PopUp Republic

Interview with Melinda Holland, SVP of Business Development, General Growth Properties

General growth properties (ggp) is the second-largest shopping mall owner/operator in the United States, with over 120 U.S.-based properties in their portfolio. They have also become leaders among their peers for the pop-up concepts they organize at many of their shopping centers nationwide, using these experiences as opportunities for enhanced foot traffic and additional revenue opportunities.

Melinda Holland and Patty Hirt, two GGP employees at the forefront of the company’s efforts to incorporate pop-ups into their business strategy, were kind enough to answer a few questions.

• Q: Why would you say malls are better than empty storefronts, urban centers, and stand-alone locations to host a pop-up?

  Malls not only provide built-in traffic, but an opportunity to provide unique experiences for guests. In-mall pop-up stores attract a diverse shopper mix, including families, Millennials, and Baby Boomers. In addition, malls support emerging brands with additional P.R., research, marketing, technology, and partnership services that aren’t necessarily guaranteed in a stand-alone space. GGP also owns urban properties, so we have a unique understanding of what these storefronts can provide.

• Q: How did GGP become a leader in turning malls into popular pop-up venues?

  At GGP we strive to create an exceptional experience for our shoppers; therefore we have to be progressive in our thinking regarding ...