In an ongoing effort to invest in the redevelopment of Santa Fe Place Mall as a “diamond in the rough,” SREG converted a 16,000 SF area of long-term vacancy into a long-term permanent new-to-market prototype Forever 21 Red store, with an opening scheduled for fall of 2017. SREG worked closely with Forever 21 teams on grand opening event planning.
Uniting SREG and F21’s efforts collaboratively allowed both teams to fully harness their expertise and make the Grand Opening event as best as it could be and generate a lot of excitement within the public. SREG deployed a promotional strategy consisting of:
- Integrated digital and traditional media mix
- Multi-station radio communication campaign
- Direct mail initiative targeting strategic uses throughout Santa Fe community
- Local influencer partnerships
- Email marketing
An integrated promotional approach resulted in a successful grand opening; shoppers began forming a line the night before! By early morning, nearly 500 shoppers filled the mall awaiting F21’s opening.
“I just wanted to thank you and your team for the extra effort you put into our grand opening. The excitement that you built around our store was amazing and very much appreciated. Going the extra mile to promote our store to local areas with influencers and through your Instagram feed is above and beyond what many malls have done for us in the past. Thank you so much,” – LS, Forever 21
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.