Property firms need people to organise sponsored entertainment
From breathtaking acrobatic performances and delightful talent shows, to fund-raisers for a good cause and record-setting endeavours, Hong Kong's shopping malls pull out all the stops when it comes to attracting shoppers and getting them to stay a bit longer and spend a bit more.
Prime commercial districts such as Causeway Bay, Central and Mong Kok are almost guaranteed to attract the high volume of passing customers that shopping malls want. The same applies to high density housing areas such as Taikoo Shing, Diamond Hill and Kowloon Tong. But regardless of what districts they are in, business operators all agree that holding regular events is vital to keeping their shopping malls lively. It's hoped that the spin off for all the razzmatazz is more business for the shops.
'Organising events for a shopping mall serves more than the purpose of driving up traffic and making it a fun destination for shoppers. It is equally crucial to establish an image for the mall that is consistent with the audience's expectations,' said Irene So, general manager of retail marketing and promotions for Sino Estates Management, the property management arm of the Sino Group. 'This will help to attract the right customers to patronise and increase the tenant's business.'
Tenants are given the priority to sponsor events organised by the property management company in their own shopping mall before outside companies are approached for event sponsorship.
'We believe it is in the best interest of both the mall management and the tenants to collaborate on events. We see this form of collaboration as being cost effective and result driven, as many of our previous events have been held very successfully this way,' said Vernon Ma Wai-lock, promotions and advertising manager of Times Square.