News
Cadillac Fairview takes home eight ICSC Maple Leaf Awards
The Cadillac Fairview Corporation won eight Maple Leaf Awards at this year’s International Council of Shopping Centres (ICSC) Canadian Shopping Centre Awards, held in Toronto on September 23rd at The Metropolitan Convention Centre.
ICSC is the global trade association of the shopping center industry and links with more than 25 national and regional shopping center councils throughout the world. Its 60,000 members worldwide include shopping center owners, developers and managers. The organization is particularly special for Cadillac Fairview since ICSC elected Peter Sharpe, President and CEO of The Cadillac Fairview Corporation, as the its 50th Chairman.
Here’s a look at the winners:
Renovation or Expansion of an Existing Project: Gold
Promenade Shopping Centre Renovation
A comprehensive rejuvenation designed to brighten and update both interior and exterior spaces, the $46 million renovation featured natural materials and upscale design elements – porcelain tile floors, elaborate handrails, trellises and inlays, upgraded lighting treatments and fixtures and luxurious furnishings. A new guest services centre now offers amenities like coat check and stroller rentals helped in the leasing process, adding new brands like Coach, Aritizia, and BCBG Maxazaria. A 12 per cent increase in centre productivity offers proof that money spent on renovations to attract an upscale audience can work.
Renovation or Expansion of an Existing Project: Gold
Fairview Mall Redevelopment
A 20-year gap between renovations led Fairview Mall to pursue a major interior and exterior re-do. Fairview Mall now features a design aesthetic that is as urban and sophisticated as its core base of shoppers, with a relocated food garden under a 60-foot-long skylight, upgraded amenities, and major infrastructure upgrades providing a 10 per cent boost in sales and delighted shoppers.
Advertising: Silver
Promenade Shopping Centre
Promenade Asks…What’s Your Style?
Promenade needed a new brand identity to support their stylish new fashion components so they launched a multi-dimensional campaign featuring a partnership with LOULOU magazine. The magazine ran a questionnaire, “What’s Your Style” and the answers led consumers to specific stores in the Centre. The campaign increased the Centre’s sales by five per cent.
Advertising: Silver
Fairview Mall
Fairview Friends
To celebrate their $92 million renovation the Centre came up with the “Fairview Friends” advertising campaign. Five whimsical illustrated avatars (personas adopted by online fans) were featured in a multi-media campaign that generated an impressive 22 per cent increase in traffic.
Advertising: Silver
Sherway Gardens
Sherway Gardens…Life Less Ordinary
Like their shoppers, Sherway Gardens shares an appreciation for the finer things in life. That insight led the Centre to a shift in advertising to reaffirm their place in consumer’s hearts and minds as a fashion destination. The “Life Less Ordinary” campaign included redesigned logos, new media efforts and a tagline that reached across all areas of advertising.
Revenue Impact: Silver
Sherway Gardens
Branded Comfort Zones
Sherway Gardens maximized their profitability by finding sponsors for their Branded Comfort Zones (areas that feature oversized leather furniture, marble tables and plants). With added sponsorship value through companies like Mercedes Benz, the initiative delivered an ROI of more than $180,000.
Sales Promotion and Events: Silver
Market Mall
Avant Garden
Market Mall celebrated the spirit of spring with their Avant Garden. Collaborating with one of the city’s finest illustrators, promotion featured original artwork displayed throughout and centred on the Avant Garden, created in the centre court with live flowers and butterflies. This initiative generated an amazing 16 per cent sales increase for the month of April.
Sales Promotion and Events: Silver
The Cadillac Fairview Corporation Ltd.
Treat Yourself to Shop!
CF has a loyal following among women with children, many of whom are members of their centres’ “Experience Group.” In an effort to expand membership and increase website traffic, the company began a sales and promotional campaign entitled “Treat Yourself to Shop,” hosting a national online contest that generated enormous interest and added 51,000 members to the Experience database.
About ICSC
Founded in 1957, the International Council of Shopping Centers (ICSC) is the global trade association of the shopping center industry. Its 70,000 members in the U.S., Canada and more than 80 other countries include shopping center owners, developers, managers, marketing specialists, investors, lenders, retailers and other professionals as well as academics and public officials. As the global industry trade association, ICSC links with more than 25 national and regional shopping center councils throughout the world. The principal aims of ICSC are to advance the development of the shopping center industry and to establish the individual shopping center as a major institution in the community.