Macerich Adds Family Amenity on Black Friday and 'Definitely' Sees Traffic Increase!

January 28, 2009

"It is busy all the time, says Heather Drake, SCMD, Senior Marketing Manager for FlatIron Crossing in Colorado. "I believe we have new people coming to the center. We have our loyal customers and we definitely have a new customer base."

According to Drake, FlatIron Crossing had moved its play area several times to accommodate new retailers. In summer 2007, they decided to build a permanent indoor play area near the Food Court. Working with PLAYTIME, LLC, the shopping center was able to keep many of their existing play elements and incorporate new pieces into the system.

"We have a dinosaur theme and we were able to keep the Wooly Mammoths, the Dinosaurs, the Cracked Egg and Rock, and we also included a new toddler area by adding smaller elements as well," she says. "We also have many interactive panels on the walls, brand new seating, stroller parking, and glass panels to cut down on noise flowing into the Food Court."

Drake says they also incorporated new carpeting.

"This time the carpet is really fun and whimsical. It fits so well with the theme because there's a river running through it, and it matches the dinosaur landscape. Before, there were no designs in the carpet."

Drake says the indoor play area is busy all the time.

"This is a gift to our shoppers," she says. "They love the toddler area, and that we invested in a space where their little ones can play without the big kids."

Drake added that mixing old with new elements was not a problem for PLAYTIME, LLC.

"We have really high standards, and are demanding," she says. "PLAYTIME was great because they listened and were responsive. They understood the big picture and our vision."

A mom herself, Drake says she believes she's made it easier for families to shop.

"One of our No. 1 demographics is young families, and we love that customer base," she explains. "It feels so good to have an amenity that caters to them and gives them down time while shopping."