Division A - Public Relations Programs
Category 7 - Promotional/Marketing
Silver Sands Factory Stores Autumn Tides Promotion
Silver Sands Factory Stores

Judges' Award

Research/Situation Analysis: As the nation's largest designer outlet center, Silver Sands Factory Stores sees over six million shoppers each year. Due to Silver Sands' unique location between Destin, Fla. and the Beaches of South Walton area, seventy percent of these shoppers are tourists visiting these popular vacation destinations. Labor Day weekend marks the end of another summer season and with it, traffic and sales slow down considerably. In an effort to increase traffic during the slower season, Silver Sands partnered with Beaches of South Walton's Tourist Development Council for their Autumn Tides program. Autumn Tides is a series of fall events created to attract visitors to the Emerald Coast area during the beautiful fall season. In past years, Silver Sands participated by hosting a Heritage Festival and offering local artist Donna Burgess' official Autumn Tides watercolor print as a gift-with-purchase for a ten-day period. Post-event evaluations showed that shoppers visiting the center were more interested in spending their day shopping the 100 plus stores than attending a festival. As a result, Silver Sands' marketing team decided to discontinue the festival and focus solely on the widely popular gift-with-purchase promotion.

Objectives: To maximize the 2006 Silver Sands Autumn Tides Event by achieving the following by October 31, 2006:


Budget: The total budget for the Silver Sands Autumn Tides promotion was $11, 450, allotted to the following: $7,600 for Autumn Tides prints, $3,500 for advertising, $150 for community visits and $200 for the signing receptions. Based solely upon the sum of all receipts redeemed ($1,123.379.46), extending the duration of the Autumn Tides promotion resulted in a ROI of $1,111,929.