September 2021 - DC Metro Marketing Initiatives

Fall 2021 WESTPOST - WES ANDERSON MOVIE NIGHTS UPCOMING EVENTS: ● ● ● ● ● ● ● ●

VILLAGE AT SHIRLINGTON - POOCH PORTRAITS - AUGUST 28 ROCKVILLE ARTS FESTIVAL - SEPTEMBER 4-5 WESTPOST & URBNMARKET - SEPTEMBER 11-12 PIKE & ROSE & URBNMARKET - OCTOBER 8 - 10 BETHESDA ROW ARTS FESTIVAL - OCTOBER 9TH - 10 BETHESDA ROW HOWL-O-WEEN POOCH PORTRAIT - OCTOBER 23 WESTPOST HOWL-O-WEEN POOCH PORTRAIT - OCTOBER 24 SHIRLINGTON KID & CANINE TRICK O’ TREATING - OCTOBER 31

SIGN UP - ARLINGTON RESTAURANT WEEK MUSIC BUSKERS SUMMER CAMPAIGN RESULTS ALCOHOL TO-GO MASK MANDATE SIGNAGE

Westpost - Movie Nights on the Plaza Movies will be aired at sundown. ● Wednesday, August 25th ● Wednesday, September 8th ● Wednesday, September 22nd Reserve your free ticket here.

Westpost Restaurants and Retailers: This is a great opportunity to provide a special offering or promotion for attendees during these movie nights. Provide a special movie and a meal promotion, Wes Anderson-themed product sale, to-go drink specials, or extending your happy hour are just a few ideas to help bring in some foot traffic.

Please share your promotions with us and we'll share on our marketing channels prior to each movie night. Email DCMetroMarketing@federealrealty.com with a description of your promotion and provide any accompanying image we can use on social media.

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 10am - 1pm Customers can register here.

Rockville Arts Festival The Rockville Arts Festival celebrates outstanding visual artists, live music and cultural performances, and art demonstrations by VisArts’ professional artists. The festival will take place on Gibbs Street on: Saturday, September 4th - Sunday September 5th from 11am - 5pm Learn more about the Arts Festival on the VisArts website here.

URBNmarket at Westpost and Pike & Rose Westpost and Pike & Rose will partner with URBNmarket this fall to host a craft market. Local crafters from all over the DMV will feature unique items and handmade products.

Saturday, September 11th - Sunday, September 12th Save the date and RSVP to the Westpost event here.

Saturday, October 9th - Sunday October 10th Save the date and RSVP to the Pike & Rose event here.

Save the Date: Howl-o-Ween Pooch Portraits We will be partnering with Pooch Portrait Studio to host special pet portraits at the following properties: Howl-o-Ween at Bethesda Row October 23rd from 10am-1pm on Bethesda Lane

Howl-o-Ween at Westpost October 23rd from 10am-1pm on the Plaza

Kid & Canine Trick o’ Treating at The Village at Shirlington Children can come in costume, there will be live music, and yummy treats for all!

October 31rd from 10am-1pm by the surface parking lot on S. Arlington Mill Dr.

More details about the events will be shared soon!

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 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.

Summer 2021 Marketing Campaign Recap May - August Overview: This year’s summer campaign kicked off right before Memorial Day weekend, introducing a new round of creative focused on the idea of treating yourself this summer. We targeted Women 16-60 in the selected areas in the top 50% of HHI.

Objectives: Reach shoppers in key areas, driving awareness of shopping centers

Key Results: ● Impressions: 5,069,867 ● CPM: Optimized CPM performance was 365% better than Industry Average ● Unique Reach: 464,691 Frequency: 10.91 (~1/week) ● YOY: 5MM impressions with a CPM that was 80% more efficient than 2020 Moving forward we will continue to optimize our campaign CTR costs and diversify our marketing mix to increase overall target audience reach.

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.

Mask Mandate Signage On Saturday, August 7th, Montgomery County ordered an Indoor Mask Mandate.

We are providing signage for our merchants through PCI for mask mandate signage. In order to maintain consistency throughout the property please utilize these. Signage an be ordered at info@pcigraphics.com. *Available by request from your property management team

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