Experience the Season – Mall of America®

EXPERIENCE the SEASON

25 Story ideas from the biggest holiday celebration ever at Mall of America

Once upon a time, a long time ago, we shopped with our senses: browsing, discovering, experiencing.

And while flash sales, daily deals, online exclusives and unending pages of suggested products have put us under the Spell of Sameness, there’s hope for us yet.

For eight magical weeks this holiday season, Mall of America will surprise, delight and inspire, mixing holiday classics with modern whimsy. With a host of first-ever activities, and at least 25 different interesting storylines, it’s going to be a season to remember.

What follows is an original holiday tale of the upcoming season at the Mall, with extra detail to help illustrate what we see as the most newsworthy bits. Enjoy, and we’ll be in touch.

Beginning November 11, we invite you to visit the Mall’s holiday celebration, with opportunities for photos, interviews and more.

Santa Land 2.0 ‘Twas that time of year, when all ‘round the land People were asking, “What’s the Big Mall got on hand?”

With Holidays drawing near and announcements being made To what Mall of America would be doing, great attention was paid.

It all starts with the big man, the star of it all.

For what would the holidays be without Santa at the Mall?

But this year, Old St. Nick arrives with a surprise: Santa Land has magically transformed before your eyes.

For the year is 2014, and Santa is plugged in, So at check-in you’ll pen a digital letter to begin.

Your ticket will print out and off you will go, While your name, age and gift list, Santa will now know.

STORY IDEAS: • New Santa Set – reliving holiday tradition for all generations • Creating the new Santa Set – local artisans at Tivoli Too outdo themselves • Santa’s arrival – complete with live reindeer, penguins and hundreds of kids Santa’s Arrival When: Tuesday, Nov. 11 Photos with Santa + Interactive Santa When: Tuesday, Nov. 11 – Wednesday, Dec. 24 Click here for details

Party Rock Around the Christmas Tree With visions of Plum Fairies alive in your head, You’ll next grab your place at the Light Show (every night before bed).

And while you await the bright, dancing lights, Some pre-show entertainment will capture your sights.

STORY IDEAS: • Daily holiday light show extravaganza • Family Rockin’ Trees – pitting two families against each other, who can do the best job of “decorating” the family tree?

Light Show and Rock Around the Christmas Tree When: Evenings beginning Tuesday, Nov. 11 – Tuesday, Dec. 24 Click here for details

Oh, Christmas Tree And sprinkled through the season, like snowflakes (how fitting?), We’ll have some great shows and experiences worth visiting.

How about the Minnesota Ballet performing the classic Nutcracker?

Or perhaps some holiday music, if you’re an enthusiastic clapper.

And for one special day only, on the 18th of November, Some special gifts from our great tree will emerge, please remember.

STORY IDEAS: • The Surprise Spruce – rewarding unsuspecting shoppers with great joy & delight • Holiday Music Festival – regional groups performing throughout the season Surprise Spruce When: Tuesday, Nov. 18 Ballet Minnesota “The Nutcracker” performance When: Saturday, Nov. 22 Click here for details

Giving Thanks But this season is about giving in addition to fun, It’s a great time to get involved and help someone.

And what better day, than that reserved for Thanks, To Walk to End Hunger to fill the food banks.

And later that night, if you want to give with some delight, We will open Nick Universe until the clock strikes midnight!

A $10 wristband for unlimited rides is all you need, To help our serving soldiers and for hunger to feed.

STORY IDEAS: • Walk to End Hunger – Thanksgiving morning • Ride for a Cause – Thanksgiving evening benefiting charities Walk to End Hunger When: Thursday, Nov. 27 Ride for A Cause in Nickelodeon Universe When: Thursday, Nov. 27 Click here for details

Deals With a Chance of Snow No matter how much stuffing you stuffed or cranberries you crammed, That night you will want to pay us a visit, there’s so much fun planned.

We’re hearty Midwesterners, so we know of a blizzard, But have you ever experienced a tweet-induced Twizzard?

By just tweeting to Mall of America, could it actually be An indoor winter wonderland for all to see?

And if outdoor weather is as much as you can stand, How about warming up to the stylings of a British boy band?

With a pre-show autograph session for hundreds of fans, Rixton will play to the swaying and waving of hands.

STORY IDEAS: • Twizzard – the first Tweet activated indoor blizzard • Rixton performance – What says U.S. holidays more than a British Boy Band?

Twizzard When: Friday, Nov. 28 Rixton performance and signing When: Friday, Nov. 28 Click here for details

A Vortex Worth Experiencing The next stop for Mall guests is dubbed the Social Vortex, Where winning great prizes can come from a text.

And further, dedicated Tweeters have the chance to win With confessions of their holiday good deed or sin.

And what are the holidays without ugly sweaters?

Captured in a social photo booth, protected from the weather.

STORY IDEA: • Social Vortex – including holiday lockers & holiday confessional Social Vortex When: Thursday, Nov. 27 – Tuesday, Dec. 24 Click here for details

The Season of Giving And as an extra perk, whenever you spend $250 you can earn Free Nick Universe wristbands with unlimited rides to burn.

And in the month of December when you’re thinking good thoughts, You can contribute to Catholic Charities or Toys for Tots.

Or perhaps raising money for cancer is more your style, Then you can join KS95 in a Sing-a-Long for a while.

STORY IDEA: • Gift With Purchase – our way of rewarding loyal MOA shoppers Holiday Wristband Promotion When: Friday, Nov. 21 – Tuesday, Dec. 24 Click here for details

Be Our Guest And throughout the season, on hand the Mall Will have helpers to help you carry it all.

No, not elves, but friendly Mall Hops, Who will shuttle your stuff wearing snazzy holiday tops.

And speaking of shuttles, for those that park far, We’ll be running a holiday trolley to and from your car.

For after miles of walking and shopping and cheer, Please, kick up your heels, and set down on your rear.

STORY IDEAS: • Mall Hops – assisting hurried & flurried guests • Holly Jolly Trolley – taking the pain out of parking • MOA ESP – taking guest service/personal tips to a new level Mall Hops When: Thursday, Nov. 15 – Tuesday, Dec. 24 Holiday Trolley Service When: Tuesday, Nov. 11 - Tuesday, Dec. 24 Click here for details

3…2…1…

And finally (yes really), we must end it all, With a fitting bash as the ball starts to fall.

We’ll toast to 2014 in Nick Universe, Before starting to plan for 2015, of course.

STORY IDEA: • New Year Eve celebration – what a way to end a great year Moonlight Circus New Year’s Eve Event When: Wednesday, Dec. 31 Click here for details

The End Whew! No more time for rhyming, there’s still much to do After all, this season we’re expecting (literally) millions of you.

To learn more about one or all of these things We’re friendly, we promise, so please email or give us a ring!

EXPERIENCE the SEASON Event Details Santa’s Arrival Details: When: Tuesday, Nov. 11 Time: 6 p.m.

Where: Rotunda Details: • The holiday season at Mall of America officially kicks off with Santa’s Arrival Ceremony • The event will include treats provided

by Nestle Toll House, special performances by the Teddy Bear Band, Sleigh Bell Dancers and the Minnesota Dance Collaborative.

• Additionally, Skipper and the penguins from “Penguins of Madagascar” will be greeting guests.

Photos with Santa + Interactive Santa When: Tuesday, Nov. 11 – Wednesday, Dec. 24 Time: Click here for daily schedules Where: Sears Court Details: • The Mall of America Santa land got a huge makeover this year with the help of local 3D Designer Tivoli Too. • The new set dons a 12-foot-tall Jack-inthe-box, a lifesize toy racecar, an oldfashioned biplane flying overhead and many more nostalgic larger-than-life pieces.

• Guests visiting Santa have the opportunity to write a digital letter to Santa. Details written to Santa will be subtly communicated to Mr. Clause for a customized and surprise experience for each child.

Light Show When: Evenings beginning Tuesday, Nov. 11 – Tuesday, Dec. 24 Time: 6 and 8 p.m.

Where: South side of Nickelodeon Universe Details: • Mall of America is bringing back the Universe of Light show with a holiday twist.

• The interactive light show will feature lights, music, fog and snow effects to transform the air space above Nickelodeon Universe into a Technicolor dream.

Rock Around the Christmas Tree Details: • Guests will have the opportunity to join in this game prior to the Universe of Light Show.

• A host will find two families to participate in front of the light show audience.

• The two families will face off by seeing which family can stick the most ornaments on the dancing tree.

Surprise Spruce When: Tuesday, Nov. 18 Where: Rotunda Holiday Trees Details: • Guests will be surprised as the trees in the Rotunda grant holiday wishes for lucky guests.

Ballet Minnesota “The Nutcracker” performance When: Saturday, Nov. 22 Time: 12 p.m.

Where: Rotunda Holiday Music Festival When: Monday, Dec. 1 – Tuesday, Dec. 24 Time: Mall hours Where: Rotunda Details: • Groups from around the community perform daily throughout the holiday season.

Walk to End Hunger When: Thursday, Nov. 27 Time: 7 a.m.

Where: West Market Square + Mallwide Details: • Hundreds of people gather at Mall of America Thanksgiving morning to give back before giving thanks.

• The 7th Annual Walk to End Hunger helps raise awareness of and financial support for hunger issues facing Twin Cities metro area residents.

• The 2014 goal is to raise more than $365,000 to help end hunger throughout the Twin Cities metro area.

Ride for A Cause in Nickelodeon Universe When: Thursday, Nov. 27 Time: 6 p.m. – Midnight Where: Nickelodeon Universe Details: • Guests can enjoy $10 unlimited ride wristbands from 6 p.m – midnight.

• All sales will benefit Folds of Honor, a non-profit proving annual educational scholarships to the military families of those who have been killed or disabled while in active duty.

Twizzard When: Black Friday weekend Times: Determined by Twitter engagement Where: Rotunda Details: • Experience the first ever, indoor Tweetactivated blizzard in the Rotunda at Mall of America.

• People from all over the world will control the “weather” inside Mall of America by tweeting a specific hashtag to create a snowstorm in the Rotunda.

Rixton performance and signing When: Friday, Nov. 28 Time: 2 p.m.

Where: Rotunda Details: • British pop/rock/R&B band, Rixton, will ring in the holidays with a performance and autograph signing.

EXPERIENCE the SEASON Event Details (continued) Social Vortex When: Thursday, Nov. 27 – Tuesday, Dec. 24 Time: Mall hours Where: Level 2, West Details: An interactive lounge featuring: • Gift-A-Day Giveaway: Guests will be prompted to tweet a code with the chance to win a gift chosen by a local or national celebrity. One winning code per day will open that day’s locker with the gift inside.

• Holiday Confessions: Guests will have the opportunity to confess their holiday sins in the MOA Holiday Confessional Booth, tweeted out for all to see.

• Ugly Sweater Photo Experience: Guests can snap a themed photo in the social vortex photo booth with their favorite ugly holiday sweater.

Holiday Wristband Promotion When: Friday, Nov. 21 – Tuesday, Dec. 24 Time: Mall hours Where: Level 1, North (redemption area) Details: • For the seventh consecutive year, Mall of America will provide two free wristbands to Nickelodeon Universe for every $250 spent within the Mall between Nov. 21 and Dec. 24.

Mall Hops When: Thursday, Nov. 15 – Tuesday, Dec. 24 Time: Monday – Saturday 11 a.m. – 6 p.m.; Sunday 11 a.m. – 5 p.m.

• Details: • Not bell hops, but Mall Hops dressed in holiday-themed attire will be available throughout the Mall to assist guests with everything from answering questions to carrying bags.

Holiday Trolley Service When: Nov. 11- Dec. 24 Time: Mall hours Details: A holiday-themed trolley will offer rides for guests who park in the north parking lot near IKEA. Moonlight Circus New Year’s Eve Event When: Wednesday, Dec. 31 Time: 6 p.m.

Where: Nickelodeon Universe Details: • Families are invited to ring in the New Year with a spectacular display of entertainment in Nickelodeon Universe.

ADDITIONAL STORY IDEAS: • Holiday survey research/ results/infographic • Holiday Film Festival • Special street music performances to delight shoppers • MOS interviews – the pulse of the shopping public • Shopping survival tips (including parking, planning and perusing) • Holiday fashions by MOA Style Expert/Trend Specialist

Contact Local & Regional: Sarah Schmidt, public relations manager Sarah.schmidt@moa.net 952.883.8805 Tara Niebling, public relations coordinator Tara.niebeling@moa.net 952.883.8826 National: Julie Hansen, public relations senior media strategist Julie.hansen@moa.net 952.883.8937 Dan Jasper, public relations vice president Dan.jasper@moa.net 952.883.8829

Š 2014 Mall of America