infinitee client, Grand Boulevard at Sandestin®, wins the International Council of Shopping Centers (ICSC) Silver MAXI Award for NOI Enhancement for its entry titled Community Minded. Events Focused. Sales Oriented. on Sunday, May 20, 2018.
Grand Boulevard, a 650,000 SF mixed-use Town Center located in Miramar Beach, Florida, with the help of agency partner, infinitee Communications, Inc., is always pursuing its corporate mission to be a good steward of the local community, and unique ways to support its premier tenant mix. Recognizing recent market demand for both ever-grander and local-flavored events, Grand Boulevard developed and implemented the Arts & Entertainment Fee Program in 2014 to not only fulfill its corporate mission but to also help support a year-round calendar of events. These events, known as the Coastal Culture Arts & Entertainment Program, are heavily focused on the performing and visual arts, local culture, experiences and entertainment, and are mostly free and open to all guests of the Town Center.
Several flagship and world-class events supported by the A&E Program include:
- South Walton Beaches Wine & Food Festival (Named One of the South’s Standout Food & Beverage Festivals by USA TODAY) benefiting Destin Charity Wine Auction Foundation
- 30A Songwriters Festival (Ranked #5 of The South’s Most Iconic Music Venues and Festivals by Southern Living Magazine) benefiting Cultural Arts Alliance of Walton County.
- ArtsQuest Fine Arts Festival benefiting the Cultural Arts Alliance of South Walton
In 2017, the program’s fourth year in place, the Arts & Entertainment Fee Program generated $379,640 to fund and promote 179 events at the Town Center. These events garnered attendee counts totaling 103,550, helped boost NOI by 14.96% over the previous year, and have lead to a 31.82% increase in sales since the program’s inception.
This increase was achieved through a combination of tenant-related communications, as well as an integrated consumer awareness campaign for Coastal Culture, inclusive of onsite signage, rack cards placed in each tenant’s business, digital display advertising, social media, print campaign and public relations efforts.
Additionally, the program’s success has extended to encompass leasing efforts and is now a strong recruitment tool for potential new tenants. The successful NOI performance of Grand Boulevard’s A&E Program led it to be the obvious choice as the Silver Maxi Award winner for NOI Enhancement.
About infinitee Communications, Inc.
infinitee is IN. INto advertising. INto problem-solving. INto creativity. For over 28 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare and B2B brands. The agency specializes in branding, marketing, strategy, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Call 404-231-3481, x119 to speak with Jocelyn Smith, Founder & CEO.
About Grand Boulevard at Sandestin®
Grand Boulevard is the shop, dine, play and stay Town Center located on Northwest Florida’s Beaches. Based on the prominent mixed-use architectural model, Grand Boulevard offers a dynamic lifestyle experience with convenient access to a multitude of exclusive shopping and dining options, entertainment, professional services, corporate offices and hotels. Grand Boulevard is a Howard Group and Merchants Retail Partners property. For more information, please call (850) 837-3099 or visit GrandBoulevard.com
About International Council of Shopping Center MAXI Awards
ICSC is an association that serves the global retail real estate industry. It provides its 70,000+ member network in over 100 countries with invaluable resources, connections and industry insights and actively works together to shape public policy. The MAXI Awards celebrate the outstanding work and achievements of those who are transforming marketing in the retail real estate industry. 2018’s award program included 10 categories recognizing all aspects of marketing, from traditional marketing to new emerging technology, for cause related marketing to NOI enhancements.