Galleria Dallas, North Texas’ premiere shopping and lifestyle destination, was recognized on Monday, May 23 at the Innovating Commerce Serving Communities (ICSC) Global Awards Ceremony at the Wynn Las Vegas with three Maxi Awards. The MAXI Awards showcase the creative and innovative practices that paint the picture for the future of the industry, highlighting the retail industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the globe. ICSC was formerly known as the International Council of Shopping Centers.
Galleria Dallas was the only Texas shopping center recognized with one of these prestigious awards. The organization awarded only 59 total MAXI awards across the globe.
Galleria Dallas was awarded a Gold award for Experiential Marketing for POP! In Summer 2021, customers were suffering from COVID fatigue and were still unsure about entering buildings. In recognition of the importance of using experiential marketing to grow and sustain consumer engagement, Galleria Dallas sourced a cadre of local theatrical artists (unemployed due to the pandemic) to create an Instagram playground experience, POP!, to increase involvement with the North Texas consumer, drive traffic and revenue, and further the digital and social presence of the center. POP! became a market differentiator driving key demographics into the center for new and repeat visits.
The center also received a Silver award in the Revenue category for Santaland and SNOWDAY. In Dallas/Fort Worth’s competitive shopping arena, creating a compelling holiday experience is critical. To stand out among over 30 Santa encounters, Galleria Dallas developed a partnership with a team of local creatives to present the most innovative Santa experience in the region. Santaland and SNOWDAY were two immersive attractions under one roof that made the Santa visit a revenue-producing event for all ages. The six-week event drove substantial revenue to the center and was an impactful sales driver. It drew customers from outlying regions and enhanced the center’s media presence. Further, the center’s investment is poised to result in even greater returns for the coming two-year cycle.
Galleria’s debut of the Black Fashion Movement was honored with a Silver award in the Community category. Amid the most powerful social and racial justice movement in our nation’s history, Galleria Dallas partnered with The Black Fashion Movement to create an impactful, Black-owned shopping experience on Juneteenth weekend 2021, an important milestone in the Black community. Recognizing the lack of representation for Black designers in traditional retail, Galleria Dallas used an empty storefront to create The Black Fashion Movement with 13 of the country’s best Black-owned luxury brands. The Black designers’ showcase made Galleria Dallas the hub for important community conversations and resulted in a massive media success and an increase in traffic, including African-American traffic, to the center.
“I am so impressed what our marketing team was able to accomplish during 2021,” exclaimed Galleria Dallas General Manager Angie Freed. “Marketing Director Megan Townsend and her team went above and beyond to create initiatives that spanned every month of our year and every corner of our shopping center. These awards are a recognition of that immense effort.”
Galleria Dallas has been a longstanding member of the ICSC, a member organization for industry advancement. It is a part of the ICSC mission to promote and elevate the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies.
Learn more about the ICSC Maxi Awards here.