EVENT-FULL
at the Shoppes at EastChase
IMAGES COURTESY OF THE SHOPPES AT EASTCHASE .
Each year , Montgomery ’ s EastChase hosts a diverse array of events designed to boost foot traffic and sales while also strengthening community bonds . BY JENNIFER S . KORNEGAY
S hopping malls are primarily for shopping . But , at outdoor retail complexes like Montgomery ‘ s EastChase , the lovely grounds and openair public spaces offer management the chance to take the visitor experience beyond simply popping in a store and purchasing what they need ( or want ). EastChase has taken full advantage of these opportunities , creating and hosting a slew of annual events that draw thousands . It ’ s a smart marketing strategy , but according to Suzanna Wasserman Edwards , Vice President of Marketing for Crawford Square Real Estate Advisors , it does more than move merchandise .
Big Beginnings
“ Prior to my joining EastChase , the property held an annual tree lighting , parade and fireworks show for several years around the holidays ,” Edwards said . “ In 2018 , I took these beloved events and combined them into one evening event and opened the parade up to the public .” Today , the blended event — All is Bright — is one of EastChase ’ s longest-standing events and the most well-known .
Marketing Mindset
For decades , events at shopping centers were mostly tied to the holidays , but Edwards and her team realized that they could keep the momentum going and have an even wider impact . “ I have a strong background in planning events , so I took ideas from things I had done in the past to see if they would work at EastChase — and they did ,” she said . “ People began to recognize EastChase as more than a place to shop , but a destination for entertainment . Each year , we began to add more and more events because they became so popular for the community , but also for our community partners . Each event is curated to engage different ages , demographics , etc . There is an event for pretty much anyone now throughout the year . “
34 CentrAL Inc !