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Midweek Madness Programming at Santa Fe Place

Monday, May 1, 2017

After acquiring a “diamond in the rough” and investing in the redevelopment of Santa Fe Place as the premier shopping, dining, and entertainment destination in the market, planning for a transformative marketing program began.

We kicked off the marketing initiatives at Santa Fe Place Mall with Midweek Madness; a two-day event hosted mid-week in April, filled with exciting activities and giveaways for people of all ages. With increased traffic in the mall and doubled/tripled sales for some of our tenants, this event was overall a success!

Each day we partnered with different organizations in the community to bring multiple FREE activities within the mall. This included things such as an art show, workout events, characters, a kid’s fun zone and more. Partnering with each of these companies allowed us to expand our initiatives out into the surrounding areas of Santa Fe and welcome the community into our mall.

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Programming Overview 

Day One

  • Zozobra announcement and partnership with the Kiwanis Club
  • Multiple workout events throughout the day
  • Yoga hosted by Santa Fe Community Yoga with drinks provided by Boba Tea
  • Zumba hosted by Fitness Plus
  • SFP Art Show featuring art from local students
  • Kid’s Fun Zone with oversized building blocks and board games
  • Meet & Greet with Daniel Tiger’s Neighborhood
  • Meet & Greet with Minion Characters
  • Chance the Rapper ticket giveaway

Day Two

  • Mommy and Me Restorative Yoga
  • Meditation session
  • Appearance from Lumari – intuitive life coach, psychic and bestselling author
  • Kid’s Fun Zone with oversized building block and board games
  • Partnership with Canstruction Santa Fe to help increase canned food being delivered to the mall
  • Pet Adoption and Pet Food Drive hosted by Santa Fe Animal Shelter 

Promotions

Tenant Partnership

Collaborated with mall shop tenants on co-branding partnerships, event participation and prize contributions. Resulted in significant impact on direct traffic and sales.

Promotion

Implemented an aggressive digital, PR, influencer and social strategy, including a creative Snapchat campaign to leverage in-mall traffic. Performance resulted in above-average KPI’s.

Giveaways

Held several in-mall giveaways and prize contests, including two tickets to a sold-out Chance the Rapper concert.

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Tenant Impact

An overwhelming number of SFP tenants were impressed with the success of the event. They were excited to see such large crowds at the mall during the middle of the week. Tenants were thankful for the foot traffic this event generated and expressed their gratitude to us. Many met or exceeded their sales plan from the two-day event.
600 teas ordered, exceeding sales by 50%
Wednesday sales exceeded by 60%
Sold over 350 pretzels on Wednesday
Sold over 400 slices of pizza on Wednesday

“The event was a huge success for us! Our foot traffic tripled from the prior year and our sales increased 50% over last year! Keep up the kid friendly events.”

“Midweek Madness had more traffic than Black Friday and the Santa Fe Express sales were more than Black Friday!”

“It was exciting to see a large crowd in the center on a Wednesday night. We had a handful of sales from families attending the event that helped us to make our goal!”

“We were so stroked that the event drew a huge crowd! Our traffic and sales doubled because of the event.”

“It was very impressive to see a huge crowd on a Wednesday night. It was nice to see the town support an event at the mall. Our foot traffic increased from the event and I noticed that we had a handful of new customers that haven’t been to the mall in a while.”

“It was great to see the mall filled with shoppers and families. We started the week off slow, but the event assisted in making our plan for the week. Tons of families walked into our stores and half of them made a purchase.”

“The event was amazing and helped us exceed our plan! Loved seeing the mall filled with families enjoying themselves! Those that walked into our store made a purchase. We beat our plan!”

Santa Fe Place Mall is an enclosed shopping mall with 580,000 square feet of leasable area. Located in historic and culturaly-rich Santa Fe, NM, SFP is home to Cost Plus World Market, Bed Bath Beyond, Hobby Lobby, Dillards, JCPenny, H&M, Forever 21 Red, Victoria's Secret, PINK, Hibbet Sports, Regal Cinemas, Outback Steakhouse, Skechers, Francesca's, Boot Barn, Sephora (in JCP), and more! For more information, please visit https://www.shopsantafeplace.com.

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