Festival at Bel Air Trick-or-Treat: A Sweet Community Success
- wheelersir
- Jan 11
- 3 min read
Updated: 5 days ago
Halloween isn't just about the candy—it's about the community coming together. Last October 25, 2025, the Festival at Bel Air shopping center transformed into the ultimate spooky destination for local families. We wanted to create an environment where the community could connect, merchants could engage with new customers, and kids could have a safe, high-energy place to celebrate.
With perfect weather setting the scene at 69 degrees, the event brought in over 600 enthusiastic guests and generated 3,000 onsite impressions. It wasn't just a sugar rush; it was a strategic activation that drove foot traffic directly to the storefronts of 29 different tenants. Here is a look at how we turned a Saturday afternoon into a monumental party for the Bel Air community.
The Premium Candy Crawl Experience
The centerpiece of the day was the Premium Candy Crawl. We know that the key to a successful retail event is ensuring that foot traffic doesn't just stay in the common areas but actually moves into the stores.
We coordinated with 29 merchants—from Klein’s ShopRite and Buffalo Wild Wings to The Tile Shop and Coldwell Bankers Realty—to create a sweet-filled maze across the property.
Participating merchants were marked with bright "Candy Here" signs, making navigation easy for families.
The results spoke for themselves. Guests received a complimentary trick-or-treat tote at registration, pre-loaded with a handful of bulk candy to get them started. From there, it was a non-stop flow of costumed characters visiting businesses. One parent noted, “The Candy Crawl was absolutely massive! We hit almost 20 different businesses... My kids were thrilled their trick-or-treat totes were full before we even left the shopping center.”
Interactive Fun: The Jibbitz BOO-tique
Experiential marketing is all about personalization. We introduced the Jibbitz BOO-tique, and it became an instant fan favorite. We set up a station where 200 children received a silicone bracelet and their choice of four different charms.
Watching the kids carefully select their charms and customize their swag added a layer of engagement that went beyond just grabbing candy. It gave them a tangible memory of the Festival at Bel Air to take home and wear. Parents loved the creativity, with one noting, "My daughter spent forever at the Jibbitz BOO-tique making her bracelet."
High-Energy Entertainment for All Ages
To keep guests on-site longer, we curated an entertainment lineup that catered to every age group. We didn't want families to just grab candy and leave; we wanted them to stay and play.
Bounce Houses for Every Size
We set up two distinct inflatable zones. For the toddlers, the "Bubble Pop" Moon Bounce offered a soft, adorable, and safe space to jump. For the older thrill-seekers, the massive Dual Slide Bounce House Combo kept the adrenaline high. Segmenting the play areas meant safer fun for the little ones and shorter lines for the big kids.
Beats and Balloons
The atmosphere was electric thanks to our live DJ, who spun uptempo, family-friendly tracks throughout the afternoon. The highlight? The "Monster Mash Line Dances." The DJ hosted freeze dance competitions where winners took home candy necklace prizes, turning the parking lot into a hilarious dance party.
Nearby, two talented balloon artists worked non-stop under their tent, twisting swords, crowns, and animals, adding a splash of color and artistry to the event footprint.
Merchant Engagement and Community Impact
A retail event is only as strong as its tenant participation, and the Festival at Bel Air merchants
showed up in force. We saw incredible buy-in from diverse businesses, including:
Dining: Wayback Burgers, Seasons Pizza, Hot Pot, Thai Spice, Chipotle, Panera
Services: Apple Federal Credit Union, Express Care Urgent Care, Kids First Swim Schools, Evolve Med Spa
Retail: Petco, Lacrosse Unlimited, Advanced Auto Parts, Festival Spirits and Wine
This level of participation creates a cohesive community feel that customers remember. It reminds locals that the Festival at Bel Air isn't just a place to run errands—it's a place where they belong.
Why This Matters for Retail Centers
Events like the Festival at Bel Air Trick-or-Treat prove that in-person activations are vital for community building. By combining strategic merchant involvement with high-quality entertainment, we drove significant traffic and created positive brand associations for the property.
As we look back on a day filled with 650 attendees and 548 QR code registrations, it’s clear that families are looking for safe, organized, and fun ways to celebrate holidays. We are already looking forward to making the next one even bigger.
Ready to bring this level of energy to your shopping center? Contact VVS Events & Marketing today to start planning your next community activation.
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