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Washington Square Mall plans marketing campaign The Business Journal of Portland. 'A lot of potential' New owners of Maple Lane Mall sound positive note Daniel Przybyla By Jimmy Miller. Washington Square.
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Washington Square Mall plans marketing campaign The Business Journal of Portland 'A lot of potential' New owners of Maple Lane Mall sound positive note Daniel Przybyla By Jimmy Miller
Washington Square • Owned by the Macerich Company, a Santa Monica, California-based real estate investment trust. • The mall includes five department stores, 140 specialty stores, and attracts more than 10 million visitors a year.
Washington Square • Hired the Grady Britton advertising firm to develop an original image campaign for the expanding shopping center. • They will develop a campaign to market the Tigard shopping center and publicize its 25-plus store expansion, which will open later this year.
Washington Square • Successful? • Indoor malls are fading out • Outdoor plaza malls are the future • Opportunities • Build the 25 plus store as an outdoor plaza • Combination of indoor mall and outdoor plaza
Maple Lane Mall • Out-of-town real estate developers purchase the 230,000-square-foot indoor mall in Laporte, Indiana. • “I like the town. I like the property. It has a lot of potential,” Jim Nagle said. “We are very excited about getting started.”
Maple Lane Mall • Open to the idea of national, regional, and local businesses filling the empty storefronts. Did not reveal what stores they are specifically targeting. • As part of the marketing campaign, there are also plans to produce brochures, establish a Web site, and employ national real estate firms to market the mall. • There will be a contest to rename the mall. The winner will receive $2,000 in gift certificates to any of the stores on the property. Second place will receive $1,000 and third place, $500.
Maple Lane Mall • Fearless at the challenge of bringing new business to a mall in which 10 of 18 storefronts are empty. • One of the owners described the mall as having “unlimited potential. If you build it, they will come.” • There are plans to upgrade the building’s exterior, change color schemes, and modernize where necessary.
Maple Lane MallWhat are their plans? • Mall has plenty of parking, is located on a major state highway, is close to a lot of housing, and doesn’t have much competition near it. • To get foot traffic back in the mall, the new owners want to see a return of public events, including a farmer’s market once a week in the parking lot. • They would also like to play a key role in the city’s annual cruise night coming up next month.
Maple Lane MallCan they be successful? • 10 of 18 storefronts are empty • Must bring in the right stores for the right demographics: GAP, PacSun, and American Eagle. • Farmer’s market and Community Involvement • Indoor malls are fading • Look into renovating the mall into an outdoor plaza
Sources • http://www.bizjournals.com/portland/stories/2005/05/16/daily4.html • http://www.shopwashingtonsquare.com/controller/site/about_us • http://www.heraldargus.com/content/story.php?storyid=6208 • http://www.heraldargus.com/content/story.php?storyid=6171