sales promotion & events
MARQUEE
MOMENTS
Arrowhead Towne Center amps
up its programming with song
and play
Since opening over two decades
ago, Arrowhead Towne Center
(Glendale, USA) has held its annual
spring concert series for members
of the community. While similar to
the entertainment offerings from
other shopping destinations, the
series helps tie together the center’s
own amphitheater programming.
A longtime iconic feature, the
outdoor space serves as host to a
string of special events throughout
the year. Thanks to a two-year old
renovation, depending on the
weather, standard attendance is
anywhere between 350 and 500
people, with a handful of regulars
showing up early to claim their
spot. Along with special retail
offers, the center’s team hands
concertgoers free branded beach
balls and Frisbees to play with as
a way to pump up the crowd each
week. Mostly promoted via digital
and social channels, this year’s
initial concert series e-mail blast
garnered a click-thru rate of 27
percent (compared to an average
rate of eight percent). Introducing
readers to the upcoming line-up, the
e-mail blast earned an impressive
74-percent increase. In addition to
filling inboxes, Facebook posts for
"...new landscaping,
trendy dining
options, comfortable
seating, patio
misters and heaters,
and a fresh look and
feel for enhanced
concert going."
The amphiteater
has created a new
gathering place for the
community.
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the series reached 87,000 paid and
organic followers, with just under
1,000 likes and 86 shares.
With two primary goals for
amphitheater activation, namely
to improve the shopping experience