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Published on .

Nancy Walters launched her event marketing company, specializing in malls, 10 years ago. This fall, she's doing tours for Martha Stewart Living and a fitness book by Oprah Winfrey's trainer.

Age: 52

Title: president, Very Special Events, San Diego

Trend: Shopping malls realize they offer valuable sponsorship venues, with high traffic, targeted demographic groups and immediate sales access.

Hot spots: Malls centering on experiences, not just retailing. Kids clubs run by malls.

Insight: There's a mall for every demographic target.

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