Denver Pavilions is an outdoor shopping center with over 40 shops, restaurants and entertainment venues, located in Downtown Denver, just off of the 16th Street Mall. It is configured as an ‘in-y’, and has struggled with store assortment awareness and foot traffic. Our challenge was that tens of thousands of people walk or ride by this location on the shuttle, and can’t see into the center to view all the storefronts. It is also often perceived as an entertainment venue more than a shopping venue.
First, we had to build awareness of the stores located in the Denver Pavilions and teach the passersby to think of the Center as a shopping option when they were downtown. Then, to reach downtown residents, convention goers, and downtown workers, we had to create strategies that pulled shoppers in, kept them there, and reminded them to come back. We had to rebuild their marketing tools to better message retail in balance with dining and entertainment options. We reworked their branding, website, environmental graphics, collateral, onsite signage and directories, holiday décor, events, and advertisements, and developed a concierge program to help spread the message.