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Simon's Focus On Dining Experiences Exemplified by Fashion Centre at Pentagon City

Mall Management Cooks Up A Noteworthy Marketing Program

In 2016 The Fashion Centre at Pentagon City underwent a major renovation, including the addition of several new and trendy dining options. The Mall Management Team utilized multiple tools provided under Simon's Dining Support Strategy and developed several unique marketing tactics in order to welcome these new restaurants and promote the center as a dining destination. The team demonstrated creativity and leadership in marketing strategy and execution, continuing to successfully drive traffic and sales to the center.

Direct Mail To 10,000 Households

A direct mail campaign to promoted new dining options and highlighted the expansion area of the 2016 renovation. Participating restaurants included: Honeygrow, Matchbox and Shake Shack. Customers who presented the postcard to Guest Services could receive a $20 gift card to the restaurant of their choice and a complimentary voucher for Valet Parking.

“The promotion has worked really well for us. We have received more than 100 giftcards so far. This has been a great way to introduce us to the market.” Manager, Matchbox

Concierge Event

Hotel concierge, front desk and management personnel of local hotels were invited to a guided tour of the property, highlighting the completion of the renovation/expansion of the center with a special focus on new dining options.

“Thank you for the wonderful and warm welcome! Getting familiar with the new changes at the Pentagon City Mall is a great reference for me as a Concierge.” Concierge, Washington Area Concierge Association

Digital Dining Guide

From the mall homepage shoppers can view restaurant selections, preview menus and reserve a table through Open Table.

Advertising Campaign On and Off Mall

Restaurant Grand Openings 2016

Several new restaurants launched in 2016 and employed a variety of marketing tactics to successfully drive brand awareness and traffic.

Shake Shack

Social Media Coverage

Mall Digital Board Advertizing

Local Press Coverage

Garrett Popcorn Shops

Many thanks again for Simon's support of our pre-opening and Grand Opening activities.
We are thrilled with the great start and look forward to establishing a strong foundation in the DC Metro market at Fashion Center!

- VP of Marketing, Garrett Popcorn Shops

Grand Opening Email Blast

Ribbon Cutting Ceremony

Social Media Promotion

Local Press Coverage

Digital Board Advertising


Thanks Todd! It was great to see you today and I’m so glad everything was wonderful. The eblast looks amazing. I cannot wait to the whole world sees it!  

- Senior Marketing Manager

Ribbon Cutting Ceremony

Digital Board Advertising

Grand Opening Crowds

Local Press Coverage

Social Media Campaign


Thanks for all the support and help for the Grand Opening! We are looking forward to a great partnership with the mall. You guys have been fantastic!​

- Matchbox Co-Owner

Contact us to develop a custom campaign for your brand.

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