San Marcos Mercury | Local News from San Marcos and Hays County, Texas

April 3rd, 2010
Prime Outlet Mall wins retail award for partnership with city

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The winners pose with the Silver U.S. Shopping Center MAXI Award.

STAFF REPORT

Prime Outlet Mall’s partnership with the City of San Marcos was recently given the Silver U.S. Shopping Center MAXI Award for marketing achievement.  The Prime Outlets-San Marcos CVB Partnership program was cited as an innovative marketing achievement in the Alternative Revenue Category.

The U.S. Shopping Center MAXI Awards are given within the professional retail industry and are considered a hallmark of retail marketing excellence. The outlet center was recognized for its matching funds initiative designed to help increase both regional tourism and their market in the area as well as the city’s revenue.

“We are delighted our matching funds cooperative with the City of San Marcos was recognized on the national level by the ICSC,” said Prime Outlets – San Marcos Marketing Director Celena McGuill.  “We are pleased to report as a result of our joint effort, shopping traffic to our center successfully increased nearly nine percent while simultaneously benefiting the City with a more favorable sales tax contribution despite the economic downturn.”

Mayor Susan Navaiz said, “We are excited about the recognition.  This program is the result of a true partnership between the City and Prime Outlets.  The citizens see a direct return on their investment in the sales tax generated that provided for our park system, library, activity center and safety services among other city services.”

The MAXI Awards program states, “Prime Outlets developed a matching funds program with the City of San Marcos so they could geographically expand the center’s market research. The initiative netted $307,000 in additional marketing revenue from the city, resulting in an 8.9 percent increase in traffic at the center and provided the city with a projected 2 percent increase in sales tax despite a distressed economy.”

The award ceremony was held in March in Chicago.

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