Marketing Trendz Volume 22 July/August Edition 2017 - Page 17

sales promotion & events Central City's plaza was transformed into a pop-up venue to celebrate Canada's 150th birthday. POP-UP PARK KEEPS SUMMER LIVING CANADIAN Forget the same old pop-up sale and market combo. Central City shopping centre (Surrey, Canada) is hosting PARKit 150, a summer-long pop-up park. In partnership with the City of Surrey and in celebration of Canada’s grand 150th anniversary, the pair joined forces to offer shoppers a “classic Canadian summer day”. "...visitors are reminded of what it means to take a summer minute off and enjoy the West Coast weather." Based on the theme of kicking back and relaxing, visitors to the center’s transformed outdoor plaza can spend the day chilling at the lake. Whether catching up on a good read, playing a fun game or working on a tan, visitors are reminded of what it means to take a summer minute off and enjoy the West Coast weather. Helping to set the mood and share some tunes, the team included open-area seating and a piano for conversation and easy listening. As a bonus for shoppers, a series of installation activations and free entertainment is scheduled throughout the summer. “Established by the City of Surrey in 2012, the PARKit program has been initiated at several Surrey locations throughout the past five years. The program has been successful at enlivening and greening these urban spaces,” Central City’s marketing team tells online visitors. Designed by landscape architect, Amy Tsang, the pop-up park brings the outdoor plaza to life and ties together multiple center initiatives. As the performance stage for Central City’s Noontime Notes program, it’s a place for gathering. Providing free live lunchtime music every Tuesday, Wednesday, and Thursday for a few weeks mid-summer, the shopping center draws an audience to simultaneously take part in an experience and further promote its special anniversary feature. PAGE : 17