678
1,174
2,324
8,934
17,753
22,052
34,300
5-star reviews
2,543
2,753
2,890
3,297
events
128
activation menu events
62
grand openings
39
specialty leasing activations
44
signature events
1,383
local events
968
seasonal campaigns
673
TENANT FACING INITIATIVES
Representing a nostalgic moment in time and an opportunity to create long lasting memories with loved ones, our unique curation of seasonal activations offers a spin on the traditional to provide a fun, unique and transformative experience for guests.
2019 by the numbers
critics + guests agree
3 | 2019 Marcom Awards
2019 maxi award | 2020 visual victory
13 | 2020 ICSC Maxi Nominations
digital marketing
24.7 million emails sent
= 1,000,000 emails
687,934
facebook followers
127,273
instagram followers
300K+
annual engagements
1,454
corporate managed ads
500K
monthly wifi users
800K
monthly wifi sessions
21,000,000
holiday specific campaign impressions
learn about our brands
rollover to break it down
EXPERIENCE RETAIL
™
NOT YOUR TRADITIONAL LANDLORD.
Forget what you know about the traditional landlord and tenant relationship. It’s archaic. At Washington Prime Group, our efforts go way beyond four walls. We are a partner, a curator, a collaborator and a friend. WPG captures the nexus between physical retailing and digital experiences. We offer a full-service experiential marketing approach focused on innovation and activation. We bring energy and dynamism to the secondary catchment areas via unique and relevant common area events, programming and installations aligned with the demographic constituencies we serve. WPG’s content and media strategies which include a nationwide influencer network and brand ambassadors are unparalleled. Our broad social reach includes 220 social media accounts, 78 websites and nearly 20 million emails sent annually. Always on the forefront, beta-testing new ideas and concepts, we are a diverse collective of storytellers, content creators and derivative thinkers. We craft the narrative and bring ideas to life.
*
Data as of 12.31.19
2021 | Q2 OPERATING PERFORMANCE
Data as of 6.31.21,
Data as of 9/30/20, unless otherwise stated
Q3 OPERATING PERFORMANCE
COMPARABLE SALES
ADAPTIVE REUSE
TIER ONE
Leasing
2020 | Q3 OPERATING PERFORMANCE
Data as of 9.30.20,
13 ICSC Maxi Nominations
2 visual victory awards
3 Marcom Awards .
SERVING AS A RESOURCE DURING THE COVID-19 GLOBAL PANDEMIC.
At WPG, the pandemic is no match for our resilience. Whether through WPG Cares, Fulventory, Retail To-Go, Open For Small Business or #ScholarSpree, we remain committed to serving as a resource during this uncertain time.
Established in conjunction with University of Chicago’s Clinic on Entrepreneurship (and Nobel Laureate Richard Thaler and Freakonomics author Steven Levitt) Open for Small Business assists local entrepreneurs. SEE MORE>
As BOPIS and BORIS continue to gain traction with consumers, Fulventory captures the nexus between physical space and eCommerce serving as an amenity for both guests and tenants. SEE MORE>
To date, WPG has performed 400+ community service projects including serving as distribution centers for medical supplies, hosting of COVID-19 testing stations, providing space for food depository as well as immediate response actions. SEE MORE>
Through Retail To-Go, guests place orders and purchase items at participating retailers over the phone, online, or via mobile app. Dedicated and easily identifiable parking spaces have been reserved adjacent to main entrances for a contactless pickup experience, allowing guests to safely remain in their vehicles. SEE MORE>
Well Picked Goods is an initiative whereby WPG produces a weekly digital curation of merchandise from local entrepreneurs and national tenancy as selected by General Managers of a featured town center. SEE MORE>
#ScholarSpree is a celebration honoring high school seniors nationwide. WPG will be honoring their accomplishments with outdoor and digital events to ensure everybody’s safety during the Coronavirus pandemic. SEE MORE>
Open for Small Business was established in conjunction with University of Chicago’s Clinic on Entrepreneurship and faculty members (Nobel Laureate Richard Thaler and Freakonomics author Steven Levitt) in order to assist local entrepreneurs e.g. standardized lease modification. Open for Small Business hosted +20 educational webinars addressing such topics as accessing SBA capital and other relevant subject matter. SEE MORE>
Fulventory, a last mile fulfilment initiative, allows tenants to utilize space within WPG assets for BOPIS (buy online and pickup in store) and clearance inventory. As BOPIS and BORIS continue to gain traction with consumers, Fulventory captures the nexus between physical space and eCommerce serving as an amenity for both guests and tenants. SEE MORE>
WPG Cares offered assets and services to +1000 local, state, federal and nonprofit agencies combating COVID-19 and community service projects including serving as distribution centers for medical supplies, hosting of COVID-19 testing stations, providing space for food depository as well as immediate response actions. SEE MORE>
Well Picked Goods is an initiative whereby WPG produces a weekly digital curation of merchandise from local entrepreneurs and national tenancy as selected by General Managers of a featured town center. Intended to maintain consumer loyalty and incent a return to the physical, Well Picked Goods includes an in store gift card promotion. SEE MORE>
#ScholarSpree celebrated high school seniors’ accomplishments with outdoor and digital events to ensure safety during the pandemic. Scheduled activities included car parades, parking space decoration as well as a Class of 2020 digital mosaic and graduation cap design contest with a grand prize of $10,000. SEE MORE>
At Washington Prime Group, the global pandemic is no match for our resilience. We remain committed to serving as a resource and force within our communities during this uncertain time. This has been evidenced through our safety, economic, social and philanthropy efforts, which are a testament to the compassion we show our guests, communities and partners. And, we continue to stand ready to assist in every way, shape and form . . . and you know us well enough to realize our ‘business as usual’ is anything other than the usual. With the health and safety of our colleagues, guests and tenants as our top priority, we adapted and reimagined countless events and activations, while abiding to strict local, state and federal mandates and restrictions. Below are a few initiatives and amenities we proactively launched since the on-set of the global pandemic.
Data as of 9.30.20
WPG‘s KidX Club® proudly partnered with On Our Sleeves™ from Nationwide Children’s Hospital, the nation's most comprehensive center dedicated to child and adolescent behavioral and mental health to provide our community with free resources for breaking child mental health stigmas and educating families and advocates. During the pandemic, we provided exclusive resources and content to our guests at touch points from Back to School to World Mental Health Day. SEE MORE>
With countless summer camps cancelled due to COVID-19, WPG rolled out a socially distant summer of fun with a brand new KidX Club® series. We proudly partnered with Highlights®, whose mission is to help children become their best selves, by publishing FREE content and creating experiences that engage, delight and foster joyful learning through their Highlights@Home™ program. SEE MORE>
icsc awards
2020 | gold visual victory 2019 | Silver Maxi Award | 13 nominations
2019 icsc | silver maxi
Marcom Awards
2020 | 9 PLATINTUM | 8 GOLD | 3 honorable mentions 2019 | 1 Platinum | 2 Gold
DOWNLOAD
DISCOVER MORE IN OUR INNOVATION GUIDE
leasing
Q2 leasing volume through June 30 totaled 1.7M SF with YTD leasing volume increasing 46% to 3.1M SF
13% YOY
About 40% of new leasing volume was attributable to lifestyle tenancy such as food, beverage, entertainment, home furnishings, fitness, and professional services
40%
3.1M SF YTD follows annual leasing volume of 4.8M SF, 4.4M SF, 4.2M SF, and 4.0M SF during 2020, 2019, 2018 and 2017, respectively, totaling 20.5M SF since 2017
4.8M
17.4M
So far in 2021, our anchor openings include: Conn’s HomePlus at Longview Mall; HomeGoods, PetSmart and TJ Maxx at Grand Central Mall; HomeGoods at Mesa Mall; Dick’s Sporting Goods at Forest Plaza; and FieldhouseUSA at Polaris Fashion Place, with several more openings to follow throughout the year.
So far in 2021, our adaptive reuse openings and lease executions include: Conn’s HomePlus and HomeGoods at Longview Mall; HomeGoods, PetSmart, Ross Dress for Less, and TJ Maxx at Grand Central Mall; HomeGoods at Mesa Mall; Dick’s Sporting Goods at Forest Plaza; FieldhouseUSA at Polaris Fashion Place; Ollie’s Bargain Outlet at Chautauqua Mall; Planet Fitness at Southern Park Mall; Tilt Studio at Southern Hills Mall; Old Navy at Muncie Plaza; Burkes Outlet and Home Centric at Morgantown Mall; and Synergy & Mills Development office space at The Mall at Fairfield Commons
We have resolved 17, or 71%, of the 24 anchor spaces formerly occupied by department stores of which WPG has control through successful anchor repositioning and adaptive reuse efforts
68%
Inline store sales at Tier One properties increased 2.1% to $433 PSF for the TTM ended June 30, compared to the same period in 2019
Ending occupancy for combined Tier One and Open Air properties was 92.1% as of June 30, a sequential improvement of 130 basis points from the previous quarter
32
specialty leasing activities
activation menu
tenant facing initiatives
total events
1383
OUR BRANDS
PHYSICAL ACTIVATIONS
DIGITAL ACTIVATIONS
PROGRAMS
RETAIL BRANDS
check out our events
BREW PUB
With the Common Area Brew Pub, WPG town centers are bringing food and beverage options to underutilized common area space.
POP-UP SHOPS
Pop-Up Shops allow our tenant partners and retailers to engage customers with product demonstrations and answer questions on the spot.
Dog Parks
A perfect area for guests to relax while their furry friends run and play. For the grand opening, the local team rolled out the green carpet for guests to let their canines strut their stuff.
THE OASIS
At the Oasis guests are transported to their happy place while spending quality time in a massage chair where they can gain relief from physical ailments, as well as mental tension buildup from life worries and anxiety.
BOOK NOOK
The Book Nook is an area where children can learn, read, discover, and play. It’s an area for parents and children to enjoy at their leisure and for them to visit during regularly scheduled frequent programming.
THE HUB
We have officially done away with the traditional information desk. Typically, the employees who staff such desks are endowed with little decision-making authority, but the Hub workstations are a game changer.
CANVAS PROJECT
To highlight these talented and passionate community leaders, we’re bringing them to our town centers to share their art - live, in person and in progress through the Canvas Project.
The YARD
A permanent, on-property activation area devoted to classic outdoor and indoor games. Real people, in real time, getting some exercise and enjoying a game together.
Washington Prime Group disrupts, transforms and changes shopper perceptions through dynamic experiential marketing, ultimately resulting in repeat visitation. In addition, we offer physical concepts and space for our guests and communities to discover, learn, create, play, work and relax. We are constantly beta-testing new activations with the goal of scale.
A premier Washington Prime Group program, KidX Club® focuses on inspiring children to discover the world around them. From arts and crafts, to educational experiences and playful activities, KidX Club sponsors a variety of free online and in-person events to connect local children and their families. SEE MORE >
kidx club®
Through Retail To-Go, guests have the ability to place orders and purchase items at participating retailers over the phone, online, or via mobile app. Shoppers are then able to pick up their purchases curbside while safely remaining in their vehicles. SEE MORE >
retail-to-go
WPG produced a weekly digital curation of merchandise from local entrepreneurs and national tenancy as selected by General Managers of a featured WPG town center. SEE MORE >
well picked goods
WPG Cares is an initiative in which our Local Management teams have embraced their roles as community ambassadors by opening their hearts, while simultaneously transforming our town centers into a space for social good. SEE MORE >
wpg cares
Washington Prime Group partnered with the Institute for Justice Clinic on Entrepreneurship and members of the University of Chicago faculty to launch the Open for Small Business initiative. SEE MORE >
open for small business
We have an unwavering commitment to serve as a resource to our tenants, guests, partners and communities through innovative initiatives that challenge traditional thinking and position us uniquely within the retail real estate sector.
Through a partnership with Highlights for Children, an award-winning global family media brand, we offer new educational activities to encourage creativity, learning and curiosity. Summer KidX Club® Powered by Highlights@Home inspires children to explore the world around them.
SUMMER KIDX CLUB
powered by highlights@home®
Targeted digital advertising for our Holiday Gift Guides generated over 41 million digital impressions and nearly 200,000 engagements. With gifts at every price inclusive of a range of retail partners, our diverse influencers appealed to a range of demographics featuring @charlidamelio (+ 79 million followers), @angelalanter and LGBTQ advocates @terrell.and.jarius.
HOLIDAY GIFT GUIDES
SHOPPING LISTS, EVOLVED
When schools were forced to rethink graduation ceremonies amidst a worldwide pandemic, WPG launched a digital contest with $10,000 in prizes as a way to celebrate the class of 2020. Over 420 entries rolled in from around the country with more than 34,600 votes cast contributing to an overall reach of nearly 22M people.
Scholar Spree
CELEBRATING THE CLASS OF 2020
This high-energy meet and greet beta test featured 21 influential Gen-Z TikTok stars with an estimated 10,000 screaming fans in attendance across 8 assets and generated over 54.6M views on TikTok. This influencer activation was a sweet addition to our already existing Valentine’s Day campaign.
SweeTok
under the influence
What better way to spark the spirit of giving in a meaningful way during the holiday season than with #GiftKindness. Across the country, guests complimented strangers, left generous tips at restaurants, brought one another coffee, and got involved in their local communities, creating a ripple effect of generosity and goodwill.
Gift Kindness
paying it forward
Guests of all ages shared the love by handwriting Post-It Notes celebrating the love in their lives and sharing it to social media with the hashtag #PostYourLove. Thousands of affirmations created a surprise and delight interactive moment on property and online through engaging physical and digital experiences.
Post Your Love
all about gratitude
To paraphrase the immortal Muhammad Ali regarding social media, “We are the greatest [in our sector]” and “It’s not bragging when you can back it up”. Our three Marcom Awards, Silver Maxi, Gold Maxi and 13 Maxi nominations kind of speak for themselves.
Washington Prime Group is creating the town center of the future by reinventing the traditional shopping center experience. Whether through our own retail brands, Tangible®, Shelby’s Sugar Shop and Fulventory (our fulfilment and distribution solution), or through our initiatives supporting local entrepreneurs and small businesses, one thing is very clear – our town centers aren’t just for shopping. We enhance the lives of our guests and the communities we serve. Annually, we host thousands of events, offering a broad range of physical and digital activations for guests of all ages. Our local philanthropic endeavors support giving back to the community through WPG Cares, an initiative whereby our venues become the gathering place for social good.
RETAIL reimagined.
Fulventory is an initiative which allows tenants to utilize space within WPG’s assets for last mile fulfilment and in store pickup as well as clearance inventory. SEE MORE>
FULVENTORY
Meet Shelby. From the chocolatey and chewy to the gummy and sugary, she brings the sweetest treats to her shop for the whole world to enjoy. SEE MORE>
Our innovative retail brands capture the nexus between physical space and ecommerce advancing the symbiotic relationship that exists between the two, ultimately allowing us to offer guests a differentiated omni-channel experience.
See. Touch. Experience. Tangible® is our exclusive ecommerce showcase, curating online purveyors on a rotational basis allowing for a dynamic treasure hunt experience. SEE MORE>
GRAND OPENING EVENTS
LOCAL ACTIVATIONS
INFLUENCER COLLABORATIONS
PORTFOLIO-WIDE ACTIVATIONS
SEASONAL ACTIVATIONS
BACK TO OUR BRANDS
VISIT SITE
see. touch. experience.
TANGIBLE MEDIA KIT
Tangible® is our exclusive ecommerce showcase, which curates online purveyors on a rotational basis allowing for a dynamic treasure hunt experience. By bringing aspiring ecommerce brands to the forefront of popular retail venues, we allow the public to experience a differentiated product mix in a new and vibrant manner. Tangible is as original and unique as our brand partners. We provide a space for brands to engage with our consumers and allow for real brand expression and authentic physical interaction. Tangible brings the dynamism back into retail by offering a space that not only acts as a delivery mechanism to sell products, but also to test ideas, explore new markets and drive brand awareness. Consumers benefit from the ability to touch and feel usually online-only products and introductions to the newest up-and-coming ecommerce brands. The emerging Etailers earn loyal brand advocates who purchase higher ticket items more frequently, without physical store buildouts and long-term lease obligations. Tangible brands require minimal staff and inventory, but offer unlimited exposure they wouldn’t otherwise see. Tangible clearly illustrates our commitment to furthering the symbiotic relationship between physical retailing and ecommerce. WPG'S TANGIBLE HONORS SMALL BUSINESSES + LOCAL ARTISANS
See. Touch. Experience.
DOWNLOAD THE 2020 GIFT GUIDE
From the chocolatey and chewy to the gummy and sugary, she brings the sweetest treats to her candy shop for the whole world to enjoy. Shelby understands the importance of acceptance, so with her all friends are welcome. Using bravery and determination, she hopscotches to lands near and far learning about new cultures in search of happy, fizzy fun to bring back home to everyone. Shelby believes that no matter how old you are, where you’re from, how you talk or even what you look like, we are all a lot more alike than we are different. She also believes we should celebrate those differences, and that no matter what, life’s adventures are a whole lot sweeter with candy. We’ve even made Shelby’s Sugar Shop mobile so she can bring her favorite treats to our drive-in movies series and holiday events affiliated with Christmas and Easter. Washington Prime Group currently has four Shelby's Sugar Shops in operation and is excited for Shelby to further spread her joy and love of adventure in new markets coming 2021.
if you can be anything, be sweet
meet shelby + her friends.
DOWNLOAD shelby's coloring book
see more
Fulventory is an initiative whereby tenants can utilize space within WPG’s assets for last mile fulfilment and BOPIS (buy online and pickup in store), as well as inventory clearance. As BOPIS and BORIS (buy online and return in store) continue to gain traction with consumers, Fulventory captures the nexus between physical space and ecommerce. According to a Business Insider survey, 68% made multiple ‘click and collect’ purchases during 2019. The ability to pick up merchandise in store also determines where shopping takes place. Over 50% select an ecommerce site based upon providing a BOPIS option. Participants also cited delivery cost (48%), convenience (28%) and speed (39%) as additional BOPIS attributes valued by the US consumer. BOPIS also provides retailers the ability to pass along last mile shipping expense or to offer discounts to BOPIS customers. So here’s the plan. We offer three space options, small, medium and large… all situated within our enclosed and open air assets. All have interior and exterior entranceways and offer 24 hour access. Fulventory space will be situated within a distinct corridor of a WPG asset far enough away from a retailer’s full price store, but much closer than a warehouse near the airport where there is no chance whatsoever to sell an additional item. On average, Fulventory space will be about 45 seconds from the store. Because we like the idea of offering a viable amenity, we’re offering each of our three configurations at a rental rate comparable to (if not lower than) last mile fulfilment space and we’ll actually fix that amount for a three year term. Our partners get a vanilla box…all they have to do is provide the racking system and fill it up. And for a turnkey option, our space planning experts will work directly with our partners. In addition to utilizing Fulventory for last mile fulfilment, space can also be used for inventory clearance as it provides a discrete sales location, maintaining separation between full price and discounted merchandise. We also have several 10,000 to 20,000 SF spaces throughout our portfolio suitable for larger scale regional distribution requirements.
fulfilment + commerce
fulfilment + commerce.
– Lou Conforti, CEO and Director of WPG
“While the impact of the Coronavirus pandemic has been dramatic to say the least, there will be a return to normalcy . . . and when things settle down, we all better make sure small business owners are indeed ready to open for business. These individuals, many of whom are women and minorities, possess an entrepreneurial spirit which is best defined by hard work, creativity and a passion for the products and services they deliver to their neighbors. They also provide local flavor whether it be in the form of a falafel sandwich, a sweatshirt emblazoned with your favorite minor league baseball team (shout out to the Albuquerque Isotopes) or a handmade shelf to display your collection of Iron City Beer cans honoring the 1975/1976 Super Bowl champion Pittsburgh Steelers. They’ll also repair a broken heel as well as prepare your income tax return. Collectively, they generate substantial tax revenue and employ a lot of people. In fact, the 30.2M small businesses located in the US employ 47.8% of our private US workforce. Plain and simple, it is imperative we do everything possible to keep our local entrepreneurs afloat.”
Because of the essential role small businesses play as a major driver of the US economy and the fact that it’s the right thing to do, Washington Prime Group partnered with the Institute for Justice Clinic on Entrepreneurship and members of the University of Chicago faculty to launch the Open for Small Business initiative. Nobel Laureate Richard Thaler, Freakonomics author Steven Levitt and Institute Director Elizabeth Kregor joined forces with experts from WPG to address some of the most pressing current needs of small businesses. First, to address the reality small businesses face concerning near term cash flow, Open for Small Business provided an easy-to-use lease modification template. Open for Small Business Initiative partner Thaler and his colleague Jeff Severts published an editorial in the Wall Street Journal titled “Lower the Rent during the Coronavirus Pandemic,” stating, “many aspects of the Covid-19 pandemic are incredibly complex. Lease renegotiation doesn’t need to be one of them.” This template, and others, are available on the Open for Small Business initiative website. Open for Small Business also hosted educational webcasts with government agency officials and private sector experts to discuss how to access Small Business Administration (SBA) guaranteed loans. The initiative continues to hold tutorials focused on leadership, accounting, recruiting, social media, advertising and marketing led by industry professionals to help owners jumpstart their small business. These resources have been made available to all small businesses, whether or not they are a WPG tenant. Open for Small Business initiative website.
As many small businesses had to close during the COVID-19 pandemic, local entrepreneurs found it difficult to pay operating expenses such as payroll, insurance, utilities, loan interest, inventory and, of course, their rent.
the right thing to do.
the right thing to do
OPEN FOR SMALL BUSINESS
fieldhouse usa
Through this initiative, created during the Coronavirus pandemic, we have offered our town centers and services to over 900 local, state, federal and nonprofit agencies combating the COVID-19 virus. To date, we have performed thousands of community service projects including serving as distribution centers for medical supplies, hosting COVID-19 testing stations, providing space for food donations and blood drives as well as immediate response actions and so much more. With 100 percent participation across the country, there is no match for the resilience of our WPG team. To learn more about our WPG Cares initiative, view this resource
At WPG, we are committed to giving back to the communities we serve. As such, our town centers will continue to partner in creative ways to meet today’s new and evolving needs. WPG Cares is an initiative in which our Local Management teams have embraced their roles as community ambassadors by opening their hearts, while simultaneously transforming our town centers into a space for social good.
A Light in Our Communities.
a light in our communities
Intended to maintain consumer loyalty and incent a return to the physical asset given closures associated with the Coronavirus Pandemic, Well Picked Goods included an in-store gift card promotion subject to a minimum purchase as tenants reopened for business. To kick off the campaign, we highlighted retailers at Polaris Fashion Place®, in Columbus, Ohio.
Well Picked Goods is an initiative whereby WPG produced a weekly digital curation of merchandise from local entrepreneurs and national tenancy as selected by General Managers of a featured WPG town center.
retail at a distance.
retail at a distance
Through Retail To-Go, guests have the ability to place orders and purchase items at participating retailers over the phone, online, or via mobile app. Shoppers are then able to enjoy contactless pick up of their purchases curbside while safely remaining in their vehicles. Participating town centers have created easily identifiable numbered parking spaces for guests to park in upon their arrival. Guests can simply call their selected retailer and notify them of their arrival to safely pick up their purchases. Retail To-Go puts the safety and convenience of guests and tenants at the forefront. Whether shopping at brick and mortar locations or through Retail To-Go, WPG wants shoppers to choose the right experience based on their convenience and comfort level.
WPG is of the belief there exists a symbiotic relationship between physical retailing and ecommerce. The key to successfully integrating the two is to provide guest convenience in conjunction with relevant goods and services which result in extended guest visitation. Retail To-Go satisfies the convenience proposition, while WPG town centers continue to diversify tenancy and activate the common area.
Safety + Convenience.
Safety and Convenience
Safety + Convenience
retail to-go
A premier Washington Prime Group program, KidX Club® focuses on inspiring children to discover the world around them. From arts and crafts, to educational experiences and playful activities, KidX Club® sponsors a variety of free online and in-person events to connect local children and their families. And, to make this program even more exciting, WPG has partnered with Highlights@Home, an award-winning global family media brand, to bring new, engaging content to members all summer long. With stories to read and write, crafts to create, puzzles to solve and plenty of fun ways to get active, this series of FREE events connects children ages 4-11 and their families—encouraging them to learn, grow and investigate the world around them. With KidX Club®, “X” marks the spot for new and enriching activities all year long. Learn more at www.kidxclub.com.
There’s a whole world full of big ideas to discover and KidX Club® is here to fuel curiosity and inspire children to eXplore new ideas, eXperience exciting activities and eXcel through each new learning opportunity.
eXplore . eXperience . eXcel.
eXplore . eXperience . eXcel
KIDX club®
Through a partnership with Highlights for Children, an award-winning global family media brand, we offer new educational activities to encourage creativity, learning and curiosity. Summer KidX Club Powered by Highlights@Home inspires children to explore the world around them.
SUMMER KIDX CLUB®
partnership spotlight
And our guests are loving it! Every day, thousands of active shoppers are filling The Yard in our town centers. Sponsors, both national and local, have the opportunity to name, brand and own a piece of that experience. We have ongoing partnerships with local recreation ventures as well as national sports teams. Opportunities exist for healthcare, food, drink and just about any brand that wants to join people of all ages having a good time. Sponsorship opportunities are flexible and diverse, much like our Yard properties. See something inspiring? Whether its ping-pong balls and graphics, or a cool new game you’ve invented, we’re ready for new brand partners and guests alike, to join us for some fun in The Yard!
The Yard is a portfolio-wide on-property activation area devoted to classic outdoor and indoor games. Real people, in real time, spending quality time while creating memories and enjoying a fun game together.
Start Your Play Here.
Start Your Play Here
the yard
To highlight these talented and passionate community leaders, we’re bringing them to our town centers to share their art - live, in person and in progress through The Canvas Project. The Canvas Project is a portfolio-wide initiative and event series where each month local management teams procure one or two local artists to create a piece of art within our common spaces. We like to get creative coordinating artist events in conjunction with KidX Club®, Ladies Night Out events and other community events. We know shoppers are looking for things to do as well as things to buy, and as a result, we are committed to creating unexpected dynamic events like The Canvas Project to surprise and delight our guests, while also enticing them to return often. Who knows, maybe we’ll find the next O’Keeffe, Pollock or Warhol right here at WPG.
Art stirs emotion, sparks curiosity and provides connectivity. Local artists make our community vibrant and unite us with culture through their craft. An artist’s use of subjects, color, texture and composition expresses feelings and creates an unexplainable emotional connection to the world around us.
Making Our Mark on the Retail Canvas.
Making Our Mark on the Retail Canvas
canvas project
As part of an overhaul of our property management division, we have implemented a program that places our General Managers front and center by having them work from areas in center court. Specifically, we have built unenclosed workstations — called The Hub — to serve as a home base for General Managers and town center staff. With this new concept, we have officially done away with the traditional information desk. Typically, the employees who staff such desks are endowed with little decision-making authority, but the Hub workstations are a game changer. Not to mention, The Hub units are each unique in design. The unit at Ashland Town Center, for example, a regional town center serving parts of Kentucky, Ohio and West Virginia, was made of steel, stone and other materials symbolizing important geophysical elements of the locality. Steel is representative of the region’s history as a center of steel production, and stone is a nod to the nearby mountains. The Hub workstations are part of WPG’s commitment to a new management approach. By putting our teams closer to shoppers and tenants, our teams have realized many benefits, among which are quicker response times to emergent issues and the ability to spot opportunities for improvements to merchandising at the town center.
At Washington Prime Group town centers, the often secluded traditional management office has become a distant memory… an old school thing of the past.
Moving the Management Office into the Common Area.
Management in the common area
the hub
As part of an overhaul of our property management division, we have implemented a program that places our General Managers front and center by having them work from areas in center court. “General Managers are the lifeblood of our company and should be front and center in order to react quickly.” - Lou Conforti , CEO and Director of Washington Prime Specifically, we have built unenclosed workstations — called The Hub — to serve as a home base for General Managers and town center staff. With this new concept, we have officially done away with the traditional information desk. Typically, the employees who staff such desks are endowed with little decision-making authority, but the Hub workstations are a game changer. Not to mention, The Hub units are each unique in design. The unit at Ashland Town Center, for example, a regional town center serving parts of Kentucky, Ohio and West Virginia, was made of steel, stone and other materials symbolizing important geophysical elements of the locality. Steel is representative of the region’s history as a center of steel production, and stone is a nod to the nearby mountains. The Hub workstations are part of WPG’s commitment to a new management approach. By putting our teams closer to shoppers and tenants, our teams have realized many benefits, among which are quicker response times to emergent issues and the ability to spot opportunities for improvements to merchandising at the town center.
Imagine being transported to Alice’s Wonderland instantaneously. Or checking out Charlotte’s web with Wilbur and the gang. And maybe even touring Willy Wonka’s Chocolate Factory alongside Charlie. Yes, we’re making it super easy for our shoppers, their kids, seniors, and really anyone to get lost in a good story with the Book Nook. A unique place to kick back, relax and get reading. Guests are also invited to participate in our book exchange, where adults and kids alike are invited to leave a book or take a book anytime. At the Book Nook, there are always exciting book-filled adventures awaiting. “The more that you read the more things you will know, the more that you learn the more places you’ll go.” (That Dr. Seuss was CLEVER).
The Book Nook is an area where children can learn, read, discover, and play. It’s an area for parents and children to enjoy at their leisure and for them to visit during regularly scheduled frequent programming. And, it’s an activation area that gives our guests yet another reason to visit our town centers and stay just a little longer.
Leave a Book Take a Book.
a place for books
book nook
At The Oasis guests can escape to their happy place while spending quality time in a massage chair where they can gain relief from physical ailments, as well as mental tension buildup from life worries and anxiety. Massage chairs deliver not only the physical benefits of massage therapy by increasing circulation and relieving muscle soreness, but they also provide mental and emotional benefits as guests descend to a quiet, meditative state. Enjoying a massage chair can truly become a mind-body experience that not only feels wonderful, but also helps guests to face challenges with a clearer, healthier mind. The Oasis is just one way we at WPG are reimagining the town center experience. Because after all, life is better at the beach.
The Oasis refashions the ubiquitous massage chair and transports guests to a tropical paradise complete with a palm tree, string lights, an AstroTurf island and a pink flamingo.
Kick Back and Relax.
life is better at the beach
the oasis
“Holy Doggy Heaven, Batman...this park is FURTASTIC!!! Agility Course. Check. Doggie Gym. Check. Water Station. Check. Cell Charging Station. Check. Grooming station. Check. Vending treats. Check. This is such a sweet set up!! Doggy pools to frolic in, coin operated grooming station, special designated area for senior or special needs dogs, special designated single run area for high anxiety dogs. Fire hydrants, shackles. Seriously, this is place is pawsitively pawsome :)” -Jaime C. (5 star yelp review)
“Cute dog park located in a mall parking lot. No grass but plenty of agility course props and a nice seating area for humans that includes two picnic tables under a rooftop that shields from sun or rain. Coolest thing is the solar cell phone charging station. Haven’t seen that before at a doggie park. Also, there’s a washing station and a food and tennis ball vending machine. Very cool! Someone put some thought behind this doggie park. Two paws up!” -Barbra D. (5 star yelp review)
With that, our first premium dog park was opened at Cottonwood Mall. This permanent location features agility courses, areas for small or large dogs in addition to single dog runs, drinking fountains, vending units with dog treats and toys, and a dog wash station. The dog park also includes picnic tables, benches and shade providing a perfect area for guests to relax while their furry friends run and play. For the grand opening, the local team rolled out the green carpet for guests to let their canines strut their stuff, featuring food trucks, live music and family activities. There was also a pet adoption event to help grow existing dog families. The Cottonwood Mall team and WPG developed a design and implementation plan to develop a dog park that the Albuquerque community could enjoy for years to come.
The reviews are in. We asked the community what they wanted and, not surprisingly, a dog park was at the very top of their list. And at WPG, we’re all about giving the community what they want.
sit. stay. play.
Sit. Stay. Play.
DOG PARKS
The Pop-Up Shop allows our tenant partners and retailers to engage customers with product demonstrations and answer questions on the spot. Brands benefit from this face-to-face interaction, and guests learn more about products while getting immediate answers to any questions they may have. Each year, WPG welcomes a range of Pop-up Shops, each providing unique and relevant experiences for guests. Whether an engaging seasonal interaction or a fully immersive experience, retailers who invest in The Pop-Up Shop can create authentic engagements with consumers offline while sharing their brand story and leaving a lasting impression. As guests experience brands live and in person, while hearing the story behind the products or while creating memories with friends and family, brand loyalty is created.
Every store starts with a story. And, as storytellers what better way for WPG to create a unique opportunity for retailers and guests than to showcase The Pop-Up Shop within our town centers.
Every store starts with a story.
stores + stories
pop-up shops
With a dedicated team working to develop the concept, WPG has established partnerships with local breweries across the US in order to bring local craft beer to guests. By partnering with these breweries we are able to support local business growth, further develop our ties in the community, and most importantly, create a unique and dynamic experience for our guests.
With the Common Area Brew Pub, WPG town centers are bringing food and beverage options to underutilized common area space. Alternatives feature local purveyors such as craft brewers, artisanal sandwich makers and specialty bakers.
This Way to Hoppiness.
common area brew pub
EVENTS
SIGNATURE EVENTS
INFLUENCER activations
INFLUENCER ACTIVATIONS
learn more about our concepting + ideation
check out our brands
The ultimate summer fun for the entire family festival, Sunset Markets combines food trucks and beer gardens with a farmers market, live music, artwork, drum circles, local vendors and a carnival area for the kids.
SUNSET MARKET
JEFFERSON VALLEY MALL
An Independence Day celebration of community, this annual event held at The Mall at Fairfield Commons features a beer garden with local craft brews, live music, food trucks and yard games along with inflatables and face painting for the kids with proceeds benefiting the local military nonprofit Fisher-Nightingale Houses, Inc.
RED, WHITE, & BREW
MALL AT FAIRFIELD COMMONS
Snow Day is an opportunity for the community to enjoy something not normally seen in Central Texas – Snow! The family-focused event held in January, offers two snow-filled play areas for kiddos, face painters, food vendors, a hot cocoa station, a snow tubing slide and much more, providing plenty of fun for guests, young and old.
SNOW DAY
Wolf Ranch Town Center
This free family food festival features delectable tastes and beverage samplings via a craft beer garden designed to delight the senses while creating a day of community fun featuring live music, a local business expo, shopping, and interactive children’s events. A portion of the proceeds benefit The Mustard Seed of Central Florida.
TASTE OF ORLANDO
Waterford Lakes Town Center
Complete with Polynesian music, live dancers, DJs and local flavors, Rock the Lot: Poly Fest at The Outlet Collection | Seattle has quickly become one of Puget Sound’s favorite summertime events.
ROCK THE LOT
The Outlet Collection I Seattle
Southgate Mall has held a Fourth of July fireworks show for the Missoula community every year for the past 35 years. This community tradition is kicked off with Fourth Fest featuring live bands, food trucks and family fun.
fourth fest
SOUTHGATE MALL
Held at Town Center Plaza in Leawood, Kansas, this annual fashion show and beauty experience features the latest trends in fashion, makeup, skincare and wellness. Guests enjoy panel discussions, runway experiences and outrageous immersive galleries. Many a celebrity can be sighted at this luxurious can’t miss event.
GLOW ALL OUT
town center plaza
Town Center Plaza is rockin’ and rollin’ with local musical talent during their live concert series event free to the guests. Music lovers enjoy a rotating line-up of musical acts performing in the north parking lot with food and beverage sales benefiting the Kansas City chapter of JDRF.
SUNSET MUSIC FEST
This summer concert series offers a family friendly night of free musical entertainment complete with delicious food truck faire. Attendees are treated to the sounds of local popular cover bands playing the top hits from yesterday to today.
LIVE @ POLARIS
polaris fashion place
While mom and dad sip on a local brew in the beer garden or on the pedal wagon, the boys and ghouls are given something to shriek about with live music, food trucks, a pop-up pumpkin patch, costume contest, pumpkin painting, yard games, trunk-or-treat and other fall fun for all ages.
BOO 'N BREW
clay terrace
Held every year to honor local military and first responders, Freedom Fest is an event for everyone in the family to enjoy. There’s live music, a kid’s zone, food trucks, a beer tent, fireworks and more.
FREEDOM FEST
orange park mall
Known as the “can’t miss” event in each of their respective communities, our local signature events are engrained in the culture of the towns we serve drawing in crowds upwards of 30 thousand people.
CAUSE- FOCUSED
PETS
KIDS + FAMILY
MARKETS
FITNESS + WELLNESS
MILITARY + 1ST RESPONDERS
FOOD + DRINK
THE ARTS
Guests can bring the entire pack to our town centers for a shopping experience that will entertain both human and furry family members alike for a day of pet friendly activities including Yappy Hour, photo booths, live music, pet adoption, safety demos and furry freebies.
SHOP WITH YOUR PET
sit. stay. shop!
shop with your pet
Guests are invited to beat the heat with a sweet summer social where they can cool off with iced treats and water games galore. This is a sun-tacular moment not to be missed.
BEAT THE HEAT!
IT'S A COOL - COOL SUMMER
beat the heat
Everyone knows the summer fun of a backyard bash where adults reconnect and kids play while everyone enjoys summery drinks, delicious food, games and activities for the whole family. It’s one of the biggest backyard bashes you’ll ever find… Don’t forget your water gun!
BACKYARD BASH
IT'S A PARTY!
backyard bash
Farm and Flea is a celebration bringing the community together to support farmers and small businesses through a vast array of fresh produce, high-quality home goods, and handmade products. This delightful outdoor market spotlights fresh food, local vendors and unique artisans.
Farm + Flea
straight from the farm
farm + flea
Local fitness professionals have taken over our town centers with a fun-filled focus on health and wellness. Find Your Fit is a program that provides diverse workout offerings through the year spanning formats from HIIT, Pilates, Zumba, Cardio Kickboxing and more.
FIND YOUR FIT
FEELING GOOD LOOKING GREAT
It’s time to get moving! We’re proud to offer a space for fitness enthusiasts to safely come together and sweat it out during our weekly Summer Sweat Series. These free wellness sessions feature savasana, yoga, nutrition education, fitness assessments and more.
Summer Sweat Series
keeping tight
SUMMER SWEAT SERIES
Bend & Brew is a yoga and craft brew event that leverages the wildly popular trend of yoga classes typically held at brewpubs, whereas Stretch & CBD incorporates CBD oil to help optimize the meditative and calming effects of yoga.
Bend + Brew
GETTING LOOSE
BEND + BREW
Get up close and personal during this unique Back-to-School event where BIG trucks are on display for children to experience hands on. Climb, sit and get a photo memento to take home and enjoy face painting, kid’s crafts and the always popular trackless train.
TOUCH-A- TRUCK
climb aboard!
TOUCH A TRUCK
When people come together, they feel a part of something larger than themselves. Hometown Heroes honors first responders and shows appreciation for their service. It’s one small way we are paying tribute to our local heroes who keep us safe every day.
HOMETOWN HEROES
recognizing our first responders
Our engines are running hot for two revved-up car events. Coffee & Cars is a caffeine injected day of car loving fun and Cigars & Cars is an evening of savoring cigars and refreshing beverages. Both events provide guests a sneak peek inside cars they wouldn’t normal get to see in the parking lot.
Coffee + Cars
ALL ABOUT FAST
coffee + Cars
Our Food Truck Festival transforms the parking lot into a delicious space for guests to enjoy the latest concoctions of trendy local flavors and furthers our desire to provide alternative dining options for our guests featuring local craft breweries, artisanal sandwich makers and specialty bakers.
Food Truck Festival
meals and wheels
food truck festival
Local art makes our communities vibrant through color, texture and composition awakening a sense of curiosity that creates an emotional connection to the world around us. The Canvas Project supports local artists while providing an opportunity to showcase art live and in-person.
The Canvas Project
What’s more fun than inviting your four-legged best friend to shop with the entire family? We offer a range of pet friendly activities including dog parks, Yappy Hour, a family photo booth to capture a treasured moment with your best friend, pet food drives, adoption events, safety demos and of course shopping!
PET ACTIVATIONS
Our town centers are located within communities that are great places to live, work and play. Whether it’s our Backyard Bash or our Beat the Heat event, we have a fun filled lineup of family friendly games and activities for all to enjoy.
KIDS + FAMILY ACTIVATIONS
Through unique shopping experiences guests are invited to shop their favorite brands and local vendors while enjoying an outdoor market. Whether it’s our Midday Market or Farm & Flea, outdoor markets spotlight unique artisans bringing our guests an array of fresh produce, high-quality home goods and handmade products.
MARKET ACTIVATIONS
To promote physical and mental well-being, WPG town centers host a variety of weekly activities including Find Your Fit, Savasana, Bend and Brew, CBD and Stretch and the Summer Sweat Series. Fitness enthusiasts can also enjoy on site professional massages, nutrition assessments, chiropractic services and complementary shoe fittings.
FITNESS + WELLNESS ACTIVATIONS
We salute our military and first responders for their honorable service to our country and our communities. We are proud to celebrate the sacrifices and dedication of these men and women through events such as Hometown Heroes and Touch a Truck. These events not only bring our communities together, but also allow us an opportunity to show our gratitude.
MILITARY & FIRST RESPONDERS ACTIVATIONS
Nothing brings people together quite like a delicious mix of the very best food trucks and a great venue to hear live music. We aim to create destination events at our town centers that feature local gourmet food and craft breweries, not only to introduce the community to these local artisans, but to also support the small business owners who run them.
FOOD + DRINK ACTIVATIONS
Our town centers recognize innovative minds for their beautiful talents by spotlighting local art right our common area. No matter the medium or the origin of the artwork, what matters is the message portrayed and the way it brings people together.
MILITARY + 1st RESPONDERS
Shoppers are looking for things to do as well as things to buy, and we’re committed to creating unexpected dynamic events sure to surprise and delight our guests. These portfolio-wide initiatives continue to differentiate us from the competition offering a non-stop lineup of exciting entertainment.
Transforming town centers into community gathering places involves offering a steady pace of exciting new events, local programming and activations. A first of its kind Activation Menu was created to support local teams, ultimately driving guest traffic, increasing visitor frequency and extending duration of stay.
LOCAL EVENTS
Our town centers bring people together in ways only physical spaces can – venues to share experiences, interact with goods and services, enjoy a meal and most importantly spend time together. Creating the go-to community gathering place involves offering a steady pace of new and exciting events, seasonal campaigns, common area activations and local programming. To support property teams in this innovative transformation, the WPG Marketing Team is committed to providing a wide range of fully kit and packaged resources to drive guest traffic, increase visitor frequency and extend the duration of stay through tailored events, activations and installations that best serve our demographic constituencies.
TRANSFORMING TOWN CENTERS INTO THE HUB OF DAILY LIFE.
Washington Prime Group brings families together to celebrate the fall season through a series of festive events and activities for the local community.
FALL
During the Easter season, spring-themed events are in full bloom at Washington Prime Group town centers across the country.
EASTER
With Back-to-School being the second largest shopping season of the year, Washington Prime Group town centers across the country focus on a variety of dynamic events to kick off the school year for children and families.
BACK TO SCHOOL
During the Valentine’s Day holiday, WPG transforms its town centers into inclusive, community-centered space for all types of guests to celebrate love.
VALENTINE'S DAY
During the holiday season, Washington Prime Group looks for opportunities to bring guests together in the spirit of giving and reflection through events and activations.
HOLIDAY
Representing a nostalgic moment in time and an opportunity to create long lasting memories with loved ones, our unique curation of seasonal activations offers a spin on the traditional to provide a fun, unique and transformative experience for guests. Download our 2019 Look Book to see more.
Shop with Your Pet Backyard Bash Canvas Project Farm & Flea Beat The Heat end with Touch-a-Truck Coffee & Cars / Cigars & Cars Food Truck Festival Hometown Heroes Bend & Brew / Stretch & CBD Find Your Fit ADD Summer Sweat Series
i) Canvas Project ii) Shop with Your Pet iii) Backyard Bash iv) Farm & Flea v) Beat The Heat vi) Touch-a-Truck vii) Coffee & Cars / Cigars & Cars viii) Food Truck Festival ix) Hometown Heroes x) Bend & Brew / Stretch & CBD xi) Find Your Fit xii) Summer Sweat Series
Polaris Fashion Place® and Tangible Collective® have teamed up with Lance Johnson for an in person interactive art series. Lance is a mixed media artist from the Bronx who seeks to inspire through creativity. Expression through art enables WPG town centers to strengthen the community by building bridges culturally, racially and economically.
Lance Johnson
SPREADING CREATIVITY
A first-of-its-kind influencer strategy launched spanning 20 town centers across the country inclusive of meet and greet photo opportunities. WPG partnered with a nationally-renowned firm to identify key influencers to support holiday events and activations. By combining consumer demographics with social media algorithms select influencers were leveraged to meet our strategic objectives.
Holiday 2018
Family Style author and TV personality Brandi Chang held a series of cookbook signings, Q&A sessions and cooking demos at select WPG town centers as a way to further connect with the community through inspiring events and activations.
Brandi Chang
FAMILY STYLE COOKING
This high-energy meet and greet featured 21 influential TikTok stars at town centers across the country. Over 10 thousand screaming fans showed up from all over the world to sing, dance and create their very own videos generating over 54.6 million views on TikTok.
With gifts at every price featuring a mix of tenants appealing to a diverse range of consumers, the campaign featured celebrity @charlidamelio (+ 68.9 million followers), @angelalanter and LGBTQ advocates @terrell.and.jarius. Targeted digital ads generated over 41 million impressions and nearly 200,000 engagements.
With an unparalleled influencer network spanning digital channels from Instagram to YouTube, TikTok and more, we use the power of influencer marketing to implement impactful activations targeted toward a new generation of consumers to drive results.
LOCAL events
Known as the “can’t miss” events in each of their respective communities, our local signature events are engrained in the culture of the towns we serve drawing in crowds upwards of 30 thousand people.
Everyone knows the summer fun of a backyard bash where adults reconnect and kids play while everyone enjoys summery drinks, delicious food, games and activities for the whole family. It’s one of the biggest backyard bashes you’ll ever find!
Our engines are running hot for two revved-up car events. Coffee & Cars is a caffeine injected morning of car loving fun and Cigars & Cars is an evening of savoring cigars. Both events provide guests a sneak peek inside cars they wouldn’t normally see in the parking lot.
Our Food Truck Festival transforms the parking lot into a space for guests to enjoy the latest food trends and local flavors and provides alternative dining options for our guests featuring local craft breweries, artisanal sandwich makers and specialty bakers.
Our town centers are located within communities that are great places to live, work and play. Whether it’s our Backyard Bash or our Beat the Heat event, we have a fun filled lineup of family friendly games and activities for all to enjoy
Shoppers are looking for things to do as well as things to buy, and we’re committed to creating unexpected dynamic events sure to surprise and delight our guests. We offer a non-stop lineup of exciting entertainment.
This high-energy meet and greet featured 21 influential TikTok stars at town centers across the country. Over 10,000 screaming fans showed up from all over the world to sing, dance and create their very own videos generating over 54.6 million views on TikTok.
Washington Prime Group brings families together to celebrate the fall season through a series of festive events and activities for the local community. SEE MORE >
During the Easter season, spring-themed events are in full bloom at Washington Prime Group town centers across the country. SEE MORE >
With Back-to-School being the second largest shopping season of the year, Washington Prime Group town centers across the country focus on a variety of dynamic events to kick off the school year for children and families. SEE MORE >
During the Valentine’s Day holiday, WPG transforms its town centers into inclusive, community-centered spaces for all types of guests to celebrate love. SEE MORE >
During the holiday season, Washington Prime Group looks for opportunities to bring guests together in the spirit of giving and reflection through events and activations. SEE MORE >
Representing a nostalgic moment in time and an opportunity to create long lasting memories with loved ones, our unique curation of seasonal activations offers a spin on the traditional to provide a fun and unique experience for guests.
Our town centers bring people together in ways only physical spaces can – venues to share experiences, interact with goods and services, enjoy a meal and most importantly spend time together. Creating the go-to community gathering place involves offering a steady pace of new and exciting events, seasonal campaigns, common area activations and local programming. To support local property teams, we provide a wide range of fully kit and packaged resources to drive guest traffic, increase visitor frequency and extend the duration of stay through tailored events, activations and installations that best serve our demographic constituencies.
learn more about our ideation capabilities
2019 look book
Data as of 2.15.20,
BACK TO EVENTS
During Sensitive Santa, children are able to have a unique, sensory-friendly holiday experience in a safe, controlled environment. Sensitive Santa is held each year in partnership with Autism Speaks®, the world’s leading autism science and advocacy organization. Held in partnership with KidX Club®, an organization that sparks creativity and learning through free events, 12 Days of KidX provides a family-friendly series with holiday-themed, hands-on crafts and activities. Breakfast with Santa, Cookies with Claus presented by Fairlife®, and Story Time with Santa offer additional hands-opportunities for children to enjoy meaningful holiday traditions through family-friendly activities. At Paws & Claus, guests bring their pets to their local town center for a traditional photo with Santa Claus. The event features activities such as holiday-themed ‘pup-up’ shops, ugly sweater contests, and happy hours for pet owners. New in 2019, WPG’s Gift Kindness activation encouraged guests to partake in random acts of kindness listed on gift tags in a prominent space near the town centers’ common areas. The gift tags represent dozens of ways to give back and foster community throughout the holiday season. Last year, guests shared their acts of kindness on social media throughout the holiday season using #GiftKindnessContest on Instagram. As an added component, each participating town center made a $1,000 donation to a non-profit or charity of one guest’s choice. To round out our holiday campaign, we teamed up with social media influencers to create innovative content driving traffic to our town centers while simultaneously creating a buzz across social media. Forty-nine percent of digital users rely on influencer recommendations before making a purchase, which is why we evolved our paid media strategy to focus on influencer digital content creation. Our influencers came from a variety of diverse backgrounds and interests appealing to a wide range of guests while showcasing their top gift ideas for the holiday season. The nationally-known influencers incorporated their own personality in the guides, featuring products from key portfolio-wide tenants. Influencer Charli D’Amelio rose to fame as TikTok’s largest star and content creator during our campaign and now has over 79 million followers and growing. Thanks to her online stardom, she has danced on stage with Bebe Rexha at a Jonas Brothers concert, appeared on “The Tonight Show,” and will soon voice a character in an upcoming animated flick “StarDog and TurboCat.” See more of our seasonal activations in our 2019 Lookbook:
During the holiday season, Washington Prime Group looks for opportunities to bring guests together in the spirit of giving and reflection through events and activations. WPG invites all types of guests to celebrate the season through Sensitive Santa®, 12 Days of KidX, Paws & Claus, the Gift Kindness activation, and exclusively curated Influencer Gift Guides.
in the holiday spirit.
'tis the season
WPG town centers create interactive physical and digital activations through #PostYourLove. Guests are encouraged to handwrite notes of love, affirmation, encouragement on sticky Post-It notes within the common areas of town centers. After adding their love note to the wall, guests are invited to take a photo and share their special messages on social media using #PostYourLove. Each year, more than 15,000 love notes are written and shared across WPG town centers. In addition to Post Your Love, WPG properties highlight the power of family and friendship through Hearts and Crafts Bestie Bash and Galentine’s Day Sip ‘N Shop events. Bestie Bash gives children and their families the opportunity to create meaningful gifts for their loved ones and best friends. Bestie Bash is held in partnership with KidX Club®, a program that sponsors free events to inspire children to connect with their families and explore their surrounding world. Children create crafts like friendship bracelets and lanyards, hair wraps, classic Valentine’s Day cards and more. For women seeking self-care, WPG offers Galentine’s Day Sip ‘n Shop events to celebrate the importance of friendship. The event provides women the chance to enjoy quality time with friends and take part in fun self-care activities during the Valentine’s Day season. In 2019, WPG hosted first-of-its-kind SweeTok Meet and Greet social media influencer events at eight town center locations. Guests were invited to meet 21 of the most popular TikTok celebrities with a collective 55.8 million combined reach. Special Valentine’s Day-themed SweeTok Booths allowed guests to create their own special photos and TikTok videos during the events in Florida, South Carolina, Washington, New York, California, and Ohio.
love is in the air.
celebrate love
valentine's day
As part of a treasured springtime tradition, the Easter Bunny hops through WPG assets every year to greet and capture photo memories with families and children of all ages. In addition to Easter Bunny meet and greets, town centers host Sensitive Bunny® appearances, offering a compassionate, sensory-friendly experience to children with all spectrums of special needs. Simple adjustments are made to reduce sensory stimuli, including muted lights and music, as well as crafts to support self-expression and fine motor skills. In addition to the Easter Bunny fun, town centers also host spring-themed activations including Cute as a Bunny craft events and Hide and Peep Egg Hunts. As a unique way to celebrate the Easter season and in partnership with KidX Club®, an organization that sponsors free events to encourage creativity, learning and curiosity, Cute as a Bunny Crafts gives children and their families the opportunity to connect and create nostalgic treasures to share with loved ones and friends. Families can also participate in an Easter-themed adventure during Hide and Peep Egg Hunts, where communities come together in pursuit of sweet treats, games and springtime fun.
a spring in your step.
in full bloom
easter
Every back-to-school season, yellow school buses roll into town centers to collect donations for schools and community groups in need. Stuff the Bus activations are hosted by local property teams, to create an impactful event that positions the town center as a community hub, in addition to a retail destination. Property teams also welcome guests to town centers across the country during Back-to-School Fests, which feature children’s entertainment and educational programming, highlight The Yard games and activations, The Canvas Project and more, all while providing local sponsorship opportunities. Back-to-College celebrations include a University Pep Rally at select properties to welcome back college students with a spirited bash. During the back-to-school season, WPG’s corporate marketing team partners with a proprietary media partner to run a targeted digital campaign to generate awareness and guest traffic for Tax-Free Weekend. During the four-week campaign in 2019, messages yielded more than two million digital impressions.
With Back-to-School being the second largest shopping season of the year, Washington Prime Group town centers across the country focus on a variety of dynamic events to kick off the school year for children and families. In 2019, more than 100 back-to-school events, activities, and installations focused on driving guest traffic and delivering differentiated experiences.
school's in session.
kick off the school year
back to school
Town centers provide the tricks and treats during memorable Halloween events and experiences, including Boo ‘n Brew and Trunk-or-Treat. Boo ‘n Brew features traditional Halloween activities for children, a diverse beer selection for adults, food trucks, performances by local musicians, and entertainment for all ages. Trunk-or-Treat gives local families a fun, safe place for children to trick-or-treat by transforming WPG town center parking lots to allow kids to safely move from car to car to collect sweet treats and small toys. Fall Community Day kicks off the season with fun for the whole family, while supporting neighbors in need. The event features entertaining activities and games, food and beverage vendors and a big screen game viewing, as well as a canned food drive in support of local organizations. WPG town centers also embrace traditional Latin American culture by hosting Día de los Muertos (Day of the Dead) celebrations each fall. During Día de los Muertos, families honor loved ones who have passed away. Día de los Muertos celebrates the rich cultural history of the holiday while promising fun for the whole family. At WPG centers, the celebrations include elements like an ofrenda community altar, a calaveras/sugar skull art installation, ballet folklorico and concheros dancing, authentic cuisine and more.
fall festitivies.
get spooky
fall
IDEATION
ideation
OUR IDEAS
OUR CAPABILITIES
learn more about brand partnerships
icsc 2018 NYC
icsc 2019 nyc
icsc 2019 las vegas
RECON gives us that rare chance to promote WPG to the world’s largest audience of retail real estate professionals. Over 37,000 attendees packed the halls maximizing our reach and recognition. We held nearly 1,000 meetings and most importantly, went through 1,500 pounds of candy!
ICSC 2018 NYC
WHO DOESN'T LIKE FREE CANDY?
Think 90s Hip Hop, live music, artists throwing paint. Oh yeah, and slinging deals.
ICSC 2019 NYC
WHO'S HOUSE? OUR HOUSE.
Not one to shy away from tie-dye and a good time, our psychedelic booth showcased portfolio wide experiential marketing efforts with a fun twist and was even recognized for its authentic creativity. That’s right, we’re not afraid to let our freak flag fly.
ICSC 2019 Las Vegas
TURN ONE. TUNE IN. DROP BY.
Our team has the unique ability to tell a story through the design of an experiential space that transcends four walls, capturing the nexus between the physical and digital worlds to deliver consumers the ultimate experience.
TRADESHOW EXPERIENCES
Our goal is the Omni-channel delivery of products using existing ecommerce platforms and our national footprint of physical space to execute dynamic installations and focused events creating excitement amongst our guests by delivering a unique and memorable experience.
POP-UPS + IN-LINE INSTALLS
Our Creative Services team works in tandem with brands to translate their strategy, branding and identity into comprehensive conceptual renderings and visual positioning complete with merchandising and digital screen integration, bringing creative ideation to life.
CREATIVE SERVICES + TRANSLATION
Branding can be a company’s most valuable asset. Whether a national name or local gem, we create branding and identity that fosters loyalty, generates awareness and builds excitement.
BRANDING + IDENTITY
The industry’s reputation doesn’t limit us. Outdated retailers don’t block us from our true calling. As good as it feels to reminisce about the past, it feels better to work toward something much greater. Our Marketing Team leads portfolio-wide efforts spanning concepts and ideation inclusive of brand strategy, identity, creative services, installations and environmental design. At the end of the day, everything we do is about the experiences and environments we create at our town centers and the opportunities we deliver for national, specialty and local retailers.
IT’S ABOUT THE EXPERIENCES WE CREATE.
As our diverse assets vary in size, geography and demographics, they offer the perfect opportunity to beta test new concepts. We collaborate with our partners and pitch back ways to integrate into our assets through concept ideation and brand strategy.
BRAND STRATEGY
Concept renderings are for illustrative purposes only and are not indicative of final projects. These images are not necessarily representative of the final concepts that tenants or partners could implement in the future.
brand strategy
CREATIVE SERVICES
We raised a glass to the award-winning spirit of Casamigos and then we dreamed up the Traveling Tequila Tasting Tour. SEE MORE >
casamigos
There’s at least one mini fridge for every ten burgeoning academicians. That's 800,000 or so just waiting to be stocked chock full. Every single one could be a Kenmore. SEE MORE >
kenmore
Since we really liked Shinola's stuff, we concepted some pretty cool ideas to convince them to come hang out with us. SEE MORE >
shinola
We identified assets with sizable catchments that possess attractive characteristics for this new concept. SEE MORE >
cloud kitchen
The team at Apt2B knows looks can kill, simplicity is sexy and everyone has a rent to pay. We can really get behind a killer simple theme. SEE MORE >
apt2b
Since Jeni’s brings people together and WPG town centers bring people together, there were so many synergies that really got the sparks flying with this concept. SEE MORE >
jeni's
Concept renderings are for illustrative purposes only are not indicative of final projects. These images are not necessarily representative of the final concepts that tenants or partners could implement in the future.
We showcased the perfect white space for this sporting goods giant, with a center that generates $400 per square foot of sales… with no sporting goods store. SEE MORE >
dick's sporting goods
Value City Furniture believes that everyone deserves a place to call home, a place that reflects who they are and is furnished the way they like it without having to break the bank. SEE MORE >
value city furniture
Amazon sells everything from A to Z, so we reflected that with a range of different excercises showcasing how our partnership could be more than just traditional lockers. SEE MORE >
amazon
We envisioned a family friendly and engaging multiday event series with various activations and attractions for both motorcycle fanatics, and the next generation of motorcycle enthusiasts. SEE MORE >
buffalo chip
At WPG, we’re plugged in. We understand what drives Electrify America and we wanted to super charge their marketing approach with a few ideas spanning beyond charging stations. SEE MORE >
electrify america
Our team at WPG is all about being different, disruptive, innovative and most importantly – entertaining. We couldn’t wait to dream up ideas to partner with Interscope Records. SEE MORE >
interscope
We asked our friends at Authentic Brands Group to close their eyes for a second and picture a wide open floor plan with a polished industrial aesthetic punctuated by bespoke ABG installations. SEE MORE >
ABG
Say "Derner" but miss out the first "r" sound, and you're now officially able to pronounce the strange looking name of Europe’s favorite street food, the Döner. SEE MORE >
WHATS FOR DÖNER
With Rob’s brand and Lifestyle Collection, men everywhere can have the same benefits of looking and feeling their best. SEE MORE >
FOR ROB LOWE
LIFESTYLE BRAND
Visual language plays (no pun intended) on well-known sports and games related phrases combined with dramatic sports photography and graphics. SEE MORE >
FIELDHOUSE USA
At Washington Prime Group, we welcome unconventional and disruptive thinking. We are a collective of idea generators, content curators and derivative thinkers, but storytellers at heart. We create memorable experiences for our guests and give them a reason to visit with us time and time again. And, we proactively help brands, partners and prospects envision what’s possible, why it makes sense to locate within our town centers’ and demonstrate the how. Everything we do is about creating dynamism, value and loyalty. Washington Prime Group is continually experimenting with omni-channel distribution that emphasizes retail as the focal point. From initial concept to portfolio-wide execution, we develop scalable strategies and turnkey marketing solutions that are brought to life by our talented Local Property Management teams via dynamic physical and digital activations, inclusive of common area events, installations and media.
Innovation is at our core.
ENTERTAINMENT
LIFESTYLE
FOOD + BEVERAGE
RETAIL
Entertainment is kinda our jam and we’ve dreamed up some pretty cool things. From creating vibrant and functional spaces for entertainment to common area music installations to vinyl record vending machines, to rock the roof musical performances, to influencer meet and greets, and even a nationwide tequila tasting tour. And, we love repurposing and reimagining our exterior spaces to host family-friendly events that include drive-in movies, pop-up roller rinks and sunset markets.
From concepting co-working spaces to multi-purpose indoor and outdoor activation areas featuring games for all ages outfitted with turf and string lights, to sustainability initiatives such as electric car amenities and greenery installations, to new retail concepts that redefines our assets, we are focused on creating experiences that span beyond traditional retail, it’s one of our fortes.
Our town center’s bring people together, so partnering with restaurateurs at the national, region and local level, really gets our creative juices flowing. Whether it’s modernizing a traditional food hall environment to accommodate local offerings on a rotational basis to bringing a local craft brewer to the common area, cornhole included, to designing and executing a scalable candy concept to make our guests’ visit that much sweeter, we know the real way to everyone’s heart.
From envisioning immersive hub and spoke lifestyle environments, both indoor and out, to modernizing new retail concepts such as hardware stores and recreational vehicle sales and services to curating an ecommerce collective meets physical showcase to an unexpected common area vending machine outfitted with an interesting and unexpected mix of goods. We know how to reimagine retail, enticing our guests’ to visit, explore and hang out, just a little bit longer.
Whether a national namesake or local gem, we partner with a range of brands across nearly every mixed-use segment to create physical spaces and digital activations that generate awareness, build excitement and reach shoppers who are ready to buy. And we encourage and influence them to visit with us longer. We want our guests’ to gather, eat, shop, play and unwind.
SEE MORE OF OUR CAPABILITIES >
We get to know our partners, their businesses and audiences in an effort to build comprehensive digital marketing and paid media solutions. We drive growth, engagement and awareness across various channels and platforms and are adept at levering conversion strategies and tactics. We understand our consumers’ online behaviors, influence their buying decisions and drive them to our town centers’. Through our agency relationships, we bring relevant and unique experiences for our guests’ who span every generation while capitalizing on white space.
MEDIA INVESTMENT SPEND SHARE
Native & Programmatic Audio Advertising Email Marketing Website Traffic & Attribution Influencer Partnerships
Social Performance Audits Competitive Assessments Organic Social Strategy Paid Social Paid Search
DIGITAL + PAID MEDIA
We cater to the aspirant and the affluent and Middle America to the metropolis. Our assets vary in size, geography and demographics, offering the perfect opportunity to beta test new concepts for future scale. We collaborate and partner with national, regional and local brands across every vertical and proactively share back ideas on how to thoughtfully integrate into our markets and venues through ideation, brand development and media strategies, coupled with quantitative and qualitative analysis relative to demographic research, personas and trade areas. We devise media strategies to amplify new initiatives and create excitement.
We collaborate with our partners and proactively pitch back ways to thoughtfully integrate into these markets through art and science; ideation, conceptual ideas, brand development and media strategies, coupled with quantitative and qualitative analysis relative to demographic research, personas and trade areas. We devise media strategies to amplify new initiatives and create excitement.
Strategic Direction Brand Standards Public Relations Reputation Management Media Relations
Competitive Patterning Market Research Concept Development Focus Groups Customer Journey
Competitive Patterning Market Research Concept Development Focus Groups Consumer Journey
bRAND STRATEGY
Our Creative Services team works collaboratively with brands, partners and prospects to develop new concepts, drive awareness and creatively problem-solve. Through a clear understanding of goals and objectives ideas are concepted, translated and communicated via comprehensive visual positioning and rendering exercises that demonstrate brand identity and environments complete with content, visual merchandising and digital integration. Through our established network of national, regional and local production vendors, we provide turnkey services, 2D/3D collateral packages and value-engineered installations.
Tradeshow Design Digital Design Creative Translation Visual Merchandising Sourcing and Production
Ideation Visual Positioning Conceptual Renderings Brand Identity Environmental Design
Tradeshow Design Creative Translation Visual Merchandising Sourcing and Production Collateral Design
Always at the forefront, our Marketing and Activation Team is akin to a full-service experiential marketing agency. Disciplines include Marketing Strategy, Events and Activations, Creative Services, Digital Marketing, National Brand Partnerships, Public Relations, Marketing Operations and WPG Retail Brands: Tangible and Shelby’s Sugar Shop. We work cross-functionally with Development and Leasing, and in tandem with our industry leading Design and Construction Team who play an instrumental role in the story telling process via conceptual design, layout and engineered 2D/3D models and drawings.
Our Workspace
brand Partnerships
Interested in developing a partnership for your brand? Reach out and say, 'Hello'!
brand.partnership@washingtonprime.com
DROP US A LINE
With retail venues throughout the United States, we are as American as apple pie. As a matter of fact, we are also as American as deep dish pizza in Chicago, Hawaiian poke salad, vegan spring rolls in Malibu, El Paso Tex-Mex, Maryland crab cakes, kimchi in Orange County, Memphis barbecue and a Kansas City porterhouse. Our assets are located from Hawaii to Connecticut and Minnesota to Florida and just about everywhere in between. Join us in bringing ideas to life. We want to collaborate with brands to harness the power of each individual community and convert consumers into brand advocates. Whether through unique custom experiences and activations or leveraging turnkey campaigns, we’re fully committed to supporting your goals and strengthening your presence within our communities’. Let’s chat.
NATIONAL fOOTPRINT WITH LOCAL FLAVOR.
57,378
91,676
email recipients
88,102
website visits
51,027
WIFI USERS
3.5 million
AVG. MONTHLY SHOPPER VISITS
TEXAS
141,967
127,569
171,569
105,077
11 MILLION
THE MIDWEST
While mom and dad sip on a local brew in the beer garden or on the pedal wagon, the boys and ghouls are given some-thing to shriek about with live music, food trucks, a pop-up pumpkin patch, costume contest, pumpkin painting, yard games, trunk-or-treat and other fall fun for all ages.
179,526
131,383
190,973
7 million
FLORIDA
tap to see some of our signature events
This free family food festival features delectable tastes and beverage samplings via a craft beer garden designed to de-light the senses while creating a day of community fun featuring live music, a local business expo, shopping, and interac-tive children’s events. A portion of the proceeds benefit The Mustard Seed of Central Florida.
check out some regional highlights
Ambassadors in every market with key local relationships
+
8 million annual Wi-Fi sessions
20 million emails sent annually
National infrastructure designed to scale
Turnkey events and activations for speed and efficiency
An annual reach of 400 million guests
We have more than 100 locations in 30 states, Washington Prime Group is a national leader in the ownership of community destinations. With shopping, dining, nightlife and recreational offerings, our locations quickly become the lifestyle hub of communities across the country.
OUR PORTFOLIO
OUR PARTNERS
upwest
smashmallow
the roomplace
metro by t-mobile
go-go squeeze
FAIRLIFE
BLUE CROSS BLUE SHIELD
coca-cola
the ohio state universty
highlights for children
columbus blue jackets
We want to collaborate with brands to harness the power of each individual community and convert consumers into brand advocates. Whether through unique custom experiences and activations or leveraging turnkey campaigns, we’re fully committed to supporting your goals and strengthening your presence within our communities’.
Join us in bringing ideas to life.
Washington Prime Group is a national leader in the ownership of community destinations. Our locations offer shopping, dining, nightlife and recreation, so they quickly become a lifestyle hub of any community. And because our local ambassadors live and work where your customers do, we’re able to offer partners unique opportunities to connect in a meaningful way with the audiences they want to reach.
Creating experiences that connect
62,543
987,632
2,890,387
65,000,000
square feet
brandpartnerships@washingtonprime.com
zespri kiwifruit
AVerage MONTHLY SHOPPER VISITS
This summer concert series offers a family friendly night of free musical entertainment complete with delicious food truck fare. Attendees are treated to the sounds of local popular cover bands playing the top hits from yesterday to today.
117,684
REGIONAL HIGHLIGHTS
Capturing the aspirant as well as affluent and Middle America to the metropolis, WPG combines an expansive national reach with hyperlocal flavor and community relationships to curate a marketing mix that reaches over 350M guests annually - in the right place at the right time. With over 100 assets, 220 social media accounts, 78 websites, 16.9M page views and access to a distribution of nearly 20 million emails sent annually, we have a reputation trusted by some of the world’s most recognized brands including Coca-Cola and Amazon. Our category offerings include fully customizable eye-catching creative, out-of-home media placements, compelling digital and experiential activations, giving brands access to a captive audience already in the purchasing mindset. Sound good? Let’s chat.
257,600
parking spots
30
states
100
town centers
8.6M
daily vehicle visibility
51M
sq. feet
UNIQUE EVENTS
30.7M
TRADE AREA POPULATION
0
238,324
782,543
12,987,632
296,890,687
350,000,000
annual guests
on our sleeves - nationwide childrens hospital
CONTACT US
DIGITAL MARKETING
RECENT PARTNERSHIPS
Data as of 9.30.20 *as of 12.31.19
