Galleria Dallas Brings Home Three 2022 ICSC Maxi Awards
Galleria Dallas, North Texas’ premiere shopping and lifestyle destination, was recognized on Monday, May 23 at the Innovating Commerce Serving Communities (ICSC) Global Awards Ceremony at the Wynn Las Vegas with three Maxi Awards. The MAXI Awards showcase the creative and innovative practices that paint the picture for the future of the industry, highlighting the retail industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the globe. ICSC was formerly known as the International Council of Shopping Centers.
Galleria Dallas was the only Texas shopping center recognized with one of these prestigious awards. The organization awarded only 59 total MAXI awards across the globe.
Galleria Dallas was awarded a Gold award for Experiential Marketing for POP! In Summer 2021, customers were suffering from COVID fatigue and were still unsure about entering buildings. In recognition of the importance of using experiential marketing to grow and sustain consumer engagement, Galleria Dallas sourced a cadre of local theatrical artists (unemployed due to the pandemic) to create an Instagram playground experience, POP!, to increase involvement with the North Texas consumer, drive traffic and revenue, and further the digital and social presence of the center. POP! became a market differentiator driving key demographics into the center for new and repeat visits.
The center also received a Silver award in the Revenue category for Santaland and SNOWDAY. In Dallas/Fort Worth’s competitive shopping arena, creating a compelling holiday experience is critical. To stand out among over 30 Santa encounters, Galleria Dallas 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 that made the Santa visit a revenue-producing event for all ages. The six-week event drove substantial revenue to the center and was an impactful sales driver. It drew customers from outlying regions and enhanced the center’s media presence. Further, the center’s investment is poised to result in even greater returns for the coming two-year cycle.
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