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Maxi-2014-Winners.Pdf THANK YOU TO OUR SPONSORS GOLD SILVER BRONZE The U.S. MAXI Awards recognize innovative events and programs that add value to shopping centers and companies across the nation. Gold winners of the ICSC U.S. MAXI Awards, along with winners from other regional awards programs, will be automatically entered into the VIVA Best-of-the-Best Awards to be presented at ICSC’s annual RECon, Las Vegas in May 2015. AWARD CatEGORIES TRADITIONAL MARKETING • Advertising • Business-to-Business • Cause Related Marketing • Event or Sales Promotion (includes Grand Opening, Expansion and Renovation) • Public Relations NOI ENHANCEMENT Programs and initiatives intended to generate revenue that directly enhance the net operating income (NOI) of a shopping center or company. • Leasing • Marketing/Sponsorship • Operations/Overall Team NEW MEDIA & EMERGING TECHNOLOGY Strategic programs and plans that include websites, online branding campaigns, social media (blogs, social media sites) and/or mobile marketing (text messaging, mobile websites, mobile directories, etc.) to achieve brand and marketing communication goals for a shopping center or company. • Emerging Technology • Integrated Digital Campaign • Social Media/Digital TRADITIONAL MARKETING ADVERTISING The winners in Advertising have employed innovative strategies that demonstrate effective media planning and buying that augments or maximizes a center’s marketing budget SILVER Hello Glendale The Americana at Brand Glendale, California Management Company/Owner: Caruso Affiliated The Hello Glendale campaign was created to entice people to visit the city of Glendale and discover destinations worth coming back to time and time again. SILVER Dine, Eat, Snack or Sip Grand Canal Shoppes at The Venetian, The Shoppes at The Palazzo, and Fashion Show Las Vegas, Nevada Management Company: General Growth Properties, Inc. Determined not to let showroom transitions send their restaurant profits plummeting, the Grand Canal Shoppes at The Venetian, The Shoppes at The Palazzo and Fashion Show shared a cost-effective, multi-vehicle ad campaign to promote food and beverage awareness for their three properties. GOLD Holiday TV Captivates Viewers CBL & Associates Properties, Inc. Chattanooga, Tennesee The solution CBL found to ramping up its 2012 holiday marketing came in the form of The Silhouettes, a youth shadow theater company. Along with KMT Creative, CBL created a campaign using The Silhouettes to spread a holiday message that focused on the spirit and emotion of the season. The record level of consumer response demonstrated that the TV commercials were a complete success. TRADITIONAL MARKETING BUSINESS-TO-BUSINESS The Business-to-Business category recognizes marketing communications initiated by a shopping center and directed to other businesses (not consumers), such as retailers, specialty retailers, trade groups, investors, and suppliers or other targeted commercial interests. SILVER Empire Outlets Brand Development and Positioning Empire Outlets New York, New York Owner: BFC Partners Empire Outlets, New York City’s only outlet center, launched a naming, branding and initial leasing campaign to make this game-changing retail project stand out in one of the world s most competitive markets. SILVER SRS Real Estate Partners Brand Refresh Dallas, Texas “SRS Real Estate Partners Brand Refresh” was an across-the-board enhancement campaign that boldly personified the company’s character with a nod to their past and a focus on what they can do for clients in the future. SILVER A Visual Transformation of the Next Tysons Tysons Corner Center Tysons, Virginia Management Company/Owner: Macerich Tysons Corner Center in Northern Virginia created an engaging video, compelling brochure and leasing package to showcase the amazing expansion that transformed the top-performing mall into the centerpiece of a brand-new, mixed-used urban community. SILVER Job Fair/Job Share The Village at Meridian Meridian, Idaho Management Company/Owner: Centercal Properties, LLC The Village at Meridian Village partnered with the Idaho Department of Labor to initiate an impressive custom Job Fair website and Job Share program that referred 6000 jobseekers to Village businesses. TRADITIONAL MARKETING CAUSE RELATED MARKETING The Cause Related Marketing category acknowledges events, programs or projects designed, implemented and managed by shopping centers, with the intention to benefit a charitable or community need, interest or cause. SILVER Give More, Change More Acadiana Mall Lafayette, Louisiana Management Company/Owner: CBL & Associates Properties, Inc. At Acadiana Mall in Lafayette, Louisiana, a partnership with Coinstar transformed damaged coins from a demolished fountain into goodwill for local charities; granting three wishes and netting unprecedented publicity for a property under renovation. SILVER People’s Food Truck—Buy One, Feed Some Atlantic Station Atlanta, Georgia Management Company: North American Properties Owner: North American Properties; CBRE Global Investors North American Properties teamed up with popular Atlanta chef, Ford Fry, and the international branding/design firm Iconologic, to create the city’s first, 100% non-profit food truck: The People‘s Food Truck. SILVER Bay Street Takes a Stand Against Bullying Bay Street Emeryville Emeryville, California Management Company/Owner: Madison Marquette Bay Street Emeryville turned an ordinary back-to-school event into something extraordinary by partnering with The Bully Project, teenage heartthrob Keegan Allen from Pretty Little Liars and Instagram, Facebook and Twitter to deliver an important anti-bullying message to local teens. SILVER Compassion from Fashion Beachwood Place Beachwood, Ohio Management Company/Owner: General Growth Properties, Inc. Beachwood Place organized the grassroots program Compassion From Fashion, an exclusive one-night altruistic shopping event that combined the vast resources the mall had to offer with the community’s dynamic spirit to do the right thing and support worthy causes. TRADITIONAL MARKETING SILVER CBL Cares! CBL & Associates Properties, Inc. Chattanooga, Tennessee In 2012, CBL selected Family Promise of Greater Chattanooga, to provide housing to homeless families as part of their ongoing company initiative to improve morale, build team camaraderie and change lives through giving back to the community. SILVER CAN-tree Collection The Collection at RiverPark Oxnard, California Management Company: CenterCal Properties Owner: Shea Properties/CenterCal Properties/Oaktree CAN-tree Collection, a three-day grand opening celebration at The Collection at RiverPark, in Oxnard, California, amassed 57 thousand pounds of food to benefit FOOD Share and had everyone from children to executives experiencing the mission of caring for the hungry. SILVER Crocker Park Mange Garden Feeds A Need Crocker Park Westlake, Ohio Management Company/Owner: Stark Enterprises For the past four years, Crocker Park has created The Mange Garden, a community growing garden built in conjunction with the property’s Farmer‘s Market that has yielded more than 3000 pounds of food that has been donated to local food banks. SILVER Re-Imagining the Holidays Downtown Silver Spring Silver Spring, Maryland Management Company: Peterson Companies Owner: PFA: Peterson Companies, Foulger Pratt & Argo Investments Downtown Silver Spring partnered with the Arts & Humanities Council of Montgomery County to tap into the artist community and create a wildly unconventional holiday tree made entirely from 300 mostly donated and found toys and sporting goods. SILVER SEE/CHANGE The Howard Hughes Corporation Dallas, Texas After Superstorm Sandy devastated New York’s iconic Seaport District the Howards Hughes Corporation created a customer activation program and the largest marketing campaign in the history of the property as part of a long-term rebuilding plan. SEE/CHANGE THE SUMMER SERIES 2013 S T H / S T / S E A P R T / N Y C TRADITIONAL MARKETING SILVER Cirque II Promenade Bolingbrook Bolingbrook, Illinois Management Company/Owner: Forest City Enterprises In the last four years Promenade Bolingbrook, in Bolingbrook, Illinois, has raised over one million dollars for a local hospital to help give families access to premier healthcare. The hospital‘s Cirque-themed 2012 fundraiser raised $100,000, exceeding their goal by 21%. SILVER Paws for Art Saddle Creek Germantown, Tennessee Management Company: Trademark Property Company Owner: Shops at Saddle Creek, Inc. Saddle Creek partnered with the Humane Society of Memphis & Shelby County to host Paws for Art, a one-of-a-kind art auction with over 60 works of art donated by local artists and artisans. The online and live art auction attracted a new and expanded audience for Saddle Creek and raised much-needed money for animals in need. SILVER 1000 Points of Light South Bay Galleria Redondo Beach, California Management Company/Owner: Forest City Enterprises 2013 was tough for South Bay Galleria in Redondo Beach, California so they turned to their annual “1000 Points of Light”, holiday kickoff event of synchronized music, caroling and tree giving, to generate publicity, goodwill, and be seen in a positive light. SILVER Pagbabahagi, Pagbayanihan, Pagbubuklod SouthBay Pavilion Carson, California Management Company: Vintage Capital Operations, LLC Owner: Vintage Capital Group In 2012, the SouthBay Pavilion participated in a ground-breaking month-long partnership between the Philippine Consulate, community organizations, LA-based Filipino media outlets and local
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