Marketing & Customer Development Summary | Q4 2022

Marketing & Customer Development Summary

Drive awareness and foot traffic to the properties. This quarter, we adjusted the Facebook & Instagram objectives from link clicks in the summer campaign to reach this fall. As a result, we saw a significantly higher reach number for fall. We continued to leverage the Spotify channel and ran a combination of music and podcast placements. For Google we aimed to raise brand recognition across a variety of Google inventory, including YouTube, Display, Search and Maps. For this campaign we tracked clicks to location directions.

Best of Arlington

To feature more of our merchants in the Best of Arlington campaign, our team sent dedicated emails to merchants at The Village at Shirlington. We printed marketing collateral encouraging customers to vote and distributed them to each merchant to display. Paid social media and digital ads were also implemented to encourage customers to vote for their favorite Shirlington shops.

Read the full Best of Arlington Winners here.

View Merchant Communication View Marketing Kit

Best of Arlington 2023 Winners:

Editor’s Food Pick: ChiKo

Reader’s Brunch Pick: Palette 22

Reader’s Shopping Pick: The Village at Shirlington

Reader’s Everyday Jewelry Pick: Diament Jewelry

Reader’s Burger Pick - Big Buns Damn Good Burger

Reader’s Salon Pick- Hair Play Salon

Reader’s Eyebrow Shaping Pick - Hair Play Salon

sonder/sway Q4

Merchants Featured: 45

Subscribers: (MD) 53,637 (VA) 10,891

Avg Open Rate: 29.8% (10% increase yoy)

Avg CTR: .35% (-12.5% decrease yoy)

Total article page views: 2,066 (23% increase yoy)

● October

○ Maryland

Eblast: 17% Open Rate, .73% CTR

○ Articles - 1,999 total article page views

■ But First, Pizza! (1,224 page views) Ft: Piccoli Piatti, Matchbox, Mama Lucia, Nighthawk, Stellina Pizzeria, Summer House

■ Ignite Your Inner Fire- (253 page views)

■ Sleep Steady (291 page views) Ft: West Elm, Yves Delorme, TJMaxx

■ Wine Down - (231 page views) Ft: The Beer & Wine Cellar, Trader Joe’s, Home Sense, World Market

○ Virginia Eblast: 15.6% Open Rate, 1.3% CTR

■ Articles - 1,584 total article page views

■ 7 Things To Do in October - (69 page views) Ft: Happy Hour Showdown Series, Concerts On The Plaza, Makers Market, Night Market, Shucktoberfest, Bun’d Up & Pooch Portraits, Trick-or-Treat at Shirlington

■ But First, Pizza! (1,224 page views) Ft: Piccoli Piatti, Matchbox, Mama Lucia, Nighthawk, Stellina Pizzeria, Summer House

■ Sleep Steady (291 page views) Ft: West Elm, Yves Delorme, TJMaxx

● November - Sonder/Sway Gift Edit

○

Eblast: 49.2% Open Rate, .5% CTR

○ Articles - 470 total article page views

■ More Laughs & Memories - (180 page views) Ft: Terrain Cafe

■ I Can’t Believe It - (57 page views) Ft: Williams Sonoma, West Elm, The Fresh Market, The Container Store, World Market, Balducci’s, Trader Joe’s, Appalachian Spring

■ That’s A Wrap - (85 page views)

■ What To Gift Your Favorite Foodie - (148 page views) Ft: Red Orchard, The Container Store, Anthropologie, Barnes & Noble, Williams Sonoma, World Market, Micro Center,

● December - Sonder/Sway Gift Edit ○

Eblast: 37.4% Open Rate, .2% CTR ○ Articles - 270 total article page views

■ Gifts For The Host - (116 page views) Ft: Sur La Table, Serena & Lily, West Elm, Barnes & Noble, REI, Balducci’s, Paper Source

■ Deck The Mantel - (49 page views) Ft: Marshalls, HomeSense, Paper Source

■ The List 2022 - (53 page views) Ft: Room & Board, L.L.Bean, Apple, Porsche Bethesda, Sur La Table, Pampillonia, Secrete Fine Jewelry, LensCrafters

■ Countdown to Relaxation - (52 page views) Ft: Sephora, Williams Sonoma, Heyday, West Elm, Aveda, Bluemercury, Anthropologie, Ulta

Sonder/Sway 2022 Gift Edit

The 2022 Sonder/Sway gift edit featured 56 merchants, 92 products, 11 articles, and 3 guest writers—curated and designed by our team. The Gift Edit was distributed via Sonder/Sway, individual property eblasts, organic social media content, and paid ads featuring an enter-to-win contest.

To create a more interactive Gift Edit for our readers, we included a curated holiday Spotify playlist and clickable Instagram Reels and TikToks highlighting select products. Merchants featured were provided a marketing kit with social assets allowing them to promote on their channels.

Merchant Marketing Kit

Say Hello to the new Sonder/Sway

Sonder/Sway got a refreshed look for 2023! The new eblast template has been applied and sent to our subscribers January 1st, and a light refresh of the website included the new branded fonts, logo, and color palette. A more in-depth website redesign will take place in Q1 of 2023.

Activations & Experiences

PIKEtoberfest

Pike & Rose, October 2nd

Bethesda Row Arts Festival

Bethesda Row, October 8th - 9th

After a two year hiatus, PIKEtoberfest was held again at Pike & Rose. There were over 4,500 attendees and 1,200 new emails were added to the Pike & Rose database

The event was mentioned in The Washington Post:“The Best Things To Do In The DC Area the Week of Sept 29-Oct 5”

Last October marked the 25th year for the Bethesda Row Arts Festival. More than 160 artist participated (70 new artists), bringing hundreds of people to the Bethesda Row neighborhood.

Shirlington

Activations & Experiences

Night Market with Lucky Danger

Westpost, October 15th

Lucky Danger hosted the first Night Market at Westpost in partnership with Chefs Stopping AAPI Hate (CSAH), an organization founded by Tim Ma and Kevin Tien. Westpost plaza was filled with street-food style vendors, carnival games, and a live DJ.

521 tickets were sold, 166 new emails were added to the Westpost database and over $500 was raised for CSAH.

Light Up The Village, Village at Shirlington, December 1st

The annual tree lighting with Santa returned to the Village. 192 EventBrite tickets were sold, over 600 people attended, and 250 new emails were captured through the onsite enter-to-win contest. The event included performances from Signature Theatre, caroling from local students, horse carriage rides, and of course, Santa!

Activations & Experiences

Jingle Bell Run

Westpost, December 3rd

The Arthritis Foundation 5k Jingle Bell Run was hosted on the Westpost plaza. Even with the rain, the plaza was filled with vendors, sponsors, and live music to kick-off the 5k! There were over 400 registered runners.

Photos With Santa Congressional Plaza, December 3rd & 4th

Photos With Santa was back on the plaza. There were over 200 tickets sold. The event was mentioned on multiple outlets including:

● Washingtonian: Where to Take Photos with Santa This Year.

● Rockville Patch: Get Your Photo Taken with Santa

● #StayHappening: Photos with Santa

Activations & Experiences

Pooch Portraits

Pike & Rose, December 4th

In partnership with PetWell Clinic, Pooch Portraits were held at Grand Park Plaza. There were 125 portraits taken and 80 new emails were added to the Pike & Rose database.

This quarter, we had the opportunity to work with DC Fray to host events at both Westpost and the Village at Shirlington. We are always working to expand our network of partnerships and looking forward to more in the upcoming year.

DC Fray & Westpost – Happy Hour Showdown Series

Wednesdays from September 21st - October 19th

This ping pong and cornhole tournament was a weekly series with Sparrow Room, Bun’d Up and Kusshi providing specials throughout the event.

DC Fray & Village At Shirlington – Wine Walk

November 19th

The Village At Shirlington took part this year in the annual #DCWineWalk. Cheestique, Copperwood Tavern, Palette 22 and Stellina Pizzeria all participated offering wine samples to attendees. 100 tickets were sold and 86 new emails were added to our database.

Appendix.

Property Summaries

EVENTS/ACTIVATIONS, OPENINGS, EBLASTS, & SOCIAL NUMBERS

Bethesda Row CocoWalk Congressional Plaza

The Village at Shirlington Westpost

Pembroke Gardens

Bethesda Row Q4 SUMMARY

Events/Activations

• Bethesda Row Arts Festival (10/8-10/9)

• Pooch Portraits x Bond Vet (10/22)

• Trick-or-Treat (10/26)

Openings

• The Sill (11/11)

• Bond Vet (11/28)

• Foxtrot (11/18)

Social Media

• Facebook Likes: 6,400

• Facebook Rating: 4.6

• Instagram Followers: 6,908

Average Eblast Open Rate: 34.1% (-18% decrease yoy)

Eblasts

• October A (10/6) ○

Ft: Johnny Was, Morley, Bethesda Row Arts Festival ○ Open Rate: 47.5%, CTR: .9%

• October B (10/21) ○

Ft: Bond Vet, Allbirds, Trick-Or-Treat, Mamma Lucia ○ Open Rate: 41.4%, CTR: 1.4%

• November A (11/6) ○

Ft: Jenni Kayne, Sassanova, Williams Sonoma, Marine Layer, Levain ○ Open Rate: 44.4%, CTR: .6%

• November B (11/20) ○

Ft: Jeni’s Ice Cream, Williams Sonoma, Paper Source, Wylie Gray, Sassanova ○ Open Rate: 14.5%, CTR: .2%

• December A (12/8) ○

Ft: Faherty, Kendra Scott, Marine Layer, Menorah Lighting ○ Open Rate: 12.7%, CTR: 1.5%

• December B (12/17) ○

Ft: Bethesda Bagels, Terrain Cafe, Landmark Theatre, DryBar ○ Open Rate: 44.2, CTR: 2.1%

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Q4 SUMMARY

Eblasts

● October A

○ Open Rate 58.1%

○

Fft: Gas Bijoux, Mister O1, Coco Cigars

● October B

○ Open Rate 59.7%

○

Ft: The Key Club, Botanico, Salt & Straw, Cinepolis USA

● November A

○ Open Rate 69.9%

○

Ft: Candlelight Event, Narbona, Botanico

● November B

○ Open Rate 43.4%

○

Ft: The Key Club, INFINITY beyond fitness , PLANTA Queen

● December A

○ Open Rate 64.2%

○

Ft: Candlelight Event, Gas Bijoux, Sportive

● December B

○

Open Rate 53%

○

Ft:INFINITY beyond fitness, PLANTA Queen, Bluemercury

Average Eblast Open Rate: 58% (-2.85% decrease vs. Q3)

Potential News Reach: 199 million | Total Media Coverage 25

Press Mention Highlights:

● Time Out Miami - Coconut Grove is one of the 30 coolest neighborhoods in the world

● Edible South Florida - Harvest Season in the Grove

● Ocean Drive - 12 Iconic Miami Restaurants Perfect For AnExquisite Al Fresco Brunch

● Miami Diario - Barrio de Miami entre los ‘más cool’ del mundo

● Miami Diario - ¿Cuál es el mejor barrio de Florida?

● Modern Retail - Malls have transformed themselves into mixed-use lifestyle centers

● Eater - 13 Way to Feast on Thanksgiving Day in Miami 2022 Edition

● Modern Luxury Miami Magazine- Where To Indulge In Miami This Thanksgiving

● Miami Herald - The Grove keeps on growing: New project from Wharf owners will transform waterfront

● Eater - Miami’s Hottest New Happy Hours, November 2022

● El Nuevo Herald - The Grove sigue creciendo: nuevo proyecto de los propietarios del muelle transformará el paseo marítimo

● Time out Miami - The best December Events in Miami to look forward to this year

● Miami Food Pug - Where to Celebrate Christmas 2022

● Miami Living - CocoWalk Partners with Candlelight to Host Miami Concert Series

● Time out Miami - These are the best things to do in Miami this weekend

● Thrillist-Everything Fun You Can Do in Miami This Weekend

● Patch- Community Corner Today in Miami

● Eater-15 New Year’s Eve Dinners and Parties in Miami That Won’t Break the Bank

● Haute Beauty - Beauty Row At Cocowalk Coconut Grove Is The Epitome Of Convenience At Its Very Finest

Congressional Plaza

Q4 SUMMARY

Events & Activations

• Fall Shop & Sale (9/23-9/25)

Social Media

● Facebook Likes: 3,786

● Facebook Rating: 4.1

● Instagram Followers: 1,066

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Average Eblast Open Rate: 40.1% (91% increase yoy)

Eblasts

● October 10/10 ○

Ft: Ulta, BuyBuyBaby, Matchbox, Starbucks ○ Open Rate: 41.8%, CTR: .3%

● November 11/8 ○

Ft: LOFT, JCrew Factory, Chico’s, Tuesday Morning, The Container Store ○ Open Rate: 40.5% , CTR: .3%

● December 12/9 ○

Ft: Altheta, Shoe Fly, Orange Theory, Appalachian Spring, The Fresh Market, Dick’s Sporting Goods Outlet ○ Open Rate: 38% , CTR: .0%

Pike & Rose

Q4 SUMMARY

Events/Activations

• Piketoberfest (10/2)

• PetWell Clinic Opening Party (10/29)

• PIKEkids Trick-or-Treat (10/30)

• Canopy Small business Bazaar (11/12)

• Canopy Cheese and Charcuterie Workshop (11/13)

• Pike Central Farm Market - Special Thanksgiving Market (11/22)

• REI ReSupply Event (11/26-11/27)

• Pooch Portraits with PetWell Clinic (12/4)

• NIH Blood Drive at 909 Rose (12/8)

• Santa Paws at Bark Social (12/11)

Social Media

• Facebook Likes: 12,242

• Facebook Rating: 3.5

• Instagram Followers: 10.5k

Average Eblast Open Rate: 38.3% (5% decrease yoy)

*Note: Dec A eblast send was sent an incorrect audience

Eblasts

• October A (10/5) ○

Ft: Sunday Morning Bakehouse, Jinya, Bluemercury, DryBar

Open Rate: 44.8%, CTR: 1%

• October B (10/21)

Ft: Sur La Table, IPIC, Summer House

Open Rate: 46%, CTR 1.9%

• November A (11/5) ○

Ft: City Perch, Pike Central Farm Market, Small Business Bazaar ○

Open Rate: 43.2%, CTR: 1%

• November B (11/19)

Ft: Sur La Table, WestElm, Sunday Morning Bakehouse

Open Rate: 45%, CTR: .8%

• December A (12/7)

Ft: REI, LLBean, Julii, Kusshi, Summer House

Open Rate: 12.1%, CTR: 2.9%

*Note: Eblast send was sent an incorrect audience

• December B (12/19) ○

Ft: Call Your Mother, Sunday Morning Bakehouse, Pinstripes ○

Open Rate: %, CTR: %

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

The Village at Shirlington

Events/Activations

• Copperwood Tavern Shucktoberfest (10/22)

• Trick-or-Treat (10/29)

• Palette 22 Art & Sip (11/14)

• DC Fray Wine Walk (11/19)

• Busboy & Poet Open Mic Night (11/28)

• Light The Village (12/1)

• Palette 22 Art & Sip (12/12)

Average Eblast Open Rate: 46.6% (96.6% increase yoy)

Eblasts

● October A (10/3)

Ft: Copperwood Shucktoberfest, Busboys & Poets, Best Bun’s

Open Rate: 48.4%, CTR 1.3% ● October B (10/16)

Ft: Copperwood Shucktoberfest, Big Buns Burgers, Stellina

Open Rate: 47.2%, CTR 1.8%

● November A (11/2)

Ft: Hardwood Artisians, Signature Theatre, Diament Jewelry,

Open Rate: 47.5%, CTR 2% ● November B (11/16)

Ft: Best Buns, AMC Theater, One Two Kangaroo

Open Rate: 48%, CTR 1% ● December A (12/6)

Ft: Le Village Marche, Dogma Bakery, Palette22, Busboys & Poets, Signature Theatre, CVS, Palette 22

Open Rate: 42.5% CTR 1.7% ● December B (12/16)

Ft: Carlyle, Cheesetique, Copperwood Tavern

Open Rate: 46.2%, CTR: 2.6%

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Westpost (Pentagon Row)

Q4 SUMMARY

Openings

• Restore Hyper Wellness (11/17)

Events/Activations

• DC Fray Sports Happy Hour (10/5, 10/12, 10/19)

• Nighthawk x Banditos Concert Series FutureBandDC (10/8)

• Makers Market (10/9)

• Tim Ma x Night Market (10/15)

• Ice Rink install begins (10/16)

• Bun'd Up x Pooch Portraits (10/23)

• Sparrow Room Chef Night Out Series: Tae Sprain (10/24)

• World Cup Watch Party - USA vs ENG (11/25)

• Privai Spa 1-Year Anniversary (12/1)

• Arthrtitis Foundation Jingle Bell Run (12/3)

• Sparrow Room Beginner Mahjong Lessons (12/7, 12/21)

• Chanukah On Ice – Chabad Lubavitch (12/15)

Social Media

• Facebook Likes: 6,761

• Facebook Rating: 4.3

• Instagram Followers: 2,753

Average Eblast Open Rate: 49.4% (93.7% increase yoy)

Eblasts

● October A (10/3) ○

Ft: Nighthawk, Lucky Danger, DC Fray Ping Pong and Cournhole Tournament ○ Open Rate: 48%, CTR: 1.7%

● October B (10/15) ○

Ft: Bun’d Up, Metropolitan Nail, Basic Burger, Ulta, Nighthawk ○ Open Rate: 58%, CTR: .8%

● November A (11/2) ○

Ft: Sparrow Room, Express Jewelers ○ Open Rate: 52.6%, CTR: 2.2%

● November B (11/15) ○

Ft: Sur La Table, TJMaxx, Origin Coffee, Target ○ Open Rate: 48%, CTR: .8%

● December A (12/5) ○

Ft: Privai, Bun’d Up, Zen Bistro, LOFT ○

Open Rate: 45.8%, CTR: .1%

● December B (12/16) ○

Ft: Banditos, Night Hawk, Mattie & Eddie’s, Origin Coffee, Target, Bun’d Up, Sparrow Room ○ Open Rate: 47.3%, CTR: 1.4%

*Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Thank You.