Shopping Center Business

MAY 2015

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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158 • SHOPPING CENTER BUSINESS • MAY 2015 Studio Movie Grill has broken down its operations into three pillars, which al- lows it to focus on what matters and create success guest experiences. The first pillar is film presentation highlighting the im- portance of comfortable seating and the highest level of technology in every audi- torium; the second pillar is food, which is made fresh from scratch recipes and served tableside with craft beer and local wines; and finally, the overall experience from the minute a guest walks through the door the staff is focused on creating a great experience through showmanship and service. "When you come to a Studio Movie Grill, we really value that fact that you have entertainment choices and we want to give everyone a reason to come to the movie theater," says Schultz, "We think service and hospitality is at the core of that." As the theater industry continues to grow and thrive, even thought it's often overlooked in the market, SMG also dif- ferentiates itself through cultivating rela- tionships with communities to truly create a community theater. The company focuses on communi- ties that express interest and a desire to have a community-focused theater. As one of the company's five stakeholders, the community is a huge part of Studio Movie Grill's development and opera- tional strategy. The other targeted stake- holders are vendors, employees, guests and investors. "We try to make decisions based on all five of our stakeholders so integrating with the local community, whether it's a special needs community, first-look proj- ect or using our platform for doing good, that's really what we're all about and that's what creates our success," notes Schultz. As a partner with the community, Studio Movie Grill looks to create com- munity-inspired programs from film fes- tivals around a specific topic or interest to allowing local groups and organization to host film festivals using the theater's platform and facilities. The company also offers on-going film series — Family Re- wind, Toons!, Girls Night Out and Spe- cial Needs Screening — featuring films and special pricing that highlights the interests of the targeted audience. SMG Special Needs Screenings features family-friendly movies free for children with special needs and their siblings, with adult tickets available for purchase. In this series, the films are shown with the lights up and the volume lowered, and children are free to move or talk during the show. The Girls Night Out series features $3 retro screenings of movie favorites, like "Titanic," "My Best Friend's Wedding," "A Walk to Remember," "Breakfast at Tiffany's" and "You've Got Mail." For Studio Movie Grill, the idea of crowd sourcing and being a platform for doing good, which harkens back to the genesis of the company, has allowed the company to create and foster a sense of place and community with its theaters. And that's what Studio Movie Grill looks for when partnering with develop- ers and businesses to create theaters. The company wants like-minded developers, who are looking to create a sense of com- munity and place with a development and make a difference. "We've been doing this for a long time; we love it," says Schultz. "It's important that we maintain our position as the indus- try leader and that we create this positive wake in the world because that's truly what we're about." n

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