OVERVIEW Market Updates Center Updates Recap Q3 & Q4 - - PowerPoint PPT Presentation

OVERVIEW

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• Market Updates
• Center Updates
• Recap
• Q3 & Q4 Marketing Plan
• Retailer Advertising Opportunities

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MARKET UPDATES

• A $43 million Niagara Falls International Railway Station and Transportation Center

in downtown Niagara Falls will open in August. It will house the Department of Homeland Security Customs and Border Protection Unit and the Underground Railroad Museum.

• Ongoing Niagara Falls Hotel Projects are estimated to have an annual economic

impact of $20.1 million:

• Doubletree by Hilton Hotel is under construction; a 91-room hotel on the site of the former

Fallside Hotel and Conference Center. As part of this $30 million project, a four story renovation is taking place. This project is expected to be complete Fall 2016.

• Hyatt Place Hotel on Rainbow Boulevard broke ground on July 12, 2016. This is a $35

million hotel project that will include a 128-room, 111,000 square foot hotel built in downtown Niagara Falls.

• Wingate by Wyndham Hotel is the newest addition to Downtown’s lodging inventory. The

new 110-room hotel is a key infill development at secondary entry point into Downtown Niagara Falls.

• Fairfield Inn & Suites Niagara Falls, a 46,000 square feet, 76-room hotel opened on June

10, 2016. This new hotel builds on the growing momentum in downtown Niagara Falls.

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CENTER UPDATES

Store Openings 2016

National Retailers

• Michael Kors Men’s – February
• Timberland - June
• Zales - June

Specialty Retailers

• World Bazaar - July
• Dollar Party - July
• Denim Code *Opening September 2016

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TOURISM RESULTS

• Motorcoach (through June)
• Average of 34 buses per week
• Over 20K passengers YTD
• 80% are Chinese groups
• Lunar New Year
• Over 120k PR impressions, 16K+ Social media

impressions

• Hosted 34 motorcoaches first 2 weeks in

February; +48% over LY

• Total motorcoach passengers exceeded 800;

+67% over LY

• 1,700+ red envelopes redeemed
• 25+ stores participated
• Attended IPW international trade show
• Met with 88 International Tour Operators
• Countries include: China, India, UK, Korea,

Germany, Russia and more

• FONF tabling presence at multiple sporting
• tournaments. Each tournament drew more than

2,500 visitors from all over the country: Hockey, Softball, Basketball.

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DIGITAL & SOCIAL MEDIA RESULTS

WEBSITE

• 1M visitors and 2.8M page views annually
• 70.3% - new visitors; 67% - mobile device

SOCIAL MEDIA

• Facebook: 33,695 Likes Impressions YTD: 4.9M
• Instagram: 460 Followers, 50% increase
• Twitter: 1,004 Followers, 1% increase

WEEKLY E-NEWSLETTERS

• 19,200 subscribers with 17% average open rate
• 11% increase in subscribers (Jan – Jun 2016)

TEXT CONCIERGE (Jan – Jun 2016)

• Close to 1,000 conversations, 54 repeat users
• 5,949 messages

MOBILE APP DOWNLOADS: 7,170 YTD, 24% increase

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Digital Green Savings Card

June Redemption (Digital card launched June 13):

• 732 Digital Green Savings Cards
• 7,612 physical Green Savings Cards (bus tours)

TOTAL = 8,344

• Digital card top countries for redemption: China (61), Brazil (19), US (375), India

(13) and Canada (107)

Q3 and Q4 MARKETING PLANS

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2016 ADVERTISING

Implement integrated media plan during key selling seasons, focusing on digital, radio and OHH advertising. Focus is on saturating the WNY market, reaching as far east as Rochester, while maintaining a solid presence in Canada. DIGITAL AND MOBILE BANNER ADS

• Programmatic Mobile, Facebook and SEM ads
• Targeting fashion–oriented women 18-54, $50K+ HHIs in key WNY and Toronto-

Hamilton zip codes OUTDOOR

• 5 digital and 2 static boards in WNY
• Targeting desired zip codes on routes leading to FONF
• Buffalo-Niagara Airport out-of-home
• 1 static board in Rochester Market during Back to School season

RADIO

• Targeting women 25 – 54 in Buffalo and Rochester markets with spillover to

Canadian market

TOURISM

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• Develop retailer-driven incentive program, featuring incentives

from retailers for tour operators and guides, to increase motorcoach business

• Offer promotional incentives to motorcoach drivers and guides

during key holiday weekends and international travel weeks.

• Host Golden Week event and programming October 1 – 9; Events

will include live entertainment and special savings

• Host travel writers and familiarization trips in partnership with the

Niagara Tourism Convention Corporation. Girlfriend Getaway Travel Writer August 2016, China FAM October 2016, Meeting Planner FAM September 2016

• Attend local, national and international trade shows, concierge

showcases and sales missions

• Digital advertising on TripAdvisor (begins July 2016)
• Ad placements in local visitor guide publications: Welcome

Magazine, Buffalo Niagara Visitors Guide, Adventure Passport

• Union Pay Program – Show your Union Pay Card and receive a

FREE 7-day trial of our digital Green Savings Card and a FREE gift. GWP program being implemented soon. Spend $500, receive a $25 gift card.

BACK TO SCHOOL CELEBRATION

Monday Aug 8 - Sunday, Aug 14 Events on Saturday, August 13

Monday, August 8 - Sunday, August 14:

• Exclusive deals from participating stores
• Free Green Savings Card for Teachers and

Students

• Instagram Photo Contest
• Make a donation to Boys and Girls Club and get

a Free Green Savings Card

Saturday, August 13:

• Fashion Shows at 12:30pm, 1:30pm, 2:30pm and

3:30pm. Located near Saks Fifth Avenue OFF 5th

• Back to School Gift with Purchase runs 8/13 –

8/21. Spend $250 in same day receipts and receive a $25 mall gift card. Earn up to $75 in gift cards*

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GOLDEN WEEK

October 1 – 9, receive a Golden Week gold envelope featuring the following special

• ffers and complimentary services:
• Free 7-day trial of our Green Savings Card
• Coupons for exclusive Golden Week retailer offers and incentives
• List of exclusive Golden Week retailer offers and incentives (from stores unable to

supply coupons)

• Complimentary shopping bag hold at Concierge Services

Plus:

• Traditional Chinese cultural performances

EVENT SCHEDULE

• Back to School Gift with Purchase

August 13 - 21

• Labor Day Sale

September 2 – 5

• Taste of Niagara Falls

September 3 – 4

• UB Student Union Event

September 7 & 14

• Taste of Grand Island

September 24

• Golden Week Celebration

October 1 - 7

• Fashion Outlets Job Fair

October 5

• Columbus Day/Canadian Thanksgiving

October 7 - 10

• 2nd Annual Boo Bash

October 28

• Veteran’s Day/Remembrance Day (CA)

November 11

• Fashionably Late Event

November 25

• Santa Arrival

November 23

• Pet Nights with Santa

Nov 28 & Dec 5, 12, 19

• Donuts & Milk with Santa

December 10

• Canadian Boxing Day Sale

December 26

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RETAILER OPPORTUNITIES

• Green Savings Card participation
• Flyer distribution at Guest Services
• Mall website sales/promotions posting

Send all offers to outletoffers@macerich.com

• Social Media posts
• E-newsletter to 18,000+ consumer
• In-center signage

For more information contact: Meghan Ayers, Marketing Manager Fashion Outlets of Niagara Falls USA Meghan.Ayers@macerich.com 716.297.0933 ext.206