with a major focus on paint and the customer services that revolve around paint. The approach to Studio par RONA, although already distinctive based on it being a self-contained space, was to have an obvious design and fashion ambiance to it. The importance of colour and the selection of colour had to prevail. Ceilings in big box stores are open to the structure above, whereas the Studio concept has drywall ceilings with decorative suspended lighting.

Retail Store Design Stores in excess of 10,001 sq. ft. in area Centura St-Laurent, Québec Type of Merchandise: General Merchandise Professional Recognition Company: Centura Architect: DCYSA Architecture & Design Designer: GHA design studios General Contractor: Groupe Montoni

Centura was looking to attract a new class of clientele that would range from upscale residential clients to architects and designers. The design direction is one that has a very architectural, Scandinavian-inspired neutral colour palette and fashion appeal. The oversized light sculpture in the reception lounge could be found just as easily in a fashion department store or a boutique hotel lobby, elevating the tile shopping experience to a new level. The LEED certified building’s sense of eco-responsibility is brought indoors with a feature 30-foot high living wall. The Montreal showroom is the first of a new concept that will be hopefully be applied to Centura’s other showrooms.

ICSC CANADIAN SHOPPING CENTRE AWARDS 31 Retail Store Design Stores in excess of 10,001 sq. ft. in area LCBO Oakville Olde Oakville Market Place, Oakville, Ontario Type of Merchandise: Supermarket Professional Recognition Company: Liquor Control Board of Ontario Architect: Stantec Architecture Designer: Fiorino Design General Contractor: Charterhouse

Designed to offer a similar selection and experience to urban counterparts while meeting the needs of an affluent demographic, this flagship combines thoughtful design with cutting-edge features. Conceived as a double-volume space washed with natural light, and balanced with intimate gathering hubs, a new level of customer experience is achieved. Ground-breaking features include a vast vintage section, a large tasting bar with automated dispensing system, the first walk-in temperature controlled (THC) room for high-end products and a fully-open demonstration kitchen.

32 ICSC CANADIAN SHOPPING CENTRE AWARDS 2010 Canadian Awards Committee Chair Melody Fallis, The Cadillac Fairview Corporation Ltd. Co-Chair Penny Karas, RioCan Property Services Maria Bevacqua, Ivanhoe Cambridge Ashley Connor, Oxford Properties Group Ryan DaSilva, Morguard Investments Limited Jaime De Rose, The Collective Martha Farrell, Ivanhoe Cambridge Elena Price, The Cadillac Fairview Corporation Robert Ruscio, Ruscio Studio Rick Woodward,

Judges Marketing External Marketing Internal Jay Aber, The Aber Group Mary Alkerton, Primaris, REIT Myriam Beauge, Tactics Magazine & Marketing Trendz Ramona Biggar, Brookfield Properties Jeff Berry, Smak Mina Cisternino, Oxford Properties Group Virgina Boggie, Suburbia Advertising Ashley Connor, Oxford Properties Group Louis Cardin, Houlala Communications Lucia Connor, SCMD, Oxford Property Groups Margaret Cooper, Marketing inCooperated Ryan DaSilva, Morguard Investments Limited Jon De Caro, Something Different Belinda Davidson, SCMD, Ivanhoe Cambridge Lana DeCosimo, Display Attick Jane Domenico, Redcliff Reailty Management Inc. Margaret Dickson, SCMD, Dickson Marketing Group Melody Fallis, CMD, The Cadillac Fairview Corporation Ltd. James Ducommum, Toolbox Design Martha Farrell, CMD, Ivanhoe Cambridge Sonia Gagnon, SGM Marketing Sandi Green, The Cadillac Fairview Corporation Ltd. Liz Gibson, Circus Strategic Communication Inc, Stephanie Hansen, The Cadillac Fairview Corporation Ltd. Patti Green, The Collective Domenic Imbesi, Bentall Realty Inc. Janice Johnson, AdCom Communications Penny Karas, RioCan Property Services Paul LeBlanc, Extreme Group Annick Libersan, Ivanhoe Cambridge Karen McGuire, Zeno Motion Elena Price, The Cadillac Fairview Corporation Ltd. Michelle Oliveira, Empirical Bernice Rachkowski, Morguard Investments Limited Rosanne Orban, Orban & Associates, Inc. Bonney Rempel, Bentall Real Estate Jon Packer, Idea Workshop Claire Santamaria, Oxford Properties Group Gail Taylor, Taylor Marketing Network Cindy Shack, 20 Vic Management Inc. Elisabeth Simard, RioCan Property Services Deborah Stetz, Morgaurd Investments Inc. Linda Townsend, 20 Vic Management Inc. Andrea Tushingham, Morguard Investments Ltd. Mary Vallee, Primaris REIT Susan Williams, The Cadillac Fairview Corporation Ltd.

Development & Design and Retail Store Design Siobhan Charmichael, The Cadillac Fairview Corporation Ltd. Michel Dorais, MDI Designs Marcel Elliot, Crombie Properties Don Gregory, Primaris REIT Jeremy McMullin, DesignCorp Ltd. Dana Molyneaux, Oxford Properties Group Maria Pantelopoulos, The Cadillac Fairview Corporation Ltd. Mark Robinson, Morguard Investments Ltd. Robert Ruscio, Ruscio Studio Leah Shilling, Redcliff Realty Management Inc. Kimberly Valliere, RioCan Real Estate Investment Michaela Weiner, Petroff Partnership Architects Bevin Wellwood, Ivanhoe Cambridge Norman Yan, Morguard Investments Limited

ICSC CANADIAN SHOPPING CENTRE AWARDS 33