Regency Brings Home Two Gold & One Silver 2021 ICSC Maxi Awards

Recently, Regency Centers proudly brought home three esteemed awards (two Gold and one Silver) — on behalf of several corporate marketing campaigns launched during the 2020 calendar year — at this year’s virtual MAXI Awards ceremony presented by ICSC. The MAXI Awards showcase the creative and innovative practices that paint the picture for the future of the industry, highlighting the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies throughout the United States and Canada.

Information regarding each award is as follows:

Experiential (Company) — Gold
Ultimate Tailgate Takeout

In a world turned predominantly virtual, the return of live sports provided communities around the nation with a glimpse of hope during the pandemic. To creatively connect with consumers, while safely driving onsite traffic to its centers, Regency Centers reimagined the tailgating experience through Ultimate Tailgate Takeout: an omni-channel campaign capturing the attention of sports fans, and encouraging socially-distanced celebrations. By leveraging portfolio-wide partnerships through customized activations, market-specific influencer collaborations and unique sweepstakes, Regency increased social media engagement, optimized data collection, and most importantly, inspired togetherness. Learn more about Ultimate Tailgate Takeout here.

Photo by The Busy Bee Co.

Innovation (Company) — Gold
Regency Merchant Support - Merchant Success Kit

When the COVID-19 pandemic hit, Regency owed it to its merchants to put the fear of mistakes aside, go beyond “the expected” and improvise in real-time. In response to merchant urgency around PPP challenges, Regency partnered with the National Federation of Independent Businesses and produced a customized “classroom” based on merchant questions specifically related to applying for PPP funds — in less than 48 hours — including online and downloadable tool covering 30 marketing topics that was distributed to 8,000 merchants across Regency’s portfolio. Click here to learn more.

Community (Company) — Silver
Feeding ouRCommunities

Regency believes in connecting and contributing to the betterment of its local communities around the nation. Inspired to further live out its values during the pandemic, Regency created programs to support its communities and invest in its merchants by donating meals across more than 23 cities nationwide. Through charitable giving and company-wide volunteer efforts, Regency provided more than 29,000 meals for underserved families, health care professionals and first responders across its portfolio during the COVID-19 crisis. In sharing impactful blog stories and social media content, Regency further inspired its consumers to take similar, meaningful action in their own communities. Learn more about the Feeding ouRCommunities efforts here.

It’s so rewarding for our team to be recognized amongst our peers for our innovative and thoughtful approach to merchant support and consumer engagement,” said Robyn Marano, Senior Manager - Property Marketing, Regency Centers. “The fact that our first ever Gold awards were achieved during one of the most challenging times any of us had ever faced in our careers makes me even more proud.

A member organization for industry advancement, ICSC promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies.

I’m incredibly proud of not only my Marketing team, but the many other departments at Regency who came together to support our merchants and connect with our communities during such a challenging year,” said Jan Hanak, VP - Marketing and Communications, Regency Centers. “To be recognized by ICSC for these efforts is incredibly special.

Learn more about the 2021 MAXI Awards here.