sales promotion & events
A light show extended the Mall of America ' s concert night and birthday celebration .
teamed up with Quantum Creative Studios , its previous collaborators on other Nickelodeon Universe projects . With “ Always here for you ” as its celebration theme , MOA communicates its diverse offering and ability to meet the needs of all guests .
“ The song … is meant to evoke that feeling that , no matter who you are , Mall of America has something here for you … A fact that a song about creating memories is creating memories for our guests is fun for me ,” said Christopher Grap , senior manager of experiential marketing and design .
With the simple marketing goal of leaving guests with a lasting impression , the shopping center wishes to impart feelings of goodness and inspire guests to return to share the same experience with family . With a positive turnout and response from the start , MOA has a history of repeatedly upgrading and innovating its light shows .
In recent years , in addition to targeting separate holiday crowds , Mall of America has incorporated live performances and audience engagement .
While the show was specifically created to draw families , Grap said that from an observation standpoint its reach went beyond family time . Open to the public and free of charge , the impact of the show on retail sales and overall center traffic is difficult to identify . However , all types of viewers gather throughout the week to watch . In terms of planning and execution , MOA needed to consider two top things : how the effects of the spectacle would impact the tenants in close proximity to the show and its neighbor , the Minneapolis St . Paul International Airport .
Following the jam-packed concert , Mall of America launched its Universe of Light : Birthday Nighttime Spectacular in honor of its yearlong birthday bash .
“ We ’ re always looking for new ways to excite our guests and offer them the latest and greatest in entertainment . Nightly entertainment was an opportunity for us to do that and extend the guest stay . We saw such a great response from our guests after we launched our first light show , so we decided to invest in season-specific programming beginning with two new holiday-themed light shows ,” Grap noted .
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