Photo/ Beauchamp Photography

By Courtney Almeida

Prairie Mall

Prairie Mall starts new Pop-Up Project

Apr 8, 2019 | 11:09 AM

The Prairie Mall is running a new Pop-Up Project meant to give local businesses exposure to mall cliental. The presence of the Grande Prairie Farmers Market will be a main feature of the project, as they will be providing some of their own retailers through the partnership.

The initiative was created by Morguard, the company who manages the Prairie Mall, along with 19 other properties across Canada.

“The program is an opportunity for retailers to set-up a short-term temporary space in the mall, without a long-term contract or a big overhead cost. It’s a great way for people who don’t have a brick and mortar presence to try out a physical location. Whether it’s for a few months, a few weeks or a splashy showcase over the weekend,” says Natalie Linnell, Specialty Leasing Manager for Prairie Mall Shopping Centre.

The Prairie Mall got a bit of a jumpstart on the project, holding their soft-launch in March with their first Pop-Up Project retailer being the Grande Prairie Farmers Market. Four different tenants within the Grande Prairie Farmers Market were on display at the Mall from March 14-17.

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“The positive reaction from the community, from existing tenants, was unreal. They were very warmly welcomed, and everybody is excited that they are officially coming back with the Pop-Up Project.” _{– Linnell}

Once a month, from now until September 4, the Prairie Mall will officially be hosting Grande Prairie Farmers Market retailers on Thursdays through Sundays.

“For the Farmers Market, it was wonderful of them to be a part of the mall because of course we all know they have been downtown, which has its own challenges. You know, with a lot of the construction that’s been going on, they did say that they did see an influx in their traffic at their actual Farmers Market location, after being here as part of the Pop-Up Project,” said Linnell.

Photo/ Beauchamp Photography

The next Pop-Up event will take place April 11-14 during regular mall hours.

“Essentially, what we’re looking for is people in the community who have a big idea, but a not so big budget. At home small businesses, people who sell online-only, people who have turned down the idea of a brick and mortar store because it’s too expensive. We’re offering a space with flexible timelines so that they can have the benefit of a physical location, without a long-term commitment.”

The Pop-Up Project allows for anyone new to physical retail to receive help from the mall. Linnell says the project is meant to, “help elevate your brand” and that the mall will provide several services like professional retail signage or display options.

“It’s a really great way to test a new product, show-off other items, and honestly, you know it will increase your client base. Having a kiosk in the middle of the mall on a busy weekend will generate a lot of interest from people who might not otherwise have seen their website or their social media page if they’re online-only.”

Photo/ Beauchamp Photography

Part of the idea for the project was to encourage and increase mall traffic, through the increase of client base.

“Being in our Centre Court, you’re in the prime retail space. Everybody wants to be in Centre Court. So, when your popped up right in between our Centre Court and our Family Lounge – you couldn’t have a better location,” said Linnell.

Initially, the Pop-Up Project was only meant to run short-term but after such a positive consumer reaction, the company decided to extend the projects timeline.

“It has really taken-off. So much more than we ever thought possible, which is so exciting. We are beyond thrilled with the results we have had so far.”

Anyone interested in being apart of the Prairie Mall Pop-Up Project should contact the mall’s office line at 780-532-1810 to set up a meeting and begin the application process.