News
By Kathleen Neustaetter
When most people think of commercial real estate, they picture storefronts, office spaces, and busy walkways. But during the holiday season, these spaces have the potential to become something much more, places filled with wonder, nostalgia, and togetherness. Often, our clients see that possibility long before the season approaches – and that vision is what allows our Consumer Marketing team to create holiday events that feel meaningful, memorable, and unmistakably community-driven. Their trust gives us the opportunity to pair smart marketing strategy with thoughtful placemaking. This combination transforms everyday environments into destinations where holiday magic feels real.
Why Experiential Always Wins
Across our portfolio, we’ve witnessed how a single event can shift how people feel about a property. Strategic experiential marketing, especially during the holiday season, allows us to shape perception in ways traditional advertising cannot match. Holiday activations in particular transform shopping centers and commercial districts from places of business into shared spaces of joy. These moments deepen emotional connection, not only to the property, but to the businesses and people who bring it to life.
Our clients deserve immense credit for recognizing the power of this approach. They understand that meaningful engagement builds long-term loyalty, and that community-centered placemaking is an investment that continues to provide value year after year.
Five Events, Hundreds of Connections
This season, our team is hosting five festive events across the Carolinas and Kentucky:
- Savona Mill Holiday Party (Charlotte, NC)
- Winterfest at Capital Marketplace (Raleigh, NC)
- Olde Raleigh Village Holiday Party (Raleigh, NC)
- The Line Holiday Market (Charlotte, NC)
- Richmond Centre Holiday Party (Richmond, KY)
Each event typically welcomes around 200 attendees – sometimes upward of 300 – reflecting consistent community enthusiasm and year-over-year recognition. These are more than gatherings. They serve as touchpoints that strengthen the identity and visibility of each property.
What Makes These Events Special
We focus on creating family-friendly, accessible environments where everyone feels welcome. For the holiday events that are coming up, guests can expect free photos with Santa, face painting, bounce houses, hot chocolate, live music, and seasonal merchandise or goodie bags. Every event is free and open to the public, reinforcing our clients’ commitments to inclusivity.
Beyond the activities, it is the intentional activation strategy that adds depth and distinction. We design layouts that encourage tenant engagement, curate holiday-themed vendor participation, and create interactions that feel natural. These choices elevate each event into a true placemaking moment.
But perhaps the most memorable elements come from the partners and tenants who choose to get involved. At Savona Mill, for instance, Maker’s Market CLT, Sycamore Brewing, Vera Apartments, and a lineup of local vendors are helping to create an artisan market feel.
At The Line Holiday Market, Chapter 6 is offering special holiday promotions, while Linea’s leasing team is engaging directly with attendees.
Our role is to spotlight these businesses and help weave them into the experience, not as background, but as true contributors. This collaborative approach increases tenant visibility and enriches the atmosphere. It creates vibrant and hyperlocal holiday experiences that people want to return to.
A Partnership First, Not a Promotion
Our philosophy is simple: consumer marketing in CRE should feel collaborative. Our Consumer Marketing team is here to amplify the tenants, not overshadow them, and it’s rewarding to see familiar faces return event after event. These “regulars” are reminders that our properties are more than destinations… they are gathering places.
Thanks to clients who believe in the value of connection, we can blend strategy with storytelling. This helps elevate each property’s identity through festive, community first placemaking. That is the real magic, transforming commercial spaces into holiday memories people want to revisit.