August 2021 - DC Metro Marketing Initiatives

Summer 2021 WESTPOST - WES ANDERSON MOVIE NIGHTS SAVE THE DATE - POOCH PORTRAITS AT THE VILLAGE AT SHIRLINGTON SAVE THE DATE - WESTPOST & URBNMARKET SAVE THE DATE - BETHESDA ROW ARTS FESTIVAL SIGN UP - ARLINGTON RESTAURANT WEEK MUSIC BUSKERS GET YOUR SPACE SELFIE READY! SPRING CAMPAIGN RESULTS ALCOHOL TO-GO

Westpost - Wes Anderson Movie Nights Movie Nights on the Plaza Time: 7:00pm Dates: ● Wednesday, July 28th ● Wednesday, August 25th ● Wednesday, September 8th ● Wednesday, September 22nd Reserve your free ticket here.

Save the Date: Pooch Portraits at the Village at Shirlington Village at Shirlington is partnering with Pooch Portrait Studio. Customers will be invited to the neighborhood to take one of a kind pics of their furry friends.

When: Saturday, August 28th Stay tuned for more details!

Save the Date: Westpost & URBNmarket Westpost will partner with URBNmarket this fall to host a craft market on the plaza. Local crafters from all over the DMV will feature unique items and handmade products.

When: Saturday, September 11th Sunday, September 12th Stay tuned for more details!

Save the Date: Bethesda Row Arts Festival The Bethesda Row Arts Festival is back this Fall! Featuring over 150 world class artists from around the country, this event is famous for its outdoor gallery of original art.

When: Saturday, October 9th - Sunday October 10th Stay tuned for more details to come!

Upcoming Restaurant Weeks Montgomery County & Arlington Restaurants: Sign up for RAMW’s 2021 Metropolitan Restaurant Week - August 9th - August 15th.

Save the date and register here. *Note: You must be a RAMW’s Restaurant Member to enter. Learn more in the link above.

Arlington Restaurants: The Arlington Chamber of Commerce’s Restaurant Week will be from October 18th October 25th. Learn more and register here.

Music Buskers at Westpost, Village at Shirlington, and Rockville Town Square To add a little musical ambiance to a few of our neighborhoods throughout the summer, music buskers will be performing at:

Westpost: Saturday 6pm-8pm and Sunday 11am-1pm Village at Shirlington: Saturday 6pm-8pm and Sunday 11am-1pm Rockville Town Square: Friday 6pm-8pm There will be signage at each of the properties during the music busker performance. If you have any questions about this activation, please feel free to reach out to the team at dcmetromarketing@federalrealty.com.

Get Your Space Selfie Ready On June 15th, Governor Hogan announced the end of the COVID19 state of emergency in Maryland effective July 1. On June 30th, Virginia’s state of emergency will end as well. At that time, all emergency mandates and restrictions will end. This includes the below highlights: ● ●

Masks will no longer required in any setting, including schools, camps, and child care facilities.

Businesses and other workplaces are still able to set their own policies, but there will not be a legal mandate from the state requiring masks at any location.

Are you reopen ready?

With re-opening upon us and more customers eager to visit: ● ● ●

Retailers- are your hours of operation capitalizing on restaurant diners perusing shops before and after dinner/lunch rush times?

Restaurants- Does your dining room look and feel open and ready to serve or are you still in carryout mode?

Foot traffic counts are up across all properties. Let’s keep them trending that way by presenting businesses accordingly.

Marketing Campaign Spring Results Campaign Goal: Awareness Facebook ● Total Impressions: 1,859,647 ● Reached: 335,829 unique people Spotify ● Total Impressions: 51,434 ● Completion Rate: 87.86% ● CTR: .31% ● Reached: 40,109 unique people We met our goal for impressions for the Spring Campaign at 1,911,081 total at an optimized cost per impression 93.8% below Facebook’s average.

Moving forward, we will continue to increase impressions by diversifying our marketing mix by exploring additional digital marketing touchpoints.

Alcohol To-Go Continues Montgomery County Restaurants: To-go alcohol service has been extended until June 2023! Take advantage of this extension and continue to offer to-go alcoholic beverages to your customers.

Read more about the extension in the Bethesda Magazine article here.

The Village at Shirlington and Westpost Restaurants: Please remember that the Sip & Stroll program is available at your properties. Customers can take their favorite beverages to-go and sip, stroll and shop around the neighborhood!

Learn more about the program on each of the property websites here: • Village at Shirlington: Sip & Stroll • Pentagon Row: Sip & Stroll News about Sip & Stroll have been featured in ARLnow, Washingtonian, and Eater DC.

The Pick-Up Continue to utilize The Pick-Up, a branded curbside program for customers to easily pick-up orders from our shops and restaurants.

The Pick-Up, where on public streets, will operate in partnership with parking authorities in local jurisdictions, and where in private lots, by Federal solely. 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. To include The Pick-Up into your customer messaging, access the digital toolkit here.

In the toolkit, you will find • The Pick-Up logo • Digital stickers to place on your website or ordering platform • Social media files to use on your social platforms to promote the service To find where The Pick-Up spaces are located in your property, click here. Please note that spaces may change and relocate over time as we respond to demand.

Thank You.

- DC Metro Marketing Team