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EASTLAND MALL

MERCHANT REFERENCE HANDBOOK

EASTLAND MALL MERCHANT HANDBOOK

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CONTENTS

Emergency Services Directory

General Information

Store Manager Orientation

Customer Services / Amenities

Who To Call

Store Operations

Mall Security & Life Safety

Mall Marketing

Miscellaneous


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PREFACE The Eastland Mall Merchant Handbook has been prepared for your convenience and as a reference for general rules, policies and procedures for your store’s operation in Eastland Mall. Your review and familiarity of these procedures will contribute to the efficiency and mutual success of your company and the developer. The information contained in this handbook answers the most commonly asked questions by store managers and employees. In the event you have a question on an issue not addressed in this handbook, please contact the Mall Management Office at 704/ 568-1263. Additions and updates will be distributed as the need arises. Additional copies of the handbook are available upon request.


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EMERGENCY SERVICES DIRECTORY

Charlotte Police (emergency) 911 Charlotte Police (non-emergency) 704/ 353-1000 Mecklenburg County Sheriff’s Department 704/ 336-2543 Charlotte Fire Department (emergency) 911 Charlotte Fire Department (non-emergency) 704/ 336-2441 Ambulance or Rescue 911 Mall Security 704/ 568-1384 (Eastland Mall is equipped with a security camera system that offers visual surveillance capability throughout all common areas of the shopping center including interior, exterior, parking lot and all service corridors. Coverage is not available inside stores.) UTILITIES: Electricity and Gas Duke Power 704/ 594-9400 Night 800/ 769-3766 Piedmont Natural Gas Co. 800/ 752-7504 Telephone Service BellSouth 611 or 704/ 780-2800 Water City of Charlotte 704/ 336-2564 Night 704/ 336-2211 EASTLAND MALL MANAGEMENT: Management Office 704/ 568-1263 (Office hours Monday – Friday 8:30am – 5:30 pm) Mall Security 704/ 568-1384 Mall late openings due to weather 704/ 537-2626


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GENERAL INFORMATION Eastland Mall is a development of Glimcher Properties of Columbus, Ohio. They purchased the mall in late 1998. The legal name is Charlotte Eastland Mall, LLC. The Mall opened in 1975 and experienced a renovation in 1994 in which improvements were made to the mall’s interior common area, including the food court area. Eastland Mall is comprised of 1.1 million square feet situated on 89.28 acres conveniently located at the intersection of Sharon Amity Road and Central Avenue in Charlotte. The mall has a tenant capacity of approximately 120 stores. Eastland Mall Management Office Location: Upper level near Belk Mailing Address: 5471 Central Avenue Charlotte, NC 28212 Telephone: 704/ 568-1263 FAX: 704/ 568-0291 Guest Services Center 704/ 537-2626 Guest Services Center FAX 704/ 568-1373 Office Hours: Monday – Friday 8:30 – 5:30 Management Staff Mall Manager Kevin McCluskey Marketing Manager Kimberly Brent Operations Director Marvin Snyder Security Director Mike Bolinsky Specialty Leasing Manager Rich Lange Administrative Asst./ Receptionist Margaret Dawkins Administrative Assistant Meredith Deaton


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OPERATING HOURS STANDARD MALL HOURS The standard mall hours for Eastland Mall are: Shopping Hours Monday – Saturday 10:00 am – 9:00pm Sunday 12:30 pm – 6:00 pm HOLIDAY HOURS AND SPECIAL OCCASIONS Mall hours will be adjusted for seasonal periods and special mall promotions. Store leases require observance of the holiday schedule and other special hours as established by the landlord. These occasions will be communicated to each store with adequate advance notice for scheduling personnel.


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STORE MANAGER ORIENTATION

Welcome to Eastland Mall !

We are glad you are part of Eastland Mall. The information contained within this handbook is designed to familiarize you with the operating procedures and policies at Eastland Mall. In the event you have any questions, please don’t hesitate to call the mall management office. Your store address is: ______________________________ - Contact the Mall office if you Eastland Mall are unsure of your correct _________ Central Avenue address. Charlotte, NC 28212 Mail Delivery Your store’s mail is delivered by the US Postal Service directly to your store. Utilities If you are opening a new store there will be several responsibilities that you will need to fulfill to ensure that your store has utility service. ELECTRICITY: Electrical power is provided by Eastland Mall. There is no action required on your part to connect or disconnect electrical service to your store. GAS: Gas service to the mall is provided by Piedmont Natural Gas Company. If your store requires gas service you are responsible for contacting Piedmont Natural Gas at 800/752-7504 to order service. Upon vacating your space you are similarly obligated to contact Piedmont Natural Gas in order to terminate the service. Failure to do to can result in continued billing and payment.


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STORE MANAGER ORIENTATION (Continued)

Water: In most cases, water service is provided by the City of Charlotte. Upon occupying your space you must contact the City of Charlotte Water and Sewer Division at 704/336-2564. Upon vacating your space you are similarly obligated to contact the city in order to terminate the service in your name. Failure to do so can result in continued billing and payment. In some instances, stores are master metered. In these cases, water bills will be mailed to tenants by Glimcher Properties from the Columbus, OH office. Telephone: Each store is responsible for establishing its own telephone service. Contact BellSouth at 800/ 919-2800 in order to start and terminate service. Heating and Air Conditioning Eastland Mall has a chilled water system that circulates treated and chilled water to each store for air conditioning purposes. Your store’s thermostat will control the temperature in your store; however, in the event you experience uncomfortable conditions during cooling months, contact the mall office at 704/ 568-1263. Each store has its own Air Handling Unit (AHU) which controls the temperature in your store during the heating season. Each store is also responsible for the maintenance of its AHU equipment. Copier and Fax Services Copier and Fax services are available for nominal costs within Eastland Mall at the following location: Mall Management Office on the upper level near Belk


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STORE MANAGER ORIENTATION (Continued)

Personnel Interviewing / Hiring • Eastland Mall’s Activity Room may be available for store meetings, training

sessions, application processing or interviewing by individual stores. Please call 704/568-1263 to schedule.

• Mass interviews of applicants within the common areas of the center is prohibited. Posting of “Help Wanted” signs on temporary barricades or storefronts is also prohibited. Interviews may be held in the Activity Room. Contact the mall management office to reserve the room for this use.

Newspapers Charlotte Observer (dominant area newspaper) Classified advertising phone: 704/ 377-5555 Display advertising phone: 704/ 358-5400 Bank Wachovia has a night deposit drop box located on the upper level near Mall Entrance A. To make arrangements to open an account and utilize Wachovia’s services, contact the branch bank located across the street form the mall on the corner of Central Avenue and Reddman Road.


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GUEST SERVICE AND AMENITIES

Guest Services Center The Guest Services Center is located in the Mall Management office on the upper level of the mall near Belk. The Guest Services Center is open Monday through Wednesday 8:30am – 5:30pm, Thursday and Friday from 8:30am – 9:00pm, Saturday from 1:00pm – 6:00pm and Sundays from 12:30pm – 6:00 pm. It is equipped to assist customers with mall information, store directions, wheelchair use, gift card sales, paging services (for emergencies only), mall employment information and any other assistance customers may need. Strollers Strollers are available for a nominal charge at stroller dispenser units located on the lower level at Entrance B and Entrance D, and on the upper level at Entrance A and Lenscrafters Entrance C. Mail Service Post Office and Federal Express drop boxes for outgoing mail are located outside Entrance A. Copier and Fax Services Eastland Mall provides copy and Fax services for the convenience of our customers and mall employees: It is located in the Mall Management Office on the upper level near Belk. Copies: .15 per copy Fax: Outgoing - $2.50 for 1st page, $1 each page thereafter Incoming - $1 per page Public Rest Rooms Eastland Mall is equipped with two locations of public rest rooms. All rest rooms are handicapped accessible. Lower level location: In the food court near Showmars Upper level location: Near the mall management offices by Entrance E.


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GUEST SERVICE AND AMENITIES (Continued)

Public Telephones There are four locations of public telephones:

1. Upper level near the Belk storefront 2. Lower level near the Belk storefront 3. Upper level near the FootAction storefront 4. Lower level near the Burlington Shoes storefront

Water Fountains Water fountains are located near the public restrooms adjacent to the mall management office on the upper level and near the public restrooms by the food court. Paging Paging is available at the Mall Management Office for emergencies and lost children (under 11 years of age). Public Transportation Bus Service Eastland Mall is served by the Charlotte Area Transit System. The bus stop is located on Central Avenue. Bus schedule information is also available at the Guest Services desk. Additional information concerning the bus service can be obtained by calling the Charlotte Area Transit System at 704/ 336-3366 Taxi Service Yellow Cab Co. 704/ 332-6161


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WHO TO CALL

Roof Leaks Report immediately to mall management. Determination for responsibility of repair will be made upon investigation. Loss of Power Report immediately to mall management to determine if it is a widespread loss or restricted to just your store. If it is a widespread loss, mall management will take corrective action. Plumbing Problems Report stoppages or blockages immediately to mall management to determine if it is a widespread problem or restricted to just the leased premises. If it is an isolated blockage, it will be the tenant’s responsibility to correct. Heating / Air Conditioning Contact the mall management office if your store experiences heating or cooling problems. A mall technician will be able to help you determine if it is a mall or store responsibility to repair.


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STORE OPERATIONS

GENERAL The following information is provided as a guide in the day-to-day operations of your store. All of the procedures and policies described are excerpts from standard lease agreements and are in accordance with accepted shopping center operational standards. All stores are expected to observe and comply with the policies and procedures as defined in the following pages, except where individual lease agreements specify different conditions. Please contact the mall management office if you have a question regarding a specific activity. STORE HOURS Regular mall hours are Monday – Saturday 10:00am – 9:00pm and Sunday 12:30pm – 6:00pm. Special hours for sales and holidays will be established and communicated to each store in adequate time for scheduling purposes. Except where permitted by individual lease agreements, all stores are expected to comply with established hours. STORE HOURS DURING INCLEMENT WEATHER CONDITIONS During inclement weather conditions mall management closely monitors existing and forecasted conditions in order to determine if a change in mall hours will be required. In all decisions affecting mall hours, the safety of customers and store employees is paramount. In the event that management decides to open late or not open at all due to weather conditions, then the message will be communicated via local radio and television stations. Store employees may call 704/ 537-2626 to hear a recording should the mall be opening late or not at all. In the event an early closing must be initiated then the message will be communicated via mall security and telephone calls to individual stores. All stores are required to remain open until mall management renders a decision.


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STORE OPERATIONS (continued)

USE OF THE MALL Use of the Leased Premises Only the display and sale of items or services as described in the Use Clause of your store’s least agreement are permitted. These descriptions are typically very specific but if you have questions regarding what can or cannot be sold and displayed from your store please contact the management office. The sale of items or services not permitted by the lease agreement is strictly prohibited. Use of the Common Area Stores are not permitted to utilize any part of the developer’s common area without express prior approval from mall management. This includes activities such as placing objects, items, merchandise, sign holders, advertising material, fixtures or any other material outside of the leased premises in the mall’s common area. TRASH / REFUSE REMOVAL Trash compactors are located in all truck/service bay areas. Each store is required to place all trash in the hopper and compact the trash by activating the compactor. Trash may not be left on the dock area or left uncompacted in the hopper. All wet food refuse must be bagged and the bag tied. Grease must be placed in the grease barrels located in the food court storage area. Grease may not be disposed into the storm drain. Each store has been provided a key for operating the compactor. Replacement keys are available in the management office for $10. Stores are required to maintain all refuse within the store. Storage of boxes, trash, refuse and other materials in the service corridors is strictly prohibited. Each merchant will be invoiced individually by Waste Management. Waste Management has determined the costs of waste transportation, disposal and equipment for Eastland Mall and has established an equitable square footage charge for your store. Square footage invoicing is achieved through three easy steps:


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1. Appropriate tenant retail types and corresponding square footage rates are determined.

2. Tenants transport their waste to a compactor as needed. 3. Invoicing is made directly to tenants based upon square footage.

BENEFITS:

• Utilizing a pro-rated square footage to allocate costs allows the merchants the opportunity to “fix” their costs for this service. This enables the tenants to more readily plan and budget for their monthly and annual waste services expenses.

• Cardboard recycling is offered to the merchants of Eastland Mall at no charge. A dedicating recycling container will be conveniently placed near the compactor. Maximizing recycling will keep disposal costs down while contributing to environmental preservation.

• Should mall management or any merchant require information or have questions, Waste Management customer service is available by calling the toll free phone number: 1-800-977-NASC (6272).

Waste Management is committed to customer satisfaction. Should Eastland Mall Management or any tenant have questions or require information, they may call the toll-free customer service number Monday through Friday 7:00am to 7:00pm at:

1-800-977-NASC (6272). This number connects to the National Accounts Service Center in Oak Brook, Illinois.


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SIGNS / ADVERTISING MATERIALS Display of Signs Stores are not permitted to place, erect, or maintain merchandise, signs, banners, lettering, decorations or advertising material on the door to the premises or any exterior surface of the store or in any vestibule, nor anywhere outside of the premises, except such signs and material that are permitted and in accordance with the sign requirements set forth in the tenant’s lease. Stores are not permitted to place merchandise, signs, posters, advertising or other material of any kind outside of the front lease line of the premises or on the interior surface of any display window or front customer doors. Stores are not permitted to place any merchandise, advertising material, help wanted or any other sign on the display windows, customer doors, vestibule or entranceways into the store. In addition, stores are not permitted to place nor suspend from the ceiling or interim walls any pennants, banners or other advertising material All signs used in the store must be of a professional quality, as determined by mall management. Handwritten, Magic Marker-type signs are strictly prohibited. Illumination of Signs and Displays Stores must keep the front ten (10) feet within the interior of the premises, including show or display windows, if any, electrically lighted and any electric signs lighted until at least 9:30pm each day or until a time thirty (30) minutes after the close of each business day, whichever is later. Stores must also maintain a night light within the premises at all times in which the store is not open for business.


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AFTER HOURS WORK PERMIT In order to help ensure after hours security and help monitor traffic in the mall and in stores after normal mall hours, stores wishing to have employees working in their space during non-mall hours must advise the Mall Office and obtain an After Hours Work Permit. Permits are available in the mall management office Monday through Friday from 8:30am –5:30pm and should be obtained 48 hours in advance of the need. DELIVERIES AND STORAGE Stores will not load or unload, or permit the loading or unloading, of merchandise, supplies, or other property from any of the doors of the premises that open to the mall or front sidewalk areas, nor at any other doors except at designated dock areas. Corridor doors leading to the dock areas are open 7:00am – 8:00pm. Please make certain your deliveries arrive during these hours. No deliveries will be made through the mall unless previously cleared with the Mall Office. Delivery people, construction crews and service personnel are not permitted access to your store via the mall’s public areas. Deliveries may not be stored in any area outside of the store, including service corridors SERVICE AREA PARKING Parking is strictly prohibited in fire lanes and service and delivery areas except for designated spaces and for delivery vehicles. Unattended and unauthorized vehicles will be towed at the owner’s/operator’s expense. PRODUCT SAMPLING AND GIVEAWAYS Food stores are permitted to offer samples in front of their store provided the sampling does not extend more than three feet from the store’s lease line. At no time will food store employees engage in hawking to passing customers. Food stores that are sampling food products are responsible for all housekeeping requirements necessary to maintain a safe, clean area.


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SOLICITATION POLICY Eastland Mall Management maintains a strict policy prohibiting unauthorized solicitations, leafletting, distribution of materials or any other activity not previously approved by mall management. Eastland Mall’s Policy includes the following:

1. No person or organization other than approved tenants or shopping center promotion will be allowed to conduct or solicit any commercial activity on the Shopping Center premises.

2. The placement or distribution of written materials and the solicitation of

customers or employees inside the mall common areas is prohibited, no matter what its purpose or sponsorship.

3. The distribution of written materials and solicitation of persons using the

Shopping Center parking lots or roadways is prohibited, no matter what its purpose or sponsorship.

4. Activities in violation of these rules will infringe on the rights of others.

Therefore, they cannot and will not be tolerated. The term, “common area”, for purposes of this policy, shall be any part of the premises or roadways other than actual buildings rented or intended for renting to tenants. The term “solicitation” shall mean any practice, act or instance of soliciting, importuning, begging, selling, inciting or advertising by any person, firm, business enterprise, society, fraternal, labor, charitable or religious organization, association, lodge or club, with respect to any request or demand for payment of money or subscription to any form of communication, including, but not by way of limitation, posting or distributing of printed material, carrying of any banners or placards, or verbal communications either from person to person directly or by means of any amplifying device or other indirect methods. Stores are reminded that they shall not permit solicitations, demonstrations, itinerant vending or other activities in their store that are inconsistent with present reasonable standards of good shopping center operations. Please advise the Mall Office or Security of any violations of the “No Solicitation and Distribution Rule” which may come to your attention.


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STORE OPERATIONS (continued) STORE APPEARANCE Housekeeping All stores are required to initiate and carry out a program of regular housekeeping in which the storefront (including the sign and awning-type structures), all glass surfaces, sales area and stock room are maintained in a clean, dust and debris-free manner. Interstate Cleaning Corporation has cleaning services available at contracted prices. Window Cleaning Stores must keep the inside and outside of all glass doors and windows clean, and will keep the entire premises in a clean and safe condition. Cleaning of exterior glass is prohibited during mall hours. Store Repairs Stores shall keep and maintain the store premises and every part thereof and any fixtures, facilities or equipment contained within the premises in good condition and repair including, but not limited to, the heating, air conditioning, electrical, plumbing and sewer systems, the exterior door, security grilles, window frames and all partitions of the storefront and will make any replacements thereof and of all broken and cracked glass which may become necessary during the term of the lease. If the store refuses or neglects to commence or complete repairs promptly and adequately, the landlord may, but is not required to, make or complete such repairs and the store will pay the cost thereof to the landlord upon demand. Store Renovations and Remodels Stores are not permitted to paint or decorate any part of the exterior of the premises, or change the architectural treatment thereof, without first obtaining the landlord’s written approval of such painting or decorating; and the store will remove promptly, upon order of the landlord, any paint or such decoration or alteration of the architectural treatment which has been so applied or installed without the landlord’s written approval. All requests for approval must be submitted to: Operations Director Eastland Mall Management Office 5471 Central Avenue Charlotte, NC 28212


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LANDLORD REPAIRS The landlord shall keep and maintain the foundations, roof, and structural portions of the walls of the premises in good condition and repair, except for repairs as may be required thereto by reason of the acts of the store, its employees, agents, invitees, licensees or contractors, and except for repairs as may be required to any walls which are installed or caused to be installed by the store. The store agrees to give the landlord written notice of the necessity for repairs coming to the attention of the store. The landlord shall make all necessary repairs to the Common Areas of the Developer Parcel and shall keep such common areas reasonably lighted at times when substantially all of the stores on the Developer Parcel are open for business and shall maintain such Common Areas reasonably clean of litter and snow. LIABILITY FOR DAMAGE The landlord is not liable for any damage caused by or from the electrical system, the heating or air conditioning system, the plumbing and sewage system or for damages caused by water, snow or ice being upon or coming through the roof, trap doors, windows, doors or otherwise, in, upon or about the premises of the building of which the store premises are a part; nor for any damage arising from acts of negligence of co-tenants or other occupants of the shopping center. The landlord is not liable for any damage to a store’s stock-in-trade, trade fixtures, furniture, furnishings, floor and wall coverings, special equipment and all other items of personal property of the store resulting from fire or other hazards, regardless of the cause. In accordance with the lease agreement the store releases the landlord from all liability for damage. INSPECTIONS All stores will comply with all recommendations of any public or private agency having authority over insurance rates with respect to the use or occupancy of the premises by tenant. Access will be given to all insurance inspectors. In any event, landlord shall not be liable for any damage to store’s stock-in-trade, trade fixtures, ceiling tile, furniture, furnishings, floor coverings, ceiling-hung chandeliers and other adornments, special equipment and all other items of personal property of store resulting from fire or other hazards, regardless of cause.


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OTHER Pest Control Stores will maintain the premises at their own expense in a clean, orderly and sanitary condition, free of insects, vermin, rodents and other pests. Transmission of Sound Stores will not use or permit the use of any apparatus for sound reproduction or transmission of any musical instrumentation in such a manner that the sounds so reproduced, transmitted or produced shall be unreasonably audible beyond the interior of the premises. Objectionable Odors Stores will not cause or permit objectionable odors to emanate or to be unreasonably dispelled from the premises. Heating and Air Conditioning The landlord maintains a chilled water cooling system that circulates chilled water to each store for cooling purposes. Each store has its own Air Handling Unit (AHU) and thermostat that controls the store’s room temperature for both heating and cooling needs. Your store’s AHU must be serviced on a regular basis to ensure maximum efficiency. Fire Inspections All stores will install and maintain any fire extinguishing apparatus required by local regulatory agencies or insurance underwriters. Mall staff will conduct regular safety checks to ensure all safety regulations are met. Regulations Tenant will comply with all reasonable rules and regulations as the landlord may, from time to time, establish for the use and care of the premises.


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MALL SECURITY

Mall security can be contacted by calling 704/ 568-1384 24 hours a day, seven days a week.

The primary responsibility of uniformed mall security personnel is to secure the mall’s common areas only, including mall service areas, service corridors and the parking lot. Mall security’s responsibilities include enforcing mall rules and regulations, assisting where needed in crowd and traffic control, obtaining pertinent information regarding incidents where persons may be injured, submitting daily reports, and notifying mall management of potential hazards. Store security and shoplifting prevention, detection and apprehension is strictly a store responsibility. Shoplifting The prevention of shoplifting if the sole responsibility of the store. Since shoplifting occurs within the tenant’s area, the detection and apprehension of shoplifters is the store’s responsibility. Mall management urges all stores to enforce full prosecution of all shoplifters. A store with an established reputation for prosecuting shoplifters to the full extent of the law is one of the strongest deterrents to potential shoplifting. Signs to that effect placed in highly visible areas such as dressing room, cashier counters and display cases should also be utilized as additional deterrents.


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LIFE / SAFETY ISSUES

BOMB THREATS In the event you or one of your employees receive a bomb threat, call 911 and Mall Security at once. Instructions for proper procedure to follow will be issued by mall management and/or Charlotte-Mecklenburg Police Department officials. In the event your store receives a bomb threat by telephone, remain calm and make every effort to obtain as much information from the caller as possible, such as:

1. Exact location of bomb 2. Time set for detonation 3. Description of explosive or container 4. Type of explosive 5. Reason for call or threat

The person receiving the call should also note such details about the call as:

1. Date and time of call 2. Exact language used 3. Sex of caller 4. Estimated age of caller 5. Peculiar or identifiable accent 6. Identifiable background noise such as jukebox, trucks, buses,

announcements, other conversation, etc. Every effort should be made to keep the caller on the telephone as long as possible to obtain maximum information.


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LIFE / SAFETY ISSUES (continued) ACCIDENTS, INJURIES AND ACUTE ILLNESS Incidents occurring within the store premises should be handled in accordance with the procedures established by the store. Incidents occurring within the common areas (mall, service areas and parking lot) should be reported to Mall Security at once for action. Mall Security will call the appropriate service for emergency aid and possible transportation to a hospital. As a general rule, do not attempt to move an injured or acutely ill person. LOST CHILDREN In the case of a lost child, notify Guest Services at once for appropriate action. After normal office hours, contact Security at 704/ 568-1384. FIRE PROTECTION Fire prevention is the joint responsibility of Tenant and Landlord. General Rules Regarding Fire Prevention Are As Follows:

1. Tenant will install and maintain any fire extinguishing apparatus required by local regulations or the requirements of insurance underwriters. Each tenant must have at least one fire extinguisher on the premises.

2. Tenant will comply with all recommendations of any public or private

agency having authority over insurance rates with respect to the use or occupancy of the premises.

3. Building of displays and stocking of merchandise will be done in a manner

that will allow maximum protection from the sprinkler heads within the premises. Do not stack merchandise or hang any material from the sprinkler heads (an 18” clearance from sprinkler heads is required).


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LIFE / SAFETY ISSUES (continued)

FIRE PROTECTION (continued)

4. Housekeeping efforts by all stores will be such as to give maximum fire protection.

5. Maintain a clear five foot (5’) walkway through stockroom to tenant back

door at all times.

6. Tenants will not store or place refuse, trash fixtures, merchandise or any other material or objects in the service corridors at any time.

General Rules To Follow In Case Of A Fire Are As Follows:

1. Call the Charlotte Fire Department at 911.

2. Call Mall Security at 704/ 568-1384

3. Utilize all available fire fighting equipment to extinguish the blaze if conditions permit and it is safe to do so.


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MALL MARKETING Eastland Mall conducts aggressive and sophisticated marketing programs that utilize media, special events, and merchandise displays. These efforts are designed to promote the goods and services that Eastland Mall stores offer and to enhance our customer’s perception that Eastland Mall is a vital part of the community. The success of the mall’s marketing efforts is directly related to the level of support and participation that your store provides. Numerous opportunities and marketing tools are provided throughout the year for your store’s involvement. Information will be given far enough in advance for planning purposes. Eastland Mall also offers several unique opportunities for each store to participate. Some of these activities are described in the following pages. RED FOLDER PROGRAM The Red Folder is a very effective tool for getting information out to your fellow merchants. Red Folders are distributed weekly on Thursdays to all the stores and offices in the mall. They contain information on upcoming events and promotions as well as any other correspondence from the mall office. Merchants are also welcome to add any information they wish to disperse. Examples could be coupons, upcoming sales or anything exciting that is happening in your store Red Folders are an easy and effective way for you to get involved with other merchants at Eastland Mall. Things to Remember:

• Any additions to Red Folders need to be delivered to the mall office by the Tuesday morning prior to that Thursdays delivery

• Each merchant is responsible for providing the mall office with 130 copies of the information to be distributed

• Red Folders are delivered weekly on Thursdays


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COMMON AREA PROMOTIONS It is our goal to work with retailers to boost individual store sales through promotions or special events by utilizing common area when available. If your store is having seasonal or monthly events and you need assistance, let’s talk. MALL WEBSITE As a tenant of Eastland Mall, you are automatically listed on the website www.eastlandmall.com. So your store has it’s on page on the Eastland Mall website. The page is customizable to fit your store needs. It can be used to promote store sales events, special events and even job postings. Retailhub is the website management tool that will help you build and monitor your web page. You can pick up instructions as to how to get started using the website from the Marketing Manger in the mall office. The website is a wealth of knowledge to customers and includes such information as store directories, store descriptions, gift ideas, mall events and sale events. Use the mall website to showcase your merchandise in the gift guide section. This is a terrific opportunity during gift giving seasons such as Valentine’s Day, Mother’s and Father’s Day, Christmas etc. We can easily download photos from your website or you can submit your merchandise information including photographs if available to the mall office. And remember this is all at no cost to you. Periodically the Marketing Department will send out notices in the Red Folders regarding updating the website. Do not feel like you have to wait, whenever you would like to alter your store description, employment opportunity, or new gift idea on your website log onto wwww.retailhub.com. The information can be updated practically immediately. V.I.P. COUPON PROGRAM Eastland Mall produces custom coupon flyers on a monthly or bi-monthly basis for mall tenants providing discount offers to mall shoppers. In-mall advertising will encourage shoppers to visit the Information desk or Mall Office to receive a coupon flyer. There is no cost to participate in the program other than the cost of the offer itself.


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MAGICAL NIGHT OF GIVING Each year, Eastland Mall kicks off the holiday gift-giving season with its special pre-season, after-hours, charity and sales event, Magical Night of Giving. The event is scheduled for a Sunday evening in November and is designed to offer shoppers the opportunity to shop in a festive, less crowded and fun atmosphere and register for lots of great prizes. Local non-profit groups are given tickets that they can sell for $5 each admitting shoppers into the mall for special retail offers, entertainment and door prizes. All proceeds from ticket sales go directly to the charities. We are requesting that all Eastland Mall Stores must remain open for this event. DISPLAYS On those occasions when we have a vacant storefront or retail merchandising unit (RMU) there exists an opportunity to display your store’s merchandise. This is a great way to promote a special activity or new a product. If you are interested in this opportunity you may get your name on a list by calling the marketing manager in the mall office at (704) 568-1263. You must merchandise the displays yourself at a prescheduled time. The length of time you might have the display varies as the mall reserves the right to have the display back if it has been leased. Length of stay is also dependent on the number stores on the waiting list. GIFT BAG PROGRAM Eastland Mall prepares several thousand-gift bags each year for distribution during special events, such as seasonal sales periods and for charitable organizations. We are always in need of bounce back coupons, product samples or small gift items. We are happy to include items from your store in these bags. This is just another way to get your store name and product to a potential customer. MARQUEE The mall’s outside Marquee located on Central Avenue provides an excellent opportunity for your business to catch the mall shopper’s attention before they enter the mall! Your store can display a message on the board for 1 week.


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MALL SIGNS The Mall maintains a large number of 22x28 sign holders throughout the common area. These sign holders generally contain messages about mall gift cards, Planet Kid, the mall’s Website or special events held in the mall. If you have a special “in-store” event, perhaps mall signs in the common area would benefit your store. Stores may reserve sign holders by contacting the Marketing manager. You are responsible for supplying professionally produced signs that we will then rotate with other stores when the sign holders are available. TABLE TENT ADVERTISING PROGRAM There are select places in a mall where you have the undivided attention of the customers. One of those places is the Mall’s Food Court. Merchants are invited to take advantage of that opportunity by becoming involved in the Table Tent Advertising Program. Merchants at Eastland Mall have the opportunity to produce table tents to be displayed on every single table in the food court. Stores may reserve up to two weeks per month. You are responsible for supplying a minimum of 160 professionally produced 7” high by 5” wide cards to the mall office. We insert the cards and remove them for you. SHOPPING LINE When customers look up Eastland Mall in the phone book, the number they find leads them to an automated system called The Shoppine Line. The Shopping Line can connect customers directly to any of the merchants or the management office. The automated system also offers helpful information such as store hours and location, employment opportunities and mall events. PLANET KID The Planet Kid program at Eastland Mall is a great way to get publicity and help support a wonderful program at the sametime. Eastland partners with Radio Disney to hold club events in the mall on the first Saturday of every month. An easy way for your store to reach the kid’s club members is to contribute to the Planet Kid Newsletter, perhaps including a store coupon. Merchants can also sponsor one of the kid’s club events or donate an item from your store to be used as a prize. Kids are always excited about free prizes and you can be sure they will run home and show their parents the cool things that they won from your store!


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MERCHANT MEETINGS We hold Quarterly Mall Wide Manager’s meetings. These informal meetings cover multiple topics such as marketing and promotional opportunities, updates on mall events and leasing, useful/sales information and guest speakers. These meetings are also a good time to network with your fellow store managers and let everyone know what is going on in your store. Attendance is Mandatory! Occasionally category meetings are held to discuss sales opportunities. The Marketing Department is always willing to sit down with any merchant to discuss their ideas for increasing business individually. MALL ACTIVITY ROOM The Mall Activity Room is a convenient location to hold staff meetings, special training classes and much more! Contact the mall office at 704.568.1263 to discuss your needs today. The only cost to use the spacious facility is for materials used if your group requires the mall to set up skirted tables and folding chairs.

MALL GIFT CARDS An integral part of Eastland Mall’s marketing program is the gift card program. The gift card sales represent additional sales for mall stores and the opportunity for your sales personnel to increase a customer’s purchase through suggestion selling and add-on sales. To encourage further gift card sales, plans have been made to improve current programs and create new promotional plans. An aggressive promotional campaign is employed to generate additional sales from local businesses and clubs by direct mail. Promotional signing for gift cards for holidays such as Mother’s Day, graduations and weddings will be employed and will play a significant part in advertising. REDEMPTION PROCEDURES In order that gift card transactions are handled smoothly in your store, make certain your staff is aware of the following procedures:

1. Accept Eastland Mall gift cards as partial or full payment for merchandise.

2. Look carefully at the card to make sure that it is not a copy or has not been altered in any way.

3. Treat the card as a debit card. Your store will receive the full amount of

the card when deposited in your account.


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EASTLAND MALL

MALL ADVERTISING REQUEST

STORE _____________________________________________________________ CONTACT __________________________________________________________

TELEPHONE ________________________________________________________

REQUESTED DATES (From) __________________ (To) ___________________

PLEASE INDICATE TYPE OF USE: _____ Food Court Table Tent Sign _____ 22 x 28 Common Area Posters _____ Common Area Window Display _____ Merchandise Display Cart _____ VIP Coupon Sheet _____ Marquee (please print offer below) (please print offer below)

Office Use only: Approved ________________________ Disapproved ____________________ Date: ___________ By: ____________________________________


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MISCELLANOUS

Eastland Mall Management and Marketing offer numerous other opportunities to enhance your sales and business potential at Eastland Mall. Such services range from store appearance evaluation, in-store security seminars, visual merchandising evaluations, mystery shopper services and other programs that are designed to maximize your sales. Please feel free to contact the management offices regarding these and other opportunities that will capitalize on the partnership between your store and the management offices. STORAGE SPACE Eastland Mall has space available for stores requiring additional storage room. Storage rooms can be leased at nominal rates for both short term and long term periods. Please contact the mall office for details. KIOSK AND CART LEASING Kiosks and carts located in the mall’s common area offer stores additional sales opportunities as well as tremendous exposure potential to the hundreds of thousands of customers that visit Eastland Mall each week. Contact the mall office for more information on this aggressive means of selling more merchandise with less overhead. Kiosks and carts are available for both short and long term periods.

EASTLAND mALL cHARLOTTE - Mallfinder · Mall Marketing Miscellaneous. EASTLAND MALL MERCHANT...

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