Before you complain that the mall is too crowded next Saturday morning, it might be interesting to note that some of the reasons for their popularity are putting them on the international map. Or two of them at least: Gateway Theatre of Shopping at Umhlanga and Menlyn Park in Pretoria, are in the running for Maxi awards, the premier marketing honour of the International Council of Shopping Centres.
The council, the global association for the retail real estate industry has nominated four projects – two from each of the centres – as finalists for the 2004 Maxi awards, the “Oscars” of shopping centre marketing. The awards will be announced in September.
“This is the third year in succession that projects at the two centres have been chosen as finalists,” says Brent Wiltshire, retail property executive of Old Mutual Properties, which manages Gateway and Menlyn Park. “No other centre in South Africa has ever made the finals.”
The Gateway projects were the staging of shows featuring Barney, the popular children’s character, and hosting Africa’s longest breakfast table which raised R90 000 for the Reach for a Dream Foundation. At Menlyn Park, the projects gaining attention were the 10th annual Vukani fashion awards, and of Boktown, which brought the environment of a Springbok rugby test to shoppers.
ARTICLE ORIGINALLY PUBLISHED ON 01 SEPTEMBER 2004 | MARKETING MIX