Hispanic Heritage Month is a national observance that runs annually from Sept. 15 through Oct. 15. President Ronald Reagan extended the observance from a week to a month in 1998.
The Macerich Company embraced Hispanic Heritage Month this year as a way of recognizing its large Hispanic customer base. Thirty-one Macerich properties hosted special events celebrating the richness of Latin culture throughout Hispanic Heritage Month.
The events ranged from free Zumba and Salsa dance classes and exhibitions to live Latin-inspired music performances, craft events for children and more.
Macerich corporate also partnered with Universal Music to conduct a month-long Latin Music Sweepstakes that brought in every property in the Macerich portfolio. People entered the sweepstakes at Guest Services desks at Macerich centers, at a dedicated sweepstakes website and by using a smartphone to scan a QR code on sweepstakes collateral.
The Grand Prize was a trip for two to Las Vegas for Latin music’s biggest night: The Annual Latin GRAMMY Awards. The grand prizewinner also received an invitation Universal Music Latin Entertainment’s after party.
Queens Center, a Macerich mall in Queens, N.Y., hosted the largest celebration, with events running throughout the month and in particular over the last weekend of Hispanic Heritage Month.
Queens Center capped off the month of celebrations with the launch of CultureArte, a star-studded, two-day weekend event — October 12-13 — that entertained thousands of shoppers with Latin music, dance, fashion and beauty.
Queens Center retailers provided coupons and special offers that filled complimentary CultureArte swag bags shared with more than 2,000 guests over the weekend.
CultureArte used three locations in Queens Center. A dedicated section of the second level featured a massive main stage with seating on three sides and plenty of standing room. Macerich equipped the main stage with a full complement of professional lighting and sound equipment.
A second stage, located on the first level in the food court, was visible from the mall’s first, second and third levels.
A third CultureArte destination on the second level offered CultureArte sponsors the opportunity to interact with shoppers.
The CultureArte weekend began on the main stage. J.C. Penney, Club Monaco, Steve Madden, Macy’s, Caparros Shoes and Natural Look Salon by Aveda put on a high-energy fashion show. After the show, the main stage morphed from a runway into a fully dedicated live concert venue.
Salsa Superstars Yesenia Adame and Rodrigo Guzman, from Dancing with the Stars, choreographed and performed salsa on the main stage. Aurora & Zon del Barrio with Chocolate, featuring Larry Harlow delivered an exclusive concert.
New York City is the second largest Hispanic market in the United States, and the shopper base surrounding Queens Center is nearly 36% Hispanic. Queens Center looks forward to the annual observance of Hispanic Heritage month as a way of thanking its Hispanic customers for their patronage.
Currently valued at $1.2 trillion annually, Hispanic purchasing power in the United States is growing faster than that of any other group.
“Macerich recognizes the tremendous importance of Latin culture in the U.S. today, and we are very pleased to celebrate Hispanic Heritage Month in a modern and meaningful way with CultureArte,” said Ken Volk, Chief Marketing Officer with Macerich. “This sophisticated, high-energy program was a big success in Queens, and we look forward to introducing CultureArte to shoppers in other key Macerich markets next year, including Los Angeles and Phoenix.”