sales promotion & events
Little ones also have their fun playing
with giant games at the amphiteater.
Colorful and playful, this ad
sets the tone for the center's
outdoor activities.
by providing family-friendly
entertainment and extend the
duration of the shopping visit,
Arrowhead Towne Center stands
out from the competition and
increases average spend.
“With indoor common area at
a premium, [the center] struggled
to find a venue to accommodate
school and community group
performances. The revamped
amphitheater is the perfect stage
for these groups to provide
entertainment, while creating a
community-gathering place. Since
the mall renovation, we’ve created
new relationships and events that
have added an entertainment
aspect to the center with little to
no additional marketing dollars,”
shared Christina Henning, senior
marketing manager.
A recent addition to its
amphitheater programming,
the Let’s Play initiative offers
shoppers the chance to take part
in a collection of nostalgic yard
games. With plans to run year-
around, those with a little extra
time can play ping-pong, ladder
ball, cornhole, dominoes, or stack
life-size blocks for a laugh. Also
featured in e-mail blasts, Let’s Play
details can be found on digital
display in the center court and
"...the Let’s Play
initiative offers
shoppers the
chance to take
part in a collection
of nostalgic yard
games."
online. By promoting the outdoor
space and program combo as the
perfect way to take a break from
moving store-to-store, the mall
gives visitors another reason to
grab a cold drink and lengthen
their stay. Improving community
engagement, shoppers can connect
with the center’s concierge service
via text for game requests and
inquiries, and check its website
for a full page of game-play
instructions.
To ensure a high-traffic
entrance nearby and a steady flow
of shoppers to the amphitheater,
Arrowhead Towne Center
created a comfortable setting and
functional layout.
“[Considering the Arizona climate,
it’s enjoyable to spend time outside
most days of the year. Shoppers
often look to this open area (with a
retractable wall) to soak up sun and
give little ones a chance to run off
some energy,” Henning added.
Re flecting the center’s merchandise
mix favoring teen and women’s
apparel,
its
amphitheater
programming emphasizes family-
friendly events. With select
food court retailers reporting an
increase in traffic and sales linked
to concert-specific promotions and
people of all ages engaging with
Let’s Play, the amphitheater is a hit
for all.
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