frequently asked questions

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Below is a list of frequently asked questions regarding events, media and specialty leasing with GGP. Please see the Contact Us page to ask a GGP team member additional questions.

Events

Are there any restrictions in regards to event elements and set-up?

Yes, GGP does have some restrictions. While they may vary per property, below are some consistencies you will find throughout the malls in our portfolio:

8-foot height restriction for all event elements.
If sound is part of the event, partners will need to adhere to the sound levels at each property.
Set-up and take-down will need to take place during “non-mall hours” – either before the mall opens or class="clearfix" the mall closes.
In most cases, tents are not allowed for in-mall events.
Can brand ambassadors roam the property to pass out samples / coupons?

Unfortunately, GGP has a NO roaming policy, so we ask that your staff remain in the event footprint. In regards to brand ambassadors, we can work with you to determine multiple locations for them to be stationed throughout the property.

Does GGP provide staff for event / sampling programs?

GGP does not provide staffing for any events. There is always a Manager On Duty (MOD) in the event a GGP staff person is needed; however, it is the client’s responsibility to handle all staffing for the event.

How large are the event courts at each mall?

While this will vary per property, the average event court is approximately a 20’ x 30’ space. Some malls may have a smaller space available, while others will have a considerably larger amount of space.

What is the process for getting an event booked at a GGP mall?

If you are interested in hosting an event at a GGP mall, it would be helpful to have the following information available when reaching out with your initial inquiry:

Dates of the event for each mall
Number of malls / markets
Approximate footprint of event and electrical requirements
Relevant target demographic info
Once you have the basic information, a GGP representative will be able to assist with mall recommendations, pricing and availability. Please note there is an internal approval process which could take up to a week from initial inquiry to contract.

What are the insurance requirements for coming on property?

Insurance Requirements vary by event type and property but a general rule of thumb is that anyone wishing to come onto a General Growth property must furnish a certificate of insurance that names General Growth Management, Inc. as the certificate holder. For most events there is a requirement of General Liability coverage in the amount of $1,000,000 per occurrence/$1,000,000 per aggregate.

Does GGP offer exclusivity for category specific events?

Please note we do our best to avoid booking category competitors on the same dates; however, if exclusivity is mandatory for you or your client, GGP does offer it for an additional fee.

Is there any (pre-promotional) signage included when I book an event?

Signage is not included in the price for the event space, but is available for an additional fee if you are interested in building it into the program for additional exposure.

Can GGP provide a stage and / or sound system for my event?

This will vary per mall. Some properties have permanent stages, some have stages that can be built and some do not have any staging. Most malls do NOT have a sound system. In some cases, in the event staging and our sound system would need to be rented, the contact at the mall can provide you with a local vendor who is familiar with their property.

What other event elements are available to me?

The following elements can usually be provided by the mall team, but will be based on availability and will depend on the time of year, quantity needed, etc.

6- or 8-foot tables (and skirting)
Chairs
Stanchions
Can GGP host events in the parking lot?

Yes, most properties will allow for outdoor events. Depending on the size, the proposed locations will vary. Additionally, some outdoor events will require a special permit from the city / village – your GGP contact will notify you of this when booking your event.

Is security included in the price for overnight or long-term events?

Security is NOT included in the price, but can be provided at an additional cost. The cost for security will vary per mall but is typically an hourly rate per officer. Arrangements can be made directly with the local contact at each mall.

What is the access cost to host an event at a GGP mall?

The cost will vary depending on the mall that is hosting, the total footprint of the event and the number of days required. Rates are typically broken down into the following:

Up to 10’ x 10’
10’ x 10’ up to 20’ x 30’
20’ x 30’ up to a 1,000 sq. ft.
Over 1,000 sq. ft.
Do I need a permit to be on the property?

Depending on the mall and the type of event, a permit may be required. Each mall will let you know if a permit (food / health, fire, etc.) is required and the steps and time it will take to get the permit.

Media

Do I have to advertise at all malls or can I pick and choose based on my target demographic?

GGP offers the ability to target your media campaigns to your target area or demographic. Media campaigns can be placed at one mall or across GGP’s portfolio of more than 200 malls.

Are production and shipping of media costs included in the pricing?

Costs associated with production and shipping of the media to participating properties typically is not included in advertising costs. GGP is happy to put you in touch with a reputable printer familiar with mall advertising. For a fee, GGP will manage the production of your media flight.

Are there any installation costs?

Installation fees will vary per mall and media element. Some media elements that typically require installation fees include:

Overhead banners
Table top advertising
Elevator/escalator wraps
Barricade murals
Media elements that do NOT typically require an installation fee include:

Window clings
Table tents
Floor graphics
Posters
T-stands
Can my materials / collateral be returned class="clearfix" the media flight?

If requested, GGP will return collateral to you upon completion of media flight. The client is to assume responsibility of shipping charges.

How far in advance do I need to book the flight?

Typically, GGP recommends booking your media flight at least one to two months in advance for placement during Q1, Q2 or Q3. Q4 advertising often requires earlier booking and we recommend three to four months advance booking for best placement and availability. Please note – the above recommendations are for media placement only. The time required to produce and ship the advertising elements should also be considered.

How many malls fall in the Top 25 DMAs?

GGP has 75 malls in the top 20 DMA markets.

Does GGP need to approve the creative?

GGP requires advertising creative to be submitted in advance for approval.

Are there ways to achieve cost efficiencies for larger advertising programs?

GGP will consider cost efficiencies for programs that involve multiple year commitments, multiple media flight commitments, multiple properties or multiple elements. Efficiencies will vary per program.

What is the process of booking a mall advertising flight?

If you are interested in advertising at a GGP mall, it would be helpful to have the following information available when reaching out with your initial inquiry:

Dates of the media flight
Number of malls / markets
Media elements of interest
Relevant target demographic information
Once you have the basic information, a GGP representative will be able to assist with mall recommendations, pricing and availability. Please note there is an internal approval process which could take up to a week from initial inquiry to contract.

What are your payment terms?

Payment is usually due at the beginning of the media flight. Payment terms may vary for multi-flight and multi-year contracts.

Does GGP provide any research to gauge ROI?

GGP has a research group that can work with you on creating either onsite or online surveys to gauge program effectiveness. Additional costs may apply.

What are the most effective media elements in the mall?

According to a recent Arbitron Study on mall media effectiveness, campaigns that utilize multiple elements are the most effective. See Mall Statistics for some of the study’s results.

Specialty Leasing

How do I start?

The steps to starting your own business are very simple:

Identify the service or products you want to sell.
Develop a business plan. GGP can assist you in this process.
Once the business plan is developed, schedule a meeting with the management team at your chosen GGP mall.
Upon approval of your business concept, GGP’s Specialty Leasing experts will help you set up, merchandise and promote your business.
What can I expect from the mall?

GGP offers Specialty Leasing partners a full range of support and services including:

Visual merchandising assistance to help you create the most attractive and effective merchandise displays, so that you’ll entice more customers to shop and achieve higher sales.
A variety of display options, including state-of-the-art retail merchandising units, kiosk locations for your own custom-designed kiosk, and in-line spaces ranging from 200 to 5000 square feet.
A simple, three-page license agreement to provide you with low-risk flexibility.
On-site and corporate support staff with years of retailing experience.
What can I sell in a mall?

In our experience, the most successful retail concepts fall into the following categories:

Trendy, innovative, unique products and services (impulse items).
Gifts and keepsakes that reflect local culture and the unique character of the community.
Handmade arts and crafts.
Gifts and merchandise for holidays such as Christmas, Hanukkah, Easter, Passover, Graduation, Valentine’s Day, Mother’s Day, Father’s Day and Halloween.
Seasonal items such as recreational items for summer fun or winter warmth, as well as back-to-school merchandise.
Professional and financial services such as retirement planning, home improvement, Internet consulting, financial advice and tax preparation.
What do I need to open?

Before you open, you’ll need the following:

A signed license agreement.
A minimum security deposit.
The first month’s rent in a certified check or money order.
Business licenses and tax identification numbers as required by state and local law.
A certificate of insurance.
Professional printed signs that conform to mall regulations.
A cart or store design plan and merchandising plan approved by the Mall Manager.
Enough inventory to create a high-quality presentation and fulfill sales demand.
What will it cost?

Your actual costs will depend on a number of factors. The GGP Specialty Leasing Program can design a pricing package tailored specifically to your business and your resources.

We can also help you create a business plan to determine how much of an investment you’ll need to start and support your business. Here is a partial list of the costs you should expect to figure into your business plan:

Cost of goods and inventory
Employee wages and labor costs
City licensing and permit fees
An insurance policy covering general comprehensive liability
Rents