HOW TO ENTER… AND WIN!

1. HOW TO ENTER… AND WIN!

2. ICSC’s Global Awards are the premier awards for the retail real estate industry. They are designed to honor excellence in the areas of marketing, design and development, and retail stores. Each year, hundreds of shopping center owners, developers, managers, architects, and marketing teams submit their best projects for a chance to win one of these prestigious awards. Winners of a global award are the benchmark of innovation and creativity, and set the standards of excellence for this industry.

3. ICSC REGIONAL AWARDS ASIA PACIFIC SHOPPING CENTRE AWARDS – Design & Development, Marketing, Retail CANADIAN SHOPPING CENTRE AWARDS – Design & Development, Marketing, Retail EUROPEAN SHOPPING CENTRE AWARDS – Design & Development SOLAL AWARDS (EUROPE & SOUTH AFRICA) - Marketing U.S. DESIGN & DEVELOPMENT AWARDS – Design & Development, Retail U.S. MAXI AWARDS – Marketing MIDDLE EAST AND NORTH AFRICA SHOPPING CENTER AWARDS – Design & Development, Marketing, Retail, New Retail Concepts LATIN AMERICA SHOPPING CENTER AWARDS – Design & Development, Marketing, Retail

4. Who Can Enter? Design and Development submissions: • Developers • Architects Marketing submissions: • Shopping center owner • Developer • Management company Retail Store submissions: • Retailers • Architects • Design company * Advertising agencies, consulting firms or other support companies can enter on behalf of the shopping center owner/developer, with written permission*

5. ELIGIBILITY Review the complete call for entry to ensure your project meets the minimum standards and qualifications. • Eligibility dates • Language • Submit by specified deadline

6. How to submit an entry: • All entries must be submitted online • www.icsc.org/globalawards • Register for username and password • Complete entry form • Detailed entry summary • Supporting materials

7. ENTRY FORM Please read the complete call for entry carefully available online at www.icsc.org/globalawards After registering/logging in: • Contact information • Company authorization • All entries must have an electronic authorization of the owner/management company • Rights to publish information/documentation

8. Adding an Entry Once an entry is added you will be able to view and edit • Category and classification • Entry title • Add additional entries or proceed to payment (Note – payment is by credit card only and must be received by deadline)

9. Multiple Entries • Segment overall marketing campaign into multiple categories • Each entry must be must be written for that category and include components that relate • It is not permitted to develop one general entry and submit multiple times in different categories • Duplications will be disqualified

10. CATEGORY ONE – MARKETING Please read the complete call for entry to see which category is appropriate for your project. • Advertising • Cause Related Marketing • Digital Media • Grand Opening, Expansion & Renovation • Public Relations • Sales Promotion & Events

11. ADVERTISING Strategic communications to advertise shopping center to target market • Single or multimedia campaign • Other advertising components • Contributions to marketing budget • Effective media planning

12. CAUSE RELATED MARKETING A single or ongoing event, project or program that benefits a charitable or community interest, need or cause • Altruistic intent • Meet a business need

13. DIGITAL MEDIA Strategic programs • Websites • Online branding • Social media(blogs, facebook) • Mobile Marketing • E-newsletters, e-mail blasts Note – links to a live website should be provided as part of entry

14. GRAND OPENING, EXPANSION & RENOVATION Introduce or reposition a new, expanding, or renovated shopping center • Strategic plans and tactics linked to center’s business objectives • Leasing and merchandising • Revenue generation • Advertising • Public relations • Community relations • Events and promotions

15. PUBLIC RELATIONS • Benefit commercial interests of a shopping center or company • Positive publicity • Crisis management/prevention • Government relations • Initiatives directed to key groups Note – Paid media should not comprise more than one-third of total program expenses. Publicity coverage should be itemized and well-documented.

16. SALES PROMOTIONS AND EVENTS Intended to directly impact sales and customer traffic • Tourism marketing • Customer loyalty programs • Event marketing to generate public awareness and customer traffic • Buyer conversion • Shopping frequency • Market share • Relative draw Note – entries in this category must document specific and measurable results and return on investment

17. Some things to keep in mind… • Does your project complement or enhance the “big picture” goals? • Is it innovative, even if it’s the execution of an old idea? • Did it achieve real impact considering goals? • Would your CEO respect this entry? • Can the industry learn from this? • Does this take us forward as an industry?

18. AWARD CLASSIFICATION • Determined by the amount of overall retail space, including vacant space. • Gross leasable area • Department stores • Entertainment components • Peripheral space • Centers less than 47,000 sqm • Centers 47,001 – 92,900 sqm • Centers over 92,901 • Corporate, company or joint center

19. JUDGING CRITERIA Total Potential Score – 50 points • Objectives and Strategies • Tactics and Implementation • Creativity • Cost Effectiveness • Results and Impact

20. Objectives and Strategies (10 Points) Research, formulation and ability to achieve measurable goal • Facts instead of opinions • Identify a clear problem or opportunity • Realistic strategies to achieve goals • Specific and time-based • Business based • How are the goals measured?

21. Tactics and Implementation (10 Points) Degree to which the program supported objectives and goals • Tactics vs. strategy • Consistency • Competence and professionalism • Documentation

22. Creativity (10 points) Development of original or innovative approach to a familiar program • Big ideas • Program improvements • Obstacles • Tactics applied to the creative message

23. Cost Effectiveness (10 Points) How were funds spent to achieve goals? • Resources • Maximum impact vs. dollars spent • Budgets

24. RESULTS and IMPACT How results are measured, documented and reported, and the degree to which they support the program objectives • Detailed documentation • Original objectives vs. results • Credibility • Impact • Worthy of emulation?

25. DESCRIPTION OF ENTRY This is used to compose commentary about your project should it reach the finalist and award winning stages. • Objectives and results • Brief, general overview of project/program • Significant details • Interesting facts • What makes your program/project different from other programs? • Why should it win?

26. ENTRY SUMMARY • Situation • How did the existing situation (slow retail sales, competition, negative PR, etc) inspire the project? • Background information • Unique problems or opportunities • Objectives & Strategies • How did the objectives and strategies correspond to the situation? • What strategies were used to meet objectives? • Tactics & Implementation • Describe tactics used to achieve objective and support strategies • Results • How were objectives met through strategies? • Post-sales gains, traffic counts, publicity results, ROI’s • All results must be documented and specific

27. Advertising • Summary of advertising • Samples of advertising elements • - images of catalogues, booklets, brochures, shopping bags, etc. • Publicity • One digital file, including a summary of all publicity coverage • - newspaper, radio, television • Publication/broadcast station/website & date of airing • Amount of space/time coverage received • Target audience • Publicity outcome should relate directly to objectives of the program • Website • Up to 5 pertinent links that are directly related and reinforce your entry • Web pages (up to 5 hyperlinks)

28. DOCUMENTATION • Provide documentation not shown in your advertising or publicity file • Up to 15 pages featuring photos and samples of programs actual implementation as it occurred • Letters, brochures, advertisements published within eligibility period • Photos of events, proclamations, publicity and news releases

29. CATEGORY TWO DESIGN & DEVELOPMENT • Innovative Design & Development of a new project • Completed and opened within eligibility period • Renovation or expansion of an existing project • Entire retail project or single facet of a retail project • Completed and fully opened for business within eligibility period

30. CLASSIFICATIONS • Less than 47,000 sqm of total retail space • 47,001 – 92,900 sqm of total retail space • Over 92,901 sqm of total retail space • Mixed-use projects • Retail portion should comprise at least 25% of floor area • Non-retail uses should also comprise at least 25%

31. JUDGING CRITERIA • Presentation of entry material • Land use • Design • Development goals • Productivity/financial performance • Innovation • Sustainable design

32. Presentation of entry material – up to 5 points • Overall global design concept • Quality • Completeness • Conciseness and factualness Land Use – up to 10 points • Master site plan • Configuration and layout • Interior materials and finishes • Interior signage • Storefront • Exterior materials and finishes • Exterior signage and way finding • Landscaping

33. Development goals – up to 20 points • Market compatibility • Merchandise mix • Occupancy level • Average rent • Tenant allowance/key money • Budget vs. actual • Schedule vs. actual Productivity/financial performance – up to 10 points • Sales productivity • CAM costs • Occupancy at time of submission

34. Innovation – up to 20 points • Degree of difficulty • Innovation • Community acceptance Sustainable Design – up to 5 BONUS points (to be expanded later)

35. DESCRIPTION OF ENTRY • Before and after • Specific details • Interior and exterior design • Materials • Additions/enhancements *The description of entry will be viewed by judges. It will also be used to compose commentary to for ICSC’s website, finalist/winner brochures and in Shopping Centers Today.

36. SHOPPING CENTER INFORMATION Renovation or Expansion: • Provide for: Total Retail space, Gross Leasable Income and Total Acreage of site • Before square footage • After square footage • Net difference • Development schedule • Original opening date • Renovation/Expansion opening date

37. ENTRY SUMMARY This is meant to be an more in-depth look into your project than the entry description. This will also be used to compose commentary for ICSC’s use. Keep the following points in mind, as this will serve as the basis of the judges’ evaluation. • Why is your project worthy of an award? • In what way do you feel that other developers can benefit from your experience • What are the characteristics of your project?

38. Renovation/Expansion • What did the owner decide to renovate/expand the center? • What were the existing conditions prior? • How did the renovation/expansion alter conditions? • What are the key reasons for the success of the project? • How did you determine business success? • Before and after statistics • Was the center kept open during construction? • What measures were taken to ensure safety of customers? • Describe any new marketing implemented

39. INNOVATIVE DESIGN & DEVELOPMENT OF A NEW PROJECT • What specific design and construction problems were solved • Were new standards of design and construction established? • What are the key reasons for the success of your project? • Was the developer required to make an investment in the community? If so, what was its impact?

40. Sustainable Design A Sustainable Design Award will be given if the jury agrees that a project has achieved a significant level of sustainability • Innovative design techniques • Exceptional environmental performance • ISO, LEEDM ARUP, BREEAM certified? Criteria*: • Sustainable Sites • Water efficiency • Energy and atmosphere • Materials and resources • Indoor Environmental Quality • Preservation • Education * Contact your technical consultant to help complete this section

41. CATEGORY THREE - RETAIL • New Retail Concepts • Retail Store Design Classifications: • Kiosks • Food Court • Restaurants • Cafes • Stores less than 470 sq. m. • Stores greater than 470 sq. m.

42. JUDGING CRITERIA – New Retail Concepts Overall Design Concept (up to 20 points): • Interior and Exterior layout • Store layout (merchandise displays, finishes and fixtures, lighting) • Retail graphics and signage materials Creativity (up to 20 points): • Uniqueness of overall concept • Creativity of merchandise offerings • Market uniqueness • Type of retailer (international, local or partnership)

43. Results and Impact (Up to 10 points) • Cost effectiveness • Degree of difficulty and innovation • Consumer awareness/acceptance Sustainable Design (Up to 5 BONUS points) • Sustainability initiatives incorporated into design and development • Sustainable product?

44. ENTRY SUMMARY • Overall innovative/creative new retail concept • Reasons for development • Why is your project different and innovative? • How does it compare to other retail offerings? • What type of retailer, current number of stores and expansion plans • Performance data, current sales performance, customer traffic, brand awareness, turnover, total cost

45. JUDGING CRITERA – Retail Store Design Overall Design Concept (up to 20 points) • Overall interior and exterior design • Finishes • Storefront design • Display and fixturing • Merchandising Retail Graphics and Signage (up to 5 points) Use of Materials (up to 15 points) • Color, lighting and materials Degree of Difficulty and Innovation (up to 10 points)

46. ENTRY SUMMARY • Design concept – background, development and impact • Reasons for development • Integration of interior, storefront and displays • New design vs. previous • Impact on sales • Performance vs. objectives • Total cost

47. Visit ICSC’s Global Awards Gallery at www.icsc.org/awardswebgallery to view complete details of award winning entries from around the world.