Marketing & Customer Development Summary

Q3 2022

Table of Contents / 2 2022 Marketing Content Calendar • Q3 DC-Metro Overview • Press Coverage and Announcements • Summer Campaign Recap • Q3 sonder/sway Summary • Marketing Activations & Experiences • Upcoming From the Portfolio in Q4 • Merchant Communications • Leasing Eblasts • Appendix: Property Summaries ○ Bethesda Row, CocoWalk, Congressional Plaza, Pike & Rose, The Village at Shirlington, Westpost, Shops at Wildwood

Q3

DC-Metro Overview

Supported 5 Merchant Grand Openings

Warby Parker - Pike & Rose

Kusshi Sushi - Westpost

All Birds - Bethesda Row

Mason’s Famous Lobster - Shirlington

Faherty - Bethesda Row

31 Events, Activations and Pop-ups

Pieces of Media Coverage

Ad Equivalency of Coverage: $2.2m

Total Readership of Coverage: 1.2B

B2C Neighborhood Eblast Open Rate Average:

(*Retail industry average Open Rate: 18.39%)

Q3 Average OR: 47% (+32% increase from Q2)

Total DC-Metro Subscribed Audience: 66,795 (+4.6% increase from Q2)

Summer Movie Series, Westpost

Concert Series, Westpost

Equinox Yoga On The Row, Bethesda Row

Spanish Diner Block Party, Bethesda Row

Spanish Diner Paella Party, Bethesda Row

Fall Shop & Sale, Congressional Plaza & Wildwood

DC Fray Sports Tournament with Bun’d Up & Kusshi, Westpost

B2B Leasing Eblasts Open Rate Average:

Q3 open rate average increased 1.7% from Q2

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47%

208

47%

Press & Announcements / 4 TOP PRESS STORIES & ANNOUNCEMENTS ● Bethesda Magazine ○ Farrow & Ball coming to Bethesda Row in December Ft: Farrow & Ball ● Commercial Observer ○ Bright MLS Lease Brings Pike & Rose Office Building to Full Capacity Ft: Bright MLS ● Washingtonian ○ 13 Delicious Fried Chicken Sandwiches to Try Around DC Ft: Roaming Rooster ○ 10 New Summer Happy Hours to Try Around DC Ft: Hello Betty, Bark Social, ● FOX 5: ○ Transformation Challenge winner William McCombs shares his story Ft: Orange Lobster roll restaurant opening in Shirlington this month, giving away free Ft: Mason’s Famous Lobster South Block Opens at Pike & Rose Ft: South Block Where to Get Food for Rosh Hashanah Around D.C. Ft: Call Your Mother, Summer House, Mon Ami Gabi ○ Where to find the best boba tea in the D.C. area Ft: Mr. Wish View all Q3 articles HERE and Q3 Key Statistics report. 208 Total Mentions (-13% from Q2) Ad Equivalency of Coverage: $2.2M Total Readership of Coverage: 1.2Billion

Summer Campaign Recap / 5 Campaign Results ● Facebook ○ 542,287 Impressions ○ 81,088 Reach ○ 2,056 Clicks ● Instagram ○ 5,550,526 Impressions ○ 109,991 Reach ○ 3,782 Clicks ● Google ○ 1,526,422 Impressions ○ 3,129 Clicks ● Spotify ○ 29,260 Impressions ○ 27,584 Reach Campaign Dates: 6/6 — 9/5 Goals: Drive awareness, foot traffic, and permission to indulge. In addition to our traditional marketing channels, we included dedicated signs for the Everything You Want Summer Playlist on Spotify. These playlists are curated by our lifestyle publication sonder/sway. New playlists are released every month and with every new seasonal campaign. Follow sonder/sway on Spotify and take a listen to the entire catalog of playlists.

sonder/sway

Merchants

Subscribers:

Avg Open Rate: 16.6% (-42% decrease from Q2)

Avg CTR: .35% (-12.5% decrease from Q2)

Total article page views: 2,066 (36.5% increase)

● July ○ Maryland Eblast: 17.9% Open Rate, .4%

CTR

○ Articles - 451 total article page views

■ Red.White.Booze - (61 page views) Ft: TJMaxx, Marshalls, The Fresh Market, and Ross.

■ Catch Me Outside! - (171 page views) Ft: Hello Betty, Matchbox, Hawkers, Flower Child

■ Feeling Blue(berries) - (123 page views)

■ Hello, FITRow! - (96 page views) Ft: Orange Theory, Purre Barre, CorePower Yoga

○ Virginia Eblast: 17.6% Open Rate, .3% CTR

■ Articles - 297 total article page views

■ Summer Sips (225 page views) Ft: Mattie & Eddie’s, Banditos Tacos & Tequila, Dudley’s, Taco & Piña’s

■ Burger Goals (41 page views) Ft: Big Buns Damn Good Burger’s, Busboys & Poets, Carlyle

■ Open Ended (31 page views) Ft: TJMaxx, Target, DSW

● August

○ Eblast: 14% Open Rate, .4% CTR

○ Articles - 612 total article page views

■ Let’s Getaway!- (253 page views)

■ Outdoor Refresh - (50 page views) Ft: Urban

Country Designs

■ Back to Campus Basis - (34 page views) Ft: TJMaxx, Marshalls, Banner’s Hallmark

■ Global Bites, Neighborhood Sights - (275 page views) Ft: Eko House, Gyuzo, Kumbia, Thai Chef, El Mercat, Sushi Damo

● September

○ Eblast: 17% Open Rate, .3% CTR

○ Articles - 706 total article page views

■ On Weekends, We Brunch! - (136 page views) Ft: Pinstripes

■ Fall-In Trend - (404 page views) Ft: Anthropologie, H&M, Gap

■ Home Office Refresh- (55 page views) Ft: The Container Store, TJMaxx, Target, World Market, Trader Joe’s

■ A Change of Scenery - (111) page views) Ft: Anthropologie, Barnes & Noble, Apple, Dawson’s Market

Q3 / 6

Featured: 38

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

Activations & Experiences

Spanish Diner Block Party

Bethesda Row, July 30th

Spanish Diner brought the heat with their outdoor party! Attended by over 100 people, this sold-out event was was a vibrant cultural celebration with fresh paella and entertainment on The Streetery at Bethesda Row. The community is looking forward to the next one.

Nighthawk & Banditos Concerts on the Plaza Series

Westpost, July 30th, August 27th, September 23rd, October 1st

Nighthawk Brewery & Pizza and Bandito’s Tacos & Tequila teamed up for a live concert series on the Westpost plaza. We had over 600 RSVP’s on EventBrite and added approximately 200 new emails to our Westpost database.

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Activations & Experiences

Fall Equinox Picnic

Pike & Rose | Westpost , September 22nd

The Fall Equinox Picnic was a ticketed event that included a 3-course tasting menu and cocktail. This event was attended by over 100 people for both Pike & Rose and Westpost picnics.

View this IG Reel from a guest at Pike & Rose.

Fall Shop & Sale

Wildwood | Congressional Plaza, September 23rd - 25th

New seasons mean new reasons to shop. Shop & Sale creates an opportunity for retail merchants to highlight both new and in-season products at full price, as well as end-of-season sale items. We encouraged racks/tables outside, and doors open where possible. Restaurants are encouraged to promote new seasonal menu and drinks.

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Upcoming From The Portfolio Q4

Merchant Partnership Activations

Bethesda Row Arts Festival - 10/8

Makers Market - 10/9 (WP)

The Change Launch Party on the Row - 10/13

Tim Ma Night Market - 10/15 (WP)

Pooch Portraits and Bond Vet - 10/22 (BROW)

Copperwood Tavern Shucktoberfest - 10/22 (VAS)

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

Bun’d Up x Pooch Portraits - 10/23 (WP)

Canopy Small Business Bazaar - 11/12 (P&R)

Arthritis Foundation Jingle Bell Run - 12/3 (WP)

DC Metro Activations

- 10/2 (P&R)

Trick-or-Treat

Bethesda Row - 10/26

Village at Shirlington - 10/29

Pike & Rose - 10/30

Bethesda Row Menorah Lighting - November

Pike & Rose Tree Lighting - November

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○ Eat

(BROW) ○

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○ Piketoberfest

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■

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View 2022 Events Deck here.

Merchant Communications / 11 MERCHANT EBLASTS: July ● August Promo Request (7/20) ○ August Marketing Initiatives Deck August ● September Promo Request (8/20) ○ September Marketing Initiatives Deck September ● October Promo Request (9/20) ○ October Marketing Initiatives Deck 744 Merchant Subscribers Q3 Avg Open Rate: 47% Q3 Avg CTR: 2.3% (-8% from Q2) (1.7% increase from Q2)

Leasing Eblasts & Results / 12 LEASING EBLASTS ● July ○ July A – open rate = 67%, click-through rate = 6.1% ■ Featuring Fox 5’s Zip Trip to Bethesda Row and interview with Vanessa Mendoza. ○ July B – open rate = 57%, click-through rate = 13.4% ■ Featuring Sparrow Room and Nighthawk ○ July Results ● August ○ August A – open rate = 58%, click-through rate = 4.4% ■ Featuring Flex All Day ○ August B – open rate = 55%, click-through rate = 5.1% ■ Featuring the new Parklet at Mount Vernon Plaza ○ August Results ● September ○ September A – open rate = 65%, click-through rate = 2% ■ Featuring Bark Social, Melina, Owens Ordinary, Spanish Diner, Bethesda Bagels, Quartermaine. ○ September B – open rate = 68%, click-through rate = 10% ■ Featuring changes to Chesterbrook ○ September Results 319 Subscribers (-11.9% from Q2) 61.7% Avg Open Rate (-22.5% from Q2) 6.8% Avg Click Through Rate (-31.3% from Q2)

Appendix.

Property Summaries

& SOCIAL

EVENTS/ACTIVATIONS, OPENINGS, EBLASTS,

NUMBERS / 14 Wildwood Pike &

Rose

CLICK THE LINKS BELOW TO JUMP TO EACH OF THE PROPERTY SUMMARIES IN THE APPENDIX Bethesda Row CocoWalk Congressional

Plaza The Village at Shirlington Westpost

Bethesda Row

SUMMARY

Events/Activations

• Equinox Yoga on the Row (7/16, 8/13)

• Spanish Diner Block Party (7/30)

• Heyday Anniversary Party (8/6)

• Madewell Hometown Heroes Celebration (8/20)

• Jenni Kayne Glow Cart Pop-Up (9/15-9/17)

• Spanish Diner Paella Party (9/18)

Openings

• Allbirds (7/21)

• Faherty (9/16)

Social Media

• Facebook Likes: 6,391

Facebook Rating: 4.6

Instagram Followers: 6,797

Average Eblast Open Rate: 48% (9.6% increase from Q2)

Eblasts

• July A (7/6)

Ft: Madewell, bluemercury, Jenni Kayne, Drybar, Summer Solstice Recap

Open Rate: 45%, CTR: 1.1%

• July B (7/20)

Ft: Maman, Chiko, Poke Dojo, Hawkers, Dolcezza, Ladureé

Open Rate: 47.4%, CTR: 2.8%

• August A (8/6)

Ft: Simon Pearce, Terrain Cafe, Yoga on the Row

Open Rate: 48.5%, CTR: 1.2%

• August B (8/20)

Ft: Allbirds, Hair Cuttery, Landmark

Open Rate: 51%, CTR: .66%

• September A (9/6)

Ft: Simon Pearce, Terrain Cafe, Yoga on the Row

Open Rate: 48%, CTR: .44%

• September B (9/23)

Ft: Allbirds, Hair Cuttery, Landmark

Open Rate: 48.4%, CTR: 1%

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

Events & Activations ● Narbona Friends & Family – Wednesday, July 20th through Monday, July 25th ● 3D Brows Grand Opening – Wednesday, August 24th, 2022 ● INFINITY Rooftop Event – Wednesday, August 31st, 2022 ● FP Movement Sweat Series – Saturdays July through September CocoWalk Q3 SUMMARY / 16 Instagram Followers increased 3% in Q2 2022 Openings • GLOSSLAB • 3D Brows • Narbona Social Media • Facebook Likes: 9,989 • Facebook Rating: 4.1 • Instagram Followers: 9,151

Eblasts

July A

Press Mention Highlights:

Magazine

Hook

Drive

Best

Miami Spice

South Florida

Aug B

Sep A

Sep B

CocoWalk Q3 SUMMARY / 17

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E-blast ○ Ft: Gas Bijoux, FP Movement & INFINITY, Europann-USA ○ 45.5% Open Rate, 3.7% CTR ● July B E-blast ○ Ft: The Key Club, Coco Cigars, Sushi Garage ○ 60.1% Open Rate, 6.8% CTR ● Aug

E-blast ○ Ft: Narbona, Botanico, GLOSSLAB ○ 52.5% Open Rate, 3.5% CTR ●

E-blast ○ Ft: Edite Mode, Cinepolis, Edward Beiner ○ 57.2% Open Rate, 5.2% CTR ●

E-blast ○ Ft: Salt

Straw, Sportive, Botanico ○ 86.3% Open Rate, 5.8% CTR ●

E-blast ○ Ft: 3D Brows, Europann USA, Bluemercury ○ 56.6% Open Rate, 4.4% CTR

• Miami

- 10 Best New Restaurants in Miami • Inside

- A 5-Step Guide to Coconut Grove Now That It’s Cool Again • Ocean

of Miami Spice • Forbes -

2022: Where to Eat From August 1 to September 30 • Edible

- European Staycation in the Grove Average Eblast Open Rate: 59.7% (8.7% increase vs. Q2) Q3 Potential News Reach: 35.9M | Media Coverage: 27 total

Congressional Plaza

Events & Activations

Fall Shop

Social Media

● Facebook Likes:

Facebook Rating:

Instagram Followers:

Average Eblast Open Rate: 40.6% (+9.7% increase from

Eblasts

● July (7/8)

Ft: European Wax Center, Loyal, FITRow: Orange

Theory, Pure Barre, CorePower

Open Rate: 38%, CTR: .2%

● August (8/8)

Ft: Cartoon Cuts, Hair Cuttery, Lands’ End, The Container Store, Matchbox

Open Rate: 31.8% , CTR: .28%

● September (9/8)

Ft: Fall Shop & Sale, JCrew, Lands’ End, Chico’s, FitRow, Barnes & Noble, Smoothie King

Open Rate: 42% , CTR: .26%

•

& Sale (9/23-9/25)

3,786 ●

4.1 ●

1,044

Q3 SUMMARY / 18 *Retail industry average: Open Rate - 18.39% / CTR - 3.32%

Q2)

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Pike & Rose

Openings

Warby Parker (7/9)

Sport & Health Outdoor Fitness Series

Pinstripes 5-year Anniversary (8/5)

Fogo De Chao Catena Wine Dinner (8/25)

Bark Social National Dog Day (8/26)

Sport & Health Yoga (9/21)

Fall Equinox Picnic (9/22)

Media

Facebook Likes: 12,171

Facebook Rating: 3.5

Instagram Followers: 10.3k

Average Eblast Open Rate: 44.2% (-7.14% vs. Q1)

Eblasts

July A (7/5)

Ft: REI, Sephora, Uniqlo, Warby Parker

Open Rate: 44%, CTR: .6%

July B (7/19)

Ft: Pinstripes, Escapology, Ipic, Canopy, Hello Betty

Open Rate: 44.6%, CTR .93%

August A (8/5)

Ft: Pinstripes, The Farm Market, Baked Bear

Open Rate: 51.6%, CTR: 1.4%

August B (8/19)

Ft: Warby, Lens Crafter, Visionworks, Gapkids, Uniqlo, H&M, Sport & Health, Pinstripes

Open Rate: 41.8%, CTR: 1.2%

September A (9/5)

Ft: Fall Equinox Picnic, Privai, Sports & Social, H&M

Open Rate: 48%, CTR: 1.9%

September B (9/23)

Ft: Piketoberfest, Owen’s Ordinary, Roaming Rooster

Open Rate: 46.3%, CTR: .8%

Rate

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Events/Activations •

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Social

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Q3 SUMMARY / 19

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*Retail industry average: Open

- 18.39% / CTR - 3.32%

The Village at Shirlington

Eblasts

July A

Adara, F45, Damn Good Burger, Busboys and Poets, Carlyle, Diana Nails

July B (7/16)

Ft: Cheestique, Dudley’s, Taco + Pina

Rate: 47.3%, CTR .95%

August A (8/2)

Ft: Dogma, Copperwood Tavern, Palette 22, Robeks

Rate: 46%, CTR .5%

August B (8/16)

Ft: Thai in Shirlington, Guapo’s, Samuel Backett’s

Rate: 49.2%, CTR 1.5%

September A (9/2)

Ft: Mason’s Famous Lobster, Signature Theatre, Diament Jewelry, Dudley’s

Open Rate: 52% CTR 4.9%

September B (9/23)

Ft: Sam Beckett’s, Cheestique, Carlyle

Open Rate: 38.6%, CTR: 1.3%

Openings • Mason’s Famous Lobster (8/18) Events/Activations • Cheesetique Wine Expo (7/28) • Sam Beckett’s Celtic Festival Social Media • Facebook Likes: 9,300 • Facebook Rating: 4.4 • Instagram Followers: 4,369

Q3 SUMMARY / 20

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(7/2) ○ Ft:

○ Open Rate: 46%, CTR .9% ●

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○ Open

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○ Open

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○ Open

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*Retail industry average: Open Rate - 18.39% / CTR - 3.32% Average Eblast Open Rate: 46.5% (+6.2% increase from. Q2)

Westpost (Pentagon Row)

Q3 SUMMARY

Events/Activations

• Nighthawk x Bandito’s Concert Series - 7/30, 8/27, 9/23

• Hello Kitty Pop-Up Truck (8/13)

• Summer Movies - Banditos (Coco 8/17), Bun’d Up (Crazy Right

Asians 8/24), Basic Burger (Sandlot 8/31), Nighthawk (Step Brothers 9/14)

• DC Fray Sports Tournament with Bun’d Up & Kusshi Sushi (9/21)

• Fall Equinox Picnic (9/22)

• Mattie & Eddies Oyster Festival (9/24)

Openings

• Kusshi Sushi (7/9)

Social Media

• Facebook Likes: 6,731

• Facebook Rating: 4.3

• Instagram Followers: 2,631

Average Eblast Open Rate: 50% (+11.4% increase from Q2)

Eblasts

● July A (7/2)

Ft: Summer Concert Series, TJMaxx, Harris Teeter, Mattie & Eddie’s, Banditos

Open Rate: 58%, CTR: 4.8%

● July B (7/15)

Ft: Kusshi Sushi, Smoothie King, Mimi’s Handmade Ice Cream

Open Rate: 47.7%, CTR: 3.8%

● August A (8/1)

Ft: Privai, DSW, Club Pilates

Open Rate: 47%, CTR: 1.2%

● August B (8/15)

Ft: Banditos, Bun’d Up, Basic Burger

Open Rate: 48.7%, CTR: 2.5%

● September A (9/1)

Ft: Fall Equinox Picnic, Nighthawk, Mattie & Eddie’s

Open Rate: 51%, CTR: 3.5%

● September B (9/23)

Ft: Nighthawk, Sur La Table

Open Rate: 47.3%, CTR: 1.8%

Rate -

- 3.32%

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*Retail industry average: Open

18.39% / CTR

Shops at Wildwood

Events & Activations

Social Media

Facebook Likes:

Average Eblast Open Rate: 48.9% (+10.6% increase from

Eblasts

July (7/9)

Ft: Piccoli Piatti, Chopt, Fish Taco

Open Rate: 45%, CTR: 1.3%

August (8/9)

Ft: Bethesda Bagel, Starbucks, Voorthuis Opticians

Open Rate: 48.6%, CTR: .7%

• September (9/9)

Ft: Belina, Indigo Octopus, South Moon Under, Fish Taco, Chopt, Flower Child, Balducci’s

Open Rate: 53% , CTR: 1.4%

• Fall Shop & Sale (9/23-9/25)

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1,136 • Facebook Rating: 3.4 • Instagram Followers: 1,129

Q3 SUMMARY / 22

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

Q2)

Thank You. DC METRO MARKETING TEAM DCMETROMARKETING@FEDERALREALTY.COM