tourism programs
SANTA MONICA PLACE ROLLS OUT THE RED CARPET FOR CHINESE SHOPPERS
Opportunities abound for the destination mall , as four million Chinese visitors are expected to hit U . S . shores next year .
You might not know this , but “ China-Ready ” is an official tourism designation in Los Angeles . Santa Monica Place ( SMP ) just received it from the Los Angeles Tourism & Convention Board ( LATCB ), and it basically means that The Macerich Company ’ s premier California shopping center is doing everything it can to grab its share of business from the city ’ s top overseas feeder market . The targeting strategy stems from travel and consumption patterns that are tough to ignore .
“ In 2014 , more than two million Chinese visited the U . S ., and by 2016 that number is expected to double ,” noted Shoshana Puccia , SMP ’ s senior marketing manager , when the designation was announced .
“ Our latest market research intercept survey ( August 2014 ) shows that Chinese visitors [ represent ] 10 percent of all the international visitors to Santa Monica Place . This is a significant increase over prior years . We value their business and demonstrate our hospitality with a smart mix of customized services and special amenities to ensure that our center is a welcoming , comfortable , and comprehensive ‘ must-see ’ destination .”
SMP offers tourism maps translated in Mandarin , a Concierge Lounge with curated local gifts and keepsakes , free international Wi-Fi , foreign language line interpreter services , and copies of the China edition of WHERE Magazine . There ’ s a complimentary welcome amenity for Motor Coach arrivals , as well as a Dining Visitor Rewards Card offering over $ 500 in savings at participating stores and restaurants , not to mention same-day package delivery to hotels , offices and residences within a 12-mile radius of the center at a $ 5 flat rate .
The center ’ s retailers seem just as committed to catering to the needs of the soughtafter shoppers , and with good reason : Chinese tourists reportedly spend over $ 7,000 per shopping trip abroad . Stores such as Coach , Louis Vuitton , Tiffany & Co . and Tory Burch offer complimentary assistance from Mandarin-speaking sales staff . Most SMP retailers also accept China UnionPay cards , adding another layer of comfort and service for Chinese shoppers for whom the chance to purchase authentic brandname merchandise for up to 35 % less than they ’ d pay at home is too good to pass up .
According to Puccia , the retailers that these customers are most interested in at SMP are brand and designer-name apparel and accessories stores .
“ All of our luxury retailers are sought-after by Chinese visitors , such as Bloomingdale ’ s , Barney ’ s New York , Burberry , Kate Spade New York , Nordstrom and Tory Burch , to name a few ,” she said , adding that those same customers also made full use of supporting services .
“ As a matter of fact , Kensington Luggage says the Chinese visitors often use our same-day delivery service . After adding [ that ] service , we found that personalized amenities were an attraction to tourists . We are always evolving the services at Santa Monica Place , and are presently exploring some new ideas on elevating our category of amenities and services to the local and out-of-town visitors alike .”
Among these new services are perks for car and bike valet users , who now get complimentary same-day package delivery and gift-wrapping .
Beyond amenities , luxury brands and specialized customer services , entertainment is another important part of SMP ’ s China strategy , even if it might not be the main draw for that discerning clientele . This past Lunar New Year , for example , SMP held a series of events whose highlights included live entertainment featuring traditional Chinese artists , theme décor , and a wishing tree adorned with lucky envelopes .
Beverly Center , a Taubman property , is another keen seeker of Chinese business .
Continued on next page .
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