Fountains at Roseville’s First Full Calendar Year Success

Situation:

Fountains at Roseville had enjoyed quite a honeymoon period from opening June 30 through December 31, 2008. It had enjoyed being a “media darling” during that time with constant grand openings resulting in media interest. However, the fourth quarter of 2008 was when the economy was shaken to the core after the stock market drop in October. The holidays were still fairly strong but by January, Fountains (and most other retail establishments) were virtual ghost towns. Fountains needed to find a way to resurrect the momentum it had at the grand opening and find a way to sustain that momentum in an affordable way throughout 2009.

Approach:

Fountains management decided to create a marketing plan that was heavy on the entertainment which would rely heavily on PR to drive traffic to events. A summer entertainment series, three nights per week, ran from June through September in addition to a monthly Kids Club and special events on Easter and Halloween. The holidays again included weekend entertainment.

PR would be the primary vehicle for creating buzz about events in order to drive customer traffic. Tactics included developing a social media presence for Fountains at Roseville, creating and implementing a PR plan that included monthly press releases that outlined the highlights of entertainment each month, staying ahead of calendar deadlines to maximize “low hanging fruit” media opportunities, and pitching broadcast to cover specific events and guests that had the most appeal as vehicles to promote certain events.

Results:

• Fountains entertainment program drew more than 15,000 people over the course of the four month program
• Fountains at Roseville had live TV feature television coverage more than 15 times on property at least 10 additional in-studio. They conservatively received more than 225 media hits over the course of the year
• Some stores had sales that increased year over year despite the sagging economy. New retailers continue to come online and sign leases with Fountains at Roseville. Only two retailers have closed their doors, Right Start and Smith & Hawkin, both which shut down ALL of their retail stores across the U.S.