Spooky Success: How Bull Run Plaza Celebrated Halloween in Style
- wheelersir
- Jan 10
- 4 min read
Halloween is one of those magical times of year when a shopping center transforms from a place of commerce into a hub of community connection. On October 11, 2025, Bull Run Plaza did exactly that.
The air was crisp, the leaves were turning, and the energy was electric as we welcomed hundreds of local families for our annual Trick-or-Treat event. With overcast skies and temperatures sitting comfortably in the mid-70s, the weather gods gave us the perfect backdrop for an afternoon of costumes, creativity, and community spirit.
If you’re a property manager or marketing director, you know that the goal of these activations isn't just to hand out candy—it's to drive foot traffic, support tenants, and create lasting memories that keep customers coming back. Here is a look at how we turned a Saturday afternoon into a "spooktacular" success story for Rappaport and the Bull Run Plaza merchants.
A Hauntingly Good Turnout
We knew excitement was building when families started lining up at the registration table well before our 3:00 PM start time. By the time the event wrapped up, we had welcomed approximately 450 to 500 attendees, creating a vibrant atmosphere throughout the plaza.
The demand for our custom branded trick-or-treat bags was unprecedented. We distributed all 150 bags within the first 15 minutes of the event! While we limited them to one per child, they flew off the table faster than a witch on a broomstick. It was a fantastic problem to have and a clear indicator of the community's eagerness to engage with the brand.
By the numbers:
Total Impressions: 1,500
Event Registrations (QR Code): 678
Actual Attendance: ~450
Weather: Perfect fall afternoon (Mid-70s)
More Than Just a Sugar Rush
While candy is the main attraction for the kids, a successful retail event needs to offer a variety of touchpoints to keep families onsite longer. We designed the footprint to encourage guests to linger, explore, and visit multiple storefronts.
Creative Corners and Keepsakes
We wanted to offer something tangible that wasn't edible. Our "Creation Stations" were a massive hit with parents looking for a break from the sugar. Children flocked to the tables to craft wooden pumpkin magnets and design their own "spooktacular" bead-able pens and keychains.
One parent told us, "Thank you for providing things for my kids to do that aren't just about candy!"
We also set up a "Jibbitz BOO-tique." After the trick-or-treat bags ran out, we transformed Guest Services into a customization station where kids received a silicone bracelet and selected four charms to make it their own. It was a simple engagement tool that added high value to the guest experience.
Entertainment that Stops Traffic
To keep the energy high, we brought in a lineup of entertainment that kept lines moving and smiles wide.
The Monster Mash Dance Party: Our live DJ kept the vibe upbeat with family-friendly tracks. The "Monster Mash Freeze Dance" contests were a crowd favorite, with winners taking home candy necklaces.
Balloon Artistry & Glitter Tattoos: We stationed two balloon artists and two glitter tattoo artists at strategic points in the center. From intricate balloon flowers to sparkly spiders, these artists were busy from the moment the event started until the very end.
A Picture-Perfect Afternoon
In the age of social media, if it isn't on Instagram, did it even happen? We set up a fall-themed photo op featuring scarecrows and pumpkins. It became an instant magnet for families wanting to capture their costumes before the candy hunt began.
Supporting Our Tenants
The core mission of VVS events is to support the tenants. We utilized a "Premium Candy Crawl" model to ensure traffic flowed directly to the merchants' doors.
Participating stores—ranging from America’s Best Wings and Five Below to service providers like Mariner Finance and European Wax Center—were marked with signage. We provided 60 bags of premium starter candy to merchants, ensuring they were ready for the rush.
The layout was strategic. We positioned the registration and DJ near an unused entrance by Giant, placed the glitter tattoos and crafts about 200 feet down, and located the balloon artists near Ross. This forced foot traffic to flow through the entire center, ensuring visibility for all storefronts.
Community spirit even shone through in the logistics. When we experienced a hiccup with the DJ's generator, Eric, the manager at Giant, stepped up immediately to run power through an unused entrance. That is the kind of tenant-landlord relationship we love to see.
What the Community Had to Say
The feedback from the day was overwhelmingly positive. The flow of activities, the variety of entertainment, and the organization of the event left a lasting impression.
"This event was such a lovely family outing!" – Local Resident
"My daughter loves her balloon flower!" – Happy Parent
Participating merchants also reported satisfaction with the steady stream of potential customers walking through their doors.
Photo Gallery
Looking Ahead
Every event provides learning opportunities. Given the incredible turnout, we’ve already noted that next year requires increasing our custom bag order and potentially extending the event by an hour to accommodate the latecomers who were still hoping to join the fun as we wrapped up.
The Bull Run Plaza Trick-or-Treat event was a testament to the power of experiential marketing. By combining entertainment, creativity, and retail engagement, we created an afternoon that delivered value to the property owner, the tenants, and the community.
Ready to bring this level of engagement to your retail center? Let's chat about your next event.
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