Plaza Paseo Real, Carlsbad, CA
Managed by: Madison Marquette
Specialty / Mixed Use Shopping Center (147,848 square feet)
Situation:
Plaza Paseo Real is a specialty / mixed use neighborhood community shopping center anchored by a successful Von’s Pavilion grocery store and a 6-screen Cinépolis Luxury Cinemas. Conveniently located three miles east of Interstate 5, nestled between the La Costa Resort & Spa and the intersections of El Camino Real and Aviara Parkway in the heart of Carlsbad; close proximity to the Park Hyatt Aviara Hotel and Spa. As a grocery anchored center, it supports high-end customers with a great mix of specialty retailers, services and restaurants.
In late 2015, a cohesive branded sales oriented marketing program was adopted and implemented in all forms of leasing, sales and marketing collateral to help revitalize a 25-year tradition. The new sales driven marketing program has proven successful.
Challenges:
To maintain Plaza Paseo Real’s reputation as the serious consumer’s obvious destination for shopping, dining and entertainment positioned in the heart of Carlsbad among the top 10 communities in San Diego County. Maintain the success, continuity and integrity of the newly implemented sales driven program.
Responsibilities:
Facilitate and implement the new branded campaign into all collateral aspects promoting Plaza Paseo Real merchants to over 85,000 households and businesses within a 5-mile radius of the center.
Results:
Within the first half of 2016, the new branded campaign introduced in the spring direct mail piece resulted in a sales return of 10.7% and $34,000 in sales exceeding the ownership’s ROI by 314% and sales generated exceeding 256% of average sales return volume. Cohesive vacant window graphics proved to generate sales leads, new and expanded tenants in the center. An in-center signage program has generated a 50% increase of existing retailer involvement. The social media Likes, website presence, web analytics, ePosts and insights have all increased.