How does a landlord create events that drive traffic to its properties, stimulate sales and embrace community all while adhering to social distancing? Two successful drive-in movie events in May proved a winning script for Poag Shopping Centers. “Now more than ever, it is vital to connect with our shoppers in safe, new and innovate ways,” said Dean Shauger, Poag senior vice president of management and marketing.
Food-and-beverage tenants reported double-digit spikes in sales during a screening of Frozen 2 at The Avenue at Peachtree City in Georgia
On May 22, the company’s Avenue East Cobb in Marietta, Georgia, screened Everyone’s Hero. The shopping center dedicated a section of the parking lot for 40 cars. Guests preregistered via online service Eventbrite with a donation to Feeding America. Tickets sold out in 24 hours. Before the event, the center emailed attendees to encourage them to preorder dinner and to communicate social distancing expectations. As guests checked in onsite, the center gave them directions to their parking spots, along with menus to all the center’s food-and-beverage tenants.
Tickets sold out in 24 hours for Everyone’s Hero at The Avenue East Cobb in Marietta, Georgia
The Avenue East Cobb event drew 150 guests, and 85 percent of moviegoers ate on site or ordered takeout to the car. Every one of the center’s food-and-beverage tenants saw a spike in sales.
A similar Frozen 2 screening a week later at Poag’s Avenue at Peachtree City in Georgia drew 125 guests and also sold out in 24 hours. Food-and-beverage tenants reported double-digit sales spikes during the event.
The company will increase capacity for similar events at both centers throughout the summer, Shauger says. “With welcoming outdoor spaces and a wide selection of food-and-beverage offerings, our lifestyle centers lend themselves to events such as these. We look forward to rolling this out to other centers as the summer rolls along.”
By Brannon Boswell
Executive Editor, Commerce + Communities Today