Santa Fe Place Mall’s 2021 4th of July was a spectacular celebration. After a year of isolation and social distancing, the shopping mall’s fireworks brought the community together with the biggest event of the year.
The shopping mall was ready and excited to welcome its 20,800+ visitors. The guests were welcomed with live entertainment and activities for all ages including a bounce house and Liggetville – a new ropes course within Santa Fe Place Mall.
The Fireworks
Attended & Watched The Fireworks!
Objective
To secure Santa Fe Place’s presence and build relationships within the community. We also aimed to drive traffic and sales, and showcase all the great initiatives that are happening at the property.
Marketing & Communication
SREG heavily promoted the firework show through a creative and aggressive social media strategy.
Planning
Tenant Relations
Permit
Project Management
Promo & COMM
Social Media
Event Management
On-site logistics
Retailer Partnerships
Tenant Engagement
Security
Promo & Comm: Social Media
Utilized Facebook and Instagram as primary methods to create buzz, promote event and engage with community.
Social Media Strategy Consisted of:
- Geo-targeted content, capturing immediate neighboring communities.
- Posts and event page were promoted via advertising tools available on Facebook
- Aggressive, multi-story image and video story initiative.
- Image posts building up to the opening.
- Content covering setup, building finishes, food prep, and staffing.
Promo & Comm: Social Media Stories
Implemented an aggressive, creative and fun social media story strategy through Facebook and Instagram. Multiple stories were published daily leading up to the event and during the event. Several examples include:
Promo & Comm: Social Media Highlights
Facebook Reach
Instagram Reach
Event Post Reach!
Total Reach
Community: Impact
Guests of all ages were able to enjoy a complete day of incredible activities, local LIVE entertainment, food, over $2k in giveaways and more! The day ended at dusk with a spectacular fireworks display!
Community: $2k Giveaway
Implemented a $2k Giveaway which resulted in 446 total entries. Through the giveaway’s QR code, 368 new contacts were added to the shopping mall’s email database.
Results
All of the shopping mall’s food and drink tenants reported heavy traffic and great sales, and the event’s beer garden reported over 800 beverages sold. Liggetvillle, a new rope course within the shopping mall, reported a steady stream of attendees.
