Vintage Real Estate Wins Four ICSC Awards.
Left to right: Melody Olsen, Specialty Leasing/Event Manager; Cheryl Roberts, Specialty Leasing Manager; Logan Burt, Marketing Coordinator; Betsy Penson, Corporate Director of Marketing; Sweeney Montinola, Marketing Director; John Desco, Executive Vice President; Julie Cruz, General Manager.
Recognition honors strength of community involvement.
Los Angeles / Las Vegas – June 6, 2016 – The International Council of Shopping Centers (ICSC) has awarded Vintage Real Estate four awards for marketing excellence and exemplary community support: two Silver U.S. MAXI Awards in the Traditional Marketing category, the 2016 ICSC Foundation Western Region and the Overall U.S. Community Support Award. ICSC honored the Los Angeles-based private investment firm, which focuses on the direct acquisition, operation and development of value-add properties nationwide, during the 2016 U.S. MAXI Awards ceremony held recently at ICSC RECon in Las Vegas.
Vintage won two Silver MAXI Awards under the cause-related marketing subcategory for the creation of community-based events that focused on improving local youth literacy and helping underprivileged children by providing back-to-school needs. These programs, which were implemented at five malls located throughout the country, were specifically designed to connect each center on a more personal level with their shoppers.
“Our strategy at Vintage is to create malls that are thought of as locations for the community to gather and make memories,” said Dr. Carla Sands, chairman of Vintage Real Estate. “Selecting retailers that specifically cater to the needs of local buyers to best serve the shoppers has always been a main priority, but we wanted to go a step beyond that and be proactive in our community engagement.”
Vintage was awarded the first of their two Silver MAXI Awards for the “Cool Kids Read” campaign which was implemented nationally. The program was developed as a way to motivate and empower youth, teaching important life skills.
The second campaign recognized by ICSC with a Silver MAXI award was for the “KidzShop” program, which was implemented at Heritage Mall, in Albany, Oregon. By partnering with local philanthropic organization Altrusa International of Albany, “KidzShop” was created to provide a special back-to-school shopping event to help children from low-income families enter the school year with confidence. More than 300 children were each paired with a community volunteer and given $100 to spend on new apparel. Local businesses donated backpacks, school supplies and hygiene products.
The amount of community support for the KidzShop program was a prime example of social responsibility, which also earned Vintage both the 2016 ICSC Foundation Western Region Award and Overall U.S. Community Support Award. As a result of these awards, Altrusa received $10,000 from the ICSC Foundation.
“We are honored that ICSC has chosen us for these awards and recognized our innovation in building within our communities and revitalizing shopping centers across the nation as brick-and-mortar shopping continues its recovery,” said Sands.
ICSC’s U.S. MAXI Awards highlight the retail real estate industry’s most innovative events, programs and technologies that added value to shopping centers across the country. The 2016 Traditional Marketing winners, which included Vintage, executed outstanding strategies across a number of subcategories including advertising, business-to-business, cause-related marketing, event and sales promotions and public relations. The winners utilized a myriad of resources to enhance their properties and support their respective communities.
For a complete list of finalists and winners, visit the ICSC MAXI Awards website.