THE YOUNG,
THE OLD,
AND THE
IN-BETWEEN
La Palmera invites shoppers of all ages to join the club
In 2008, Trademark Property Co. took over management of La Palmera
(Corpus Christi, USA) and initiated a re-development and re-branding of
the mall. Following the exchange of hands, the center increasingly integrated
into the fabric of the Coastal Bend community and, over the past 10 years,
developed a number of programs to support and engage with its base and
established itself as a community partner. Most notably, two of its original
programs, Tide Turners and Wave Walkers, continue to elevate the customer
experience and strengthen relations with the local population.
“La Palmera is a one-million-square-foot super-regional mall and the
only indoor shopping center in a 150-mile radius, so there are no other
comparable programs in the Texas Coastal Bend,” noted spokesperson,
Sarona Winfrey.
During the two-year transformation process, sales, traffic, and
membership increased steadily. Currently, the center welcomes more
than 600,000 shoppers every month and the clubs aim to connect with
contrasting markets. Still looking to expand the Tide Turners and Wave
Walkers programs, the center’s marketers count on word of mouth, in-center
signage, and social media to generate awareness.
A CLOSER LOOK
TIDE TURNERS
The Facts
• Launched: 2009
• Target market: newborns to 5-year-olds
• Designed as an organized outing opportunity for families and caregivers
with pre-school aged children to enjoy arts and crafts, story time, special
presentations, and educational lessons
•
Facilitated through partnerships with La Palmera tenants, local
businesses, and community organizations
• Regularly scheduled events are held on the first Tuesday of the month on
the upper level near the Undersea Adventure children’s play area
The Stats
• Number of members: 2,500+
• Attendance: 40 to 70 members for non-holiday events and 150 to 250
members for holiday events
• Membership: On average, between 15 and 30 new people sign-up at each
monthly event
• Tenant engagement: Retailers are encouraged to donate door prizes and
set up activities (e.g., coloring, cookie decorating, and beauty care)
• Community partners: Deaf and Hard of Hearing Center, Tuloso-Midway
High School, and Fit for Mom
• Program details: Incentives are updated monthly and shared at the club
events, and a current list can be found on La Palmera’s website
• Traffic and sales: Retailers and restaurants report an increase in traffic
before, during, and after monthly the events
The Target
•The most popular draw on social media: Tide Turners-themed events
•Boosted social posts: La Palmera targets mothers (25 – 34 years old) and
grandmothers (55 – 65 years old) who like zoos, aquariums, Build-A-Bear,
Carter’s, OshKosh B’gosh, and live within a 100-mile radius of the mall
The Cost
• A
rts and crafts: US$100-$150 per month
• On-site signage: US$250 per year
• D
ue to an increase in participation, the cost is higher during the
holiday season
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