Plaza Paseo Real, in the San Diego coastal community of Carlsbad, needed a reimaging campaign to increase sales and improve consumer loyalty. The 147,832 SF neighborhood community shopping center is anchored by a successful Von’s Pavilion grocery store and a six-screen Cinepolis Luxury Cinemas. As a grocery-anchored center, it supports high-end customers with a great mix of specialty retailers and restaurants.
The goal was to showcase Plaza Paseo Real as a unique and desirable center by activating areas to extend the time visitors stayed. We strategized to implement event-driven marketing initiatives to cultivate a strong community relationship. Another tactic was creating an environmentally friendly center, with drought-sensitive landscaping and energy-efficient programs.
We developed a three-year strategic plan for management, leasing and marketing to improve the center while reducing controllable costs. Part of the event strategy included a strong evening music series and multiple family-friendly events. The ambiance of Plaza Paseo Real was cultivated to create a welcoming environment for the community.
Madison Marquette successfully implemented a marketing program through sponsorship without impacting tenant contribution. We also renegotiated all service contracts to lower operating costs. This contributed to reducing AR to less than 2 percent of total annual billings.