Marketplaces are usually thrilled to win an annual ICSC MAXI award, honoring creative and innovative practices that are shaping the future of retail. But this year, the Galleria Dallas won three MAXIs for three very different 2021 experiences, out of a total of 59 MAXIs awarded worldwide.
Located at the northeast corner of Dallas North Tollway and LBJ Freeway, Galleria Dallas was the only mall in Texas to win a MAXI from the International Council of Shopping Centers this year.
“I am so impressed with what our marketing team was able to accomplish in 2021,” Galleria Dallas General Manager Angie Freed said in a statement. “Director of Marketing Megan Townsend and her team went above and beyond to create initiatives that spanned every month of our year and into every corner of our mall. These awards are a recognition of this immense effort.
Bringing Gold Home for an ‘Instagram Playground Experience’
Galleria Dallas won an experiential marketing gold award for POP!, a summer 2021 “Instagram playground experience.” At a time when COVID-weary patrons were still unsure about stepping into public buildings, the Galleria enlisted local theater artists – who were unemployed due to the pandemic – to create POP! (the photo above is an example of the executions).
The objective of the artistic experience was to strengthen the digital and social presence of the Galleria. The result: a “market differentiator” that drew key demographics to the center for new and repeat visits.
Silver-Waving Black Fashion Movement Event
The Galleria received a silver award in the Community category from the ICSC for its Black-Owned Shopping Experience on the weekend of June 16, 2021. With social and racial justice at the heart of American consciousness this summer- there, the Galleria Dallas partnered with the Black Fashion Movement for the event. “Recognizing the lack of representation of black designers in traditional retail, Galleria Dallas used an empty storefront to create The Black Fashion Movement with 13 of the nation’s top black-owned luxury brands,” the center said in a statement. communicated. The showcase made the Galleria Dallas a hub for important community conversations, captured ‘massive’ media attention and led to increased traffic to the center, including a strong influx of African-American shoppers. .
A Santa Claus-themed silver medal
In the ICSC Revenue category, Galleria Dallas won silver for its Santaland and SNOWDAY experiences. Malls and malls in the area compete extravagantly for holiday shoppers, with more than 30 “Meetings with Santa” in the area competing with the Galleria.
To help it stand out, the center says it has “developed a partnership with a team of local creatives to present the region’s most innovative Santa Claus experience”.
Santaland and SNOWDAY were two immersive attractions under one roof, helping turn Santa’s long visitor lines into a powerful six-week revenue-generating event. The six-week event generated substantial revenue for the center and was a strong sales driver, attracting customers from outlying regions and garnering media coverage.
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