Last week, Regency brought home a Silver 2020 MAXI Award in the “Launch - Shopping Centers Under 500,000 SF” category for its wildly successful launch of Mellody Farm in Vernon Hills, IL. Presented by the International Council of Shopping Centers (ICSC), the MAXI is awarded to recipients for their ability to showcase the creative and innovative practices that paint the picture for the future of the real estate industry, while highlighting the industry’s most innovative events, programs and technologies that add value to shopping centers and companies throughout the U.S. and Canada.
Turning the community’s predevelopment excitement into 15 months of increased foot traffic, Regency Centers successfully planned and executed a sustained Mellody Farm launch through the implementation of an omnichannel strategy utilizing digital and traditional tactics. One of the largest new developments near Chicago located at the meeting of two highways in a highly affluent county, Mellody Farm continues to boast a best-in-class mix of merchandising, architecture and placemaking.
In our industry, the ICSC MAXI Awards are like the Grammy’s for outstanding marketing programs at featured shopping centers,” said Stephanie Parisi, Property Marketing Manager. “Mellody Farm has been a special property even before development, complemented by the center’s architecture, a best-in-class merchant list, an engaged and excited community, and its local governance. I’m proud to say I’ve been a part of this project and look forward to its growth.
Click here to watch the highlights video of the 2020 MAXI Awards ceremony, and check out the list of other incredible winners here.