Shopping Centers Today International

DEC 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 113 of 143

114 S C T / D e c e m b e r 2 0 1 5 very year parents dress children in their holiday best and drive over to the mall for shopping and that annual christ- mas photo taken with santa. some of the trends and technologies sur- rounding the holidays have changed, of course. What has stayed the same is people's fondness for that venerable, white-bearded old gent — and their hopes of being able to re-create some of the holiday memories they have known for their children. E decKinG the Malls SANTA'S STILL cOmING, bUT ceNTerS Are mArKING cHrISTmAS IN NeW WAYS TOO By Rebecca Meiser "We all grew up going to the shopping center and having our photo taken with santa," said ashlyn W. Booth, cMd, a houston-based vice president and regional marketing manager at Jll. thus santa claus remains a focal point of many a shop- ping center holiday campaign and display. in planning for their malls' displays, mar- keting executives everywhere say they aim to capture the nostalgic, anticipatory spirit a visit with santa traditionally brings, while also offering up interactive activities that a d R e a M w o R d R e a M p l a c e

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