Prestigious ICSC award honors the most innovative and exciting new ideas

 – Centennial, a national owner and developer of major shopping, dining, entertainment, and mixed-use destinations, is pleased to announce that Hawthorn Mall has earned a Gold MAXI award in the Impact category >10K for its ‘Christmas in July’ Event.

“Marketing is an essential component of maintaining healthy sales and traffic at every retail property,” said Colleen Heydon, Centennial’s Senior Vice President of Marketing. “The Hawthorn team went above and beyond in executing this innovative omnichannel event for Vernon Hills and its surrounding communities and I’m thrilled to see their work recognized with a MAXI Award.”

Hawthorn’s ‘Christmas in July’ is a festive event designed to benefit a local Toys for Tots charity. Activities included an elf on the shelf scavenger hunt, gift giveaways, special offers and promotions, and the opportunity to have a photo taken with Summertime Santa in exchange for a toy donation. The event was achieved with a total budget of less than $10,000 and generated significant results.

The MAXI Awards recognize events, programs and technology that add value to shopping centers and companies across the U.S. and Canada. Categories are designed to recognize the evolution of the industry, while rewarding creativity and innovation. This year’s award winners were honored at a ceremony at the Wynn Hotel during RECon.

Visit www.icsc.org for a complete list of honorees. 

About Centennial
Centennial is a national owner and developer of major shopping, dining, entertainment, and mixed-use destinations. Rooted in retail since 1997, the company is focused on shaping the evolution of American retail by creating a superior, multifaceted shopping center experience. Centennial properties serve not only as a place of commerce, but a place of community. For more information, visit CentennialREC.com