Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/739734
Day Pass promotes center as a destination Pyramid Management Group introduced the Fun Day Pass program at its 2.4 million-square-foot Destiny USA shopping center, in Syracuse, N.Y., in 2014. Since then, the program has sold some 20,000 of these passes, which grant admission and/or discounts at participating entertainment and dining tenants. Day Pass is part of a $700 million investment initiative across Pyramid's portfolio of 17 shopping centers to promote entertainment offerings. Pyramid CEO Stephen J. Congel says the Day Pass program is one of the company's efforts to lengthen shopper stays, boost advertising investment and expand its markets. Pyramid has sold gift cards in the past, but the Day Pass program began as a marketing promotion to raise awareness of new entertainment tenants, Congel says. "With great attractions like WonderWorks, Pole Position Raceway and 5 Wits, the goal was to give visitors a cost-effective way to experience multiple attractions," he said. "It markets Destiny USA as a disassembled amusement park. It is not a single attraction or tenant. We are actually packaging up multiple tenant experiences and selling them as a single price. The visitor pays in advance for attractions and has a limited time — 24 hours — to redeem the pass." Destiny USA sells a Fun Day Pass at a price of $38 for kids and $48 for adults. The pass represents a savings of up to 50 percent per person. Visitors receive a card redeemable at any four of 20 participating tenants. The tenants get reimbursed at a discounted rate. "Day Pass visitors are on-site for over six hours, and 62 percent travel from greater than 50 miles away," Congel said. "For tenants, the Day Pass drives new business and increases in revenue." Pyramid advertises Day Pass in markets over 60 miles away, including specific promotions targeting Canadians and tourists. "Shoppers love it. Tenants love it. And based on the increased tenant participation, we are going to continue to run it," he said. Initially, Pyramid offered the Day Pass program to all its entertainment tenants, and the food-and-beverage tenants asked to participate, Congel says. "We continue to expand the program and tenant participation. Additionally, Pyramid is building a 209-room hotel on-site at Destiny USA, which we plan to package with Day Pass next year." SCT 16 S C T / N O V E M B E R 2 0 1 6 T H E C O M M O N A R E A MARKETING Beverly Center makes an art of renovation Taubman Cos.' Beverly Cen- ter is keeping shoppers and passersby entertained with edgy art as it undergoes a $500 million renovation and expansion. Girl Lifting Skirt 2, by Geoff McFetridge, com- mands the building's exterior at the corner of La Cienega and Third Street. At 70 feet tall, the image evokes the open and civic spirit of Beverly Center, the company says. It is one of several art projects inside and outside the mall. D E S T I N Y U S A , S Y R A C U S E , N . Y .