Case Studies/ Public Relations – fostering beneficial relationships

Generating foot traffic: Glimcher Realty Trust

It was the largest retail development under construction in the nation, and it was happening in Columbus, Ohio. The opening of a super-regional mall became a much-anticipated public event that exceeded the client's expectations. Siefkas helped publicize construction milestones to create consumer “buzz” in anticipation of its October 2001 grand opening. The terrorist attacks on September 11 caused consumers to fear large public buildings. Siefkas worked with Glimcher officials on events to reassure the public. Over a whirlwind seven months, newspapers published more than 1,000 stories and TV and radio stations generated a combined eight hours of news. Visitor traffic for the grand-opening weekend exceeded projections by 15%, and many retailers surpassed their sales projections. The effort was recognized by the International Council of Shopping Centers with the MAXI award, one of the most prestigious awards in the retail industry.