Beyond Shopping: Market Mall Embraces Experiential Retail with "Winter Warm-Up"
Beyond Shopping: Market Mall Embraces Experiential Retail
CF Market Mall, a key retail anchor in Calgary's affluent northwest, is transforming the holiday season with its "Winter Warm-Up" event, running from November 20 to December 21. This initiative by Cadillac Fairview, a property manager with $27 billion in assets and a purpose of "Transforming Communities for a Vibrant Tomorrow," signifies a strategic shift. During a period of projected modest 2% growth in Canadian holiday sales, Market Mall is actively moving beyond traditional transactions to embrace "experiential retail," particularly appealing to younger demographics.
The "Winter Warm-Up" Experience
Calgarians can immerse themselves in a high-energy winter wonderland. Highlights include an outdoor Snow Stunt Show (December 6-7) featuring professional freestyle skiers and riders, and an indoor curling rink with expert instruction from Curling Alberta. These engaging activities are designed to draw foot traffic and inject vitality, evolving Market Mall into a comprehensive, family-friendly destination that serves as a community hub.
Olympic Stars and Interactive Fun
Adding star power, the event features appearances by former Canadian Olympians and Calgary natives. Silver medalist in curling, Cheryl Bernard, will be at the curling rink on November 25. Alpine skier Brad Spence is scheduled for December 13. Guests can also capture memories at immersive photo displays, including a real Sunshine Village chairlift and a WinSport bobsled, enhancing the festive atmosphere at this Cadillac Fairview-managed property.
Cultivating Community and Economic Vibrancy
This private sector initiative by Cadillac Fairview, wholly owned by the Ontario Teachers' Pension Plan, aligns seamlessly with the City of Calgary's "Festivals and Events Strategy." Mayor Jyoti Gondek and Calgary Economic Development consistently champion efforts that diversify the economy and create opportunities for community engagement. The "Winter Warm-Up" exemplifies how private ventures can contribute to municipal goals, fostering a dynamic city image and promoting local economic activity.
