Epicenter Advertising

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Case Studies

Fashion Outlet Las VegasFashion Outlet Las VegasFashion Outlet Las Vegas

Product: Rebranding of luxury outlet
Results: 36% increase in sales

  • The Background

    Fashion Outlet is a destination outlet center 30 minutes south of Las Vegas located in Primm, Nevada, at the state line. It featured a mix of designer outlet stores.

  • The Challenge

    The previous owner had failed to position the outlet correctly and had extremely high turnover in tenants and very sporadic foot traffic. When The Hahn Company acquired the property they hired Epicenter (then ThinkTank) to completely reposition the outlet for the luxury market. The concept of “Luxury Outlet” was quite new at the time, and it was tough to convince luxury retailers to consider extending their brands into the outlet position.

  • The Solution

    • Epicenter teamed with a luxury leasing expert and worked together to create a compelling story for the prospective tenants.

    • Re-designed leasing materials to appeal to the luxury designer tenant.

    • Developed a separate marketing plan to target the Japanese tourism market which was brand loyal to the designer. Plus, they understood the value in upscale merchandise being sold at outlet prices.

    • Created materials to target the tourist market, utilizing hotel key jackets with direct response coupons and special concierges packages to create an internal "buzz" within the hotel industry.

    • The advertising campaign to consumers was intended to blur the geographic line between Las Vegas and Primm, which was 30 miles out of town. We created a campaign that centered around a gambling theme. “Your Best Bet for Outlet Shopping” became the pivotal tagline, and the graphics consisted of cards, slots, dice and other gambling icons.

    • Shuttle buses were wrapped in eye-catching colors – bright purple and electric green to stand out in a sea of visuals on the Vegas strip.

    Elements Included:
    • Logo Redevelopment
    • Corporate Identity Kit
    • Leasing Announcements
    • Re-designed Leasing Materials (to appeal to the luxury designer tenant)
    • Event Invites
    • :60 Second Radio
    • In–room Hotel Cable TV
    • Hotel Key Jackets
    • Concierge Collateral Materials
    • One Year Anniversary Cards – Inserted in newspaper
    • Signage
    • Press Kit
    • Advertising Campaign Included - Magazine Ads, Newspaper Ads, Outdoor (billboards, bus-wraps, taxicab toppers), Tourism Magazines
    • Japanese Translated Coupons, Maps and Collaterals

  • The Results

    Tourists and tenants alike began to view Fashion Outlet as part of the Las Vegas allure even though it was located 30 miles away. Shuttle busses were employed to physically drive traffic to the mall from the major hotels and hotel concierges began to encourage visitors to visit the center. Fashion Outlet sales volume generated $92 million in sales that year, more than double the average outlet centers' sales volume of $45 million. Epicenter continued to work on this account until the property was sold to a new owner four years later.

Earth Shattering sResults!

Best In The Business

"It would be my pleasure to tell you that Epicenter is one of the best agencies in the business."Keri Noel
Senior Marketing Manager
Lumenati/The Macerich Company

Branding Experts

"Epicenter's staff is tremendously talented at branding, thus our company stands out from the pack! Thanks Epicenter!"Matt Green
President
Newport Lending Corp.

Great Listeners

"I must compliment your diverse creative strengths, your ability to really listen to and understand the client."Tracey Gotsis
Marketing Director
Westcor/Macerich Company

Hire Them!

"I would not work with another company at this point in my career." Keri Noel
Sr. Marketing Manager
Lumenati/The Macerich Company

Bottomline Results.

"Inventive ideas that generate excitement and translate into bottom-line results."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Grown to $10 Million

"My business has grown from $3 million to $10 million in sales during the 15 years I've worked with Epicenter."Jim Wegge
President
Gibson & Barnes

Fast Track Results

"Hiring Epicenter has completely put my company on the fast track for success."Marc Zimmerman
CEO
Pineapplehut.com

Daily Compliments

"Epicenter has been our agency of record for over 14 years. That says it all."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Best In The Business

"They're one of the best developers of creative marketing solutions in business."Michael Kinnen
Chief Operating Officer
The Alliance Portfolio

Cutting Edge

"Epicenter keeps us on the cutting edge of marketing strategies and technologies."Anne U. Legg
V.P. Marketing
Cabrillo Credit Union

Remarkable Increase

"Epicenter developed eye-catching and effective print advertising for our company... a remarkable increase in business."Steve Rose, PhD
V.P. of Marketing
Visualize Technologies, Inc.

Huge Success

"There goal was to differentiate us from the crowd... They made our company a huge success!"Marc Zimmerman
CEO
Pineapplehut.com

Business Strategists

"Epicenter understands your business strategies with a thorough listening session."Matt Green
President
Newport Lending Corporation

Earth Shattering Results!
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