CBRE Receives Multiple MAXI Awards at ICSC's RECon In Las Vegas

CBRE-Managed Centers Receive 2 Gold and 5 Silver Awards

CBRE received multiple MAXI awards for innovation in marketing during an awards ceremony last night at RECon, the International Council of Shopping Centers’ global retail real estate convention in Las Vegas.

Seven of CBRE’s 12 finalists in the competition received gold or silver MAXI awards in marketing categories such as innovation, community, impact and launch.

“We’re honored to receive each of these MAXI awards because they represent consistently attentive and comprehensive service provided to our retail-investor clients in spotlighting their centers for shoppers and retailers alike,” said Gavin Farnam, CBRE Managing Director and Retail Practice Leader in Property Management. “Credit goes to our clients for embracing innovative and impactful programs to engage their visitors and communities. We’re proud of our finalists, our winners and our CBRE teams serving these properties.”

The MAXI Awards, presented annually by ICSC, recognize innovative events, programs and technology that add value to shopping centers and companies across the U.S. Categories are designed to recognize the evolution of the industry, while rewarding creativity and innovation.

A look at CBRE’s MAXI winners:

Manhattan Town Center
Manhattan, Kans.

Manhattan Town Center won gold in the Community category for implementing a successful program to create Community Improvement District for the mall by engaging with city officials, mall patrons and potential customers. The program resulted in Manhattan designating Manhattan Town Center for its first CID.

The Bloc
Los Angeles, Calif.

The Bloc won gold in the Revenue category for creating an events platform producing six to eight large-scale events each year; digital, social and print advertising opportunities; pop-up shops; event ticket sales; and public art. The program generated more than $131,000 in alternative revenue, $16,000 in donated services, 2.8 million social media impressions, and 74 million earned media impressions. The Bloc is owned by National Real Estate Advisors.

The Bloc won silver in the Launch category for an integrated marketing strategy to support the launch of Nordstrom Local at the center. The campaign included digital advertising on The Bloc’s website, office elevator and lobby screens; a dedicated email blast to subscribers and office tenants; and print advertising throughout the center. The campaign garnered more than 108 million earned media impressions and nearly 35,000 social media impressions. The Bloc is owned by National Real Estate Advisors.

DOCO
Sacramento, Calif.

Downtown Commons, also known as DOCO, won silver in the Innovation category for its creation of the Farm to Fork Brunch event to coincide with the Annual Farm to Fork Festival. The event helped to further establish DOCO as a community hub and to highlight quality local dining and chefs. DOCO is anchored by Sacramento’s Golden 1 Arena.

DOCO also won silver in the Community category for establishing a large, central green space to host community activities such as oversized yard games, yoga, kids bubble soccer, Girls Night Out, silent disco dance parties and concerts.

Hill Country Galleria
Bee Cave, Texas

Hill Country Galleria won silver in the Revenue category for its use of pop-up shops to fill 70,000 sq. ft. of previously vacant space within nine months. The program highlighted local retailers and uses focused on Austin creative culture.

Hill Country Galleria also won silver in the Impact category for reimagining its Santa’s Wonderland program - which charged a sitting fee for the first time - by adding an interactive experience with selfie stations, oversized candy displays and take-home treats.