Shopping Center Business

MAY 2016

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

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ENTERTAINMENT 174 • SHOPPING CENTER BUSINESS • May 2016 A long the Las Vegas Strip, there is so much visual appeal that it is hard for any one building to stand out from another. When General Growth Properties (GGP) sought to draw more attention to its Fashion Show shopping center as part of a renovation and addition, the company wanted to highlight more engaging elements to take advantage of the center's prime location along Las Vegas Boulevard. Fashion Show is uniquely positioned along the Strip, adjacent to a significant number of the city's five-diamond resorts; Wynn and Encore are located across the street, as are The Venetian and Palazzo. Catching eyes of those staying at those resorts — or those who have walked over to visit them — was top of mind for Fashion Show and owner GGP. "We always knew that we wanted to do more with our front door to engage higher end visitors from these resorts," says Janet LaFevre, Fashion Show's director of marketing. "We wanted to position our front door to be more welcoming, lush and inviting so that we encompassed much more of a sense of place for visitors." At 2 million square feet, Fashion Show is the largest retail-oriented center on the Las Vegas Strip. The center is anchored by Neiman-Marcus, Nordstrom, Dillard's, Saks Fifth Avenue and Macy's. It is also home to 250 stores, including many flagship retail locations in the city, including a new, 35,000-square-foot Zara store, and a flagship Dick's Sporting Goods. The center also has 25 dining options, ranging from Capital Grille and Maggiano's Italian Kitchen, to Kona Grill and Taco Maker. "We are a destination that services many people — from luxury to fast fashion, and fine dining to fast casual," says LaFevre. Over the past 24 months, the center has undergone a major renovation that included redeveloping the center's open-air plaza that sits along Las Vegas Boulevard. The project added 22,000 square feet along the Strip, incorporating spaces for sit-down dining, retail cabanas and state-of-the-art digital signage. It includes outside patios, landscaping and a walking path that allows pedestrian traffic from the Strip to walk through without having to enter the center. The new digital signage alone — while vertical — takes up 10,000 square feet. "We wanted to be able to showcase our offerings, brands and dining to the entire audience along the strip through our digital signage," says LaFevre. "At the same time, we saw that our location coupled with the digital signage would be an advertising revenue generator for us. It would give us a dominant presence of excitement right on the Strip through communication and entertainment. Those are critical components for the success of any real estate along the Las Vegas Strip." In many ways, the digital signage is another tenant for the center. Taking up approximately 10,000 square feet — all of it vertical or suspended — the digital signage is a huge revenue generator and promotional vehicle for the center. In addition to showcasing the center's tenants and activities, Fashion Show sells time on the signage to other brands and attractions. A recent campaign ran for Cirque du Soleil, who advertised all of its Las Vegas shows on the signage. Creating An Energetic Environment Through LED General Growth Properties partners with Daktronics to create a one-of-a-kind entertainment experience for Fashion Show in Las Vegas. The technology has applications for centers around the globe. Randall Shearin Fashion Show's new Plaza area is highlighted by fexible LED screens that wrap the columns supporting the center's iconic "cloud."

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