DC Metro Marketing November 2023 Initiatives Deck

NOVEMBER

TRICK OR TREAT EVENTS INSTAGRAM TAKEOVER SONDER/SWAY GIFT EDIT HOLIDAY CAMPAIGN HOLIDAY DECOR ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

TRICK OR TREAT - BETHESDA ROW - 10/25 BARK SOCIAL FALL FEST - PIKE & ROSE - 10/28 HELLO BETTY PIRATE DAY - PIKE & ROSE - 10/28 VILLAGE TRICK OR TREAT - VILLAGE AT SHIRLINGTON - 10/28 BANDITOS DIA DE LOS MUERTOS - WESTPOST - 10/28 THE SILL DAY OF THE DEAD PARTY - BETHESDA ROW – 10/29 PIKEKIDS TRICK OR TREAT - PIKE & ROSE - 10/29 DOGMA TRICK OR TREAT - VILLAGE AT SHIRLINGTON - 10/29 BARNES & NOBLE: MIDNIGHT RELEASE IRON FLAME - CONGRESSIONAL PLAZA - 11/6 VERONICA BEARD GIVES BACK x NO KID HUNGRY - BETHESDA ROW - 11/7 PALETTE 22 ART & SIP: FALL LANDSCAPES - VILLAGE AT SHIRLINGTON - 11/13 PIKE CENTRAL THANKSGIVING MARKET - PIKE & ROSE - 11/22 LIGHT UP THE VILLAGE - VILLAGE AT SHIRLINGTON - 11/30 PHOTOS WITH SANTA - WILDWOOD - 12/2 ARTHRITIS JINGLE BELL RUN - WESTPOST - 12/3 ADDITIONAL EVENTS

Trick Or Treat Each year our local communities come out to enjoy the Halloween festivities at our neighborhoods. It’s a wonderful time for them to socialize and make lasting memories with our fantastic collection of local businesses.

Join in on the fun by being a participant in this year’s Trick Or Treat events: ● ● ●

Bethesda Row: 10/25 from 5:30 - 7:30 pm Village at Shirlington: 10/28 from 10:30 am - 12:30 pm Pike & Rose: 10/29 from 10:00 am - 12:00 pm

If you haven’t yet, sign up using the link below to let our team know that you’ll be an active participant. This means being open, staffed, and handing out candy, goodies, bounce back offers.

2023 Trick-Or-Treat Participation Form

Instagram Takeover Instagram takeovers are a great way to generate buzz about your brand, products, or event. Among the many benefits to a takeover is the opportunity to collaborate with our popular accounts and reach a relevant audience.

Ready to collaborate? Send your content to dcmetromarketing@federalrealty.com. ● ●

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Send a short description of your event, sale or product promotion, or food/bev offering Share 3-5 branded assets ○ reels and videos work best ○ images with copy do not perform well Include your Instagram handle name Accept the collaborator request when our post goes live Share on your stories for additional exposure

SONDER/SWAY Gift Edit

2023 Preview

We’re excited to bring back the SONDER/SWAY holiday gift edit for the 2023 season! Now in its fourth year, the past gift guides collectively featured over 130 merchants and more than 250 products.

SONDER/SWAY is an in-house lifestyle brand that covers the best in fashion, food, and culture in Montgomery and Arlington counties, exclusively highlighting businesses in Federal Realty’s portfolio.

This year’s gift edit will be available in November with on-trend products in categories including: ● ● ● ● ●

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Laid Back - Athleisure and comfortable wears.

Charmed - This retro inspired trend for necklaces and bracelets.

Shine Bright - Shimmering metallic fashion, jewelry and others.

Borrowed From The Boys - Menswear inspired fashion.

Red Alert - Bright and bold fashion pieces with the season's hottest color.

Mad About Plaid - Plaid is back and better this time around.

And more!

2022 Edition

2021 Edition

2020 Edition

Holiday Campaign The Holiday edition of our yearly marketing campaign “Dedicated To Delight” campaign is set to launch on property and online on November 6th.

The campaign creatively call attention to the authentic and unfiltered moments to capture what’s candid and show delight.

We advertise and promote the campaign across several platforms to draw traffic and awareness to our properties across the DC Metro portfolio. these include: ● ● ● ●

On property Facebook and Instagram Google Spotify

Holiday Decor Get in the holiday spirit with dazzling light displays and festive decorations at the properties across our portfolio. Below are the key dates for installation and some details about this year’s installations: ● ● ●

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Bethesda Row - 11/1: Christmas Tree goes up on the lane followed by the rest of the holiday decor on 11/10.

Congressional Plaza - 11/15: wreaths and lighting.

Pike & Rose - 11/17: including the snowflake over Grand Park Ave, tree in Rose Park, snowflake elements on the Rose Avenue Light Poles and the wreath at 909 Rose.

Wildwood - 11/14: wreaths and lighting.

Village At Shirlington 11/13 & 11/14 with the tree lighting celebration on 11/30.

Westpost - Complete by 10/27, including lighting and decor around the plaza.

Upcoming Events BARK SOCIAL FALL FEST - PIKE & ROSE - 10/28 Fall Fest will include activities such as: pumpkin calligraphy, pie eating contest for dogs and humans, ghostbusters, pumpkin ring toss, straw bale pyramid, fun cocktails and much more! Costumes are highly encouraged!

HELLO BETTY PIRATE DAY - PIKE & ROSE - 10/28 Paying homage to the 60 ft boat bar, it's only fitting to celebrate Halloween with a pirate party! This family-friendly event on October 28 from 6 - 9 pm will include live music, drink specials, and a costume contest.

BANDITOS DIA DE LOS MUERTOS - WESTPOST - 10/28 Celebrate at Banditos Tacos & Tequila with a all day doggie costume contest, face painting from 1-5 PM, limited edition Pumpkin Ritas and Blood Orange Ritas, $3 Modelo drafts, and tequila tasting!

THE SILL DAY OF THE DEAD PARTY - BETHESDA ROW – 10/29 Get you very own calavera mask (which are designed and printed in-house) to decorate and wear. You'll also be able to enjoy traditional treats and drinks surrounded by decorations that pay homage to the departed. Come dressed in your most creative and elaborate costumes to fully embrace the festive spirit!

Upcoming Events DOGMA TRICK OR TREAT - VILLAGE AT SHIRLINGTON - 10/29

Enjoy trick-or-treating at the shops of Shirlington Village. Collect homemade treats from Dogma Bakery, win big with their raffle, and enter their costume contest! Registration is $20 per dog in partnership with Lucky Dog Animal Rescue.

MIDNIGHT RELEASE IRON FLAME - CONGRESSIONAL PLAZA - 11/6 Join Barnes & Noble for a midnight release party and be the first to buy Iron Flame! There will be games, giveaways, and more. It’s an event that fans won’t want to miss this. Contact the store for additional details.

VERONICA BEARD GIVES BACK x NO KID HUNGRY - BETHESDA ROW - 11/7 Veronica Beard will be donating 10% of their total days’ sales across all retail stores to No Kid Hungry, a national campaign working to end childhood hunger by helping launch and improve programs that give all kids the healthy food they need to thrive.

PALETTE 22 ART & SIP: FALL LANDSCAPES - VILLAGE AT SHIRLINGTON - 11/13 Connect with this season's beauty by creating a fall landscape. Choose your own atmospheric pre-spray-painted canvas and layer on the textures of your own private forest in a step-by-step process guided by Resident Artist, Scottie Fleming.

Upcoming Events PIKE CENTRAL THANKSGIVING MARKET - PIKE & ROSE - 11/22 Customers will be able to pick up turkeys, pies, breads, desserts, produce, pickles and more. Vendors will be there so you can do your last minute shopping too! Order farm fresh turkeys in advance!

LIGHT UP THE VILLAGE - VILLAGE AT SHIRLINGTON - 11/30 The annual event will feature a Christmas Tree Lighting, caroling from Bishop O’Connell students, strolling entertainment, performances from Signature Theatre, horse and carriage rides, selfies with Santa and more. Be on the lookout for a separate email in the coming weeks about how to participate.

PHOTOS WITH SANTA - WILDWOOD - 12/2 Get ready to capture the magic of the season as we invite you to come and have your photo taken with Santa Claus himself! All ticket sales will support a local charity that’s making a meaningful difference in our community. Be on the lookout for a separate email in the coming weeks about how to participate.

ARTHRITIS JINGLE BELL RUN - WESTPOST - 12/3 Wear your favorite holiday attire and together, jingle all the way to a cure! register as an individual or bring a team of friends, family, and co-workers to run, walk or stroll and spread good cheer!

Additional Events REI APPALACHIAN TRAIL OVERNIGHT CAMPING - PIKE & ROSE - 10/21 & 10/28 HELLO BETTY DRAG BRUNCH - PIKE & ROSE - 10/22 & 11/26 SIGNATURE THEATRE PRESENTS RAGTIME - VILLAGE AT SHIRLINGTON - 10/24 BARK SOCIAL HALLOWEEN MOVIE NIGHT - PIKE & ROSE - 10/25 BARK SOCIAL MAKE YOUR OWN SNUFFLE MAT - PIKE & ROSE - 10/26 BARK SOCIAL HOWL-O-WEEN EXTRAVAGANZA - PIKE & ROSE - 10/27 BUSBOY & POETS TRICK OR READ - VILLAGE AT SHIRLINGTON - 10/27 – 11/3 CHEESETIQUE HALLOWEEN MOVIE NIGHT - VILLAGE AT SHIRLINGTON - 10/31 PENTAGON ROW OUTDOOR ICE SKATING - WESTPOST - 11/1 BARNES & NOBLE: AUTHOR EVENT - CONGRESSIONAL PLAZA - 11/4 SIGNATURE THEATRE PRESENTS HOW SWEET IT IS: THE MEN OF SOUL - VILLAGE AT SHIRLINGTON - 11/7 –11/19 BARK SOCIAL HOLIDAY PLATE DECORATING - PIKE & ROSE - 11/8 HELLO BETTY FRIENDSGIVING - PIKE & ROSE - 11/22 RENAISSANCE: A FILM BY BEYONCE MOVIE PREMIER - BETHESDA ROW, PIKE & ROSE, VILLAGE AT SHIRLINGTON - 12/1

Thank You.