Awarded 2005 PRSA Lookout Chapter Incline Award

CBL Properties needed help rebounding from several years of poor sales and mall attendance. Stepping up security and increased lighting was not enough to bring back the family-friendly atmosphere. Waterhouse Public Relations rose to the challenge and turned a hopeless situation into a “YEP, we can do that,” winning strategy.

Objective

To increase revenue and strengthen the image of Columbia Place Mall among families while giving youth guidelines for acceptable mall behavior.

Strategies

Sensitivity and communication were key factors of this strategy. Waterhouse PR’s collaborative effort with Columbia’s elected officials, local media and area teens helped recreate the family environment. The Youth Escort Policy (YEP) requires a parent, or guardian 21 years or older, to accompany shoppers under the age of 18 on Friday and Saturday nights after 5 p.m.

Community forums, customer service training, and a continuing media relations campaign helped establish the Youth Escort Policy as a welcomed addition to the mall atmosphere and increased the quality of the family shopping experience.

Results

Waterhouse PR’s careful consideration of the needs of the community led to overwhelming positive acceptance. Exit surveys showed 71 percent of shoppers thought the new policy created a more comfortable shopping experience. The number of youth banned because of behavioral incidents on weekend nights dropped 82 percent one month after the policy implementation. In addition, Columbia Place reported a significant increase in sales, more than double the national average. The Youth Escort Policy and YEP branding campaign have also been successfully introduced at CBL malls in Tennessee and Virginia using Waterhouse PR’s community relations strategy.