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 176 • SHOPPING CENTER BUSINESS • May 2016 One careful consideration for Fashion Show was the return on investment it would get for the digital signage. Like build-out for a tenant, planning went into how long it would take for the investment to begin to show a return. Almost immediately, Fashion Show began to realize that part of the success with the signage would be to not only assist in marketing products and attractions, but assist in their sales. For the Cirque du Soleil campaign, for instance, the center also made tickets for any show available on-site so that interested consumers could immediately purchase tickets versus having to take another step to do so. "ROI wasn't everything with this project, but it is obviously very important," says Jim Heilmann, Fashion Show's senior general manager. "We wanted to have the best and brightest technology along the strip, which we accomplished, but we also wanted to create a media platform that wasn't replicated in the market." General Growth has a sales team based in Las Vegas as well as a corporate sales team that works with national, regional and local advertisers to purchase digital content packages for the exterior and interior media. Fashion Show also contracts with two advertising agencies to create the custom content for the LED screens and other media at the center. "We realized that installing the signage is just part of the package," says LaFevre. "We knew that programming it to take advantage of its unique capabilities would be the a big step in its success. Whether it's our advertising, branding or mall retailers, we had to do more to engage the Las Vegas visitor. There are many entities that have worked on content generation and creation." The signage has come in handy to showcase the new retailers and restaurants at the center. Over the past 24 months, as it renovated, the center added 400,000 square feet of new, expanded or renovated retail. "We try to have a healthy balance of content about the center versus our retailers and restaurants and our advertisers' messages," says Heilmann. "We like to have a balanced mix so that consumers are not only seeing one or the other. We have messages we need to get out about the center as an entertainment platform, new retailers, and events in our great hall. All these are mixed in with advertisers' messages to create a nice mix of content." The LED installation at Fashion Show included a number of components. The largest installation was built in the plaza area of the project along Las Vegas Boulevard. The area has an iconic architectural element known as The Cloud — an oval-shaped structure made of galvanized steel that is 128 feet high and more than 700 feet long — which is supported by two large columns. Fashion Show worked with LED display manufacturer Daktronics to create the unique digital signage at the center. The signage was built using flexible LED modules that wrap around each of the column bases of the cloud and a curved video billboard acts as the first major point of contact as pedestrians cross the bridge from the Wynn resort. The LED video installation on the south column is 58 feet tall, wrapping the column. The north column is 42 feet tall. Both columns, if laid flat, would be 80 feet wide, so the LED is quite dramatic in its effect. The center video billboard is 112 feet wide by 14 feet tall. All three displays run in synchronization so that the content can be spread over a wide area. In all, there are more than 4 million pixels, creating a high definition system. Two additional pylons, near the gateways to the center, are also equipped with LED video. "We are the leader right now on the Las Vegas Strip because of this new signage package," says LaFevre. "Fashion Show needed a different solution for its LED package," says Ed Wasserman, commercial spectaculars for Brookings, South Dakota-based Daktronics. "The center needed to be identified with additional branding to provide name recognition." Inside the center's 'Great Hall', Daktronics also provided LED technology which replaced several older displays that were six feet tall by 39 feet wide. The three new Daktronics displays are 13 feet wide by 39 feet wide and have the capability to be lowered down to the Fashion Show runway where they act as a backdrop during live fashion-related events and dance performances. Fashion Show's new signage is helping the center to find new channels to attract customers and keep them entertained once they are at the center. "We are able to create programming that ties into events at the center, as well as events in Las Vegas," says Heilmann. "Our tenants can also use the signage to promote their events and features." While Las Vegas may call for special installations, Daktronics has worked with so many regional malls that it has become the leader in the business. The company has worked with many owners to create a standardized display for their regional malls that many order for their center courts. A large-format LED screen that is approximately 18 feet tall by 13 feet wide Fashion Show's LED installation includes units around the columns, as well as a ribbon LED that wraps part of the center's façade.

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