Marketplaces are usually thrilled to win one annual ICSC MAXI award, honoring the creative and innovative practices driving the future of retail. But this year Galleria Dallas took home three MAXIs for three very different 2021 experiences—out of 59 total MAXIs awarded worldwide.
Located at the northeast corner of Dallas North Tollway and LBJ Freeway, Galleria Dallas was the only Texas shopping center to win a MAXI this year from the International Council of Shopping Centers.
“I am so impressed what our marketing team was able to accomplish during 2021,” Galleria Dallas General Manager Angie Freed said in a statement. “Marketing Director Megan Townsend and her team went above and beyond to create initiatives that spanned every month of our year and every corner of our shopping center. These awards are a recognition of that immense effort.”
Bringing home gold for an ‘Instagram playground experience’
Galleria Dallas brought home an Experiential Marketing Gold Award for POP!, a Summer 2021 “Instagram playground experience.” At a time when COVID-weary customers were still unsure about entering public buildings, the Galleria sourced local theatrical artists—who were unemployed due to the pandemic—to create POP! (the photo above is one example of the executions).
The goal of the artistic experience was to further the Galleria’s digital and social presence. The result: a “market differentiator” that drove key demographics into the center for new and repeat visits.
Silver-Winning Black Fashion Movement event
The Galleria was honored with a Silver in ICSC’s Community category for its Black-owned shopping experience on Juneteenth weekend 2021. With social and racial justice high on America’s consciousness that summer, Galleria Dallas partnered with The Black Fashion Movement on the event. “Recognizing the lack of representation for Black designers in traditional retail, Galleria Dallas used an empty storefront to create The Black Fashion Movement with 13 of the country’s best Black-owned luxury brands,” the center said in a statement. The showcase made Galleria Dallas a hub for important community conversations, captured “massive” media attention, and drove increased traffic to the center, including a strong influx of African-American shoppers.
A Santa-themed Silver
In the ICSC Revenue category, Galleria Dallas took Silver for its Santaland and SNOWDAY experiences. Malls and shopping centers across the region compete extravagantly for holiday shoppers, with over “30 Santa encounters” in the area competing with the Galleria’s.
To help it stand out, the center says it “developed a partnership with a team of local creatives to present the most innovative Santa experience in the region.”
Santaland and SNOWDAY were two immersive attractions under one roof, helping turn the long lines of Santa visitors into a powerful, six-week revenue-producing event. The six-week event drove substantial revenue to the center and was an impactful sales driver, drawing customers from outlying regions and attracting media coverage.
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