Holiday Magic by the Numbers: Recapping RIO Lakefront’s 'Holiday Surprises'
- wheelersir
- Jan 4
- 4 min read
The holiday season is the Super Bowl for retail properties. Every shopping center is vying for attention, trying to cut through the noise of online sales and busy schedules. The challenge isn't just getting people to show up—it's getting them to stay, spend, and leave with a smile that brings them back in January.
At RIO Lakefront, we took that challenge head-on with a three-part event series called "Holiday Surprises." Executed on November 29, December 6, and December 13, this wasn't just about putting up a tree and calling it a day. It was a strategic, recurring activation designed to drive consistent foot traffic and boost tenant sales throughout the critical shopping window.
By combining gamification, influencer partnerships, and good old-fashioned hospitality, we turned cold winter days into hot retail opportunities. Here is how we pulled off a trifecta of holiday wins.
The Strategy: A Three-Day Experience
One-off events are great, but a series builds momentum. We structured "Holiday Surprises" across three key dates to capture different waves of holiday shoppers—from the Black Friday weekend crowd to the last-minute gift hunters.
The goal was simple yet ambitious: Create an atmosphere that felt magical while driving tangible economic results for the tenants. We wanted to move beyond "brand awareness" and get straight to "brand conversion."
To do this, we anchored the events around the Fire Lounge—a central, warm gathering spot—and deployed three distinct tactics:
Direct-to-Consumer Gamification: The "Shop, Spin & Win" wheel.
Digital-to-Physical Scavenger Hunts: The MoCo Drop partnership.
Atmospheric Engagement: Live carolers, DJ playlists, and hospitality treats.
The Hook: Shop, Spin & Win
Let’s be honest: everyone loves a prize wheel. It’s a classic for a reason. But we added a strategic layer to ensure it drove ROI for the property.
To take a spin, guests had to present a same-day receipt totaling $75 or more from RIO Lakefront retailers. This simple mechanic turned browsing into buying.
The results were immediate. On November 29 alone, guests showcased receipts totaling over $3,600 in just three hours. By the final event on December 13, despite the colder temperatures, the average transaction value skyrocketed to $140.19 per shopper.
We saw guests running into stores like Dick's Sporting Goods, Target, and South Moon Under, specifically trying to hit that spending threshold so they could come back and spin.
The Hype: The MoCo Drop Partnership
To bridge the gap between social media scrolling and physical foot traffic, we partnered with @MoCoDrop. If you aren’t familiar, this is a localized engagement strategy where gift cards are "hidden" at specific locations, and clues are dropped on Instagram.
This added an electric layer of urgency to the events. On November 29, the energy was frantic in the best way possible.
We had followers sprinting (literally running!) across the property to find gift cards for spots like Dave & Buster’s ($100) and a massive $200 Bonus Drop for Target.
By the December 13 finale, the hourly drops had evolved into a community scavenger hunt. It forced visitors to explore the entire footprint of the property, moving them from the Fire Lounge to storefronts they might not have visited otherwise. It was a perfect example of how digital influence drives physical exploration.
A Tale of Three Dates
While the core mechanics remained consistent, each date had its own unique flavor and specific wins.
November 29: The Kickoff
Weather: Sunny, 45 degrees
Vibe: High Energy
Key Win: 1,500 Onsite Impressions
The series launched with a bang. The weather was mild, and the "Sounds of the Seasons" carolers provided a nostalgic soundtrack that kept people lingering. The engagement was so high that even as our team was packing up the tent, guests were still running up with receipts, eager to redeem their purchases.
The enthusiasm proved that shoppers were craving an experience, not just a transaction.
December 6: Community Appreciation
Focus: Resident Rewards & Unique Gifts
For the middle date, we dialed up the exclusivity. We introduced special perks for the locals, offering signature RIO totes and tumblers to residents of select nearby communities. It was our way of saying "thanks" to the people who support the center year-round.
We also added a specific Gift With Purchase (GWP) tier: a leather key chain and luggage tag for shoppers at Le Macaron. This date was about deepening loyalty and rewarding the repeat visitor.
December 13: The Grand Finale
Weather: Cold (High 30s)
Vibe: Determined & Festive
Key Win: High-Value Shoppers ($140 Avg. Transaction)
By mid-December, the chill had set in, but it didn't freeze the spending. In fact, this date saw the highest average transaction values. California Pizza Kitchen (CPK) was a hero partner on this day, selling deluxe hot chocolate to keep hands warm and offering "bonus freebies" (like 50% off pizza coupons) with every purchase.
Despite the cold, the atmosphere was warm. Families bundled up to watch the theater shows and participate in the final MoCo drops. It proved that if the activation is engaging enough, weather becomes a secondary factor.
By the Numbers: Why Experiential Marketing Matters
For our property managers and stakeholders, the "Holiday Surprises" series wasn't just fun—it was effective.
Here is a snapshot of the impact:
High Engagement: Thousands of impressions across the three dates.
Tenant Wins: Significant spend captured at diverse retailers, from big-box anchors like Target and IKEA to dining spots like Guapo’s and Uncle Julio’s.
Customer Sentiment: The feedback was overwhelmingly positive. One guest told us, "Winning $25 to California Pizza Kitchen is WILD! We just ate there and I guess we will be back!" That is the definition of a retention loop.
Photo Gallery
Creating Moments that Convert
The success of the RIO Lakefront "Holiday Surprises" series reinforces a core truth about retail marketing: Experience drives economy.
When you give people a reason to visit beyond just buying a product, they stay longer. When you gamify their spending, they spend more. And when you wrap it all in a seamless, festive atmosphere, they build an emotional connection with the property.
We are already looking forward to seeing how we can top this next year. Until then, we’ll be analyzing the data and planning the next big activation to keep that foot traffic moving.
Ready to bring this kind of energy to your property? Reach out to the VVS team today and let’s start planning your next win. 🚀
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