Title: VP-corporate sponsorship, Mills Corp., Arlington, Va.
Facts: Our malls draw 65 million people annually, more than Disney's theme parks. Visitors stay 3 hours and spend $170 on average, far higher than a typical store or mall.
Insight: Traditional shopping malls aren't enough anymore. Consumers want a totally exciting three-dimensional experience with entertainment, food and interactive-style shopping.
Opinion: The Mills centers are the ultimate in point of sale. Consumers come here in the mood to take action and spend money, unlike sports venues where they're primarily watching the action. We provide the environment for sponsorships to become sales.
Example: Picture a climbing wall inside a mall, sponsored by a major shoe marketer allowing people to try out the product in an entertaining venue.