Parkade eventing at Musgrave
Musgrave Centre launched ‘Level 5’ to advertisers, marketing and eventing agencies recently.
MUSGRAVE shopping centre has successfully utilised the non-traditional marketing space – the car park – as an event venue, providing 100 per cent marketing return on investment for the mall.
The centre is owned by SA Corporate Real Estate Fund, one of the oldest and most established property companies in the South African market. The Company features an attractive portfolio diversified across 166 properties which covers 1.39 million square metres of lettable space.
Aptly entitled ‘Level 5’ indicating the parking floor, the team formally launched Level 5 to advertisers, marketing and eventing agencies and to big name brands.
“A growing trend in the retail industry and in the country as a whole right now, is to repurpose things and areas. It makes a lot of business sense both for the mall and for the companies that are utilising this untapped space, either for retail markets or large events,” explains Donald Mclellan, marketing manager for Musgrave Shopping Centre.
The venue has already proved to be a successful location based on the popularity of Musgrave’s Roof Top Night Market, which takes place once a month and brings in large crowds.
By giving the venue a name, logo and visual brand identity the transformed carpark has become a well attended leasable area. The Roof Top Night Market has achieved excellent marketing KPI’s which includes generating over R2 million in publicity and 100% return on marketing investment.
“Essentially, external companies that have a brand fit can hire the area to host their events here. uShaka Marine World has already successfully hosted the preliminary round of its Mr, Miss and Junior uShaka, completely transforming the parkade area into a talent show competition setting. The Centre Management team has the marketing expertise to work with any eventing company and suggest an advertising mix which will help in the process of hosting a successful event,” he said.
This is a perfect example of shopping centre that is utilising its facility optimally to sustain economic growth for itself and the community.
