TV, Internet entertainment proposed for Forum Shops

Cartoons, cable television and the Internet will likely be part of the shopping experience next year at the Forum Shops at Caesars.

Forum Shops' owner Simon Property Group of Indianapolis said last week it is partnering with Turner Broadcasting Systems to develop a multi-media entertainment package at Simon-owned malls across the country. Financial terms of the deal were not disclosed, however a TBS spokesman said the companies would be "50-50 partners."

The project will see the creation of an in-mall television network, featuring an assortment of Turner programming; TBS networks include the Cartoon Network, CNN and TNT. Also planned are Internet-linked kiosks, a mall distributed magazine and an interactive "family zone."

"We think we've broken new ground here, and are looking to provide our customers with a unique shopping experience," said Simon spokeswoman Billie Scott. "We have 2.3 billion visits in our malls each year, and we think the Internet aspect of this project allows customers to interact directly with brand marketers."

The mall programming should be up and running by the second half of next year. No final decision has been reached as to which malls will be included in the project's initial phase, although Scott said the 500,000-square-foot Forum Shops would be a "very likely contender."

"I think the Forum Shops is an excellent example of introducing a new and different retail experience to shoppers," she said. "That's the goal of this new program as well."

Turner spokesman Jim Weiss said his company sees the project as a way to help the TBS brands stand out in a crowded 500-channel universe.

"There are hundreds of channels to choose from, and establishing a familiar brand name is paramount," said Weiss. "We are especially attracted by the idea of a multiple (media) platform, with each supporting the other. Since Simon is the nation's largest mall owner, they bring with them both great properties and marketing such as their 'MallPerks' rewards program."

Simon owns or manages approximately 188 million square feet of gross leasable area, and has an interest in 256 properties worldwide.

Weiss said programming details were as yet undetermined. The programs will be targeted to specific demographics, and may be customized to suit each individual mall.

"The logistics are still being worked out, but when you consider the different retail outlets in different malls, it becomes likely we'd have to do some customizing," he said.

Industry experts agree successful properties must offer mall shoppers more than just a bricks and mortar experience.

"These days, it's especially important to try to do what we can to add value to the shopping experience of customers," said Nancy Tucker, spokeswoman for the Rouse Co., owner of Las Vegas' Fashion Show Mall. Tucker said her company had no immediate plans to emulate the Simon-Turner partnership, but continues to examine new marketing concepts.

George Connor, senior vice-president of real estate broker Colliers International, agreed that today's successful malls must offer more than just a wide product selection and reasonable prices.

"Time is the most valuable commodity that most shoppers have today," he said. "If you can get customers to spend time in your property, you're more likely to get them to buy products. That's why today, new marketing initiatives providing different and varied retail experiences are so important."

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