sales promotion & events
Photo credits : Stephen Anthony Photography .
CHASING RETAIL FORTUNES
Pacific Pearl reaches out to the California Tri-Valley area ’ s growing Asian-American population
Lion dances in July ? At first glance , they might appear to be the highlights of an annual cultural festival like the Lunar New Year , but that wasn ’ t the motivation behind this recent event at Pacific Pearl . It was actually the California shopping center ’ s grand opening celebration and its Asian theme was a deliberate marketing move .
“ Because Pacific Pearl is a unique shopping center designed to serve the growing needs of the area ’ s Asian community , our grand opening celebration was culturally significant , with a traditional lion dance for good luck and fortune , and a waking of the lion ceremony , as well as a number of breathtaking martial arts displays ,” noted Heath McCue , the center ’ s senior director of marketing .
“ The celebration also featured a variety of exciting activities ranging from cookie decorating and kids crafts to face painting and balloon twisting — activities that appealed to every kind of shopper .”
The center is home to 26 Asian-themed retailers , restaurants , and service providers , so the strategy made sense . The property team also showed its cultural mindfulness in more subtle ways , including in Pacific Pearl ’ s name and logo design , the red and gold colors used for marketing materials , and the pictures chosen for the website and social media pages ( Facebook and Instagram )— Asian models are front and center in all of them .
Located in the city of Pleasanton , Pacific Pearl offers 112,000 sq . ft . of GLA and is anchored by 99 Ranch Market and KW Restaurant .
Pacific Pearl ' s focus on a growing local Asian-American clientele is apparent right on its website .
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