Santana Row Fall-Holiday 2020 Merchant Guide

––– Fall-Holiday Merchant Guide –––

––– TABLE OF CONTENTS –––

Holiday Hours .. ................................................................. 3 Intro . . ............................................................................... 4 Public Relations. . .............................................................. 5 Influencer Partnership. . ..................................................... 6 On-Site Events . . ................................................................ 8 Virtual Events..................................................................10 Outdoor Merchant Activation............................................12 Expanded Outdoor Patios.................................................14 Advertising. . ....................................................................16 Opportunities.. .................................................................18 Now Open & Coming Soon...............................................20 The Pick-Up....................................................................22

––– HOLIDAY HOURS –––

HOLIDAY HOURS SUNDAY

MONDAY

NOV 22

23

10 am 9 pm

11 am 7 pm 29

11 am 7 pm

10 am 9 pm

11 am 7 pm

20

10 am 10 pm 27

10 am 10 pm

10 am 9 pm

10 am 9 pm

12

10 am 9 pm 18

19

10 am 10 pm 25

Closed for Christmas *Some Restaurants Excluded

31

26

10 am 9 pm

JAN 1

New Year’s Eve New Year’s Day

10 am 6 pm

5

11

24

10 am 8 pm

10 am 9 pm 10 am 9 pm

10 am 10 pm

Christmas Eve

28

4

10 am 9 pm

10 am 10 pm

30

10 am 9 pm

10am 10pm

17

23

29

Black Friday

10

16

10 am 10 pm

27

10 am 9 pm

10 am 9 pm

10 am 10 pm

SATURDAY

3

10 am 9 pm

10 am 9 pm

22

28

*Some Restaurants Excluded

9

15

21

26

Closed for Thanksgiving

10 am 9 pm

10 am 10 pm

FRIDAY

2

8

14

10 am 10 pm

11 am 9 pm

DEC 1

10 am 9 pm

THURSDAY

25

10 am 9 pm

10 am 9 pm

10 am 9 pm

11 am 7 pm

24

7

13

WEDNESDAY

10 am 9 pm 30

6

11 am 7 pm

TUESDAY

10 am 9 pm

2

10 am 9 pm

For additional questions please call or text the Santana Row Concierge at 408.551.4611.

S ANTANA ROW CONCI ERGE HOLI DAY HOURS Monday - Friday 10 am - 9 pm

The Gift Saturday That Fits Any Style Sunday

- 9 pm 30 Restaurants, 11 am - 710 pmSpas & Good at12:30 50 pm Shops, Salons, Hotel Valencia and CineArts Theatre.

Purchase yours at SantanaRow.com or the Santana Row Concierge.

–– FALL-HOLIDAY 2020 AT SANTANA ROW ––– As Fall comes to an end and we gear up for the holidays, we continue to remind our community of Santana Row and everything it has to offer. Through influencer partnerships, events both in-person and virtual, merchant activations such as expanded outdoor patios, seasonal celebrations, and The Pick-Up, we’re continuing to draw the community back into Santana Row and into your shops and restaurants. #TOGETHERONT H EROW

–4–

––– PUBLIC RELATIONS ––– MEDIA COVERAGE

We’re keeping your businesses top-of-mind in the community through continued partnerships with local media and influencers.

Luxury Properties at Valencia Hotel Group Earns Spots on Condé Nast Traveler 2020 Readers’ Choice Awards List

“Hotel Valencia Santana Row was #1 in San Jose and #8 among top hotels in Northern California”

Santa Clara County Could Resume Indoor Dining Next Week

Small Business, Big Mission: How Santana Row restaurant group manages through uncertainty

NBC Bay Area

Silicon Valley Business Journal

READ STORY

READ STORY

October 5, 2020

September 7, 2020

PRWeb

October 6, 2020

READ STORY

–5–

––– INFLUENCER PARTNERSHIP ––– FA L L FAS H IO N VIDEO RECAP - INFLUENCERS

Santana Row Presents Digital Fashion Showcase to Excite Local Shoppers for the Holiday Season This holiday season, we transformed our annual Fall Fashion Show into a digital showcase by partnering with Silicon Valley micro-influencers. We created a locally focused, fashion forward guide to enjoying Santana Row and all it has to offer. By bringing the fashion show directly to shoppers on the platforms they’re already scrolling on, we made this once-inclusive event open for all to enjoy… and the videos received a HUGE response from our audiences!

@soniabegoniablog highlighting Vince and Scotch & Soda

@siliconvalley.foodies highlighting dining al fresco at Pizza Antica

37,864 accounts reached 47,625 impressions

4,737 accounts reached 16,857 impressions

@nicholeharvey highlighting Hotel Valencia, Oveja Negra, and Ted Baker

@heyniclovin highlighting Sephora and Crate and Barrel

71,224 accounts reached 87,032 impressions

2,385 accounts reached 4,461 impressions

@samantharina highlighting Kendra Scott

@bootcamprio highlighting TravisMathew and Barry’s Bootcamp

1,353 accounts reached 1,866 impressions

1,911 accounts reached 2,355 impressions

–6–

––– INFLUENCER PARTNERSHIP ––– FA L L FAS H IO N VIDEO RECAP - SANTANA ROW

Posted to YouTube, Instagram, and Facebook 3,464 accounts reached 3,799 impressions Dedicated e-blast received 5,836 opens (3,431 unique opens), 497 link clicks, and 13% open rate TOTA L CA M PAIG N R E S U LT S : Videos were viewed over 30,000 times Videos reached 122,865 Instagram accounts Videos received 163,985 impressions Videos received 3,767 likes and 373 comments Videos were saved 177 times and shared 123 times Instagram stories promoting the videos received 457 total profile clicks: 8 #lifeontherow 10 Santana Row (location tag) 184 @santanarow 14 @scotch_soda 11 @vince 5 @ovejanegrasj 8 @ted_baker

8 @hotelvalenciasj 4 @travismathew 2 @barrys 188 @pizzaantica 6 @sephorasantanarow 4 @crateandbarrel 5 @kendrascott

–7–

––– ON-SITE EVENTS ––– Holiday Makers Market November 7 & December 6, 11:00 am – 6:00 pm

Spend a lovely day at Santana Row kickstarting your holiday shopping!

Meet your favorite local makers and artists selling US handcrafted goods such as jewelry, handbags, ceramics, glassware, soaps, candles, food and more at this curated and festive outdoor marketplace.

Santana Row Rainy Day Rewards November 1, 2020 – March 31, 2021

When there’s a 70% chance or more of rain in San Jose, it’s officially a designated Santana Row Rainy Day. Shop and dine at participating locations to receive 15% off or an exclusive reward. Plus, when you spend $150 or more on a rainy day on The Row, you’ll receive a free signature Santana Row golf umbrella when you present your same-day receipts to the Santana Row Concierge. The Santana Row Concierge is open daily from 11 am – 7 pm, located inside of the Via behind Left Bank Brasserie.

One Warm Coat Charity Drive

November 27 (Black Friday) – December 31 Santana Row will be collecting new or gently used coats for One Warm Coat, a national non-profit that works to provide a free, warm coat to anyone in need. Help keep the holidays warm – drop off your coats in the barrels located outside the Santana Row Concierge, CineArts Theatre and Crate and Barrel.

–8–

––– ON-SITE EVENTS ––– Holiday Scavenger Hunt November 27 – December 3

You won’t want to miss the Santana Scavenger Hunt, exploring Santana Row’s unique holiday decorations. Pick up your clues at the Santana Row Concierge or download your own at SantanaRow/ holiday.com and bring the whole family along to search for the animals on The Row. Complete the scavenger hunt and return it to the Santana Row Concierge for a special gift and be entered to win a $100 Santana Row gift card. For more details contact the Santana Row Concierge by phone or text at 408.551.4611.

Santana Snow Showers

November 28 – December 23, 6:00 pm – 8:00 pm (Wednesdays & Saturdays) December 20-23, 6:00 pm – 8:00 pm (Every Night) It’s snowing on The Row! Santana Row brings the North Pole to San Jose for a fun, holiday celebration. Bring family and friends together for snow showers & holiday tunes every 30 minutes in Park Valencia in front of Maggiano’s.

Holiday Live Music We will host a variety of solo and duo performers playing live holiday music throughout the season for guests to enjoy.

–9–

––– VIRTUAL EVENTS ––– Halloween Virtual Puppet Show & Spooky Coloring Contest October 27, beginning at 11 a.m.

Average of 3,000 accounts reached per month

– 10 –

––– VIRTUAL EVENTS ––– Virtual Holiday Kids Clubs

November 10 & December 8, beginning at 11 a.m.

Families of all ages are invited to tune in to these free, @santanarow Instagram Live Takeovers for a forty minute holiday jam session with special guests, and participate in the holiday coloring contests for a chance to win a $100 Santana Row gift card.

Left Bank Brasserie ‘Cooking with the Chef’ Instagram Takeover 1,590 views 74 likes 3 comments 2 saves 1 share

– 11 –

––– OUTDOOR MERCHANT ACTIVATION ––– We are here to work with you on outdoor activations this holiday season. These are some of the ways we’ve been supporting our merchants outside of the four walls of their storefronts. The holidays might look a bit different this year, but we’re keeping the spirit alive in your storefronts and on The Row. Our team is here to work with you on any ideas that will make for a more comfortable experience for your staff and guests.

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.

– 12 –

––– OUTDOOR MERCHANT ACTIVATION ––– Sidewalk Shop The Row We encourage each of you to take advantage of this opportunity to sell outside of your storefronts each Saturday, especially with the holidays coming up. Sidewalk Shop The Row gives you a unique opportunity to help guests at every comfort level to get their holiday shopping done while stimulating sales and encouraging return traffic inside your stores.

– 13 –

––– EXPANDED OUTDOOR PATIOS ––– We have done a ton with expanded outdoor patios to activate guests into your restaurants, and it’s been a huge hit among the community! Now, we’re making outdoor dining even more comfortable with tents and heated lamps for when the weather gets chilly. More ambiance means more guests vying to dine at your restaurants this holiday season.

These are just a few examples of the patios we’ve extended.

– 14 –

– 15 –

––– ADVERTISING ––– Sponsored Instagram Posts 33,215 accounts reached 57,002 impressions

Hotel Valencia & Oveja Negra Dining Collaboration with @oinker.eats Introducing Executive Chef, Paul Rohadfox 5,302 accounts reached 5,024 impressions 48 profile clicks: 14 @hotelvalenciasj 34 @ovejanegras

– 16 –

––– ADVERTISING ––– Snow Showers Event

October Monthly E-blast

Bay Area Parent Magazine E-Blast sent to 14,000 opt-in subscribers in Santa Clara county

Sent out to database of 20,000 subscribers.

Metro Magazine Print Ad distributed to 80,000 Metro readers. Links to digital version in Weds/ Thurs newsletters Metro Magazine E-Blast sent to 40,000+ subscribers with 9-11% open and click-through rates

– 17 –

––– 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.

– 18 –

– 19 –

––– NOW OPEN ––– UGG Ugg Santana Row features on-trend footwear, bags, clothing, outerwear, home goods and more. “We are excited to open the newest UGG store at Santana Row in San Jose. This premium outdoor lifestyle center was the perfect place to introduce our new Ready-to-Wear collection along with our footwear to showcase a full head-to-toe assortment,” said Gerard Marceda, UGG Senior Director of Retail North America.

Chika Gourmet Mexican Rosticceria, Chika opened its first-ever restaurant location at Santana Row next to Yardhouse.

The new concept is owned by Eduardo and Sylvia Rallo, operators of the well-established and thriving Zazil and El Jardin restaurants at Santana Row. The concept is all about chicken (delivered with a fiery kick) including; sandwiches, wings, tacos, burritos, and Instagrammable cocktails.

A fresh & fun take on chicken that local foodies are sure to enjoy!

– 20 –

––– COMING SOON ––– Faherty Faherty offers high quality clothing with a focus on sustainable and innovative fabrics.

– 21 –

––– 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.

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.

WINCHESTER BOULEVARD

North

MR

Express Ramp to Level 3

Fogo de Chão

Spa & Wellness

M

Zelkova Lane FLOOR 1

Yard House Sleep.

Chika

FLOOR 2

Valley Inception

Enter Exit

Exit

Enter

FLOOR 3

Satellite Healthcare

RENTAL HOMES

MI

Sleep.

Chika

LB Steak

Yard House Warby Parker

Bonobos

M

Paper Source

Lululemon

Vince

Sunglass Hut

Pizza Antica

Kendra Scott

UGG

Faherty

Madewell

Fjällräven

Franco Uomo

Brandy Melville

H&M

Barry’s Bootcamp

HATTON

Crate & Barrel

V

VC

PARKING GARAGE

Alyssum Plaza

Alyssum Lane

Aesop

Tumi

Cocola Bakery

Straits

Free People

Scotch & Soda

b8ta

Experian

BoConcept

Santana Row 100% Pure

Casper

Z Gallerie

Fantasia Tea

S

D

Blue Bottle Coffee

Ted Baker

Vintage Wine Bar

EMC Seafood

V

HV

Enter Only

V GROUND LEVEL

FLOOR 2

Burke Williams Day Spa

kate spade new york

Tommy Bahama

The Container Store

Russelia Lane Tatum Lane

Rental Living Office Lavande Nail Spa

Hotel Valencia

SRP

Makers Market

Momosan Ramen & Sake MaiDo

Splunk

Rosie McCann's Irish Pub

Ozumo

Olin Avenue

Sugarfina

Travis Mathew

Marine Layer

Sephora

Left Bank Brasserie

Boutique Harajuku

Chico's

Jardin

Exit Only

ale n cia

Pressed Juicery Bellarmine Salon

Santana Row Park

Meso Modern Mediterranean

di V

Suitsupply

SH

Peet's Coffee

Market Row

The Counter

zza

Federal Realty

Vintage Wine Merchants

Zazil

Left Wing

Pi a Hot 8 Yoga

Soulcycle

LOFT

Olsen Drive

CinéArts Theatre

Enter Only

Starbucks

The Veggie Grill

Enter Exit

Amber India

PARKING GARAGE

FLOOR 3 (Office)

Smitten Ice Cream

Tesla

LifePlus Pharmacy

Enter Exit Mendocino Farms

PV

Drybar

WINCHESTER

FLOOR 2 (Office)

AvalonBay Dtex Systems Newmark Knight Frank

BellaU

Tranquility Dental Ike’s Love & Sandwiches

Best Buy

Lobby

Poké Bar

PARKING GARAGE

Penelope

TISCH WAY

W's Salon

OLIN

Atelier Studio

Sauced BBQ & Spirits

Maggiano's Little Italy

LaserAway

Splunk

Amazon Books

US Bank

L

RENTAL HOMES

Hatton Street

PARKING

– 22 –

FLOOR 4

Satellite Healthcare

FLOOR 5

Cushman & Wakefield

STEVENS CREEK BOULEVARD

East

280 N

Enter Only

Enter Exit

FLOOR 2

BlueJeans Network

––– THANK YOU ––– Marketing Efforts to Welcome Back Shoppers this Holiday Season Santana Row is committed to working hand-in-hand with you, our merchants, to ensure we’re a place the community feels comfortable celebrating the season while getting their holiday shopping done & enjoying time with loved ones. We encourage you to take advantage of the outdoor activation opportunities. Most importantly, we’re here to work with you to help ensure your businesses have the most successful season as possible. Let us know how we can help make the Santana Row shopping & dining experience as comfortable and inviting as possible for your staff and guests.

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

377 Santana Row, San Jose, CA 95128 SantanaRow.com