Challenge:

Despite its I-95 location, a geo-fenced research study showed Vero Beach Outlets remained challenged in its ability to attract the Treasure Coast’s affluent, beachside population. Known as the “32963” region & separated from the center by two causeway bridges & a 12-mile car ride, a need clearly existed for “beachsiders” to be reintroduced to the center’s enhanced merchandising along with wealth of brand name stores.

Approach:

Armed with inherent marketplace knowledge the exclusive community took enormous pride in its affluence – particularly energized by local charitable special event attendance – Strategy+Style & Vero Beach Outlets sought to establish a strategic partnership with a well-known organization possessing the “32963” location following.

The team approached the popular and upscale Vero Beach Wine + Film Festival as aligning with the organization would ultimately bring not only the added visibility & awareness among affluent beachside consumers it desired, but the built-in opportunity to draw them directly on-site with a first-of-its-kind, festival kick-off special event. Held just days ahead of the festival, Wine, Film + Fashion would become Vero Beach Outlets’ signature annual happening. What’s more, its newly-formed relationship with festival organizers would promise to continue to “bridge the affluent divide” for years to come.

Tactics:

• Executed a geo-fenced research study uncovering a significant void in the affluent “32963” community shopping Vero Beach Outlets.

• Identified the Vero Beach Wine + Film Festival as the preferred partner which promised to draw over 2,000 people to the center.

• Presented a sponsorship proposal to ownership & the festival outlining both on- and off-site special events. Convinced ownership to approve a $15K up-spend & executed the previously unplanned, but needed, initiative in under three weeks.

• Produced & hosted Wine, Film + Fashion. The on-site fashion, shopping & savings event not only served as the festival’s official kick-off but its sole location for over 2,000 attendees to pick up passes. 

• Held at beachside resort Costa D’Este, sponsored screening of fashion-inspired film Manolo Blahnik, The Boy Who Made Shoes for Lizards.  The off-site event included visibility such as center signage & distribution of branded swag bags & coupon books.

• Developed an executed a robust marketing support program to promote both special events.  Elements included an event-branded VIP coupon book, eblasts distributed to Vero Beach Outlets’ shopper database, repeated social posts on the center’s Facebook, Twitter & Instagram pages, banner ads on the center’s website & 4pre- & post-event press releases distributed to regional & B2B media.