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 178 • SHOPPING CENTER BUSINESS • May 2016 that can rotate has been the preferred size. Daktronics has installed this type of LED in more than 40 malls across the United States today. "We've gone into a lot of center courts and created a one-size fits all large-format LED display," says Wasserman. "It has been a hit with many owners; they are now able to sell third-party advertising, leverage it for marketing, and create unique content for the center, in addition to brand the mall and its tenants." Many centers are finding the standardized program so successful they are going back to Daktronics and requesting custom programs with larger or multi-screen LED systems. "We've done some amazing designs centered around the elevators at the inside of a number of malls," says Wasserman. Daktronics works closely with centers to help them plan how to create a return on investment for the LED media. "At the end of the day, shopping centers want to help their tenants succeed, and they want to help create their own brand," says Wasserman. "Today, they also need to entertain and engage their shoppers." A number of centers, like Oakbrook in suburban Chicago, have placed the LED screens in areas where they can be used to enhance live fashion shows and other entertainment related events. "These events bring new audiences and consumers to the center who weren't coming before," says Wasserman. At National Harbor near Washington, D.C., LED installations are used for movie nights and to broadcast live sporting events. Some centers partner with satellite or cable partners to broadcast the events. "Some of these locations would not have an audience for these types of events," says Wasserman. "The technology enables them to create an event around something that might normally keep traffic from coming to the center." SCB 1976 2016 THANK YOU FOR 40 YEARS OF BUSINESS. P.O. Box 27 Western Springs, Illinois 60558 www.mccollomrealty.com/ If you want to get together at ICSC RECon 2016 and hear how our 40 years of development and acquisition experience can help you, contact Terry McCollom at 708.383.6450 or wrmccollom@mccollomrealty.com. Daktronics has partnered with other centers, like Oakbrook Center in Chicago (pictured above) to create entertaining areas through LED technology.

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