30 April 2009

Simon Malls looks to engage the community

In an attempt to create buzz around its properties, Simon Property Group Inc., owner of the Shops at Mission Viejo has put in place a marketing plan that will include hosting 11,000 events this year at its various locations.

A release about the planned events outlined a couple programs that will be held throughout 2009. Simon Fashion Now will showcase the newest fashion trends. Kidgits Eco-community will teach parents and their children how to be eco-friendly in today’s environment. Simon Grassroots Programs will be community-based activities like career fairs and charity fundraisers.

Read more at Globe St.

I think it is great to see their awareness about their impact on the community. Looking back to the evolution of the mall, these were the heart of the community. Today, the poor design of massive blocky architecture which turns it's back to their external facade and then surrounded by a sea of asphalt; has caught up to them over recent years. They are failing to compete with the newer retail destinations which seem to be woven into the fabric of the community by focusing on pedestrian friendly and engaging experiences. Hopefully these operators will see this reality during these waning times and start planning to reinvent themselves to be competitive again in the reatil world and offer what the community is looking for.

Recent improvements at the Shops at MV replaced turf with drought tolerant planting which is a good step in the right direction to be more eco-friendly!

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