Shopping Center Business

MAY 2018

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

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STARWOOD RETAIL 172 • SHOPPING CENTER BUSINESS • May 2018 tionships with those brokers." "When our executive team travels, we also take the time to meet with the mall teams and really pull information from the center," says Zeigler. "We talk to them about the tenants and uses they think would be successful at the mall. The more we get people out of their cars and walking in our projects, the more we have accomplished." Starwood has also had success plan- ning events that draw traffic to centers. Some centers have up to 200 events per year, ranging from car shows to choir per- formances. Starwood has a proprietary marketing program called Live 360° that comprises a board of thought leading residents who generate ideas for events. Some centers have created kids painting programs, while others have had fresh food giveaways to underserved residents. Some centers sponsor free yoga and well- ness classes. "It used to be we would throw a mar- keting program in a box and ship it to the field," says Glimcher. "Now, we are ask- ing the field 'what does your community Starwood has plans to add a multifamily project to its MacArthur Center in Norfolk, Virginia. Located in the city's dense downtown corridor, the addition of multifamily will boost MacArthur Center's presence as an urban hub.

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