Dashes of Delight: A Look Back at Fairfax Corner’s Holiday Magic
- wheelersir
- Jan 4
- 3 min read
The fire pits have cooled and the holiday season has officially wrapped. But the warmth from the "Dashes of Delight" events at Fairfax Corner is still lingering.
We recently concluded a spectacular two-day activation series on December 6th and 13th. Despite the crisp winter chill, the community showed up in full force to celebrate the season. From nostalgic s'mores roasting to high-energy retail incentives, this event series was a masterclass in how to blend community engagement with tangible business results.
If you missed the festivities, or just want to relive the magic, here is our official recap of how we turned a plaza into a holiday hub.
Turning Cold Days into Warm Memories
Let’s be honest—outdoor events in December are always a gamble with the weather. With temperatures hovering in the low 40s, we knew we had to bring the heat (literally and figuratively).
The atmosphere was set immediately upon arrival. Guests were greeted by the "Cup of Cheer" station, featuring Peet’s Coffee hot cocoa. This wasn't just a grab-and-go station; it was an experience. Attendees customized their drinks with whipped cream, glaze, and holiday sprinkles, creating an instant "delight" moment before they even started shopping.
But the real star of the cozy vibes? The Fireside S’mores. The first 150 guests each day received complimentary s’mores kits. The sight of families gathered around crackling fire pits, roasting marshmallows and laughing, created exactly the kind of "third place" environment property managers dream of. It was so popular on the first day that demand skyrocketed, proving that nostalgia is a powerful engagement tool.
The Business of Joy: Driving $18k+ in Tenant Spend
While the s'mores and music built the atmosphere, the engine of the event was the "Gift with Purchase" (GWP) Plinko Drop.
We know that successful experiential marketing needs to do more than just look good; it needs to drive foot traffic into stores. Here is how we did it:
The Hook: Guests who presented receipts totaling over $75 got to play Plinko for prizes.
The Result: Across just two four-hour windows, we tracked over $18,500 in total spend from participating shoppers.
The Impact: Top-performing merchants like The Nest Egg, Rowan, and Creative Collective saw significant transaction boosts.
This gamification turned passive visitors into active shoppers, creating a direct ROI that delighted our tenants just as much as the prizes delighted the guests.
Creativity and connection
Beyond the shopping, "Dashes of Delight" was about personal touches. The "Creation Station" DIY Patch Bar located in the Pavilion was a massive hit. Winners from the Plinko game—and other guests—got to personalize beanies and tote bags.
It wasn't just about getting a free item; it was about making something unique. One guest noted, "I absolutely love this little beanie I patched up... It's nice to take home more than just shopping bags."
On December 13th, we also welcomed The Wandering Shelf. Their mobile bookstore bus added a unique, literary charm to the event, allowing guests to browse books in a cozy setting—a perfect complement to the cocoa and fireside chats.
Capturing the Moment
No event is complete without the proof! Our Photobooth with prints was busy non-stop. In the digital age, there is still something incredibly special about holding a physical 4x6 photo card. Guests struck poses, autographed their prints, and took home a fridge-worthy memory.
The soundscape was just as important as the visuals. From the high-energy clogging of the Cardinal Cloggers on day one to the elegant melodies of the St. Paul VI High School Choir on day two, the entertainment kept the energy high and the holiday spirit loud.
A Season to Remember
"Dashes of Delight" was more than just an event series; it was a testament to the power of thoughtful experiential marketing. By combining sensory experiences (taste, warmth, sound) with strategic retail incentives, we created a win-win for the community and the property.
We are already looking forward to what we can create next season. Until then, stay cozy! ☕🔥
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