Centennial Malls Holiday Prep
Malls are anticipating increased foot traffic this winter as customers are itching to get out of their homes and enjoy the social benefits of shopping and dining in person.
Centennial Real Estate’s malls are gearing up for the holiday season through its MyPerks Loyalty Program, accessed through a free membership app, and utilized in five of its properties: MainPlace Mall in Santa Ana, Calif., Fox Valley Mall in Naperville, Ill., Hawthorn Mall in Vernon Hills, Ill., Connecticut Post Mall in Milford, Conn., and Vancouver Mall in Vancouver, Wash.
Centennial Real Estate provides a MyPerks Lounge in the majority of its malls as a way to further reward those customers that signed up for its loyalty program. These members-only lounge areas vary in size, but are on average between 1,400- to 1,600-s.f., and are positioned in visible and convenient locations that frequently open up to a common area.
The various Centennial malls use these MyPerks Lounge areas for their own unique uses to reward their members.
The Vancouver Mall, for example, hosts weekly bingo nights, and the Connecticut Post Mall offers free massages on the last weekend of every month.
“I am so impressed with how creative our local teams have been in taking full advantage of this custom-designed space for our most loyal customers,” Colleen Heydon, Senior Vice President of marketing for Centennial Real Estate
MyPerks Lounges for Peak Shopping Season
During peak holiday shopping periods, the MyPerks lounges provide such amenities as refreshments, tech stations, big screen televisions, cozy reading nooks and even complimentary gift wrapping.
When Centennial’s malls have a signature event, these lounges become VIP areas, and often offer such members-only perks as meets and greets with guest celebrities, or early access to mall promotions. Retailers can also reserve the lounge areas to host their own special affairs, such as trunk shows.
Five of Centennial’s eight malls currently have these MyPerks Lounge spaces. Its Dulles Town Center Mall, located in Sterling, Va., will be getting its own MyPerks Lounge by the spring of 2022. Centennial’s remaining two malls without a lounge, the Brazos Mall in Lake Jackson, Texas, and the Pueblo Mall in Pueblo, Calif., will offer “pop-up lounges” in their common areas during key shopping holidays, which will offer similar members-only MyPerks Loyalty Program benefits.
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