Plan Promotes Center's Town-Square Feel

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CHINO HILLS, CA-After a somewhat rocky start, The Shoppes at Chino Hills here has been on an upward trajectory, thanks to an aggressive branding strategy from property-manager PM Realty Group. The firm has helped usher the center successfully into its fifth birthday in May and expects sales volumes to increase on a year-over-year basis, PMRG's Donna Siebert, general manager for the Shoppes, tells GlobeSt.com.

The 380,000-square-foot center—which borders San Bernardino, Orange and Riverside counties, has excellent access on the 71 freeway and connects the 60 and 91 freeways—features such popular retailers as Forever 21, H&M, Trader Joe's, Victoria's Secret, Barnes & Noble and Yard House, and has seen favorable sales increases each year, Siebert says. It's fitting for the center to be doing so well in this affluent community. “The average household income for the area exceeds $112,000 per year, and Chino Hills was ranked in 2012 as #34 by Money magazine in the top 100 places to live.”

Since it began third-party leasing and operations for the center in 2009, PMRG started an aggressive branding strategy to differentiate it from other projects in the area. “PMRG launched a new website for the project, using ongoing dialogue to reach customers via social media, shopper programs and email,” says Siebert. “We announced new store openings through print and radio, direct mail and value-driven promotions. We promote the center as a place to shop and dine, enjoy the interactive water fountains, comfortable seating areas, live concerts and farmers' markets and the many community events we offer throughout the year.”

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Siebert adds that she was excited by the town-square feel that was created when the project was master-planned to coordinate with Chino Hills City Hall, the library, restaurants and fire and police stations. “It really has a community gathering-space feel in a pedestrian Main Street-type setting. I've also really been impressed with the City Council and other community leaders. They're so passionate about the community and volunteer on multiple committees just to enhance the residents' lifestyle. They also take an active role with our center to create events with local non-profit organizations.”

PMRG and the center ownership continue to promote The Shoppes through marketing programs, including special merchants'-discount offers or in conjunction with a particular event and gifts with purchase. “We provide a comfortable and safe environment, too,” says Siebert. “We have a guest-services kiosk open all days of the week and live entertainment Friday through Sunday year round.”

Fourth quarter will be very active for the center, she adds. “We have a fabulous back-to-school event planned, and it will incorporate The Shoppes' fifth anniversary. The program will run about six weeks, with four local high schools competing for cash prizes ranging from $2,500 to $10,000. The prizes themselves will be awarded during our fall fashion event on September 28. Also, we'll have a holiday tree lighting and a Black Friday event during which stores will be open throughout the night and offer special incentives and discounts. We anticipate seeing year-over-year sales-volume increases during the fourth quarter as well.”