Mission: Integrating event marketing with internal and external mall advertising and our new Internet initiatives for online marketing and enabling Internet shopping.
Challenge: Balancing mall communications to diverse, segmented audiences within the mall, and making sure our messages enhance the overall experience.
Opinion: Not long ago, events were a bonus to a mall. Now they have become a requirement for most malls, which offer entertainment and events nearly every weekend all year.
Prediction: The emergence of a bigger group of people over the age of 50 will change the retail landscape. Malls will play a vital role in communities, and the Internet will connect shoppers to stores, and stores to headquarters.
Watch for: People walking through malls using hand-held devices to compare information, create lists and be entertained. Retailers must embrace these trends to survive.