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Press Release

ICSC Announces Winners of U.S. MAXI Awards at RECon 2017

May 21, 2017

NEW YORK, May 21, 2017– The International Council of Shopping Centers (ICSC) has announced the winners of the 2017 U.S. MAXI Awards, highlighting the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the country.

The U.S. MAXI Awards showcase the creative and innovative practices that paint the picture for the future of the industry. The category descriptions and respective award winners are as follows.

Traditional Marketing winners executed an award-winning strategy across a number of subcategories: cause-related marketing, integrated advertising campaigns, sales activation, grand openings/redevelopment/expansion/renovation, public relations, business-to-business and digital/social. The following winners, located from coast to coast, utilized myriad resources to re-energize centers and give back to their respective communities: 

  • Gold: “Grocery Focused, Retailer Centered,” Phillips Edison & Company, Salt Lake City, UT.
  • Gold: “Love Wins at Brookfield Place,” Brookfield Properties, New York, NY.
  • Gold: “Positive Exposure: The Spirit of Difference,” CBL & Associates Properties Inc., Colorado Springs, CO.
  • Gold: “Let It Snow!” QKC Maui Owner LLC, Kahului, HI.
  • Gold: “Witches Night Out,” CenterCal Properties, Meridian, ID.
  • Gold: “Words Matter,” CBL & Associates Properties Inc., Valdosta, GA.  
  • Gold: “Shop & Text, Don’t Text & Drive,” Vestar Properties, Rolling Hills Estates, CA.
  • Gold: “Influencer’s Take Over Avalon,” North American Properties, Alpharetta, GA.
  • Gold/Special Distinction for Budget Under 10K: “The 12 Days of Facebook Live,” Olshan Properties, Kansas City, MI.
  • Gold: “JLL #Let’sGoShopping,” JLL, Atlanta, GA.
  • Gold: “Westfield’s Holiday Hub,” Westfield, Los Angeles, CA.
  • Gold: “International Market Place…The Story Continues. Food Truck Tour with Michael Mina,”Taubman Centers Inc., Hololulu, HI.
  • Gold: “The Grand Opening of Westfield World Trade Center,” Westfield, New York, NY.
  • Gold: “Every Community Needs at Heart, Welcome to Ours,” JLL, Kapolei, HI.
  • Gold: “7 Letters Mark the Hottest Spot in Town,” North American Properties, Atlanta, GA.  
  • Gold: “Truffle Week at the Terminal,” OTG Management, Newark, NJ.
  • Gold: “Make Thanksgiving Yours: CBL Brings Holiday Tradition Back,” CBL & Associates Properties, Chattanooga, TN.
  • Gold: “College Night Out at Paseo Nuevo,” Pacific Retail Capital Partners, Santa Barbara, CA.
  • Gold: “Kylie Jenner Pop Up Holiday Experience,” Westfield Corporation, Canoga Park, CA.
  • Silver: “Wish You Were Here,” Federal Realty Investment Trust, Somerville, MA.
  • Silver: “Washington’s Airports’ Merchant Development Program,” Marketplace Development, Reagan National Airport, Washington, D.C.
  • Silver: “Phillips Edison & Company College Recruiting Brand: PECOI,” Phillips Edison & Company, Cincinnati, OH.
  • Silver: “ARTbortum” Trademark Property Company, Burr Ridge, IL.  
  • Silver: “Military Matters,” CBRE, Manhattan, KS.
  • Silver: “Persimmon Place- Wine Stroll 2016,” Regency Centers, Dublin, CA.
  • Silver: “Shawnee Mall Hosts Sensitive Santa for Local Community,” StreetMAC, Shawnee, OK.
  • Silver: “Acadiana Mall Floods Westside with Christmas Cheer,” CBL & Associates Properties Inc., Lafayette, LA.
  • Silver: “Inaugural Columbus Mac & Cheese Fest at Easton,” Steiner + Associates, Columbus, OH.
  • Silver: “A Passion for Arts, Entertainment and Charity,” Howard Group Grand Boulevard and Merchants Retail Partners, Miramar Beach, FL.
  • Silver: “‘Perkins Rowe – Relief at the Rowe,” Trademark Properties Company, Baton Rouge, LA.
  • Silver: “Celebrate Art…A Community Collaboration,” Cushman & Wakefield – Thalhimer, Richmond, VA.  
  • Silver: “Can’structing For the Win at West Towne Mall,” CBL & Associates Properties Inc., Madison, WI.
  • Silver: “Flint Water Drive,” Rouse Properties, MI.
  • Silver: “Our City Reads,” Hull Property Group, Augusta, GA.
  • Silver: “The Fight Against Cancer – Letters of Inspiration,” Olshan Properties, New York, NY.
  • Silver: “Cool Kids Campaign,” Vintage Real Estate, Los Angeles, CA.
  • Silver: “Santa Delivers Subscribers,” CBL & Associates Properties Inc., Chattanooga, TN.
  • Silver: “Captivating Content,” CBL & Associates Properties Inc., Chattanooga, TN.
  • Silver: “otgexp.com,” OTG Management, New York, NY.
  • Silver: “Phillips Edison & Company RECon 2016 Social Media Strategy,” Phillips Edison & Company, Cincinnati, OH.
  • Silver: “Miliani Makeover: A Grand Unveiling Celebration,” M & J Wilkow, Miliani, HI.
  • Silver: “Waterside by Fort Worth,” Trademark Property Company, Fort Worth, TX.
  • Silver: “Cross Country Shopping Center Re-Brands with ‘A Cross Between’ Campaign,” Macerich, Yonkers, New York.
  • Silver: “Block 37, Next Great Pop-Up,” CIM Group, Chicago, IL.
  • Silver: “The OUTBOX,” Peterson Companies, Silver Spring, MD.
  • Silver: “Citadel Outlets Public Relations Program,” Craig Realty Group, Los Angeles, CA.
  • Silver: “Downtown Summerlin Holiday Parade, “ The Howard Hughes Corporation, Las Vegas, NV.
  • Silver: “KO The Competition with PR,” CBL & Associates Properties, Inc., Little Rock, AK.
  • Silver: “Destination Waterfront,” M & J Wilkow, Homestead, IL.
  • Silver: “The Incredible Science Machine,” Spinoso Real Estate Group, Westland, MI.
  • Silver: “The American PHL Terminal B Experience – First Look Event,” OTG Management, New York, NY.
  • Silver: “Santa’s Flight Academy – Rediscovering the magic and tradition of the holiday season,” Taubman Centers Inc., Bloomfield Hills, MI.
  • Silver: “Pokemon Go? Yes!” Hines, Atlanta, GA.
  • Silver: “The Perfect Holiday at Avalon,” North American Properties, Alpharetta, GA.
  • Silver: “Avalon Derby Day,” North American Properties, Alpharetta, GA.
  • Silver: “Avalon Mardi Gras Pub Crawl,” North American Properties, Alpharetta, GA.
  • Silver: “Colonie Center Pokemon Go Seek,” Pacific Retail, Albany, NY.
  • Silver: “Fashion Show’s Chinese Invitation Takes Flight,” GGP, Las Vegas, NV.
  • Silver: “2016 Market Street – The Woodlands Blogger Crawl,” Trademark Property Company, Fort Worth, TX. 
  • Silver: “Stronger Together,” Inland Commercial Real Estate Services LLC, Aronov Realty Management Inc., Chase Properties and Trademark Property Group, Flowood, MI.
  • Silver: “Amazing Fashion…Amazing Prices…Amazing Primark Openings,” Macerich, Freehold, NJ.

The NOI Enhancement category recognized notable properties that significantly enhanced net operating income for their centers. The following award recipients showcased exemplary strategy across leasing, marketing/sponsorship and operations/overall:

  • Gold: “Fayette Mall & UK Athletics #ForTheWin,” CBL & Associates Properties Inc., Lexington, KY.
  • Silver: “Colony Square WOW’s Leasing Prospects,” North American Properties, Atlanta, GA.  
  • Silver: “Behavorial Targeting = Sales = Percentage Rent,” Wharton Realty Group, Vero Beach, FL.
  • Silver: “Atlantic Station Scores a Touchdown with NOI,” Hines, Atlanta, GA.
  • Silver/Special Distinction for Innovation: “Crocker Park Unveils Microretailing,” Stark Enterprises, Westlake, OH.
  • Silver: “At Mayfaire You get MORE,” CBL & Associates Properties Inc., Wilmington, NA.
  • Silver: “South County Center Resuscitates its NOI,” CBL & Associates Properties Inc., St. Louis, MO.  

The Digital/Emerging Technology award winners implemented successful integrated digital and social media campaigns. Utilizing digital strategies, the winners offered a range of immersive, interactive and innovative experiences for consumers that achieved the center’s brand and marketing communication goals. This category recognized the following campaigns:

  • Gold: “Brookfield Place //  Ritual,” Brookfield, New York, NY.
  • Gold: “JLL ShopPings,” JLL, Atlanta, GA.
  • Silver: “Outlets at Tejon Twitter Tree,” Tejon Ranch Company, Tejon Ranch, CA.
  • Silver: “Elevate: An Art Exhibition at Arden Fair,” Macerich, Sacremento, CA.  
  • Silver: “Gift-A-Day Giveaway – Holiday Scratch off Promotion,” Starwood Retail Partners, Chicago, IL.

ICSC honored the winners on May 21 during a ceremony at RECon, the world’s largest retail real estate convention held in Las Vegas.