2010 United States MAXI Gold & Silver Winners

2010 United States MAXI Gold & Silver Winners AWARD CATEGORIES

CAUSE RELATED MARKETING Cause Related Marketing, formerly the Community Relations category, recognizes a single or on-going event, program or project that involved the cooperative efforts of a shopping center or company and a charitable or community need, interest or cause. The shopping center or company’s goals should reflect an altruistic intent shown to meet a business need...

PUBLIC RELATIONS Entries in the Public Relations category are planned public relations programs or initiatives intended to primarily benefit the commercial interests of a shopping center or company. Such efforts should promote an understanding of, or goodwill toward a shopping center or company or be designed to influence public opinion in ways serving a commercial interest.

ADVERTISING This category awards strategic communications that advertise a shopping center or company to its target markets. This may include efforts in a single medium or those in a multi-media series or campaign.

NEW MEDIA The New Media category is new for 2010, recognizing achievements in this area and the impact of digital strategic programs and plans on the shopping center industry; including websites, Online Branding, Social Media and Mobile Marketing to achieve brand and marketing communication goals for a shopping center or company.

SALES PROMOTIONS & EVENTS The Sales Promotions and Events category reflects programs or events intended to directly impact retail sales and customer traffic, including efforts that target buyer conversion, shopping frequency, relative draw or market share.

GRAND OPENING, EXPANSION & RENOVATION Entries in the Grand Opening, Expansion and Renovation category feature comprehensive campaigns intended to introduce or reposition a new, expanded or renovated shopping center.

BUSINESS-TO-BUSINESS The Business to Business category recognizes efforts and initiatives originating from a shopping center or company and directed to a retailer, trade group, investment community or other targeted commercial interests, using tactics designed to improve company profitability and brand identity rather than consumer sales.

ALTERNATIVE REVENUE The Alternative Revenue category is comprised of programs and initiatives intended to generate revenue that directly enhances the net operating income of a shopping center or company, including sponsorships, alliances, advertising sales or other non-traditional revenue sources...

VISUAL MERCHANDISING 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.

CATEGORY INTEGRATION Category Integration entries reflect a combination of efforts and initiatives involving multiple disciplines for a center or company. This category provides MAXI entrants with the opportunity to showcase multitiered programs too complex or comprehensive to fit within a single MAXI category...

Visit ICSC’s Global Awards Gallery at www.icsc.org/awardswebgallery to view complete details of the winning entries. CAUSE RELATED MARKETING Centers with 200,000 — 499,999 sq. ft.

Cash for Our Customers— October 16–30 Cans for Our Clunker! ! MAKE A CANNED FOOD DONATION AND RECEIVE A $5 GIFT CERTIFICATE Greensburg Commons When Greensburg, Indiana was hit Greensburg, IN hard by the economic recession, Hfor Greensburg Commons partnered CA$ Owner/Management Company: with The Community Bread of Life, CLUNKERS Inland Western Retail Real a local soup kitchen, and cre- CASH FOR YOU. CANNED FOOD FOR OUR CLUNKER! Estate Trust, Inc. ated the Cash for You—Canned to benefit Help fill our clunker with canned food Greensburg Community Bread of Life. Make a Canned Foodeither Donation, Goods for Our Clunker, a pro- and we’ll give you $5a gift certificate to GNC, Mancino’s Pizza & Grinders, The Cellular Connection or Professional Recognition: gram that awarded shoppers $5 H.O.P Communications Cherilyn Megill, SCMD, Vice President, Mt. 25:35 gift certificates for can donations. Greensburg Commons Marketing, Inland Western N. State Rd. & E. Freeland Rd. Greensburg, IN

The Inland name and logo are registered trademarks being used under license. Limit one $5 gift certificate per person, per day, while supplies last. Property managed by Inland US Management LLC. While collecting over 540 pounds

Bath & Body Works Blockbuster Video Check Into Cash Dollar Tree Domino’s Pizza GNC H.O.P Communications Hibbett Sports Jackson Hewitt Mancino’s Pizza & Grinders Rent-A-Center Shoe Show Staples Sun Tan City The Cellular Connection Walmart Steven Yee, CPM, CCIM, Vice President, of canned food to fill the on-site Property Management, Inland Western clunker benefitting the soup kitchen, Greensburg tenants sales Lynn Reissenweber, Senior Property Manager, Inland Western increased over 10%.

Stephanie Brennan, Property Manager, Inland Western Retail Silver Mara Russiaky, Marketing Director, Inland Western

Seaport Semester South Street Seaport New York, NY South Street Seaport, a 27-year- old New York City marketplace Owner/Management Company: created a campaign that let small General Growth Properties, Inc. educational and non profit organizations run programs out of three Professional Recognition: vacant spaces for a six month Lincoln Palsgrove IV, Senior Marketing semester. Over 75 classes and Manager, South Street Seaport/GGP performances later, foot traffic at Chris Amundson, Associate Marketing the Seaport was increased and Manager, South Street Seaport/GGP lasting connections were made with residents of all ages in the Joan Cooney, Marketing Specialist, South Street Seaport/GGP lower Manhattan community.

Kia Seals, Administrative Assistant, South Street Seaport/GGP

Jessica Mulder, Seaport Intern, South Street Seaport/GGP Silver Anaheim in Motion— History Comes to Life The Shops at Anaheim Anaheim in Motion—History Comes to Life” was an innovative partnership GardenWalk between the open-air center, community Anaheim, CA organizations and local residents that culminated in hundreds of schoolchildren Owned By: painting 20 large murals that depicted stories about Anaheim. By reaching out Anaheim GW II, LLC to volunteers from over 35 community groups and schools, “Anaheim in Motion” Managed By: fostered a greater appreciation for local art and history, inspiring the community to Excel Realty Holdings, LLC identify with GardenWalk and take ownership of the only mall in Anaheim instead Professional Recognition: of viewing it as a tourist trap. At the same Janet Lee, Creative/Executive Director, time the dramatic artistic portrayal of the Volunteer city’s diverse and dynamic history provided attractive visuals for GardenWalk’s Kelly Weesner, Director of Marketing, vacant space. The campaign was truly a The Shops at Anaheim GardenWalk win-win for everyone involved.

Kellie Ciccoianni, Marketing Manager, The Shops at Anaheim GardenWalk Gold

Nathan Hilbig, General Manager, The Shops at Anaheim GardenWalk

CAUSE RELATED MARKETING Centers with 500,000 — 749,999 sq. ft.

Chalkin’ It Up for Families The Gateway Salt Lake City, UT The Gateway’s annual “Chalkin’ It Up for Families” two day chalk Owner/Management Company: art event continued the center’s Inland Western Retail Real support of community programs, Estate Trust, Inc. drew an estimated 17,000 visitors to the Gateway to view chalk Professional Recognition: masterpieces created by over 110 Heather Nash, Director of Marketing, artists. The center partnered with The Gateway the local NBC affiliate and generat- Brittany Hermanski, Marketing Manager, ed over 2,187,000 impressions for The Gateway the needs of the Utah Foster Care Foundation and the 2,600 children Cherilyn Megill, SCMD, Vice President, Marketing, Inland Western in foster care who need families to care for them. Scott Bennett, General Manager, The Gateway Silver CAUSE RELATED MARKETING Centers with 750,000 — 999,999 sq. ft.

Dining Out for CASA at The Orchard Town Center The Orchard Town Center Orchard Town Center’s month- Westminster, CO long “Dining out for CASA at the Orchard Town Center” was Owned/Managed by: a tremendous success, raising GATHER $5,000 for Court Appointed Spe- ... for a cause. Forest City Enterprises Celebrate Orchard’s 1 Year Anniversary cial Advocates, boosting sales and by Dining Out for CASA… Professional Recognition: traffic to restaurants and shops Participating restaurants will donate 15% of sales on the day designated below. Jane Lisy, Vice President Marketing, Thursday, April 2 ~ Mexico Cantina y Cocina and increasing the center’s cus- Thursday, April 9 ~ Asti d’Italia Forest City Commercial Management Thursday, April 16 ~ Woodlands Grill

Thursday, April 23 ~ Rock Bottom Brewery tomer database by 15%. During

Thursday, April 30 ~ Which Wich

(See reverse for details) Paulette Caputo, Regional Director of the center’s month-long one-year TheOrchardTownCenter.com Marketing, Forest City Commercial anniversary celebration, a partici- Management pating Orchard restaurant agreed Stephanie Shriver-Engdahl, Director of to donate 15% of their sales, or a Advertising, Forest City Commercial flat donation of $1,500 to a local Management non-profit CASA for children.

Silver

CAUSE RELATED MARKETING Centers Over 1,000,0000 sq. ft.

From Movie Hall to Playing Ball Tysons Corner Center For nearly 20 years, a movie the- McLean, VA atre sat vacant at Tysons Corner Center until the Tysons Team Owner/Management Company: converted it into a much-needed Macerich baseball and softball training facility. With the help of local busi- Professional Recognition: nesses, donations and thousands Allison Fischer, Marketing Manager, of volunteer hours, the deserted Tysons Corner Center theater was transformed into a Garry Butcher, VP, Marketing, Macerich brand new baseball and softball training facility. Tyson’s Bullpen is Paul Sabina, AVP, Marketing, Macerich now a diamond in the community Traci Weber, SVP, Marketing, Macerich where coaches and children can practice year-round in a clean, Tim Steffan, VP Property Management, safe environment. Macerich Silver CAUSE RELATED MARKETING Company

Operation PJ Pile Up Pennsylvania Real Estate Investment Trust During the 2009 holiday season Philadelphia, PA PREIT teamed up with The Pajama Program, a national non-profit Professional Recognition: whose mission is to provide new Judith G. Trias, CMD, Vice President, pajamas and books to children Retail Marketing, Pennsylvania Real Estate Investment Trust in need. The partnership paid off, collecting and distributing over Caroline D. Quinn, SCMD, SCSM, 17,000 pajamas and 16,665 Regional Marketing Director, Pennsylvania books to more than 70 agencies Real Estate Investment Trust within the communities where PREIT Regional and Field Marketing PREIT malls are based. Directors, Pennsylvania Real Estate Investment Trust

Portfolio Marketing Group, Advertising Agency, Pennsylvania Real Estate Investment Trust

Simon Public Relations Group, Inc. Silver

CAUSE RELATED MARKETING Mixed-Use

Art for the Earth The Avenue Forsyth Cumming, GA The “Art for the Earth” campaign created a unique opportunity for Owner/Management Company: the Avenue, two local environmen- Cousins Properties Incorporated tal groups and two high schools to work together to drive traffic to Professional Recognition: the center and raise environmental Megan Jurkovic, Marketing Manager, awareness. The eco-friendly art The Avenue Forsyth and The Avenue Webb Gin show boosted brand awareness, increased Facebook fans by 21% Angie Leccese, SVP Corporate Marketing and improved sales and traffic and Brand Management, Cousins an average of 19.7% month over Properties Incorporated month.

Silver Art in the Square— A Decade of Giving Southlake Town Square Southlake Town Square’s “Art in Southlake, TX the Square—A Decade of Giving” drew record crowds for the Art in Owner/Management Company: the Square festival in 2009. The Inland Western Retail Real three day celebration of art, food, Estate Trust, Inc. drink and family-friendly entertain- Professional Recognition: ment generated over $128,290 Karla Chase, Marketing Director, Southlake Town Square for 17 charities, surpassing their goal by 28% despite a challenging Tim Moorehead, General Manager, economy, increased foot traffic by Southlake Town Square 25% and overall sales by 5%. Michele Theisen, Facilities Director, Southlake Town Square

Cherilyn Megill, SCMD, Vice President, Marketing, Inland Western

Shelton Weeks, Vice President, Silver Property Management, Inland Western

PUBLIC RELATIONS Centers with 200,000 — 499,999 sq. ft.

We Are Making History Freedom Crossing at Fort Bliss Fort Bliss (El Paso MSA), TX Freedom Crossing at Fort Bliss is the first open air shopping center located on a military installation. The ambitious 45-day Owned By: “We Are Making History” media outreach Army & Air Force Exchange campaign introduced the center to the Service (AAFES) local community, the military and the shopping center industry simultaneously, Managed By: generating 320 column inches of coverage, 17 feature stories and 29 broadcast ServiceStar Development placements resulting in nearly one hour Company of run time to a potential audience of over 7 million. In addition the campaign Professional Recognition: increased traffic at the project website by Danaria Farris McCoy, CMD, 755%. Today more than 8,000 Google Marketing Manager, ServiceStar search results now return for “Freedom Development Company Crossing at Fort Bliss.”

Kerry Anderson, Media Consultant, KNOA Consulting

Joe Giuffreda, Vice President CDI, Gold Army & Air Force Exchange Service A Fashionable Story The Shops at North Bridge Chicago, IL When Macerich changed the name of this Magnificent Mile center from West- Owned By: field Northbridge to the Shops at North Macerich/Alaska Permanent Bridge, they faced the challenge of reintroducing the Chicago property in one Fund Corporation of the most highly concentrated retail en- Managed By: vironments in the country. The year-long PR campaign helped the center stand Macerich apart from the rest by branding the Shops as a go-to resource for fashion-related Professional Recognition: stories in a variety of local media outlets Erica Strama, Marketing Manager, The and partnering with high-profile organiza- Shops at North Bridge/Macerich tions like the Academy of Motion Picture Arts & Sciences on events that targeted Garry Butcher, Vice President, Marketing, their core customers. The results delight- Macerich ed their retailers: 56 total television segments highlighting 30 retailers, inclusion Paul Sabina, Assistant Vice President, in 19 print articles totaling 314 column Marketing, Macerich inches and features in 10 digital outlets. Todd Hiepler, Senior Property Manager, The Shops at North Bridge/Macerich Gold Anita Walker, Vice President, Public Relations, Macerich

PUBLIC RELATIONS Centers Over 1,000,0000 sq. ft.

Arden Fair Takes Action to Curb Crime Arden Fair The “Arden Fair Takes Action to Sacramento, CA Curb Crime” campaign was born when Sacramento was named Owned By: the nation’s number one city in Privately Owned reported car theft in 2008. The Managed By: program raised money for more The Macerich Company effective security measures, built Professional Recognition: a strong relationship with local law Traci Weber, SVP, Marketing, The Macerich enforcement, deterred crime and Company reshaped the perception of Arden Judy Gray, VP, Marketing, The Macerich Fair as a safe place to shop. Company

Jennifer Prouhet, Sr. Manager, Marketing, The Macerich Company/Arden Fair

Tod Strain, Sr. Manager, Property Man- agement, The Macerich Company/Arden Fair Silver Steve Reed, Security Manager, The Macerich Company/Arden Fair ArtSpace at Crestwood Court Crestwood Court transformed into a Crestwood Court thriving artists colony, complete with St. Louis, MO art instruction, performances and ex- hibitions of local artists. The Artspace Owned By: program swiftly attracted a large pool AG/CP Crestwood Retail Owner, LLC of tenants who added a unique cultural Managed By: paradigm to the struggling mall and filled more than 150,000 square feet Jones Lang LaSalle of vacant space. Public Relations ef- Professional Recognition: forts generated a total of 445 column Leisa Son, Marketing/Specialty Leasing inches and over 63 minutes of broad- Manager, Crestwood Court/Jones Lang cast publicity, exceeding 79.5 million LaSalle impressions. More than 5000 people attended the Artspace grand opening Janet Ryan, Principal, Ryan Public Relations in May and the campaign was consid- ered so successful that Jones Lang Tony Stephens, Vice President/General LaSalle is already implementing artists Manger, Crestwood Court/Jones Lang as tenants programs at other proper- LaSalle ties in Georgia and Virginia. Carol O’Grady, Vice President/Regional Marketing Manager, Jones Lang LaSalle Gold

Vicki Leikness, Vice President/ Regional Specialty Leasing Mg, Jones Lang LaSalle

PUBLIC RELATIONS Company

DOCUMENTATION Pajama jam Press Kit Midnight Madness Pajama Jam Prime Outlets Company Faced with a sagging economy and a 50% decrease in advertising budget, Prime Outlets Baltimore, MD was determined to make a mark in the 2008 holiday season. Their public relations team came up with a plan to kick off Black Friday by Professional Recognition: opening doors at midnight at 17 of their shop- Karen Fluharty, SVP Marketing, Prime ping centers to give consumers an opportunity Outlets to get a jump start on their holiday shopping. The multitiered PR campaign was a hit Caroline Bradley, VP Marketing, Prime with customers and the media. Foot traffic at Outlets Prime Outlet properties rose 8.3% and sales remained the same in November 2008 despite Gretchen Ramsey, VP Brand Culture sales plummeting nationwide in the most Integration, Oxford Communications dismal holiday environment seen in years. “Midnight Madness Pajama Jam” generated

Prime Outlets distributed 300 Midnight Madness Pajama Jam press kits with slippers to national and regional media outlets introducing over $6.1 million in advertising value resulting the event. Each packet contained a limited-edition JOCKEY sleep shirt as well as slippers and Prime Outlets Press Kit. Jockey contributed Sue Helondovitch, PR Group Account in more than 660 newspaper and magazine all the sleep shirts at no cost to the developer, resulting in $180,000 in savings for 9,000 units. Director, Oxford Communications articles, 230 broadcast segments, 47 million total print impressions, a total broadcast audi- Melinda Brodbeck, PR Account ence of over 9.5 million and a web audience of Executive, Oxford Communications nearly 261 million.

Gold PUBLIC RELATIONS Joint Centers

Glamour Mexico & Latin America Fashion Show, The Grand When Las Vegas was hit hard by the Canal Shoppes and lingering recession and dwindling Shoppes at The Palazzo tourism numbers from domestic mar- Las Vegas, NV kets, GGP’s PR team responded with a unique 14 page travel and fashion Owner/Management Company: feature in Glamour Mexico and Glam- General Growth Properties, Inc. our Latin America featuring Las Vegas centers The Fashion Show, The Professional Recognition: Susan Houck, SCMD, VP Marketing, Las Grand Canal Shoppes at the Vene- Vegas, General Growth Properties tian and the Shoppes at the Palazzo. The campaign promoted Vegas as a Danielle Long, Marketing Manager, The travel destination to key international Shoppes at The Palazzo/GGP markets and generated awareness Jim McMichael, CMD, Sr. Marketing among fashion conscious readers. Manager, Fashion Show/GGP Melissa Warren and McKinzie Cogswell, Account Executive, Faiss Foley Warren Public Relations Silver Barbara Jackson, JMI Tourism, Market- ing & PR, JMI Tourism, Marketing & PR (Mexico)

PUBLIC RELATIONS Mixed-Use

Retailer Showcase at Town Square Las Vegas Town Square Las Vegas A year after making its debut, Town Square Las Vegas was faced with a big challenge. Las Vegas, NV How do you publicize a center that is no lon- ger new when you have no advertising budget Owner/Management Company: and much of the local retail media coverage was negative? Town Square’s PR team Turnberry Associates sprang into action with an innovative program that stressed creating relationships with new Professional Recognition: reporters and media members and develop- Stacy Gold, Director of Public Relations, ing unique, positive news stories about the Town Square Las Vegas/Turnberry Associates center’s fashion, dining and entertainment. Their approach paid off with over $1.5 million Mary Kathryn Wells, Director of Market- in publicity coverage that included 148 place- ing, Town Square Las Vegas/Turnberry ments on television and 113 in print publica- Associates tions that generated 17.7 million impressions. Amazingly, according to a 2009 Town Square Mike Wethington, General Manager, Town Shopper Survey, 35% of all shoppers recalled Square Las Vegas/Turnberry Associates seeing or hearing advertising for the center in newspapers although the center did not invest Yamila Garayzar, Vice President of ANY funds in advertising. Corporate Marketing, Turnberry Associates Gold Joseph Szymaszek, Vice President of Office & Retail Operations, Turnberry Associates ADVERTISING Centers with 200,000 — 499,999 sq. ft.

Royal Hawaiian Center Advertising Campaign Royal Hawaiian Center Royal Hawaiian Center had two Honolulu, HI challenges: renovate their center and restore the lost luster of the Managed By: surrounding Waikiki Beach area. The Festival Companies The “Mood Waikiki” ad campaign stressed the beach’s new sense Professional Recognition: of style, optimism, shopping and Rosalind Schurgin, CEO, The Festival alluring mix of cultures East and Companies West, increasing sales by 13% and Sam Shenkus, Marketing Director, The earning the Royal Hawaiian Center Festival Companies an American Marketing Associa- tion Marketer of the Year Award. Marleen Akau, General Manager, The Festival Companies

Kirk Horiuchi, Senior Asset Manager, Kamehameha Schools

Nani Hirosane, Assistant Marketing Silver Director, The Festival Companies

ADVERTISING Centers with 500,000 — 749,999 sq. ft.

Spend More Time Giving Everett Mall Everett, WA Everett Mall increased gift card sales by more than 200% in 2009 Owned By: despite the sluggish economy Steadfast Everett Mall, LLC with a sales-focused advertising Managed By: campaign that emphasized “giv- Steadfast Commercial ing,” especially during seasonal Management Co., Inc. promotions. The ad campaign also generated an additional $118,000 Professional Recognition: for the center. Julie Tennyson, CMD, Marketing Director, Everett Mall

Jodi Peterson, Marketing Assistant, Everett Mall

Kristi Keene, CMD, Director of Corporate Retail Marketing, Steadfast Commercial Properties

Linda Johannes, General Manager, Everett Mall Silver Jennifer Ward, Graphic Designer, Pick of the Litter Design, Inc. ADVERTISING Centers Over 1,000,0000 sq. ft.

“The Buzz” at Westfield Culver City Westfield Culver City Westfield Culver City created a Culver City, CA “buzz” for their redevelopment project with an ad campaign that Owner/Management Company: connected with consumers in an Westfield Group expanded trade area and established a new relevant identity for Professional Recognition: the center. Traffic increased 107% Alan Cohen, EVP Marketing and and sales increased 100% over Partnership Marketing, Westfield Group the same period in 2008 and the Shelly Schembre, Senior Vice President “new” Westfield Culver City is Marketing, Westfield Group firmly positioned as a hip, regional value-anchor shopping center. Brandi Friel, Senior Director of Creative Services, Westfield Group

Sarah Richardson, Marketing Director — Westfield Culver City, Westfield Group

Jen Bringham, Senior Designer, Silver Westfield Group

Discover Yorktown. Inside and Out. Yorktown Center Yorktown Center needed to tie Lombard, IL together the branding message of the existing center and the addi- Owner/Management Company: tion of the lifestyle component, Long/Pehrson and Associates The Shops at Butterfield. The new advertising campaign communi- Professional Recognition: cated the depth and breadth of Lindsey Burke, Marketing Director, Long/ experiences throughout the prop- Pehrson and Associates erty with clever headlines and eye Lynette Steinhauser, Assistant Marketing catching photography, increasing Director, Long/Pehrson and Associates traffic, sales and awareness for the destination. Laura Granlund, Marketing Coordinator, Long/Pehrson and Associates

Bob Long, President/Owner, Long/Pehrson and Associates

Cohn Marketing, Agency, Cohn Marketing Silver ADVERTISING Mixed-Use

The Americana at Brand — Gigi’s Farmers Market The Americana at Brand Gigi’s Farmers Market at The Ameri- Glendale, CA cana at Brand delivers a farmer’s market experience unlike any other in Owned by: Southern California. The operations and marketing team, plus a Holly- Rick J. Caruso wood set designer and art directors have developed a distinctive brand Managed by: identity with unique booths, a dress Caruso Affiliated code for farmers and vendors plus amenities like Concierge Services. Gigi’s Farmer’s Market at The AmericanaSATURDAY, 10am-2pm at Brand Professional Recognition: Thanks to the market, Saturday ON CARUSO AVE. on Caruso Avenue Rick J. Caruso, President & CEO, morning parking revenue and car Caruso Affiliated entries at the Americana have in- Galit Shokrian, Senior Vice President, creased to the highest levels since the Marketing, Caruso Affiliated one year anniversary of the center’s opening. Lanko Goldberger, Director of Marketing, The Americana at Brand Silver

NEW MEDIA Centers with 200,000 — 499,999 sq. ft.

Scene@TheShops & Inside Scoop The Shops at Legacy The Shops at Legacy’s call to ac- Plano, TX tion campaign “Scene@TheShops and Inside Scoop” was created to Owner/Management Company: increase Legacy’s Facebook fan Inland Western Retail Real base. The center hired “paparaz- Estate Trust, Inc. zi” to become part of the scene at the center’s bars, restaurants and Professional Recognition: streets asking customers to pose Andrea M. Taylor, CMD, Marketing for pictures. The campaign en- Director, The Shops at Legacy couraged people to visit the Face- Cherilyn Megill, SCMD, Vice President, book Fan page, become a fan Marketing, Inland Western and tag themselves in the photo for a chance at winning $500. Fan Tim Moorehead, Senior Property Manager, The Shops at Legacy numbers increased by 436% and engagement by 400%. Shelton Weeks, SCSM, SCMD, SCLS, Vice President, Property Management, Inland Western Silver

The Dealey Group NEW MEDIA Centers with 500,000 — 749,999 sq. ft.

Santana Row iPhone Application Santana Row Since it opened in 2002, Santana Row, has San Jose, CA been widely known as the premier shopping destination in Silicon Valley. In 2009 Santana Row needed to be more innovative than ever Owner/Management Company: to drive additional sales and traffic to their ten- Federal Realty Investment Trust ants. The marketing department responded by creating the first iPhone application for Professional Recognition: a regional shopping center. The application Collette Navarrette, Marketing Manager, allowed users to tap into the Santana Row Santana Row/Federal Realty Investment experience and offered merchant incentives Trust that encouraged customers to redeem immediately. Within one hour of the release of the Tom Zazueta, President & Chief Strat- iPhone app on iTunes there was a customer at egy Officer, Coakley Heagerty Marketing Santana Row to redeem a $5 gift card reward. Communications Within a week there were over a thousand downloads of the app, bringing immediate sales to tenants and garnering significant buzz in the community and the local media.

Gold

NEW MEDIA Company

Prime Outlets: Prime My Closet Prime Outlets Company The “Prime My Closet” person- Baltimore, MD alized online customer loyalty program enables customers to Professional Recognition: engage with the Prime Outlets Karen Fluharty, SVP Marketing, Prime brand through exclusive con- Outlets tent, discounts, events, contests DOCUMENTATION Caroline Bradley, VP Marketing, Prime and more. The program elimi- WEBSITE HOME PAGE Outlets nated paper, reduced the cost of a traditional loyalty program Colleen Stanley, Corporate Marketing & Advertising Manager, Prime Outlets and connected Prime Outlets, its Melani Lane, Corporate Marketing merchants, customers and fashion Manager, Prime Outlets influencers. In only 102 days nearly Lisa Wessling, Account Director, POP 74,000 shoppers created a pass- Interactive word and profile online.

Silver

The Prime Outlets home page has two direct links to www.PrimeMyCloset.com. Visitors can click on the Savings & Rewards button in the main navigation or on a link in the Prime My Closet fly-out bucket and be taken directly to the Prime My Closet ‘Welcome’ page where they are encouraged to log in to the site. As of October 31, 2009, approximately 74,000 shoppers had created a password and profile. Holly Green; Save, Live, Give & Win Green Inland Western Retail Real Inland Western introduced the Estate Trust, Inc. Holly Green character in 2008 as a Oak Brook, IL virtual spokesperson for the direct mail campaign who provided Professional Recognition: money saving tips and ideas for Brittany Hermanski, Marketing Manager, leading a greener lifestyle. In 2009 The Gateway Holly went digital with a website, Cherilyn Megill, SCMD, Vice President, Facebook page, blog and Twitter Marketing, Inland Western account added to increase customer engagement. Over 9,000 Mara Russiaky, Marketing Director, Inland Western have read her green blog, over 4,000 have made pledges to be Kristin Erickson, Marketing Director, green and Holly’s popularity has Inland Western continued to grow with national Niall Byrne, President, Property media coverage. Management, Inland Western Silver

Shop Smart Look Fab General Growth needed an innovative ap- General Growth Properties, Inc. proach to differentiate itself from the competi- Chicago, IL tion, drive sales and traffic to their tenants while at the same time helping their customers maximize their shopping dollar. They delivered Professional Recognition: on all three goals by partnering with TLC’s hit Jenny Forst, VP National Resource show “What Not to Wear” as part of a multi- Group, General Growth Properties, Inc. faceted media strategy to provide customers with tools to shop smart. Aligning with nation- Leslie Dacosta, Director, National ally recognized fashion and value experts Resource Group, General Growth positioned GGP as credible and relevant and generated interest and awareness. An online Properties, Inc. strategy including new mall websites, and creative initiatives utilizing social networking April Thomas, Director, National Resource complemented the media focus. The cam- Group, General Growth Properties, Inc. paign created a blogger frenzy and drove immediate interest nationally. The media plan Jodi Hoag, Director, National Resource delivered over 35 million impressions. There Group, General Growth Properties, Inc. were nearly 232,000 site visits resulting in 1.2 million page views at Shopsmartlookfab.com Karla Woodward, Director, National and over 105,000 people received a $10 gift Resource Group, General Growth card resulting in over $6 million in incremental sales. Properties, Inc.

Gold NEW MEDIA Joint Centers

Are You a Recessionista? The Avenue East Cobb, The Avenue Forsyth, The Avenue “Are you a Recessionista?” is a cam- The Avenue Webb Gin and The paign which organically promoted Avenue West Cobb retail deals at five metro Atlanta area Georgia shopping centers by encouraging shoppers to share deals with other shoppers through Facebook and Managed By: rewarding participation by fans with a Cousins Properties Incorporated $100 weekly gift card giveaway. The effort paid off. The Avenue doubled Professional Recognition: their Facebook fanbase and fan-gen- Kim Tanalgo-Minshew, Marketing erated feedback increased awareness Manager, The Avenue East Cobb, Peachtree City, West Cobb of deep retailer discounts and boosted store traffic and sales, positioning Megan Jurkovic, Marketing Manager, The Avenue as “the place” to shop. The Avenue Forsyth, Webb Gin

Silver

Social Media 20 JLL Centers throughout the U.S. Jones Lang LaSalle created a So- cial Media campaign aimed at the Managed By: highly sought-after Millenial mar- Jones Lang LaSalle ket. The initiative was a cost-effective strategy that established an Professional Recognition: online presence for 20 JLL centers Elizabeth Faulkner, Vice President throughout the U.S. on key social Marketing, Retail, Jones Lang LaSalle media sites like Facebook, Twitter, Carol Sullivan, Vice President Marketing, YouTube and Flickr. The program, Retail, Jones Lang LaSalle a first of its kind in the retail real Jones Lang LaSalle developed a private estate industry, grew the Millenial Facebook Group with over Carol O’Grady, Vice President Marketing, 100 Jones Lang LaSalle marketing managers Retail, Jones Lang LaSalle fanbase by over 100 fans per mall, sharing social media best practices & ideas. per month and generated added Heather Levesque, Vice President exposure with existing clients, Marketing, Retail, Jones Lang LaSalle retailers and mass audiences. The Dealey Group, Digital Advertising Agency Silver NEW MEDIA Mixed-Use

tab Southlake Town Square Southlake, TX To combat negative media atten- tion for excessive teen loitering, Owner/Management Company: Southlake Town Square turned to Inland Western Retail Real Facebook to create TAB, an online Estate Trust, Inc. teen advisory board to address the issue. The end result was an Professional Recognition: overwhelmingly positive public Karla Chase, Marketing Director, response from city and community Southlake Town Square leaders, increased social me- Tim Moorehead, General Manager, dia activity for the center and an Southlake Town Square extremely successful launch of the first ever Southlake Town Square Cherilyn Megill,SCMD, Vice President — Marketing, Inland Western Teen Advisory Board.

Shelton Weeks, Vice President — Prop- erty Management, Inland Western Silver The Dealy Group, Dallas Texas

SALES PROMOTION AND EVENTS Centers with 500,000 — 749,999 sq. ft.

Spend More Time Giving/ A Gift Card Sales Explosion Everett Mall Faced with a 35% decrease in gift Everett, WA card sales in 2008, the Everett Mall responded with an ongoing Owned By: initiative to revive the gift card mar- Steadfast Everett Mall, LLC ket through an aggressive aware- Managed By: ness and promotional campaign, Steadfast Commercial “Spend More Time Giving.” The Management Co., Inc. program created a gift card sales Professional Recognition: explosion, with an increase of over Julie Tennyson, CMD, Marketing Director, 200% from the comparable period Everett Mall in 2008. Jodi Peterson, Marketing Assistant, Everett Mall Kristi Keene, CMD, Director of Corporate Retail Marketing, Steadfast Commercial Properties Linda Johannes, General Manager, Everett Mall Silver Jennifer Ward, Graphic Designer, Pick of the Litter Design, Inc. HIP Gift Cards Go Wild Harlem Irving Plaza Norridge, IL With consumers spending less, Harlem Irving Plaza came up with Owner/Management Company: a wild way to promote their gift Harlem Irving Companies cards. A sponsorship with the Brookfield Zoo that allowed shop- Professional Recognition: pers to receive two free zoo tickets Edan Gelt, SCMD, MBA, Corporate with $50 in gift card purchases Marketing Director, Harlem Irving Companies turned out to be the biggest trade deal in the company’s marketing Christina Chow, Marketing Coordinator, history. Total costs were only 4% Harlem Irving Companies of budget and with donated tickets Gail Runtz, CSM, General Manager, Har- factored in the return on invest- lem Irving Companies ment was an astounding 676%!

Michael Marchese, Owner, Harlem Irving Companies

Silver

SALES PROMOTION AND EVENTS Centers with 750,000 — 999,999 sq. ft.

Palmdale’s BEST (Business Economic Stimulus) Antelope Valley Mall Antelope Valley Mall and the city Palmdale, CA of Palmdale, California worked together to stimulate the local Owned By: economy by distributing gift cards Forest City Enterprises to purchasers of cars and motor- Managed By: cycles at local dealerships. It was Forest City Commercial a winning proposition for everyone. Management 680 gift cards were given out, Professional Recognition: generating more than $200,000 in Tricia E. Granger, Director of Marketing, sales which in turn increased sales Antelope Valley Mall/Forest City tax revenue to the city. David Walter, Economic Development Manager, City of Palmdale Danny Roberts, Assistant Executive Di- rector, Redevelopment, City of Palmdale Jane Lisy, VP Marketing, Forest City Commercial Management M. Scott Cummings, General Manager, Silver Antelope Valley Mall/Forest City Enter- prises Holiday Light Spectacular at Southpark Meadows Southpark Meadows Southpark Meadows established Austin, TX a new holiday tradition with 18 nights of a holiday spectacular Owner/Management Company: featuring 100,000 flashing lights Inland Western Retail Real and lasers all synchronized to Estate Trust, Inc. holiday music and nightly snow- falls. The laser and light show at- Professional Recognition: tracted more than 18,000 visitors, Bruce Spencer, Property Manager, 1.3 million radio impressions and Inland Western increased traffic and retail sales; Richard Kessler, Senior Property branding Southpark Meadows as Manager, Inland Western “the” holiday shopping, dining, and entertainment destination. Kristin Erickson, CMD, Marketing Director, Inland Western

Cherilyn Megill, SCMD, Vice President, Marketing, Inland Western Silver Don Stewart, Vice President, Property Management, Inland Western

SALES PROMOTIONS AND EVENTS Centers Over 1,000,0000 sq. ft.

Project PLAZARELA Plaza Las Americas San Juan, Puerto Rico Plaza Las Americas had a three headed problem: their Leasing department needed a short term remedy for a highly visible vacancy in a prime loca- Owner/Management Company: tion...the marketing team needed a big idea to drive Plaza Las Americas, Inc. traffic to Plaza’s annual Fashion and Beauty Fair... and Sears, an anchor tenant, needed help launching their new textiles department. The single solution Professional Recognition: was “Project Plazarela” a take off of the successful Iris G. Ayala, SCMD, Marketing Director, television show Project Runway. The vacant space Plaza Las Americas became a Design Workshop that housed the 14 design students in the competition, the exposure Marializ Montoya, Special Events and publicity of the contest fueled interest in the Coordinator, Plaza Las Americas Fashion and Beauty Fair and the new Sears textiles department was showcased because it provided Lorraine Vissepó, Communications the designers with sewing machines, materials Director, Empresas Fonalledas and accessories. With no advertising budget at all Janine Fonalledas de Grau, Corporate Plaza created great traffic, good tenant relations, half a million dollars in press coverage and gave 14 Marketing Director, Empresas Fonalledas students the opportunity of a lifetime. Rebecca Maccardini, SCMD, Consultant, Empresas Fonalledas Gold Savvy & Stylish with Westfield fabfinds Westfield Group When consumer research showed Los Angeles, CA that today’s shoppers wants more value on each shopping trip, West- Professional Recognition: field responded with “Fabfind,” a Alan Cohen, EVP Marketing and program that drove sales to their Partnership Marketing, Westfield Group 55 centers by providing custom- Shelly Schembre, Senior Vice President ers with “inside information” on the Marketing, Westfield Group best bargains. More than 2,500 retailers were featured each month Enna Allen, Regional Director of Marketing, Westfield Group across the entire portfolio and “Fabfinds” generated 3.2 million Brandi Friel, Senior Director of Creative impressions, equaling 200 column Services, Westfield Group inches and 192 broadcast Abby Geha, Customer Service and minutes. Promotions Manager, Westfield Group

Silver

Westfield Style Tour — Styling in Session Westfield Group The marketing team created a one Los Angeles, CA of a kind, experimental event at six of their centers by partnering with Professional Recognition: national retailers, fashion industry Alan Cohen, EVP Marketing and Partner- icons and celebrities like Project ship Marketing, Westfield Group Runway’s Tim Gunn for individual- Shelly Schembre, Senior Vice President ized, hands-on Style Sessions. Marketing, Westfield Group The strategy increased sales productivity at over 100 key fash- Lee Sterling, Regional Director of Market- ing, Westfield Group ion and beauty retailers, generated $300,000 in gift card sales and 80 Brandi Friel, Senior Director of Creative million media impressions. Services, Westfield Group

Angela Kim, Designer, Westfield Group

Silver Shop Smart Look Fab Promotion General Growth Properties, Inc. General Growth responded to the unfa- Chicago, IL vorable economy by providing customers with a tangible way to stretch their dollar — a partnership with TLC’s hit Professional Recognition: show What Not to Wear. Joining forces Jenny Forst, VP National Resource Group, General Growth Properties, Inc. with the nationally recognized fashion and value experts not only created Leslie Dacosta, Director, National valuable PR cachet, it increased posi- Resource Group, General Growth tive perceptions of GGP malls and built Properties, Inc. future loyalty. The “Shop Smart, Look Fab” promotion connected with its tar- April Thomas, Director, National Resource get audience in a meaningful way and Group, General Growth Properties, Inc. gave shoppers the tools — shop smart Jodi Hoag, Director, National Resource style guides, retailer bargains and over Group, General Growth Properties, Inc. a million dollars in GGP gift cards — to increase their buying power. Karla Woodward, Director, National Resource Group, General Growth Properties, Inc. Gold

SALES PROMOTIONS AND EVENTS Joint Centers

GGP Las Vegas/Expedia Visitor Shopping Incentive Fashion Show, The Grand Canal When approached by Expedia to Shoppes and The Shoppes at create a shopping enticement for The Palazzo Vegas-bound consumers, GGP Las Vegas, NV worked with center retailers at Fashion Show, the Grand Canal Managed By: Shoppes and the Shoppes at General Growth Properties, Inc. Palazzo to develop unique, rewarding shopping incentives. The Professional Recognition: program increased Expedia’s on- Jim McMichael, CMD, Sr. Marketing Man- line bookings to Vegas significantly ager, Fashion Show/GGP and boosted shopping interest at Danielle Long, Marketing Manager, The all three properties at an incremen- Grand Canal Shoppes/GGP tal cost to both parties. Susan Houck, SCMD, Vice President Marketing — Las Vegas, GGP

Art Jimenez, Sr. Director of Leisure Sales, Silver Las Vegas Convention & Visitors Authority SALES PROMOTIONS AND EVENTS Mixed-Use

Beauty Live Galleria Dallas Dallas, TX Galleria Dallas is one of the world’s iconic luxury shopping centers but in Managed By: 2009 sales were slumping. Beauty General Growth Properties, Inc. products were the lone bright spot on the retail landscape so the marketing team came up with “Beauty Live,” the Professional Recognition: largest consumer beauty show in the Angie Freed, SCSM/SCMD, General Manager, Galleria Dallas/GGP country. For three days the public was treated to 47 non-stop sessions from Tara Engelland, Tourism and Promotions some of the world’s leading beauty Manager, Galleria Dallas/GGP experts on two stages. Sales at beauty counters for participating re- Terrie Robinson, SCMD, Regional Vice President Marketing, GGP tailers climbed by double digits across the board and reported $250,000 in Julie Crane Rickey, SCMD, Vice President sales at their cosmetic department in Marketing, GGP one day. Pam Longbine, SCMD, President, Blend Marketing Gold

GRAND OPENING, EXPANSION & RENOVATION Centers with 200,000 — 499,999 sq. ft.

DOCUMENTATION Prime Outlets Puerto Rico e-mail blast Expansion Prime Outlets — Puerto Rico Prime Outlets was expanding their Barceloneta, Puerto Rico Barceloneta, Puerto Rico property in the middle of one of the Owned By: most difficult economic climates The Lightstone Group in years. The marketing team’s advertising and public information Managed By: campaign about the grand open- Prime Outlets ing generated so much advance buzz that sales increased nearly Professional Recognition: 15% and traffic increased 138%, Karen Fluharty, SVP, Marketing, Prime Outlets filling every single parking space at

As the Prime Outlets – Puerto Rico expansion opening weekend neared, another e-mail blast was launched, this time to the entire center database to promote the weekend’s activities, sales and new stores joining the portfolio. More than 5,000 e-mails were sent to the center’s the center. database, with a 23.8% open rate. Caroline Bradley, VP, Marketing, Prime Outlets

K.J. Hatfield, RVP, Marketing, Prime Outlets

Elizabeth Lopez, Marketing Manager, Prime Outlets — Puerto Rico Silver Katherine Pasquinuci, General Manager, Prime Outlets — Puerto Rico GRAND OPENING, EXPANSION & RENOVATION Centers with 500,000 — 749,999 sq. ft.

Rediscovering Northgate Northgate San Rafael, CA The time was right for a dramatic reinvention for Northgate Mall. Owner/Management Company: The transformation from a tradi- Macerich tional, enclosed shopping center to modern indoor/outdoor shop- Professional Recognition: ping environment was a success Judy Gray, CMD, VP of Marketing, even before the opening celebra- Macerich tion thanks to a campaign that Ryan Williams, CMD, Senior Manager, reached out to shoppers and Marketing, Macerich leveraged key relationships in the community. Brianna Davis, Assistant Marketing Manager, Macerich

Traci Weber, SVP of Marketing, Macerich

Silver

GRAND OPENING, EXPANSION & RENOVATION Centers Over 1,000,0000 sq. ft.

Fire & Ice Spectacular Park Meadows Lone Tree, CO Park Meadows needed a larger than life celebration to debut its Owner/Management Company: new 154,000 square foot outdoor General Growth Properties, Inc. addition called the Vistas during a very cold holiday season. The Professional Recognition: “Fire and Ice Spectacular” did not Pamela Schenck-Kelly, Senior General disappoint, delivering over 15,000 Manager, The Vistas at Park Meadows, GGP visitors, a media storm of atten- tion, sales increases from 10% Tami Ivy, Senior Manager, Special to 30% and traffic increases from Projects, The Vistas at Park Meadows, 10% to 500% for tenants at the GGP Vistas. Denae Duesler, Common Area Coordinator, The Vistas at Park Meadows, GGP

Natalie Vessey, Retail Operations Assistant, The Vistas at Park Meadows, Silver GGP The Mannequin Is Our Muse Scottsdale Fashion Square Scottsdale, AZ To excite shoppers about the opening of a Barney’s New York Professional Recognition: and a new wing of retail shops Kate Cavaliere Birchler, Senior and restaurants, Scottsdale Fash- Manager-Marketing, Scottsdale Fashion Square ion Square turned ordinary man- nequins into life-like celebrities Steve Helm, AVP — Property Manage- named Libby and Kevin that the ment, SCSM, Scottsdale Fashion Square entire community embraced. The Kimberly Hastings, Manager — opening was pure success with PR, Macerich long lines greeting retailers, stand- ing room only premiers and the Sherry Decovich, VP — Marketing, SCMD, Macerich second biggest opening in the history of Barney’s. Anita Walker, VP — PR, CMD, Macerich

Silver

B2B Centers with 500,000 — 749,999 sq. ft.

HIP To Its Market Harlem Irving Plaza Norridge, IL When research indicated that Harlem Irving Plaza had a void Owner/Management Company: in fashion forward teen retailers, Harlem Irving Companies the marketing and leasing team sprang into action. An aggressive Professional Recognition: campaign to attract teen-oriented Edan Gelt, SCMD, MBA, Corporate Mar- tenants landed Aeropostale and keting Director, Harlem Irving Companies the store’s May 2009 debut was Christina Chow, Marketing Coordinator, so successful there was a line 300 Harlem Irving Companies shoppers deep waiting for the doors to open. A Buckle store at Fred Murray, SCSM, SCLS, Executive VP of Leasing, Harlem Irving Companies Harlem Irving Plaza is in the pipe- line for 2011. Michael Marchese, Owner, Harlem Irving Companies

Angela Surico, CLS, Leasing, Harlem Irving Companies Silver B2B Centers Over 1,000,0000 sq. ft

Access Tysons Tysons Corner Center Being located in one of the most McLean, VA congested areas in the mid-Atlantic, Tysons Corner knew it had an over- Owner/Management Company: whelming traffic issue. To tackle the Macerich problem head-on the marketing team created the AccessTysons.com web- Professional Recognition: site, a hub for all things travel related. Allison Fischer, Marketing Manager, Commuters can get real-time traffic Tysons Corner Center updates, look at live camera feeds Cory Scott, Senior Property Manager, and obtain information on alternate Tysons Corner Center modes of transportation to and from the center, ride sharing programs, Garry Butcher, VP, Marketing, Macerich construction info and traffic maps powered by Google. AccessTysons. Paul Sabina, AVP, Marketing, Macerich com reduced employee commuter Traci Weber, SVP, Marketing, Macerich auto trips to and from Tysons Corner by 23%.

Gold

B2B Company

Intersections: A B2B Marketing Campaign Developers Diversified Realty The” Intersections” campaign Cleveland, OH positioned Developers Diversified Realty as a major industry leader Professional Recognition: while other companies downsized John S. Kokinchak, Executive Vice their brand marketing efforts. In President Property Management, Developers Diversified Realty addition to the powerful message, the program reduced expenditures Scott Schroeder, VP of Marketing & by 38%. In the toughest of times, Corporate Communications, Developers the campaign assured Develop- Diversified Realty ers Diversified Realty’s customers, Lauren Martin, Director of Corporate the retail industry and investors Marketing, Developers Diversified Realty that the brand stood strong and it Marketing Department, Developers would weather the storm. Diversified Realty

Cohn Marketing Inc. Silver Everyday Shopping for Everyday People Phillips Edison & Company Philips Edison & Company’s explosive growth had resulted in considerable inconsistancy Cincinnati, OH in their marketing efforts. They recognized the need to expand and enhance their brand Professional Recognition: image to reflect their status as a world class Mark Addy, COO, Phillips Edison & retail real estate company. By building on a Company new theme develped for print advertising, they were able to implement a branding program Linda Fatherree, Director of Marketing, across virtually every medium of comminca- Phillips Edison & Company tions. The “Everyday Shopping for Everyday People” campaign featured professional Carolyn Reis, Creative Director, graphics and photos of ordinary shoppers re- CSR Design flecting every demographic, every region and every age. At a time when other companies were cutting back on their advertising Philips Edison & Company implemented a consistent, recognizable, upscale, brand image while reducing advertising, web and acquisitions marketing expenses.

Gold

B2B Mixed-Use

72andB’WAY 72 and B’WAY New York, NY 72 and B’Way sits along two iconic New York City retail cor- Owned By: ridors. To attract top-tier retail ten- Rhodes NY/Phillips ants to this exceptional destination International and Gotham the marketing team came up with a world class design, branding and Managed By: marketing campaign that included Rhodes NY & Phillips International direct marketing gift packages, a highly accessible website, hip Professional Recognition: advertising slogans, and colorful Lynette Tulkoff, Director of Development, branding signage at the construc- Rhodes NY tion site. The result was record Marc Friedman, Principal, Rhodes NY breaking rental prices for the upper Seth Pilevsky, Principal, Phillips International West side even in a soft economy. Robert K. Futterman, Broker, Robert K. Futterman & Associates Silver Peter Whitenack, Broker, Robert K. Futterman & Associates ALTERNATIVE REVENUE Centers with 200,000 — 499,999 sq. ft.

South Mall-Black Rose Antiques & Collectibles Mall South Mall South Mall was severely impacted when Allentown, PA Steve & Barry’s closed their 49,000 square foot space in January 2009. It dropped mall occupancy from 90% to Owner/Management Company: 78% and eliminated a destination shop- Pennsylvania Real Estate ping location. The Specialty Leasing De- Investment Trust partment responded by taking advantage of the popularity of antiques in the Al- lentown area and transformed the empty Professional Recognition: space into an antiques and collectibles Barb Sipling, Director of Antique mall with 150 vendor stalls. This clever Operations, Pennsylvania Real Estate Investment Trust solution created excitement with the local media and antique community, effectively Colette Weir, General Manager, South Mall replaced 80% of net operating income, enhanced the property value by $2.3 Elaine Berger, Senior Vice President, million and filled a key vacancy at center Specialty Leasing, Pennsylvania Real court, returning occupancy to 90%. Estate Investment Trust

Joseph F. Coradino, President, Retail Division, Pennsylvania Real Estate Gold Investment Trust

Documentation liFeStYle magazine pub date: 5/26 ALTERNATIVE REVENUE Centers pub: San Marcos Texas Monthly July 09’ with 500,000 — 749,999 sq. ft. client: Prime job#: 32612_1sm_4.625x9.625c linescrn: 150 colors: 4c bleed: nope safety: nope 2 5.18.09 trim: 4.625 x 9.625 ae: Adiscount ROUND: date created: Lcieniawa traf c: Tsato prod: Rmccarrol proof: ad: Jdewan cw: Cwitmore pub date: 8/6 pub: San Marcos Paper City Mag. Sept. 09’ client: Prime job#: 33547_SM8.25x14.5c nope linescrn: 150 colors: 4c 8.25 x 14.5 bleed: nope safety: date created: 8.5.09 trim: ROUND: 2 ae: Adiscount proof: Lcieniawa traf c: Tsato ad: Jdewan cw: Cwitmore LOOK STUNNING. BE FRUGAL.

7 for All Mankind & Etro Opening Summer 2009 PrimeGucci Outlets - San Marcos Zegna Outlet

Victoria’s Secret Outlet NeimanCVB Marcus Last Call Partnership Barneys New York Outlet

Saks Fifth Avenue OFF 5TH Giorgio ArmaniPrime General Store Outlets — San Marcos Prime Outlets developed a match- Salvatore Ferragamo Company Store San… and many more. Marcos, TX ing funds program with the city of Savingsup to SAVE THE DATE 65% Visit www.primeoutlets.com/sanmarcos now for more details. San Marcos so they could geo- Owned By: FRIDAY, OCTOBER 23 • 6:30 P.M. graphically expand the center’s The Lightstone Group Emceed by celebrity stylist Mark-Alan Harmon, Luxe 2009 is the fashion event of fall, bene ting charitable organizations in San Marcos and its surrounding areas. Join us for a spectacular market reach. The initiative netted fashion show featuring Barneys New York, Zegna Outlet, La Perla, Saks Fifth Avenue OFF 5TH, Neiman Marcus Last Call and many more; an evening of luxury shopping with exclusive discounts at participating stores; plus light hors d’oeuvres & refreshments. Managed By: One lucky guest will win a $500 Prime Outlets shopping spree! $307,000 in additional marketing EVENT ADMISSION IS $10 PER PERSON. TICKETS ARE AVAILABLE AT THE DOOR OR PRE-PURCHASE TICKETS the AT GUEST SERVICES, PRIME OUTLETS – SAN MARCOS. Primeorld Outlets Company revenue from the city, resulting in Documentation W is your Runway an 8.9% increase in traffic at the ProfessionalMexicana customers who Recognition:would show their boarding pass/ Present this ad at Guest Services to receive a complimentary VIP Coupon Book worth (TM0709) hundredsKaren of dollars in savings!ticket Fluharty, jacket at Prime Outlets SVP, – San Marcos’Marketing, Guest Services Prime center and provided the city with a Outletswould receive exclusive gifts including a coupon book and projected 2% increase in sales tax MARCOS! SHOP, STAY AND DISCOVER SAN MARCOS! special merchant discounts. For more information call 512-393-5900 or visit www.toursanmarcos.com 140 stores • IH-35 to Exit 200, San Marcos • IH-35 to Exit 200, San Marcos SHOP, STAY AND DISCOVER SAN MARCOS! 140 stores For more information call 512-393-5900 primeoutlets.com/sanmarcos contributions despite a distressed 8/5/09 3:21:51 PM or visit www.toursanmarcos.com Celena McGuill, Marketing Manager, 33547_SM8.25x14.5c.indd 1 Process YellowProcess Black Process CyanProcess Magenta – May/June Mexicana promoted this package in multiple publications, San Antonio Woman Magazine Texas Monthly –Prime July Outlets — San Marcos economy. including Boletín Turístico (Target: Mexican Travel Trade); Vuelo

(Target: Inflight Magazine on Mexicana – targets Mexican Lorenatravelers Garcia, domestically and Tourism internationally); Mexicana Manager, airlines; Prime Outletsand AMEX — Mexico San 12-page Marcos direct-mail piece (Target: All AMEX Bright four-color ads were placed in major U.S. publications in the Texas area. Lifestyle brand imagery was used to encourage cardholders in Mexico). readers to shop at Prime Outlets for the hottest looks of the season. By partnering with the City of San Marcos, the center was able to place $613,543 in advertising. Half of the advertising was paid by alternative revenue from the city. Tom Jenkins, General Manager, Prime OutletsThe Mexicana — relationship San Marcosbrought significant added value and immeasurable ROR (return on relationship). Silver Renetta Coleman, Marketing Assistant, Prime Outlets — San Marcos

Vuelo Mexicana Publication

Vuelo Mexicana Publication ALTERNATIVE REVENUE Company New Business Development Sun Edison SunEdison Developers Diversified Realty Cleveland, OH Developers Diversified’s partnership with “Developers Diversified is a forward-thinking SunEdison was groundbreaking in many real estate company -- bringing clean solar energy to its properties for the benefit of its ways. First, they generated $1.2 million tenants andProfessional the environment through the Recognition: by leasing their largest unused asset, largest optionJohn agreement S. andKokinchak, distributed Executive Vice generation program of its kind. It’s a way rooftops, and having SunEdison pay rent for DevelopersPresident Diversified and Property its tenants Management, to reduce operating costs and generate for the right to deploy solar energy across additional Developersrevenue...” Diversified Realty -Brian Jacolick Developers Diversified’s portfolio. Sec- General Manager, Americas for SunEdison Marc Feldman, Senior VP of New ond, the national solar program reduced Business Development, Developers energy costs, allowing the company to “Smart Business” was a Corporate Ad featured in industry publications. Diversified Realty pass along savings to tenants in their CAM charges. Third, the new recurring Brendon Ruth, Senior New Business revenue stream, estimated at $40 mil- Development Manager, Developers lion came at no tangible expense to the Diversified Realty company at a time of extreme capital preservation. Annual clean energy use at the three New Jersey properties equates to taking 3,000 cars off the road.

“The time was right to put together an initiative that has a benefit for the environment and our tenants, and produces a new revenue stream for Developers Diversified...This was unused space for rent.” -Marc Feldman Senior Vice President of New Business Development Gold Developers Diversified Realty

ALTERNATIVE REVENUE Joint Centers

Turnberry Malls a Powerful Medium Aventura Mall and Town Square For years Turnberry centers had been free of third-party advertising and sponsorship Las Vegas, NV programs. In 2009 that would all change. Faced with the challenge of raising an ad- Managed By: ditional $700,000 in revenue for the year, the marketing department launched a program Turnberry Associates that solicited well-established brands and offered potential advertisers high profile loca- Professional Recognition: tions, excellent visibility and a seamless visual Joseph Szymaszek, Vice President of presence at the two centers. Among the more Retail Operations, Turnberry Associates than 40 prestigious brands that immediately recognized this one of a kind opportunity were Yamila Garayzar, Vice President of Audi, Puma, Louis Vitton, Tourneau, Sony Marketing — Retail Division, Turnberry Style and Disney. Despite the difficult econom- Associates ic climate Adventura Mall and Town Square Las Vegas delivered a program that elevated Anabel Llopis, Marketing Director, their centers’ sensory experiences and ex- Turnberry Associates ceeded their established objective, achieving $713,000 in revenue. Mary Kathryn Wells, Marketing Director, Turnberry Associates Gold Lilian Chammas, Marketing Assistant, Turnberry Associates VISUAL MERCHANDISING Temporary kiosks, carts/retail merchandising units (RMUs)

Cherry Hill Mall Common Area Remerchandising Cherry Hill Mall When Cherry Hill Mall underwent Cherry Hill, NJ a $200 million expansion, one of the major focuses was the trans- Company: formation of the common area. Pennsylvania Real Estate 28 RMUs were replaced and the Investment Trust visual merchandising was up- Professional Recognition: graded to reflect the new elegant, Crystal L. Hughes, Regional Specialty Leasing Director, Pennsylvania Real contemporary image of the mall. Estate Investment Trust All future retailers are required to have an approved visual plan prior Dona Dea Elston, Specialty Leasing to set up to maintain the quality of Representative, Pennsylvania Real Estate Investment Trust the program.

Beth DeSista, Vice President, Specialty Leasing, Pennsylvania Real Estate Investment Trust

Elaine Berger, Senior Vice President, Silver Specialty Leasing, Pennsylvania Real Estate Investment Trust

VISUAL MERCHANDISING Temporary in-line Retail

Lara, Americana at Brand Americana at Brand Glendale, CA Americana at Brand had to conceive, lease, design, construct and open Company: an aesthetically pleasing store in less Lara, Inc./Caruso Affiliated than a month to replace an anchor tenant in a highly visible storefront. Caruso Affiliated’s and Lara’s market- Professional Recognition: ing teams created and executed a Matt Sebree, Senior Director, Specialty Income, Americana at Brand/Caruso sophisticated marketing campaign Affiliated that enticed consumers and reset the bar for temporary in line store visual Julie Jauregui, General Manager, merchandising in the U.S. First month Americana at Brand/Caruso Affiliated sales were in excess of $120,000 and Alexis Scalice, Assistant General retail review sites rank Lara as one of Manager, Americana at Brand/Caruso the best stores in the center. Affiliated

Lara Kim, President, Americana at Brand/Lara Inc. Silver Dennis Kim, COO, Americana at Brand/Lara Inc. Every Picture Tells a Story Deer Park Town Center Deer Park, IL Stringent ordinances on visual displays and exclusive clientele that Company: don’t respond to retailers that look Ablan Gallery & G. Whiz/ temporary created a unique challenge when Deer Park Town Center had Developers Diversified Realty vacant spaces to fill. The Develop- ers Diversified property management Professional Recognition: team decided to pursue a temporary Konda Dees, CMD, Marketing Director, Developers Diversified Realty store program that had the look and feel of permanent retailers. Ablan Jim Elliman, CSM, General Manager, Gallery and G. Whiz met Village of- Developers Diversified Realty ficials and customers approval, and are performing so well that plans are in the works to make both of them permanent tenants.

Silver

VISUAL MERCHANDISING Common area displays and/or merchandising of vacant store windows

Stars Over Developers Diversified Realty DDR Specialty Center Portfolio How do you create a cost effective visual merchandising program Company: that adds appeal to vacant in-line The World at Night/Developers space and to customers? For Diversified Realty Developers Diversified the answer Professional Recognition: was written in the stars. “The John S. Kokinchak, Executive Vice President Property Management, World at Night,” a collection of Developers Diversified Realty photographs of the world’s historic sites against a nighttime backdrop Scott Schroeder, VP of Marketing and toured their centers from August Corporate Communications, Developers Diversified Realty through October 2009, turning vacancies into art galleries. This Dawn Marie Lecklikner, SCMD, RPA, Re- clever visual merchandising pro- gional VP of Shopping Center Marketing, Developers Diversified Realty gram showcased available space and generated traffic and sales. Specialty Center Portfolio, Developers Diversified Realty Silver Cohn Marketing Inc. CATEGORY INTEGRATION Centers Over 1,000,0000 sq. ft.

Galleria Library Branch Galleria at Sunset Henderson, NV With an economic downturn looming and one of the center’s anchor ten- Owned/Managed by: ants closing, keeping challenged retail Forest City Enterprises Inc. space leased at Galleria at Sunset required partnering with a non-traditional tenant, the Henderson Librar- Professional Recognition: ies. The collaboration resulted in the Heather Valera, Director of Marketing, Galleria at Sunset only in-mall library branch in Southern Nevada and provided a traffic-driving Scott Muelrath, General Manager, Galleria and community service oriented use at Sunset for the center. A Library Lounge cafe- style seating area was also added Jane Lisy, Vice President of Marketing, Commercial, Forest City Enterprises where patrons can enjoy free wi-fi and and reading materials. Since the grand Paulette Caputo, Director of Marketing, opening last February over 23,000 Commercial, Forest City Enterprises people have visited the library.

Gold

CATEGORY INTEGRATION Joint Centers

Centros Isla Quinceañeras 2009-15 para mis Quince Developers Diversified In Hispanic culture, Quinceanero is a com- Puerto Rico Properties ing of age celebration held on a girl’s 15th birthday, comparable to a sweet 16 party, Puerto Rico signifying the passage from childhood. To reach this highly valued teen market Develop- Owned/Managed by: ers Diversified Realty repositioned its portfolio Developers Diversified Realty of 15 shopping centers in Puerto Rico under a single brand — Centros Isla — and positioned the Isla Gift card as the #1 gift of choice. The Professional Recognition: culturally relavent marketing program tied the Francis X. Gonzalez, VP of Property company’s 15 centers to the 15th birthday Management, Puerto Rico, Developers Diversified Realty celebration through public relations, emerging media, contest, events and traditional adver- Martha Hermilla, Senior Director of tising. The campaign generated more than Marketing, Developers Diversified Realty $21,000 in sponsorship revenue and exhibitor fees, $118,000 in media coverage, $66,000 Puerto Rico Marketing Team, Developers in sales of the themed gift cards and valuable Diversified Realty goodwill.

Cohn Marketing Inc. Gold INLAND applauds brilliance

The Inland Real Estate Group of Companies, Inc. salutes all of the U.S MAXI award finalists and winners.

Congratulations to the 2010 U.S. MAXI Gold and Silver winners. Just as the brilliant cut of the diamond represents the highest quality of diamonds, your programs showcase the best in the industry.

Over 76 million square feet of retail space Located in 46 states Over 40 years experience 866.840.5200 www.inlandgroup.com ®

“Inland” refers to some of the entities that are a part of The Inland Real Estate Group of Companies, Inc. which is comprised of a group of independent legal entities some of which may be affiliates, share some common ownership or have been sponsored and managed by subsidiaries of Inland Real Estate Investment Corporation. The Inland name and logo are registered trademarks being used under license.