SEEKING THE NEXT POP-UP
strategic marketing
No Basis was one of the retailers featured in the
Battle of the Pop-up .
SEEKING THE NEXT POP-UP
Starwood Retail Partners rewards retail innovation with rent
After conducting a pilot project at three participating properties , Starwood Retail Partners recently launched its first full-scale “ The Challenge : Battle of the Pop-Up ” program across America . Expanding the initiative by more than a dozen properties , the company is looking to facilitate innovative thinking and change the world of retail .
“ The mission of the challenge is to find and support local entrepreneurs . Starwood Retail Partners truly believes both in becoming part of the community it serves and in creating the retailers and experiences of tomorrow . The Challenge takes care of both ,” said Catherine Loy , VP , specialty leasing , Starwood Capital Group .
Our goal is to diversify the products and services we offer our guests ...
Starwood is encouraging individuals to submit their most original product , concept , or business strategy for the chance to win four months of free rent . Applicants are expected to be committed to their community , willing to learn , and in the early stages of development .
“ Our goal is to diversify the products and services we offer our guests and to let our communities know that we are not just a place to buy things , but an integral part of their lives ,” Loy added .
Thinking ahead , the team is hopeful that providing local businesspeople with a brick-and-mortar destination will lead to full-time tenants and permanent partnerships . Free of restrictions , top submissions will offer something brand new to the market . The pilot program introduced two apparel retailers and three gift retailers to a larger audience , each winner with a unique sense of style .
To generate awareness and engage the community , Starwood implemented a multi-media marketing strategy . It featured traditional press releases in local newspapers , in-center signage , and social media announcements via each center ’ s Facebook , Instagram , and Twitter channel . As a result , the competition got a great response . With two rounds of review , submissions are read first by those closest to the market and second by those with an arms-length perspective . While in-center management takes note of every product , concept , and strategy , only select submissions move on to a team at company headquarters , where the final decision is made . Win or lose , Starwood follows up with all of those believed to be promising candidates . Looking at the big picture , the initiative has increased word-of-mouth communication at the company and strengthened community ties . Once the winners from the pilot program settled in , each of the related properties experienced an increase in traffic and retail sales . Locals simply wanted to check out the goods and get in on the action . The opening of H . Flynn , a custom apparel retailer for women and girls at Gateway Mall , was most effective at boosting numbers and attracting visitors .
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