Macerich Malls and HGTV partner for high-tech “Santa HQ” experience

10/17/2014

New York -- HGTV will launch “Santa HQ,” an immersive experience that transforms the traditional visit with Santa Claus into an interactive journey, at 10 Macerich malls across the country, starting on Nov. 4, and lasting through Dec. 24.



Visitors will be able to customize their individual experience. They can download the “ELF-RAY Vision” app or use a provided tablet to immerse themselves in the world of Santa HQ to see the night sky, the secret inner-workings of clocks and gears and to meet a playful pair of elves. By using their handheld device as a “portal,” visitors can see and interact with digital scenes surrounding them inside Santa’s Observatory.



Visitors can continue the adventure with a custom photo opportunity, followed by the ultimate moment with Santa inside his modernized sleigh.



“Santa HQ reinvents the Santa experience at the mall for a new generation of digitally savvy, always-connected kids and their families,” said Ken Volk, senior VP and chief marketing officer, Macerich. “With HGTV, we are bringing a dramatically new and engaging holiday attraction to shoppers. We know that people come to the mall for one-of-a-kind, in-person experiences they can share in real time and through social media --and the exciting new Santa HQ delivers exactly what families want today.”



HGTV, Macerich and Pop2Life, a New York-based experiential marketing agency, collaborated on the holiday attraction.



Santa HQ will be featured at Macerich properties including Danbury Fair Mall in Danbury, Conn., opening on Nov. 4; Deptford Mall in Deptford Township, N.J., opening on Nov. 5; Vintage Faire in Modesto, Calif., opening on Nov. 5; Los Cerritos Center in Cerritos, Calif., opening Nov. 7; FlatIron Crossing in Broomfield, Colo., opening Nov. 7; Washington Square in Portland, Ore., opening Nov. 7; Lakewood Center in Lakewood, Calif., opening Nov. 7; Tysons Corner Center near Washington, D.C., opening Nov. 14.; Chandler Fashion Center in Chandler, Ariz., opening on Nov. 7; and Scottsdale Fashion Square in Scottsdale, Ariz., opening Nov. 14.
X
This ad will auto-close in 10 seconds