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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, 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 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 Glendale, 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 at The Venetian, The Shoppes at , and Fashion Show Las Vegas, 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 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,

“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, 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, 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, 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, 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 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, 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 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, 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, 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 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 residents to celebrate Filipino-American History month. TRADITIONAL MARKETING SILVER Pop Up Shop Gives Back at Watters Creek Watters Creek at Montgomery Farm Allen, Texas Management Company: Trademark Property Company Owner: Watters Creek Owners, LLC

Watters Creek and Allen Community Outreach teamed up to create a one-month pop- up retail shop in an available tenant space, raising over $10,000 for local families in need through community donations of high-end household items, clothing and accessories.

SILVER Bright Pink Westfield , California

In October of 2013, a strategic partnership between Westfield, television personality and breast cancer survivor, Giuliana Rancic, and national non-profit Bright Pink increased traffic by 34% and raised over $61,000 during Breast Cancer Awareness Month.

SILVER Change for the Better Zona Rosa Kansas City, Management Company/Owner: Olshan Properties

The Zona Rosa Community Foundation, established in 2003, marked the donation of its one millionth dollar in 2013. The Foundation, funded primarily though change collected in parking meters located throughout the town center, supports a number of nonprofit organizations in the greater Kansas City community.

GOLD The Arts Initiative AWE Talisman Coral Gables,

Fashion Outlets of capitalized on the connection between art and upscale fashion retailers at the Arts Initiative. Eleven artists created original works for the innovative exhibit, which was the first installation of its kind and viewed by more than 240,000 people over the first four days. The Arts Institutive public relations campaign generated over 139,000,000 media impressions, including mentions in national publications.

GOLD Malls and Retailers Unite against Bullying Cafaro Company Youngstown, Ohio

To help prevent bullying, Cafaro spinoff Captain McFinn, LLC created “Malls and Retailers Unite against Bullying”, a comprehensive anti-bullying initiative with easy-to- use tools that shopping center professionals could use to plan and advertise bullying prevention events in time for National Bullying Prevention Month in October 2013. More than 150 malls from nine developers participated in the initiative, garnering 44 million impressions. TRADITIONAL MARKETING GOLD Macerich & Danbury Fair Support Sandy Hook Macerich Santa Monica, California

Macerich’s Danbury Fair Mall reacted to the heartbreaking Sandy Hook Elementary School shootings in a creative and sensitive way; partnering with National Geographic to raise $41,000 toward a new school for Newtown, and delivering a message of quiet hope and remembrance to families at Macerich properties across the United States.

GOLD Snuggles Up Dayton Mall Dayton, Ohio Management Company/Owner: Glimcher Realty Trust

Dayton Mall partnered with Snuggled Up, a charity that provides bedding to children in need and encouraged shoppers to donate new pillows, blankets, sheets and money. Shopper response to the profoundly moving campaign was tremendous; the program went viral, driving traffic to the mall and charity’s websites, and generating substantial media coverage.

GOLD Celebrate Schools! General Growth Properties, Inc. Chicago, Illinois

GGP malls have helped nearly 1 million students get a better education over the last two years with the Celebrate Schools! Program. In partnership with DonorsChoose. org, an online charity that funds teacher requests for classroom resources, malls gave their best shoppers the opportunity to donate to a local classroom, courtesy of the mall. In addition, malls opened their doors to schools each October and hosted events to celebrate the partnership.

GOLD Season of Wishes Saddle Creek Germantown, Tennessee Management Company: Trademark Property Company Owner: Shops at Saddle Creek, Inc.

Saddle Creek teamed up with the Make a Wish Foundation to host the Season of Wishes and make 107 wishes come true for children facing numerous medical treatments and uncertainty about their future. The program let shoppers purchase a star to be placed on the Make a Wish Christmas Tree over a one-week period in December 2013. Each night, the wish tree was lit on property revealing the amount of stars and wishes granted. TRADITIONAL MARKETING EVENT OR SALES PROMOTION (INCLUDES GRAND OPENING, EXPANSION AND RENOVATION) Recognizes programs or events intended to directly impact retail sales and customer traffic. This may include efforts that target buyer conversion, shopping frequency, relative draw or market share.

SILVER Pajama Party with Santa CBL Malls Nashville, Tennessee Management Company: CBL & Associates Properties, Inc.

To brand its centers as the home for Santa during the holiday season, CBL Malls marketing team created “The Pajama Party with Santa,” a signature event emotionally driven by a custom penned, heart-warming story featuring a mall Santa that increased regional photo sales 25%.

SILVER Cherry Hill Mall Restaurant Week Cherry Hill Mall Cherry Hill, Management Company/Owner: PREIT

Cherry Hill Mall’s first Restaurant Week promotion secured 100% participation from all nine mall eateries and caught the interest of social media, increasing category sales 9% and generating a 106% return on investment.

SILVER Saturday Style: Pop Up Fashion and California Management Company: Irvine Company Retail Properties

Fashion Island and Irvine Spectrum Center created an over-the-top program of guerilla marketing, Pop Up fashion and flash mobs to draw fashion-savvy shoppers; generating over-the-top sales and a waiting list of retailers wanting in on the act.

SILVER Fashion Outlets of Chicago Grand Opening Fashion Outlets of Chicago Rosemont, Illinois Management Company: AWE Talisman Owner: AWE Talisman and Macerich

Fashion Outlets of Chicago initiated a comprehensive grand opening program that included traditional media, public relations, social and digital media, events and tourism programs that pushed more than 240,000 shoppers to visit the center between August 1st and 4th in 2013. TRADITIONAL MARKETING SILVER Bliss, Brews & Que Freedom Crossing at Fort Bliss El Paso, Texas Management Company: ServiceStar Property Management Owner: Army & Air Force Exchange Service (Exchange)

For one weekend every October, the sweet smell of the nation‘s best barbeque takes over Freedom Crossing at Fort Bliss as 40 competitors, 10 bands, and over 11,500 fans attend Bliss, Brews & Que; the only Kansas City Barbeque Society-sanctioned competition at a shopping center in the United States.

SILVER CultureArte Macerich Santa Monica, California

Macerich acted on its unique opportunity to build stronger connections with the increasingly influential Hispanic market by celebrating the richness and diversity of Latin culture with the sophisticated, out-of-the-ordinary event series called CultureArte.

SILVER Shop Like a Rockstar The Mall at Robinson Pittsburgh, Management Company/Owner: Forest City Enterprises

The Mall at Robinson dominated the Pittsburgh market on Black Friday, 2012, with the Shop Like a Rockstar promotion; generating more than $175,000 in publicity and firmly establishing the property as THE place to be for midnight shopping with unprecedented deals and VIP treatment for guests.

SILVER Christmas Comes Early: German Embassy Partnership Tysons Corner Center McLean, Virginia Management Company/Owner: Macerich

In preparation for a $600 million mixed-use expansion in 2014, Tysons Corner Center debuted , DC’s first-ever German Christmas, establishing a distinctive event that brought old and new worlds together to successfully cut through the holiday-season clutter in the nation‘s capital.

SILVER The Unveiling, New Beginnings The Village at Meridian Meridian, Idaho Management Company/Owner: Centercal Properties, LLC

“The Unveiling, New Beginnings”, the four-day Grand Opening of The Village at Meridian in Meridian, Idaho, exceeded traffic and sales goals, garnering local, national and international publicity including NBC, CBS and ABC World News with Diane Sawyer. TRADITIONAL MARKETING SILVER Fashion DuJour at Westfield Westfield Los Angeles, California

Fashion DuJour, an exclusive evening of style at Westfield Topanga in Los Angeles and in Silicon Valley treated affluent shoppers and industry influencers to an immersive fashion experience and repositioned the centers to speak to a new luxury customer.

SILVER Sip and Shop at Westfield Old Orchard Skokie, Illinois Management Company/Owner: Westfield

Sip and Shop at Westfield Old Orchard reached savvy, affluent, highly educated shoppers who enjoy participating in outdoor events by providing customers with an exclusive evening of wine and spirit samples, food, shopping and live entertainment set against the lush summer landscape of the open-air center.

GOLD elevating the Experience—Signature Events Atlantic Station Atlanta, Georgia Management Company: North American Properties Owner: North American Properties; CBRE Global Investors

In 2012, after a successful year of events to re-populate the property, the Atlantic Station team took its events strategy to another level. In addition to weekly events that brought constant energy to the property, Atlantic Station added three larger-scale, signature events: BB&T Atlanta Open, Containment—a Haunted Experience, and Skate Atlantic Station.

GOLD legends & Legacies: Ryder Cup Exhibit Oak Brook, Illinois Management Company: General Growth Properties, Inc. Owner: Oakbrook Shopping Center, LLC

The PGA of America partnered with Oakbrook Center, one of the nation‘s largest open- air shopping centers to curate and host the first-ever Ryder Cup exhibit while the Ryder Cup event was being held in Chicagoland, just 13 miles from the center. The exhibit of rare historic golf artifacts resulted in a 12% increase in foot traffic and 6000 visitors to Oakbrook Center. TRADITIONAL MARKETING PUBLIC RELATIONS The Public Relations Category recognizes planned programs or initiatives intended to primarily benefit the commercial interests of a shopping center or company.

SILVER Building Community, While Building Our Community Avalon Alpharetta, Georgia Management Company: North American Properties Owner: North American Properties; Sarofim

In early 2012, North American Properties created and executed a comprehensive public relations strategy for Avalon, a $600 million, 86-acre mixed-use development in Alpharetta, Georgia that helped build goodwill in the surrounding community while building their community.

SILVER #GetKidsMovin @ShopCapCentre The Boulevard at the Capital Centre Largo, Maryland Management Company: RPAI US Management LLC Owner: Retail Properties of America, Inc.

Inspired by Michelle Obama’s “Let’s Move” initiative and 10-year-old rapper, Chi Chi Monet, The Boulevard at the Capital Centre delivered two days of fashion, fitness and fun to children and families within the community.

SILVER Read Across America CBL Malls St. Louis, Missouri Management Company: CBL & Associates Properties, Inc.

Once upon a time, in eight different media markets, the Read Across America promotion caused usually competitive news agencies to rally around the common cause of getting kids to read, producing $310,000 in publicity for 12 CBL mall properties and donating more than 2000 new books to local hospitals.

SILVER Re-Imagining the Holidays Downtown Silver Spring Silver Spring, Maryland Management Company: The Peterson Companies Owner: PFA: Peterson Companies, Foulger Pratt & Argo Investments

Downtown Silver Spring tapped into the local artist community of Montgomery County and re-imagined the traditional holiday tree as a 30-foot tall structure composed entirely of toys and sporting goods which were donated to a local non-profit after being displayed at the property for 10 weeks. TRADITIONAL MARKETING SILVER Fashion Outlets of Chicago PR Campaign Fashion Outlets of Chicago Rosemont, Illinois Management Company: AWE Talisman Owner: AWE Talisman and Macerich

The Fashion Outlets of Chicago PR team created considerable buzz from the first tenant announcement, continuing through the Grand Opening and the remainder of 2013, achieving a remarkable 90% awareness factor among Chicago area shoppers.

SILVER Yo-Yo Ma Holiday Pop-Up Performance The Shops at North Bridge Chicago, Illinois Management Company: Macerich Owner: Macerich / Alaska Permanent Fund Corporation

Created in concert with the Chicago Symphony Orchestra, a flash performance by world-renowned cellist Yo-Yo Ma was a PR triumph during the all-important holiday shopping season, creating an avalanche of positive media coverage and social media attention for The Shops at North Bridge.

GOLD “Food Court Wars” garners $2.5 million in PR CBL & Associates Properties, Inc. Chattanooga, Tennessee

CBL & Associates Properties worked with television producers One Potato, Two Potato and developed a lucrative new reality show called Food Court Wars that utilized several long-vacant food court spaces. The savory new idea generated nearly $2.5 million in publicity for the two companies while CBL boosted its NOI by over $55,000. TRADITIONAL MARKETING GOLD Fashion’s Night Out—Vegas Style Grand Canal Shoppes at The Venetian, The Shoppes at The Palazzo, and Fashion Show Las Vegas, Nevada Management Company: General Growth Properties, Inc.

Las Vegas Grand Canal Shoppes at The Venetian, The Shoppes at The Palazzo, and Fashion Show combined their PR prowess and secured George Kotsiopoulos and co-host Joan Rivers, the stars of E’s Fashion Police for a live fashion show event that shined the publicity spotlight on the three centers during Fashion’s Night Out – Vegas Style.

GOLD wine Walk Temecula, California Management Company: Forest City Enterprises Owner: Forest City/QIC

Promenade Temecula converted a lackluster mall entrance into a permanent wine- themed installation christened the Wine Walk. This self-guided tour featuring the growing vines and bottled wines of eight local wineries made its debut with a Launch Party, a Fashion show and an Inaugural Grape Stomp, garnering 12.9 million impressions including coverage in 11 nationally distributed publications. NOI ENHANCEMENT The NOI Enhancement category identifies programs and initiatives intended to generate revenue that directly enhances the net operating income of a single shopping center or throughout the company. There are three sub classifications within this category—marketing/sponsorship, operations/overall team and leasing.

Marketing/Sponsorship SILVER Cross County Shopping Center Sells Summer! Cross County Shopping Center Yonkers, New York Management Company: Macerich Owner: Brooks Shopping Centers, LLC

In 2013 Cross County Shopping Center introduced SummerFest, a ten-week, all-inclusive music, arts and entertainment festival that grew into a major cultural event, drawing tens of thousands of residents from Manhattan to neighboring Westchester counties.

SILVER Play Patch Enhances Mall’s Bottom Line Charleston Town Center Charleston, West Virginia Management Company: Forest City Enterprises Owner: Forest City Enterprises & Cafaro Co.

To illustrate the importance of welcoming families and children to the mall, Charleston Town Center announced a multi-million dollar renovation that included their first children’s play area as part of their 30th Anniversary celebration.

SILVER partnersHIPs Norridge, Illinois Management Company/Owner: Harlem Irving Companies

Harlem Irving Plaza needed to create a loyalty program but did not have the marketing funds needed. The HIP marketing team created partnerships to facilitate the program, generating over $941,000 of total impact for the marketing budget while creating no additional expenses.

GOLD Cadillac Sponsorship Irvine Company Retail Properties Irvine, California

Irvine Company Retail Properties crafted a signature sponsorship with iconic American car maker Cadillac. Unique display opportunities and event inclusion from fashion shows featuring gowns made of Cadillac car parts to a Cadillac-clad Zamboni at an ice rink impressed the auto maker so much they committed to a $600,000 cash payment, $350,000 above the original proposal. NOI ENHANCEMENT GOLD Kids Club Powered by National Geographic Kids Macerich Santa Monica, California

Macerich achieved its ambitious goal of reinventing its family entertainment with the new Kids Clubs Powered by National Geographic Kids. The exclusive partnership provided world-class content, elevating the brand experience, and the digital campaign brought the fun of the Kids Clubs and important retailer information to families at home and on the go with smartphones and tablets.

Operations/Overall Team SILVER The Vanguardia Initiative Macerich Malls Management Company: Macerich

Macerich’s Vanguardia Initiative capitalized on the opportunities represented by the surrounding Hispanic population and realized an immediate positive impact on NOI and occupancy with the breakthrough project.

GOLD Singing the MS Story to the Tune of $24 Million Outlets of Pearl, Mississippi Management Company/Owner: Spectrum Capital

Spectrum Capital and Strategy+Style Marketing Group worked to help Outlets of Mississippi qualify for Mississippi’s Tourism Tax Rebate Program, to increase its operating income and expand its consumer reach beyond a 60-mile radius. “Singing the MS Story to the Tune of $24 million” paved the way for the center to apply and qualify for the tourism tax incentive, resulting in $24 million for mall ownership.

Leasing GOLD Calling all Chefs—Pop-Up to Permanent Atlantic Station Atlanta, Georgia Management Company: North American Properties Owner: North American Properties; CBRE Global Investors

When one of Atlantic Station’s chain restaurants announced plans to close all restaurants nationally, the center partnered with food bloggers and writers to spread the word about this perfect opportunity for a local/chef driven concept in a great location. A dozen proposals were submitted and ultimately two finalists took turns popping up on property. NEW MEDIA & EMERGING TECHNOLOGY This category recognizes innovative and strategic programs and plans that incorporate websites, online branding campaigns, and media and mobile marketing to achieve brand and communication goals for a shopping center or company.

EMERGING TECHNOLOGY SILVER The Grove App The Grove Los Angeles, California Management Company/Owner: Caruso Affiliated

THE GROVE APP, available on iPhone or iPad, is the go-to mobile tool for all things style, entertainment and service-related with shopper tools, style tools and concierge services designed to enhance the experience of being at The Grove in Los Angeles.

SILVER Anti-Valentine’s/Pamper Thyself Victoria Gardens Rancho Cucamonga, California Management Company/Owner: Forest City Enterprises Inc.

Victoria Gardens, in Rancho Cucamonga shot Cupid’s arrow at Instagram followers with a social media program called Anti-Valentine‘s/Pamper Thyself. Instagram followers increased 25% as a result of the tongue-in-cheek event.

GOLD FootPath Technology Forest City Enterprises Cleveland, Ohio

In 2012, Forest City harnessed the technology of smart phones to track shopper quantity, frequency, length of stay, store visitation and more. The FootPath Technology project had powerful implications on marketing, leasing and facility design, potentially transforming the way the industry obtains and utilizes data on shopper behavior to best position their properties.

GOLD digital Network Macerich Santa Monica, California

Recognizing the popularity of smartphones with shoppers, Macerich elevated its digital platforms in 2012–13 with sophisticated, new, property-specific mobile apps and a complementary program of large-format digital boards in high-visibility locations that delivered added shopper engagement for those interested in sharing their unique experiences and viewpoints with the wider world.

NEW MEDIA & EMERGING TECHNOLOGY INTEGRATED DIGITAL CAMPAIGN SILVER The Scoop: A New Way to Build Loyalty JLL Atlanta, Georgia

JLL unconventional loyalty program The Scoop cut throught the digital clutter, drove explosive growth in membership and delivered hundreds of retailer offers to highly engaged shoppers while they were on property.

SILVER Kimco Boosts CR Plan with Integrated Campaign Kimco Realty Corporation New Hyde Park, New York

Kimco developed a digital campaign featuring the strategic use of integrated digital assets, including Facebook, LinkedIn, Twitter and a blog that increased visibility and built support of Kimco’s CR initiatives.

SILVER #BTSThrilloftheFind PREIT Malls Management Company: PREIT

The PREIT Marketing team’s mobile-first strategy was key to the success of its #BTSThrillofthefind back-to-school campaign. The six-week promotion at 38 malls generated over 17,500 entries, 76% over goal.

SILVER Merry Match Up Game PREIT Malls Management Company: PREIT

The mobile-friendly Merry Match Up Game capitalized on the popularity of social gaming, encouraging shoppers to use their phones to earn entries toward a $2500 shopping spree grand prize at a PREIT property.

SILVER Bellis Fair Appreciates Its Canadian Shoppers Bellis Fair Bellingham, Washington Management Company/Owner: General Growth Properties, Inc.

Washington’s Bellis Fair created a promotional giveaway specifically for its Canadian customers, opening the door for all General Growth Properties malls to include Canada in their quarterly sweepstakes. NEW MEDIA & EMERGING TECHNOLOGY GOLD legOLAND Discovery Center Opening Digital Campaign Westchester’s Ridge Hill Yonkers, New York Management Company/Owner: Forest City Enterprises

When LEGOLAND Discovery Center was scheduled to open at Westchester’s Ridge Hill in Yonkers, the center increased awareness by optimizing its digital channels. Over 30,000 tickets were sold thanks to the integrated digital campaign, topping Legoland’s goal by 200% and setting a new record for the largest North American pre-sale opening ever.

SOCIAL MEDIA/DIGITAL SILVER Fashion Outlets of Chicago Facebook Program Fashion Outlets of Chicago Rosemont, Illinois Management Company/Owner: AWE Talisman

Facebook played a critical role in connecting the Fashion Outlets of Chicago to consumers. The FOC Facebook page had a combined organic reach of over 1.1 million between July 30th and August 4th creating an impactful FREE way to communicate with and engage shoppers.

SILVER BlogTopia! South Bay Galleria Redondo Beach, California Management Company/Owner: Forest City Enterprises

To get local Bloggers buzzing about food, fashion and fun at South Bay Galleria, the center turned to media-darling Nick Verreos to spotlight all-things-fab-for-fall and light up the blogosphere during Blogtopia!

GOLD Kids, Inc.: Converting Likes into Loyalty JLL Atlanta, Georgia

Targeting moms on Facebook built customer loyalty and enhanced JLL’s center’s reputations as the family-friendly shopping destination in each market. The Kids, Inc: Converting Likes into Loyalty program successfully transformed online engagement to in-center fun, driving traffic and strengthening community ties. NEW MEDIA & EMERGING TECHNOLOGY GOLD let’s Give ‘em Something To Blog About Cherry Hill Mall Cherry Hill, New Jersey Management Company/Owner: PREIT

Cherry Hill Mall introduced the first mall-specific Restaurant Week to the Philadelphia area with a blitz of social media targeting the city’s most influential Food Bloggers. The buzz generated by the Let’s Give ‘em Something To Blog About campaign resulted in 1.8 million impressions, elevating awareness and facilitating the branding of the center as a dining destination.

GOLD Terminal Tower Lights Cleveland, Ohio Management Company/Owner: Forest City Enterprises

2013 was Twitter-time for Terminal Tower, the gem of Cleveland’s skyline, and the most visible part of Forest City’s mixed-use development, Tower City Center. The Tower tweeted about 15 times a day about why it has illuminated certain colors, historic facts, support of events and causes, and more. Local media responded with publicity delivering over 3.6 million impressions!