Winter 2021 UPCOMING EVENTS: ● Bethesda Row: Menorah Lighting - November 28 ● Wildwood: Holiday Preview/Small Business Shopping - November 26 - November 29 ● Village at Shirlington: Light Up The Village - December 2 ● Congressional Plaza: Holiday Open House - December 4-5 ● Westpost: Holiday Sip & Skate - December 8 ●
Pike & Rose: Holiday Pet Portraits - December 12
SONDER/SWAY 2021 GIFT GUIDE WINTER CAMPAIGN PREVIEW PAST EVENT RECAP: ● TRICK-OR-TREATING RECAP ● POOCH PORTRAITS
ALCOHOL TO-GO
Bethesda Row Menorah Lighting - Sunday, November 28 Overview: Chabad of Bethesda presents a Lego Menorah Lighting at Bethesda Row featuring the building and kindling of a giant Lego Menorah. Event is free and includes build-your-own Lego dreidel gifts and a magic and juggling show. Share this event and invite your customers and network.
Wildwood Small Business Shop & Sale - Friday, November 26 - Sunday, November 28 We're inviting the media to highlight small businesses at the Shops at Wildwood during the weekend of small business Saturday. Customers are also invited to support their favorite local shops with special merchant offers. Merchants were asked to participate by providing promotions and having their business camera ready as the local media will be invited to this event. To view that email communication again, please click here. Share this event and invite your customers and network.
The Village at Shirlington Light Up The Village - Thursday, December 2 Light up the Village event will be from 6:00pm-8:30pm The event will be full of activities and entertainment - a performance from Signature Theatre, singing from local students, strolling entertainment, horse and carriage rides, and of course Santa! Guests are encouraged to donate to Arlington Food Assistance Center to redeem horse and carriage rides. Merchants were asked to participate by providing promotions for the event. To view that email communication again, please click here. Share this event and invite your customers and network. See the latest road closure communication for the event here.
Congressional Plaza Holiday Open House - Saturday, December 4 & Sunday, December 5 We are excited to host the Congressional Plaza Holiday Open House on: ● Saturday, December 4 from 12:00-4:00pm ● Sunday, December 5 from 1:00-5:00pm
We will host photos with Santa on both days, with dog photos from 3:00pm-5:00pm on Sunday. We will also have live music and strolling entertainment both days. Merchants were asked to participate by providing promotions for the event. To view that email communication again, please click here. Share this event and invite your customers and network.
Westpost Holiday Sip & Skate - Wednesday, December 8
Overview: Westpost kicks off the holiday season's festivities with complimentary hot chocolate and cider from Toastworthy and a live performance from the Gay Men's Chorus of Washington Share this event and invite your customers and network.
Pike & Rose Holiday Pet Portraits - Sunday, December 12 10-1pm Overview: Pooch portraits will be at Rose Park providing free digital photos of pets on a first-come, first-serve basis. Afterwards, guests are invited to purchase a beverage from an outdoor bar hosted by Julii. Share this event and invite your customers and network.
sonder/sway 2021 Gift Edit The sonder/sway 2021 Gift Edit is here! Thank you to our Montgomery County merchants that participated and provided our team with items to be included. This year’s Gift Edit features 58 unique Federal Realty Merchants, 124 products, 13 on-trend articles and 4 guest writers—curated and designed by our team.
The Gift Edit will be distributed via sonder/sway and individual property eblasts, organic social media content, and paid ads featuring an enter-towin contest. If you are not receiving the monthly sonder/sway email, subscribe to the newsletter here. Each month, we showcase nearly two dozen merchants, through the lens of seasonal features and trend forecasting to a database of over 55k subscribers. This November we had an open rate of more than 30%—a record high!
Fall 2021 Marketing Campaign Recap 8/29/21 - 11/1/21
Overview: This year’s fall campaign kicked off as we entered September, leading up to the labor day weekend. Continued to focus creative on the idea of treating yourself, but with fall colors and activities. We targeted Women 16-60 in the selected areas in the top 50% of household income.
Objectives: Reach shoppers in key areas, driving awareness of shopping centers Key Results: Impressions: 3,618,512 CPM: $3.87 Reach: 352,297 Frequency: 10.27 (~1/week)
Winter 2021 Marketing Campaign 11/1/21 - 2/15/22
Overview: This year’s winter campaign kicked off as we entered the new start of the holiday season on November 1st. The creative continues to focus on the idea of treating yourself, but with winter colors and activities. We targeted Women 16-60 in the selected areas in the top 50% of household Income. Objectives: Reach shoppers in key areas, driving awareness of shopping centers
DC Metro Marketing Event Recaps
Bethesda Row: October 27 | 5-7pm Trick-or-treating
• 600- tickets sold • 336- New Emails added to database • 27 Merchants participated
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• Survey monkey request sent twice prior to event $2,960 donations received for Manna Food Center Inclusion of event in: customer e-blast, windmasters, banner on property, paid social (resulting in 586 event clicks) and organic social Staffing- marketing manager and consultant, entertainment from Elsa, porters assisted with set-up, breakdown, two check-in tables Future needs- security crossing guard to assist on Bethesda Ave, additional characters in addition to Elsa, professional photographer
Pike & Rose: October 30|10-12pm Trick-or-treating • 797 tickets sold • 476 Emails added to database • 13 Merchants participated • Survey monkey request sent twice before • $3,985 in donations received for Manna Food Center • Inclusion of events in customer e-blast, windmasters, and organic social • Staffing- marketing team, entertainment from Elsa, additional security • Future needs- security crossing guard to assist, additional staff handing out candy outside theatre, consider hosting from 11-1pm, additional entertainers, photographer Bark Social Puppy Parade held on 10/31- five merchants submitted items for bags
Shirlington: October 31 | 10am-12pm Halloween Weekend
• 497 tickets sold • 192 Emails added to database • 10 Merchants participated
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• Survey monkey request sent twice before $2,485 in donations received for Arlington Food Assistance Center Inclusion of event in customer e-blast, windmasters, and banner on property, promoted post (resulting in 535 event clicks) and organic social Staffing- marketing manager and consultant, entertainment from Elsa Future needs-More merchants, more characters in addition to Elsa, photographer 10/30- Pooch Portraits had to cancel on-property pop-up 10/30- Dogma hosted trick-or-treating and raised $5,010 for Lucky Dog
Pooch Portrait Recap Westpost: October 24 | 10am - 1pm Bethesda Row: October 23 | 10am - 1pm
Overview: Pooch Portraits popped up for Howl-o-ween festivities at Westpost at Bethesda Row to draw in canines to the properties with a complimentary professional digital photo. The event was firstcome, first-serve. Results: Westpost- 54 dogs attended/54 new emails in customer e-blast database Bethesda Row- 43 dogs attended/43 new emails in customer eblast database
Alcohol To-Go Continues Montgomery County Restaurants: To-go alcohol service has been extended until June 2023! Take advantage of this extension and continue to offer to-go alcoholic beverages to your customers. Read more about the extension in the Bethesda Magazine article here. The Village at Shirlington and Westpost Restaurants: Are you signed up to participate in the Sip & Stroll Program? Reach out to the Property Management team for info on how to register. Customers can take their favorite beverages to-go and Sip & Stroll and shop around the neighborhood! Learn more about the program on each of the property websites here: • Village at Shirlington: Sip & Stroll • Pentagon Row: Sip & Stroll
Thank You.