community relations
WAVE WALKERS
The Facts
• Launched: 2009 (presented by Brookdale Trinity Towers in 2018)
• Target market: mature guests 50 years and older, of all fitness levels
•Designed as a mall walkers club for those who share a similar interest in
taking regular treks through the mall during early morning hours
• Events take place on the last Tuesday of the month in the food court
• Get-togethers include refreshments, activities, bingo, and guest speaker
presentations on health-related topics
The Stats
• Number of members: 300+
• Attendance: Approximately 100 walkers show up every morning, with 40 to
70 members attending each event
• Membership: An average of five to 10 new people sign-up at each monthly
event
• Tenant engagement: retailers are encouraged to donate door prizes, set up
activities, and offer refreshments like coffee, snacks, and smoothie samples
• Community partners: Zumama, Corpus Christi Parks and Rec, and the
American Cancer Society
• Program details: Incentives are updated regularly and shared at the monthly
event, and a current list can be found on La Palmera’s website
• Traffic and sales: The club’s monthly events has the greatest impact on food
court sales
Arts and
crafts are
among the
activities
on offer to
the Tide
Turners.
The Target
• Boosted social posts: La Palmera targets guests (55 to 64-year-olds and
65 to 74-year-olds) who like walking and general exercise, and live in or
close to local retirement homes
The Cost
BOTH CLUBS
• Emcee and equipment rental and set-up: US$250 per month
• Refreshments: US$80 per month
• On-site signage: US$250 per year
The Facts
• These are complimentary programs
• Programming is offered in a safe and climate-controlled environment
• PMembers get a welcome kit, ongoing shopping discounts, deals, and
incentives from La Palmera tenants
• Guests can sign up online or in person at the concierge desk (main level)
THE MEDIA MIX
Media + Press
• In the past: The programs and events were routinely publicized via press
release and local calendar listings to promote awareness and membership
• Now: The center transitioned to promoting specific events with special
themes, such as the annual Tide Turners’ Breakfast with Santa
• Social media: Facebook, Twitter, Instagram, and Snapchat filters set-up
for special events
• Digital: e-blasts to members and La Palmera’s website
• Guests post stories and images to social media
• Hashtag: #mylapalmera
• On-site signage: poster and panel inserts
• The team invites shoppers to sign up for the clubs via newsletters, directs
members to the center’s website site to learn about current incentives, and
tracks clicks via bit.ly
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