Company’s tenant-focused leasing strategies and community marketing initiatives recognized with Gold and Silver MAXI Awards
LOS ANGELES–(BUSINESS WIRE)–Pacific Retail Capital Partners (“PRCP” or the “Company”), one of the nation’s premier retail operating groups, announces significant recognition at the 2025 ICSC Global MAXI Awards, earning 2 MAXI Awards and 1 Visual Victory Award from its nine total nominations across multiple categories. These prestigious awards, which recognize excellence in marketing, visuals, innovation and technology initiatives within the retail real estate industry, bring PRCP’s lifetime MAXI collection to 29, underscoring the company’s proven expertise in creating programs that enhance tenant success while fostering community engagement.
«As retail continues to evolve in 2025, our marketing initiatives serve as the critical bridge between our physical spaces and the communities they serve,» said Marina Satoafaiga, Vice President of Marketing for PRCP’s West Region. «These wins demonstrate our team’s unique ability to develop programs that not only engage customers but directly support our leasing objectives through measurable foot traffic, retailer sales growth, and tenant retention. By blending digital innovation with on-site experiences, we’ve created marketing ecosystems that transform our properties into vibrant community hubs while delivering tangible business results for our stakeholders. This recognition validates our integrated approach where marketing, leasing, and property management work in concert to create destinations that thrive in today’s competitive landscape.»
Details on each of PRCP’s MAXI winners and finalists can be found directly below.
PRCP’s 2025 MAXI Award Winners and Finalists:
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Gold MAXI [Integrated category] – “Game Changers” (Franklin Park Mall)
- Franklin Park Mall partnered with five standout local athletes in an extended NIL campaign that leveraged their influence to engage audiences, drive traffic, and boost retailer sales across multiple channels. The initiative integrated athlete appearances with on-site activations, social media campaigns, and bold in-mall advertising to create a seamless, multi-channel strategy designed to maximize impact throughout the property. This powerful, results-driven approach amplified brand visibility, drove measurable sales increases and foot traffic growth, and delivered an impressive 1,542% ROI, proving the effectiveness of strategic NIL partnerships in the retail space
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Silver MAXI [Integrated category] – “M360” (Corporate)
- PRCP implemented the innovative M360 customer relationship management (CRM) platform across 19 properties, unifying SMS and email communications while enabling advanced segmentation, event registration, and WiFi-triggered messaging capabilities that dramatically improved marketing effectiveness. The strategic deployment resulted in remarkable growth metrics, including a 53% increase in SMS subscribers, 22% open rates for segmented emails (versus 12% for non-segmented), and significant cost savings through targeted messaging that reached precisely the right audiences. This pioneering use of data-driven marketing technology generated measurable ROI through increased event attendance, enhanced tenant sales, and improved customer engagement, with scavenger hunts alone driving thousands of store visits and contributing to sales increases of over $15,000 at participating retailers.
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Finalist [Community category] – “M(all) Hands on Deck” (Corporate and Crabtree Valley Mall)
- A comprehensive disaster relief initiative launched in response to Hurricanes Helene and Milton that mobilized multiple properties to support affected communities through fundraising events and awareness campaigns. The campaign’s inaugural activation was spearheaded by Crabtree Valley Mall in Raleigh, North Carolina, featuring concerts, art walks, giving walls, and holiday event fundraising to generate proceeds for humanitarian aid organizations. This community-centric effort exemplified PRCP’s commitment to supporting areas in need while engaging shoppers in meaningful charitable participation.
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Finalist [Community category] – “RoboCon” (Bridgewater Commons)
- Bridgewater Commons transformed a small local high school robotics competition into RoboCon New Jersey – a dynamic weekend festival celebrating science, technology, innovation, and community engagement that drew competitors and families from four states. The event featured hands-on exhibits, expert talks, and interactive activities that energized the mall increased foot traffic, and supported retailers. By uniting education, community, and commerce, RoboCon successfully positioned the mall as a regional leader for connection and growth.
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Finalist [Integrated category] – “Shop Local Spotlight” (Northpark)
- The Shop Local Spotlight initiative celebrated the entrepreneurial spirit of Northpark’s local tenants by featuring two locally owned businesses each month through targeted promotions that amplified visibility, traffic, and sales. Over a period of 18 months, the campaign delivered an impressive 80% increase in local tenant retention, generated 23,700 SMS-driven blog visits, and successfully showcased 22 BIPOC and women-owned businesses. By blending personal storytelling with strategic marketing, the initiative forged deeper connections between entrepreneurs and shoppers while establishing Northpark as a champion for small business and inclusivity in its community.
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Finalist [Community category] – “808 Bash” (Queen Ka’ahumanu Center)
- The 808 Bash served as Maui’s answer to the beloved Maui County Fair, designed to boost local businesses, support nonprofits, and create meaningful connections within the community through a vibrant marketplace showcasing the island’s top vendors and artisans. Guests enjoyed live music from talented island musicians in a lively atmosphere, while families flocked to the Keiki Zone where 100% of donations benefited vital local nonprofits including Maui Boys and Girls Club, Emmanuel Lutheran Schools of Maui, and Maui Adult Daycare. By fostering collaboration between businesses, nonprofits, and residents, the event exemplified community-driven innovation and highlighted Maui’s resilience in transforming challenges into opportunities that inspire and uplift.
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GOLD [Visual Victories Award] – “Milky Moo” (Broward Mall)
- Most Creative In-line Temporary Design
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Finalist [Visual Victories Award] – “Creamed” (Crabtree Valley Mall)
- Best Overall Kiosk Design
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Finalist [Visual Victories Award] – “Franklin Perk” (Franklin Park Mall)
- Most Creative In-line Temporary Design
About Pacific Retail Capital Partners
Pacific Retail Capital Partners (PRCP) is one of the nation’s premier retail operating groups of large open-air and enclosed shopping centers, with more than $3.0 billion in assets under management across the United States. Based in Southern California, the company’s portfolio totals 24 properties encompassing over 20 million square feet. With a highly experienced team that has a proven track record of generating value to its stakeholders, PRCP is dedicated to evolving real estate for the next generation by working with the communities it serves to design master plans that transform its assets into high-performing mixed-use destinations. The vertically-integrated company provides end-to-end sourcing, assessment, underwriting, valuing, developing, marketing, design and asset management services. To learn more visit pacificretail.com or follow on social media at: Facebook: @PacificRetailCapitalPartners and Instagram: @PacificRetail.
About ICSC
The member organization for industry advancement, ICSC promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights – all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.
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