community relations
The stage is set for Lynnhaven
Mall to present its sixth annual
showcase celebrating the Month
of the Military Child.
THE ART OF BEING
A MILITARY CHILD
Lynnhaven Mall tells a different side of the story
Across the United States, April is recognized as the Month of the Military
Child. An annual reminder of the important role that military children
play in the Armed Forces community, the month represents a new
and often neglected story. Located in Virginia Beach, Lynnhaven Mall
understands the impact that the military has when it comes to shaping
local culture. This past April, for the sixth consecutive year, it partnered
with Virginia Beach City Public Schools, as well as military school liaison
officers from Joint Expeditionary Base Little Creek-Fort Story and Naval
Air Station Oceana-Dam Neck, to host its art contest and show, “The Art
of Being a Military Child.” Revealing the many facets of life as a military
child, the main themes of the exhibit included Family, Patriotism, and
Sacrifice.
To build community relations and bring awareness to its exclusive
military programs, the shopping mall provided students with a space to
express their feelings and share their unique experiences. This year, with a
growing interest and audience, more than 700 students from kindergarten
to grade 12 submitted artwork and/or narratives to the contest. The feature
collection was showcased in Lynnhaven Mall’s center court for the 30-day
period. Described as a way to not only connect with its community, but also
its youngest generation, “The Art of Being a Military Child” explored issues
such as transition, separation, and saying goodbye. Focusing on traditional
marketing, the management team performed a basic on-site strategy.
In addition to articles in The Virginian Pilot and The Core newspapers,
Lynnhaven Mall relied on window clings, t-stands, posters, and social media
engagement to spread the word.
Although a press release and a social media post have the power to share
all of the need-to-know information via text, photos, and videos, it’s difficult
to capture the emotive journey of the exhibit online. As a result, many
viewers consisted of those passing by.
“From mall walkers, loyal patrons, and active and retired military [to]
just the common customer, all stop in awe of the artwork. The art display
has a way about it, where it captivates your attention and draws you in,” said
Michael Harris, senior general manager.
“Next thing you know, you’re immersed with fluctuating emotions from
sorrow to thankfulness, joy, and gratitude. You walk away from the art
installation with the ability to literally see and feel these glimpses of what
life is like for so many children.”
In addition to the contest-show combo, the center hosted an awards
ceremony to recognize selected artists. As part of the celebration, Lynnhaven
Mall welcomed the local Governor’s wife, the superintendent of Virginia
Beach City Public Schools, several military officers to present awards, and a
number of different school bands and musicians to perform.
With more than 18,000 students in Virginia Beach Public Schools, Harris
noted that the initiative directly connected to the military town and engaged
its people.
“Many of our stores offer exclusive military discounts and having a
partnership like this allows us to bring our stores and [our] customers
together. Between the art installation and the event, [“The Art of Being a
Military Child”] provides awareness to our military programs and shows
our appreciation to the community,” he added.
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