infinitee Client, Grand Boulevard at Sandestin®, wins 2017 ICSC MAXI Silver Award for Cause Related Marketing

Coastal Culture Advertising

infinitee client, Grand Boulevard at Sandestin®, wins the International Council of Shopping Centers (ICSC) Silver MAXI Award for Cause Related Marketing for its entry titled A Passion for Arts, Entertainment and Charity on Sunday, May 21, 2017.

Grand Boulevard with the help of agency partner, infinitee Communications, Inc., assigned a unique brand identity to the Coastal Culture Arts & Entertainment (A&E) program, separate from Grand Boulevard, in late 2014 as the banner under which large and smaller ongoing events would be offered at the 500,000+ SF mixed-use shopping center in Miramar Beach, Florida. To fund the A&E program, Grand Boulevard and infinitee strategized a fee structure collected from shoppers at point of sale in stores and restaurants. In 2016, total collection equaled $343,187 providing the opportunity to grow the program and offer most events as FREE and OPEN to the public. Several flagship and world-class events include:

Together, Grand Boulevard and infinitee aimed to increase the number of annual visits to the center, increase center traffic and sales, and support the local community through philanthropic organizations featured at each event all while delivering a fabulous guest experience.

In the first full year following the launch of Coastal Culture, Grand Boulevard experienced a 950% increase in events and programming, including an expanded charitable events roster adding weekly farmers’ markets on Saturdays, Purses with a Purpose benefiting Shelter House, and more .

This increase was achieved through a combination of tenant-related communications and support regarding the program and its significance to the Town Center, and an integrated consumer awareness campaign, inclusive of onsite signage, rack cards placed in each tenant’s business, digital display advertising, print campaign and public relations efforts. A strategic media campaign was incorporated to capture local and strong feeder markets including Facebook advertising, Pandora Internet Radio, display and print advertising on strategic local websites and publications. Media performed ahead of the national benchmark producing an above average CTR of 1.42% and experienced YOY increases in users/new sessions.

Most importantly, attendance across the 18 annual events exceeded 72,500 attendees making 2016’s Coastal Culture A&E program a success.

We couldn’t be more thrilled for our longstanding client, Grand Boulevard, receiving this recognition from all of our shopping center peers at ICSC RECon 2017. Coastal Culture truly is such an amazing A&E program offering the best events in their class. – Jocelyn Smith, CEO of infinitee

About infinitee Communications, Inc.

For over 27 years, advertising has been our life. infinitee’s expertise has been invaluable to many national and regional brands. Our culture comes from our bottom-line mentality and has taught us to think and act fast. We create the proper balance in both strategy and creativity, building brand equity and driving sales. Getting results is what infinitee is all about. Call 1.800.886.3481, x119 to speak with Jocelyn Smith, Founder & CEO.

About Grand Boulevard at Sandestin®

Grand Boulevard at Sandestin®, owned by Howard Group and Merchants Retails Partners, is a premier shop, dine, play and stay Town Center located on Northwest Florida’s pristine sugar-white beaches and among its affluent gulf coast communities. Offering a dynamic lifestyle experience with exclusive shopping from renowned retailers and specialty boutiques, exquisite casual and fine dining options, as well as a multitude of ongoing and annual entertainment options, Grand Boulevard generates a sense of excitement among residents and vacationing guests alike.

About International Council of Shopping Center MAXI Awards

ICSC is an association that serves the global retail real estate industry. It provide 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. 2017’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.


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