INSIDE
J UNE 2 015
T H E N E W S L E T T E R F O R R E TA I L E R S O F E A S T L A N D *Artist impression
elcome to the June issue of Inside Eastland. In this edition we take a closer look at the exciting advancements to our Centre development works including news on The Realm, façade treatments and works influencing car park changes. This month we acknowledge the June/July school holidays and announce the marvelous line up of kids entertainment and activities that is guaranteed to delight our customers and drive traffic to the Centre! Be sure to check out our Retailer Profile as we spend 30 Seconds with Zukka Café! We appreciate your patience and understanding during this time and if you have any questions, please feel free to contact me at Centre Management. See you in the Centre. Alison Marie, Centre Manager
KEY DATES MONDAY 8TH JUNE: QUEEN’S BIRTHDAY PUBLIC HOLIDAY, 10AM TO 5PM
MONDAY 29TH JUNE TO SUNDAY 12TH JULY: JULY SCHOOL HOLIDAYS
INSIDE
MARKETING MATTERS DEVELOPMENT UPDATE COMING UP...
A GOAL PROPERLY SET IS HALFWAY REACHED.” – ZIG ZIGLAR
MARKETING MATTERS
EXCITING ACTIVITIES AT EASTLAND THIS JUNE
JUNE 29 – JULY 12 SCHOOL HOLIDAYS
L
ast month, we hosted the Disney Lion King Costume and Design Exhibition. The event was extremely popular with customers and also received significant PR coverage, including features in the Maroondah Leader and Weekend Notes. June is filled with exclusive events, and the continuation of our Thank You Rewards program for our loyal customers. These events and activities are designed to drive Centre traffic throughout the construction period and maximise sales where possible. This month, the Centre welcomes the July School Holiday trading period with a Minions Meet & Greet and Musical Moment in line with the popular movie release this June. The School Holidays will also play host to a Hoot and Hootabelle Craft Village and a Meet & Greet, as well as a Mister Maker Craft Village. Read on for more details and in-Centre events during June.
SCHOOL HOLIDAYS
MEET & GREET THE MINIONS AS EASTLAND GETS CRAFTY
This July, we welcome the Mister Maker Craft Village to the Centre from Monday 29th June to Friday 3rd July as part of our School Holiday campaign. The following week will see the Hoot and Hootabelle Craft Village come to the Centre, which includes a Meet & Greet. We will also be hosting a special Minion Meet & Greet. The school holiday entertainment
Dana Salim, Marketing Manager
schedule is designed to increase traffic and in turn maximise sales by providing our customers with high quality, popular entertainment that encourages visitation and spend. By utilising popular entertainment, we are able to compete for market share among our key competitors during this key trading period. Be sure to visit eastland.com.au for details.
THANK YOU REWARDS
Our Thank You Rewards program will continue throughout June. The program continues to reward customers within the Centre and drive word of mouth:
If you have any queries or would like to discuss marketing opportunities for your store, please don’t hesitate to contact the Marketing team at Centre Management on 9870 8377 or email marketing@ eastland.com.au.
EXCLUSIVE JURASSIC WORLD SCREENING
$20 COUNTRY ROAD GIFT CARD GIVEAWAY via Facebook
$20 KMART GIFT CARD GIVEAWAY via Facebook to
ID HAIR PAMPER PACKAGE GIVEAWAY via Facebook to over
rewarding over 500 customers.
to over 14,000 followers.
over 14,000 followers.
14,000 followers.
$2,000 ESCAPE TRAVEL GIFT CARD GIVEAWAY via
MINIONS MOVIE SCREENING rewarding over
e-newsletter to over 15,000 followers. 500 customers.
om.au
www.JurassicWorld.c
/JurassicPark
#JurassicWorld
INSIDE IN REVIEW
DISNEY PRINCESS CINDERELLA BRUNCH
F
ollowing the success of the Frozen Breakfast held in March, Eastland held a Disney Princess Cinderella Brunch on Saturday 16th and Sunday 17th May. The weekend-long event was very popular with kids and adults alike and included a daily brunch, free face painting and an Immersive Activity Zone. The event saw traffic increase for the weekend, with over 960 children attending the event across the two days!
MOTHER'S DAY – THANK YOU FLOWER CART
In celebration of Mother's Day, we thanked and surprised our local mums by giving away beautiful bouquets of flowers. The campaign was very well received with 1100 bouquets gifted over a four day period from our floral cart, located outside Dymocks on Level 2. It was further supported with a curated gift guide with fashion blogger Melbourne Girl and a gift wrapping service run by Eastern Volunteers, who raised over $500 throughout the week.
THE LION KING COSTUME & DESIGN EXHIBITION
Eastland played host to the first Disney Lion King Costume and Design Exhibition within a retail setting. The exhibition featured materials on loan from Disney Theatrical and included set models, design drawings, original costumes and behind-the-scenes footage. During the campaign period, the exhibition saw traffic increase by +3.9% on weekends against previous weekends, 254 additional Facebook followers, and 597 new Eastland VIP members. The campaign also received significant media coverage including a feature in the Maroondah Leader, Weekend Notes and Mee Too Kids.
FOR YOUR EYES ONLY EXCLUSIVE OFFER FOR CENTRE STAFF ONLY
Come and enjoy these exclusive deals, available only to Eastland retailers. Simply present your staff badge at Hairhouse Warehouse to redeem these offers.
• $25 MENS STYLE CUT (SAVE $10) • $100 HIGHLIGHT ME INCLUDING 1/2 HEAD FOILS DELUXE TREATMENT (SAVE $50) • $70 COLOUR ME INCLUDING A TINT DELUXE TREATMENT (SAVE $20) Offers available until 1st July 2015, Monday to Friday only at Hairhouse Warehouse Eastland and valid for Eastland Shopping centre staff only. Not valid in conjunction with any other offers. See in store for more details.
THE NEW IS COMING
*Artist impression
UPGRADES
CAR PARK WORKS
In the coming months, there will be a transformation of our car parks to make way for more parking, enhancements and new facilities. To bring you these new enhancements and technology, changes include the necessary closure of the Eastern Multi Deck Car Park this month. Measurements have been implemented including a traffic management plan, signage and customer messaging to assist customers in finding alternative car parking. The new transformation is required to facilitate the addition of rooftop car parking, enhanced lighting, increased camera surveillance, redesigned signage and the installation of more bicycle facilities. These changes are designed enhance accessibility and convenience for our patrons.
RETAILER MOVEMENTS
While works are underway to bring you the new Eastland, several retailer movements have occurred this month: • Jeanswest has relocated next to Pandora on Level 2. • Noni B has relocated to a new store located near Big W. • Sportsgirl will also be relocated to a new site near Suzanne Grae on Level 2. Any further store changes will be announced in each edition of Inside Eastland to keep retailers up to date.
THE MORE WE DO, THE MORE WE CAN DO.” – WILLIAM HAZLITT
RETAILER SITE TOURS
As we draw closer to the opening of the new Eastland, we will be giving retailers an opportunity to experience an exclusive site tour. Tour dates available are: Monday, June 29 Monday, July 6 Monday, July 20
DEVELOPMENT UPDATE The new build in the south is progressing quickly. This month we will see a glass and steel structure installed along the building façade on the corner of Maroondah Hwy and Warrandyte Rd. Internally, builders will begin to lay floor tiles and tenancy walls will be erected. The new David Jones store is now complete with floor and ceiling treatments and the first goods lift will be connected and ready to use this month. Both David Jones and Target will begin to fit out with fixtures and fittings.
THE REALM’S (The Library Learning and Cultural Centre) building façade and internal shell on all three levels is now complete and ready for Council to begin furnishing with fixtures and fittings. The REALM will open in late October in line with the first opening of the new Eastland and will include the new Council Customer Service Centre, combined with regional information services.
ENTRANCE UPGRADES
Entrance upgrades will continue as part of the new Eastland development. These works will include new wall treatments, which will create entry ‘portals’ that will house services such as ATM’s.
AMENITIES UPGRADE
Amenity upgrades continue within the Coles Mall. Temporary toilets are currently being built on Level 2, next to Priceland in anticipation of the scheduled closure of the Food Court toilets timed to commence this month.
Monday, August 3 Monday, August 17 Monday, September 7 Monday, September 28 Monday, October 12 Session Times: 12pm, 1pm and 2pm. To register your interest please email marketing@ eastland.com.au with your preferred date, session time and shoe size.
MYER AND SPECIALTY DOCK CLOSURE
The existing Myer and Specialty Dock will close this month to allow construction of the new Eastern Mall. Upon closure, all loading must be through the North Dock, which can be accessed via Warrandyte Rd off Entrance 7.
CUSTOMER SITE TOURS
Last month we hosted our first site tour with our key community groups and customers within the trade area. The site tours give customers the opportunity to keep up to date with the latest news on the Eastland construction and an opportunity to voice any questions. Ongoing site tours will be held twice a month until opening and invitations will be sent to the Eastland online customer database.
INSIDE COMING UP
BRAND IQ OFFER
The Brand iQ team have a variety of Mall Media packages that can be tailored to suit your business needs. For more details or other Brand iQ opportunities that can be tailored to your business, simply contact Mardi ‘Alatini on 0403 322 206 or email brandiq@eastland.com.au.
OPERATIONS
EMERGENCY SERVICE CALLS
When making any calls to Emergency Services ‘000’, in particular the Ambulance Service, please ensure that Centre Security is notified immediately after the call on 0400 565 326. It is extremely important as Security will need to escort the Emergency Services personnel to the required location.
RETAILER PROFILE
30 SECONDS WITH... LYNN FROM ZUKKA CAFE Every month we chat with an Eastland retailer to discover their favourite things. Here’s what we found out about Lynn:
There have been several instances where Emergency Services personnel are unfamiliar with the Centre and lose valuable time establishing the location they are required to attend. Contacting Security will assist in preventing such occurrences. Thank you for your co-operation.
Favourite movie? An Officer and a Gentleman
If you have any queries please contact Centre Management on 9870 8377 or email A.D’Lasselle@el.qic.com.
Favourite holiday destination? Switzerland
VISUAL MERCHANDISING
CONGRATULATIONS TO THE FRESH CHOOK SHED
Favourite food? Homemade muffins! Item you can’t live without? My family
Congratulations to the team at the Fresh Chook Shed for winning a family pass to see the Disney Lion King Musical by visually merchandising their store in theme with our campaign!
What do you love most about Melbourne? The nature and scenery – it’s spectacular!
JUNE 8
KEY DATE
QUEEN’S BIRTHDAY PUBLIC HOLIDAY
A friendly reminder of the Queen’s Birthday Public Holiday on Monday 8th June. The Centre will be open from 10am to 5pm.
Alison Marie Stuart Lloyd Dana Salim Andre D’Lasselle Mardi ’Alatini
Centre Manager Retail Manager Marketing Manager Operations Manager Brand iQ Sales Manager
a.marie@el.qic.com s.lloyd@el.qic.com d.salim@el.qic.com a.d’lasselle@el.qic.com m.alatini@el.qic.com
Centre Management Office: Phone (03) 9870 8377, Fax (03) 9879 5626 Emergency Security Mobile (24 Hours): 0400 565 326
Maroondah Highway, Ringwood. Phone 9879 7171. eastland.com.au