Chris Yates

CHRIS YATES MARKETING HIGHLIGHTS

DEL AMO $500M REDEVELOPMENT PROJECT OVERVIEW

• Phase 1 – Complete

» Relocated food court and created 10 unit Patio Cafes with seating for 700+

» Renovation of common area between middle Macy’s and old food court, including floors, lighting, restroom, fixtures, furniture and vertical transportation

• Phase 2 – Complete

» Demolition of 1960’s era mall, which was replaced with a new state-of-the-art, 400,000 sf 2-level mall

» Addition of 140,000 sf Nordstrom

» Addition of a new 3-level, 1,850 space parking garage with direct access to Nordstrom

» New Grand Court Entrance connecting the new parking deck and Outdoor Village

» Addition of “Dining Row” along Hawthorne side of mall featuring 5 restaurant pads

• Phase 3 – Complete

» Cosmetic renovation of common area space between Macy’s Men, Home & Furnishings and Sears, including new tile floors, new glass handrails, LED lighting, paint and entrance doors.

» Relocation of escalators and elevator in 2-level mall

• Phase 4 – Complete

» Dick’s Sporting Goods conversion and demolition of other small shops to make way for the relocation of 30,000 sf Marshalls and 42,000 sf Dave & Busters

REDEVELOPMENT MARKETING PLAN OBJECTIVES

• Expand market share and introduce Del Amo Fashion Center to a wider audience beyond Southbay LA by showcasing the revitalized shopping, dinning & entertainment experience

• Emphasize Del Amo’s experiential offering by showcasing new-to-market openings and entertainment draws

• Create further awareness of the upscale retail mix & unique dining offering in the wealthy coastal communities of the South Bay

REDEVELOPMENT MARKETING TACTICS

DESCRIPTION

Native Video + Editorial

Top Social Media Brands: Collaborate with key social media brands on videoseries featuringrestaurants, entertainmentand experiential aspects of Del Amo Fashion Center

Hyper-local Influencers

Top area Influencers: Quarterly influencerFAM Tours featuring variousrestaurants, retail vendors, and mall amenities.

Event Sponsorships

South Bay Mag: Event 1. Future is Female (Eveningof Food, Fashion, & Beauty)

LMU Tent Pole Events: Event booth at LMU campus events

Terranea Tent Pole Events: Eventbooth at Terranea Resort events

GWP/Direct Mail

Direct Mail GWPprogram to targeted coastal areas

Digital/Social SMS, Email,Social Ads promoting mall events

Print Southbay Magazine: Holiday Print Issue

Simon Family Disney Junior Partnership: Collaboration with Disney Jr. and Disney Store to host quarterly family programming.

DAFC Signature Events Seasonal eventsand activations (Summer Music Series, Pink Party, Holiday Music Festival)

Local Tourism

Savings Passport, rack cards and directories at local hotels and foreign travel agencies, collaboration with Discover Torrance

EVENT HIGHLIGHTS

RECAP OVERVIEW EVENTS

The Future is Female: Event Collaboration with Southbay Magazine & Nordstrom

• To celebrate female local leaders and business owners “The Future Is Female” was organized and presented by Del Amo Fashion Center in collaboration with Nordstrom. The centerpiece of the evening was an inspirational panel of top female executives in South Bay L.A.

• 250 guests were pampered by Nordstrom’s Drybar, beauty stations, skin rejuvenation treatments, gel manicures, and nostril waxes. Fresh fruit signature cocktails were crafted and poured along with a full international wine menu and muddled mocktails.

• Guests also indulged in a charcuterie tower, tray-passed appetizers, bite-sized seasonal menu items and organic frozen treats.

• Management at Nordstrom was very pleased with the event turnout as the guests matched their ideal clientele base.

The Future is Female: Top Shots RECAP OVERVIEW EVENT SPONSORSHIP

THE FUTURE IS FEMALE: VIDEO RECAP

LOUIS VUITTON POP-UP

Del Amo Fashion Center partnered with Louis Vuitton, Nordstrom, and Frida’s to host a SouthBay LA exclusive event for native VIP’s. Terranea Resort raffled a weekend staycation package, and E3 vehicles chauffeured guest around the property.

The collaboration kicked-off the 2nd highest result for the Louis Vuitton pop-up in the region. Over the 2-day period the LV pop-up inside Nordstrom totaled just over $700,000 in sales. Additional partnerships included key influencers that were encouraged to share content with their combined 1.1 million followers.

MEET DEMI LOVATO + KATE HUDSON

The event was hosted in partnership with Fabletics and over 1,500 guest came out to meet Demi Lovato.

Fabletics store sales were north of $60k for the one day activation which boosted their YOY January sales by +45%.

Del Amo supported the retailer activation through social and digital messaging reaching close to 100,000 people through Del Amo Fashion Center platforms. The center management team also provided logistical support to ensure smooth execution of the event.

SUSAN G. KOMEN + PROVIDENCE – PINK PARTY

This event united Del Amo Fashion Center restaurants with supporters during National Breast Cancer Awareness Month. Restaurants and vendors were showcased at the “Pink Party” in support The Community Support Group of Redondo Beach. The efforts of this collaboration have made a significant impact in the fight against breast cancer through the generous donations of the guest as well as increasing awareness. Over 30 vendors and 250+ were in attendance.

SUMMER MUSIC SERIES

Setting the stage for summertime fun in South Bay L.A. the first annual Summer Music Series kicked-off at the Village Park with a host of Del Amo Fashion Center restaurants serving up tasty bites and drinks to compliment yard games and live music. Participating vendors handed out over 10,000 samples and experienced an average 8.4% increase in sales during the event series run. The mall traffic distribution also rose 83% at this entrance.

DISNEY JUNIOR PARTNERSHIP

Simon Marketing Alliances created a national partnership with Disney Junior and launched Simon Family with “Disney Junior Play Dates”.

Disney Junior Play Dates were held quarterly featuring a different Disney Junior IP to coincide with key shopping periods.

Disney Junior events treated families to a host of festivities and had an average attendance of 250 participating families.

PROJECTS AND COLLABORATIONS

NISSIN + FOODBEAST COLLABORATION

The campaign with FoodBeast garnered 80,000,000+ media impressions. This NEW FOODBEAST #DreamMachine used social media as currency for free gifts. Users were directed to visit Del Amo to redeem a gift dispensed by the vending machine at random once the user tagged the mall through their social media pages.

CALIFORNIA + MUNICIPAL COLLABORATION

Del Amo Fashion Center became the host site of the only California Welcome Center in Los Angeles thanks to a strategic alliance with the City of Torrance, Discover Torrance, and the State of California. Through the State of California's domestic and international marketing initiatives, the Welcome Center has garnered global attention.

DIGITAL SOCIAL HIGHLIGHTS

STRATEGY OVERVIEW

• Expanded market share and introduced Del Amo Fashion Center to a wider audience beyond Southbay LA by showcasing the revitalized shopping experience through hyper-local influencers throughout the LA/OC area and partnering with local news media organizations

» Create awareness of the elevated retail, dining, activations and amenities at the center through a strategic partnerships with various hyper-local influencers and news media organizations.

– Influencer campaigns focused on all aspects of the Del Amo Fashion Center experience ranging from lifestyle to food.

– Video content featured restaurants and retail exclusive to Del Amo Fashion Center and will take an in-depth look at what makes each so unique.

– Content included native video uploads, branded editorial articles, branded editorial social shares, PR syndication & outreach to partner publications reaching an audience of over 5.2M+

– Superbowl tourism campaign targeted DAFC to inbound travelers during the week leading up to the big game. Campaign elements included social media featuring key retailers & restaurant options.

CAMPAIGN HIGHLIGHTS

SOCIAL MEDIA & CENTER RESULTS

The tourism campaign targeted DAFC to inbound travelers during the week leading up to the big game. Campaign elements included social media featuring key retailers & restaurant options.

Facebook + Instagram

• 430,000 Impressions

• Over 7,500 Post engagements (combination of clicks, views, shares, likes, etc.)

• 1,678 Clicks

Mall Traffic (for the week of 2/6/22 – 2/13/22)

• YOY Traffic rose 41.9%

• WOW Traffic rose 12.8%

Retailer Feedback

• 70% of respondentsexperienced increases in sales

• 20% saw very high increases more than 10%

• 30% saw moderate increases between 3-5%

• 20% saw slight increases between 1-3%

RECAP OVERVIEW NATIVE VIDEO WATCH

RECAP OVERVIEW NATIVE VIDEO

10,000,000 impressions

FoodBeast @ ChurroBuzzBar

FoodBeast @ Dave&Busters

FoodBeast @ Honeymee

2,800,000 views

176,000 social engagements

Over 700,000 views

4,200k likes

1k shares

300 comments

Over 450,000 views

4,600 likes

1.4k shares

620 comments

Over 500,000 views

3,000 likes

750 shares

300 comments

Editorial RECAP OVERVIEW NATIVE VIDEO

RECAP OVERVIEW HYPERLOCAL INFLUENCERS

• Del Amo Fashion Center hosted a select group of lifestyle and mommy influencers for a fun and complimentary afternoon at some of our most exciting retailers.

• The lifestyle influencers in attendance experienced new menu items at Lemonade, a demo at Morphe Cosmetics, played games for apparel at TravisMatthew, selected sunglasses from DIFF Eyewear, had treats at Popbar, and indulged in holiday-themed cocktails at Outback Steakhouse.

• All mommy influencers and their families participated in the Mad Dash scavenger hunt at Dave & Buster's, built their own frozen treats at Frostbites, had a VR experience at Survios Arcade, received a skin-care and fragrance demonstration at The Body Shop, and tried the newest menu items from Popbar.

• All influencers were bestowed goodie bags filled with take-home treasures including gift cards, personalized candies, and more.

RECAP OVERVIEW HYPERLOCAL INFLUENCERS

HYPERLOCAL INFLUENCERS FAM TOUR

1,503,000 cumulative social followers reached / 450 shared posts / 100 lifestyle influencers

CATEGORY SUPPORT HIGHLIGHTS

DINING CATEGORY

CURRENT POSITION

The caliber and scale of dining offerings have drastically increased in recent years. The center has evolved from standardized food court and mass appeal eateries to globally recognized Michelin Star rated restaurants with truly unique, curated and enviable dining experiences.

SUPPORT STRATEGY

Implement a cohesive media and PR plan to raise awareness, drive reservations and increase incremental revenue for new-to-market restaurants while supporting the center’s current fine dining establishments.

Develop category specific programming and events that highlight restaurants to drive additional patronage.

• Support through on-mall media, sponsored social media posts, email blasts, website slider ads and custom landing pages.

Create local video content in new restaurants to visually articulate ambiance, experience and menu items to educate consumers and generate demand.

PROGRAMMING DINING CATEGORY

TARGETED CATEGORY SUPPORT

Seasonal campaigns will be created for specialized dining programs and initiatives that will include a substantial on-mall and digital media package highlighting restaurants.

• Digital Board

• Network of 36 DigitalAd Panels

• Sky Banners

• BriteWalls

• StaticAd Panels

• Email Blast to Center Database of 78k

• Website Slider

• Organic and Sponsored Social Media Posts

• Instagram Stories and Profile Posts

• Facebook

• Twitter

• Website Event Posts

• Custom Pages Created for Large Initiatives

• Press Releases for Large Initiatives

PROGRAMMING DINING CATEGORY

RESTAURANT SPECIFIC SUPPORT

Compelling and unique offerings from notable restaurants will be heavily featured via mall promotional vehicles funded by the center.

Elements included leveraging on-mall digital media network, center website, social media channels and email blasts.

Creative will be sourced from the restaurants and adapted to Simon generated templates

CURRENT FEATURED OFFERINGS

• Nobu – Lunch Debut

• FIG & OLIVE – Rosé Terrace

• Blanco Tacos + Tequila – Taco Tuesday

PLANNED FEATURED OFFERINGS

• Seasonal Menu Transitions

• Limited Time Offerings

• Menu Items Supporting Local Charities

PROGRAMMING DINING CATEGORY

TITANIUM REWARDS PROGRAM

Incentive driven program targetingTitanium Marriott Bonvoy members from the two connecting Westin Hotels.

Guests will be given a custom card with dining offerings (ie complimentary glass of wine, appetizer, etc) upon check-in to encourage them to dine at The Galleria's restaurants vs other options in the area.

The incentive will target visitors and business guests who wouldn't cannibalize local sales.

Has the potential to scale to adjacent Marriott properties.

CHEF HIGHLIGHT

Initiative designed to feature notable chefs and their creations from high caliber restaurants.

Creative will feature photos and videos of the chefs in their kitchens doing what they do best.

A custom landing page on the center's website will feature the chefs as well as the restaurants they hail from and serve as the landing page for all digital and social promotion.

OPENING SUPPORT DINING CATEGORY

INTRODUCTION TO THE MARKET

Establish early relationship with executive marketing team to understand the brand’s approach, identity and nuances.

Provide an overview of the market and shopping center, including unique demographics or circumstances that differ from other areas they operate in. Coordinate public relations efforts with restaurant and center agencies to garner media attention from meaningful outlets.

• Start process as soon as lease is executed.

• Establish cadence and schedule with the restaurant to maximize local and national coverage depending on caliber of restaurant.

• Have PR agency offer exclusive announcement to key outlets in the market.

Recommend local media and PR agencies to work with.

Facilitate introductions with media partners to coordinate local advertising strategy. Share food influencer lists to drive viral awareness. Provide list of meaningful hotel and concierge contacts to drive transient business.

300 HOTEL ROOMS

THANK YOU