’Tis the Season of Giving
The holidays are here, which mean that retail centers across the country are busier than ever. Our Conscious Places are using the high traffic to engage with stakeholders in season-specific ways. Across the country, Trademark’s properties give back in a number of creative manners leading up to Christmas. Here’s a look at a few of the unique holiday events happening at some of our favorite places.
At Rice Village in Houston, several retailers stayed open late and partnering with local wine and catering vendors to offer holiday shoppers a unique experience called “Pour and Explore.” Guests who attended the December 1 event received a gift bag with retailer offers, product samples and a take-home commemorative wine glass. Pop artist Jon Garner showcased original artwork on reclaimed Texas wood. Proceeds from the event benefitted local Houston charity The Children’s Assessment Center, which provides treatment and healing for sexually abused children. By providing space and encouraging charitable cooperation among tenants and local chefs and artists, Rice Village created a unique event that offered a festive night of holiday shopping for a good cause.
La Palmera in Corpus Christi plays host to several Christmas events. Pet Night with Santa provides lighthearted holiday cheer, opening a section of the mall for photos of pets with Santa. Each week’s Pet Night benefits a different local animal organization, providing dog and cat owners with holiday keepsakes and animal rescue groups with visibility and funds.
The Forest of Giving provides a dramatic display of decorated trees inside the mall and offers visitors the opportunity to engage with the display by voting for their favorite. The trees are all decorated by or on behalf of local charities and the winner of the contest receives $1,000 from La Palmera.
Charity Gift Wrap, perhaps the most popular initiative at La Palmera, features representatives from local charities set up in the main level of the mall, where they provide gift-wrapping services in exchange for donations. La Palmera contributes space, visibility, and a direct revenue channel to local charities. Cooperative efforts between the place and all of its stakeholders, including management, retailers, and visitors, characterize the Conscious transformation taking place at Trademark’s properties across the country.
In the Woodlands, Market Street features multiple shops that make Christmas cheer and shopping a charitable and educational activity. The recently-opened New Danville boutique is the first retail location for New Danville, a self-sustaining, not-for-profit community that provides work and living opportunities for adults with intellectual and developmental disabilities. At the New Danville storefront, shoppers can purchase home décor and beauty products made by residents of the New Danville community. All proceeds help cover the operating cost of the community, while the storefront raises community awareness of New Danville’s mission.
And, just in time for the holiday season, Market Street opened a popup shop benefitting the Texas Children’s Hospital. The façade and interior were built specifically for Christmas, so the decoration is extra-whimsical and striking. Inside, there is a card-decorating station where visitors can write cards for patients at the hospital, which is slated to open a Woodlands location in 2016. By partnering with the hospital network and bringing its name to a storefront in Market Street, Trademark is strengthening ties with the local heroes who work and are patients at the hospital and creating a bond between the hospital and its surrounding community.
Trademark is honored to partner with organizations that are dedicated to improving their respective communities year-round. As 2015 comes to a close with the frenzy of the holiday season, we encourage our friends and partners to learn about the ways that shopping can have a much larger impact than the simple retail transaction. From education and inspiration to financial impact, our Conscious Places offer ways to make Christmas shopping about much more than last-minute gift purchases. Nonprofit organizations report that a third of their donations occur during the holiday season, including twenty percent in December alone. By harnessing the momentum of the public consciousness, our Conscious Places seek to inspire yearlong engagement by making a difference starting this Christmas. We wish you a Merry Christmas, a happy holiday season, and are excited to share our continuing initiatives with you in 2016.