The International Council of Shopping Centers awarded Golden Triangle Mall with a Gold MAXI award for innovation in marketing during its first ever virtual awards ceremony, held in late July.
ICSC presented the mall with the coveted award for its “The Faces of Denton” campaign. This campaign was managed by the mall's agency of record, Agency Entourage, in collaboration with the Golden Triangle Mall and Weitzman marketing teams.
Golden Triangle Mall, leased and managed by Weitzman, is located at the northeast corner of IH-35 and Loop 288, in the heart of Denton's leading retail district.
Carrie Carter, the mall’s director of marketing, noted that the campaign exemplified the mall’s brand. “We say we are Denton Proud, which includes a lineup with local businesses, local music played in the mall, local theater productions and much more. So it makes perfect sense that the people we use in our mall marketing are actually from Denton.”
“We’re honored to receive a gold MAXI award for this campaign because it was a beautiful way to bring the community into a marketing campaign, and we’re so proud of the work we put into it,” said Ben Randolph, Agency Entourage principal.
The MAXI Awards, presented annually by ICSC, recognize innovative events, programs and technology that add value to shopping centers and companies across the U.S. Categories are designed to recognize the evolution of the industry, while rewarding creativity and innovation.
The award-winning team behind the Faces of Denton campaign includes: Carrie Carter. Director of Marketing at Golden Triangle Mall; Matt Ludemann, Mall Manager at Golden Triangle Mall; Shelby Currie, Interactive Producer at Agency Entourage; Ben Randolph Principal at Agency Entourage; Roz Theesfeld, Creative director at Agency Entourage; and Jonathon Link, photographer.
The Faces of Denton won gold for implementing a community-focused contest which celebrated the unique diversity of Denton, TX residents. Ten community members were selected to represent the city in 2019, and were used across Golden Triangle Mall’s marketing materials in print, social media, email marketing and website.
The award is Golden Triangle’s first ever MAXI award, and the mall plans to run the Faces of Denton contest again in 2020. Entries for the 2020 Faces of Denton will open up on August 17, 2020, and run until August 31, 2020, to select 10 individuals to represent the community in the 2020 campaign.
Golden Triangle Mall is Denton’s only mall and features a line-up that includes anchors JCPenney, Dillard’s, Barnes & Noble, H&M and Ross Stores. New additions in 2020 include anchors Fitness Connection and Conn's HomePlus, both of which opened recently. The mall also features numerous in-line retailers, including popular mall retailers Hibbett Sports, Hot Topic, Buckle, Finish Line, Torrid, Francesca’s, Zumiez, American Eagle Outfitters, Aeropostale, Bath & Body Works, Victoria’s Secret and others. Currently, and operating with an emphasis on social distancing and safety, all of the mall’s tenants except for its movie theater are open.
The mall has been extensively redeveloped by GTM Development, Ltd., a limited partnership. Weitzman leases and manages Golden Triangle Mall.
The 765,000-square-foot center is the anchor of a retail trade area centered on the
I-35/Loop 288 corridor that ranks as Denton’s No. 1 retail destination, offering a strong array of national and regional retail traffic draws. Golden Triangle Mall is evidence of ICSC’s research that shows that malls in growth areas adjacent to large metropolitan areas have been able to, with a redevelopment, maintain essential businesses, and remerchandise with retailers that are essential to the community surrounding the mall. Most importantly, successful malls like Golden Triangle initiate and maintain aggressive digital strategies that keep them connected to the community at all times.
Agency Entourage, a Dallas-based full-service digital marketing agency, helps brands explore modern ways to communicate. Founded in 2009, Agency Entourage is a three-time winner of the DFW AMA Marketer of the Year award with work spanning across the web, mobile, social media strategy, digital advertising, video production, product innovation, brand development and consulting services. Please visit our website at agencyentourage.com.