Santana Row Summer Fall 2020

Summer Fall 2020

Re-Opening Marketing Strategies

Summer-Fall 2020 at Santana Row

We are dedicated to supporting you, our merchants, in all phases of the re-opening process and are keeping you top-of-mind as we market Santana Row in this new time. Through events both in-person and virtually, outdoor merchant activations, on-site signage, paid advertisements, The Pick-Up program, and beyond, we’re continuing our commitment to connect and engage with our customers. #TogetherOnTheRow.

Public Relations PEOPLE ARE TALKING Influencer Partnerships

LB Steak Dining Al Fresco Collaboration with @siliconvalley.foodies 781 accounts reached with 187 engagements.

Silicon Valley’s top foodies & fashionistas give an inside look into the “new norm” of dining & retail at Santana Row.

Ozumo Dining Al Fresco Collab with @yeeatzz 864 accounts reached with 240 engagements.

Pizza Antica Takeout Collaboration with Food Gal Carolyn Reached 300+ accounts with 70 engagements.

We’re partnering with local media and top influencers to get people talking about us… and they like what they see! Here’s some of the coverage & collaborations we’ve arranged to promote Santana Row and our merchants in the past few months, and we’re just getting started!

Media Coverage

Coronavirus retail: Santana Row lands new merchants, including clothing retailer.

USA News

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Outdoor offerings at Santana Row include pizza, spin classes.

The Mercury News

New development in San Jose’s Winchester area could create a new business district near Santana Row. Silicon Valley Business Journal

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Coronavirus Economy: Santana Row in San Jose reopens some shops, restaurants.

The Mercury News

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Santana Row Launches Curbside Pick-Up Program.

Santana Row’s The Pick-Up Allows for NoContact Retail.

The Mercury News

GlobeSt.

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Events

CREATING SPACES TO CONNECT BOTH IN-PERSON & VIRTUAL On-Site

Maker’s Market A highly-curated outdoor marketplace where local makers and artisans sell US handcrafted goods, nestled in the beautiful 700 Plaza of Santana Row.

Farmer’s Market Each Wednesday, the streets transform into a colorful marketplace featuring over 20 vendors offering organic vegetables, local cheeses, and more.

Virtual

Virtual Fall Fashion Show Digital Partnership September 2020 Local fashionistas and foodies promote Santana Row merchants socially, showcasing fall fashion, dining al fresco, beauty, home goods, and beyond.

Maximum potential IG reach: 197,700 accounts.

Virtual Sessions with Paper Source Customers can stay tuned to @santanarow Instagram for crafty lessons like learning quilling/DIY zoom backgrounds.

Virtual Yoga with lululemon Customers can join Lululemon live every Saturday on @santanarow Instagram for a free virtual yoga class.

Average of 3,439 accounts reached per session.

Mommy & Me Virtual Kids Club Families of all ages are invited to tune in to @santanarow Instagram for a 40-minute jam session with Andy Z and enter into the Coloring Contest for a chance to win a $100 Santana Row gift card.

October 27th – Halloween Virtual Puppet Show & Spooky Coloring Contest. Details to come at santanarow.com/events Average of 3,000 accounts reached per month.

Outdoor Tenant Activation THINKING OUTSIDE OF THE SHOP

We are here to work with you on outdoor activations. These are some of the ways we are supporting merchants outside of the four walls of their storefronts. Our team is here to work with you on any ideas that will make for a more comfortable experience for yourself and guests.

Sidewalk Shop The Row The new Saturday ritual! Retailers have the opportunity to sell outside of the store each week with table/ clothing rack displays. This is intended to increase visibility and stimulate sales, as well as encourage retail traffic inside of your stores upon reopening.

Expanded Patios for Dining Al Fresco Santana Row is working with each of the restaurants to expand their footprint with additional outdoor dining opportunities.

Example: Pizza Antica Airstream Bar

Outdoor Fitness Classes Enjoy the new outdoor fitness studio on the top level of the Hatton Parking Garage serving Barry’s Bootcamp and SoulCycle customers.

Outdoor Salon/Beauty Services Lavande Nail, by appointment only.

Tenant Support Advertising Sponsored Instagram Posts Promoting patio dining and in-store shopping for Santana Row merchants.

Post Engagement: 57K Reach: 81K Impressions: 157K

Santana Row E-blasts

20,000+ subscribers receive an email each month highlighting what’s new & happening on The Row.

Modern Luxury Silicon Valley Sponsored E-Blast Targeted to engaged database of 25,000 subscribers, serving to drive traffic and engagement.

Modern Luxury Silicon Valley Full-Page Ad Promoting merchants now open for in-store shopping and expanded patio dining.

Tenant Support Property Re-opening Campaign Educating the community on the safeguards Santana Row, our restaurants, and our retailers have put in place to help ensure our customers feel both welcomed and comfortable while visiting.

COVID signage at outdoor services.

Main “Welcome to Santana Row� signage.

Curbside Takeout window graphics on on Winchester Blvd.

COVID a-frame on Santana Row.

Winchester windows on Winchester Blvd.

#TogetherOnTheRow window graphics on Santana Row

Opportunities Make sure to tag @santanarow in your social media content so we can re-share.

Keep us in-the-know of any upcoming events/ campaigns so we can market them for you on our website and on social media.

Communicate any ideas for outdoor activations with us, and we’ll do what we can to help you execute them.

The Pick-Up The Pick-Up is a branded curbside (or dedicated parking space) program for customers to easily pick-up orders from our shops and restaurants.

The program creates clearly designated contactless pick-up spaces to support our customers at various comfort levels as they seek to begin revisiting our center, and most important, shopping, dining, and booking appointments with each of you.

To include The Pick-Up into your customer messaging, access the digital toolkit here.

Digital stickers to place on your website or ordering platform

The Pick-Up should be considered a resource in your larger toolkit, as you welcome customers back for either a first return visit, or for more frequent visits. However they place an order with you – online, via email, over the phone, or through your social channels, merchants should work directly with their customers on how to notify them upon arrival to The Pick-Up.

Social media files to use on your social platforms to promote the service

In the toolkit, you will find

The Pick-Up logo

To find where The Pick-Up spaces are located in Santana Row, click here.

Please note that the spaces may change and relocate over time as we respond to demand.

MARKETING EFFORTS TO WELCOME BACK SHOPPERS Brands are experiences. How we communicate will affect the Santana Row brand. With that in mind, we will continue building on this marketing strategy that creates community during and after COVID-19.

Our feel-good and safety-forward campaign has set out to remind visitors, residents, merchants and employees of what Santana Row is all about: a place where community is key and memories are made, a gathering hub for Silicon Valley.

Thank You

We will continue to push #TogetherOnTheRow, a campaign that encourages our community to come together and supports our local businesses. Additionally, the campaign will communicate the cleaning and social distancing measures in place to help alleviate community anxiety.

356 Santana Row, Suite 1005 San Jose, C A 95128 www.SantanaRow.com

The Winchester Olsen Drive Entrance was a project completed during COVID that enhances the overall Santana Row experience.