Menlyn Park’s December Beach Party


220beachfestEach year, Menlyn Park Shopping Centre converts its events arena into a large, outdoor beach. It comes complete with water slides, beach food from center tenants, sand castles, children’s pool areas and all the other delights of the beach – perfect for shoppers who can’t make it out to a beach holiday by the shore.

“This is an innovative marketing campaign that focuses on bringing the beach ‘home’ for those consumers who don’t have the disposable income available for their usual December beach holiday,” explained Andrea de Wit, Menlyn Park Shopping Centre’s Marketing Manager.

With the help of Primedia Lifestyle Marketing Group Services, the last month of 2013 was filled with never-before-seen beach concepts that captured shoppers’ imagination.

There aren’t many events that aren’t made better by being on the beach. One such event was the Menlyn Park Taste of Christmas, which included an incredible range of artisan producers and boutique suppliers. Similarly, the Chef’s Theatre brought in some of the country’s top chefs to demonstrate their ultimate festive dishes.

And what’s a summer beach without a music festival? 2000 teens enjoyed the sights and sounds of the U18 Colour Festival, with international and local DJs. The Beach Vibes Concert also brought the summer tunes, with acts like Toya Delazy, Goldfish and Graham Watkins Project. This helped along December’s highest foot count, with 69,990 visitors to the center.

“The Menlyn Beach Van Activation drew public interest to The Beach via a purpose-restored and branded vintage VW beach van which cruised around all major Pretoria intersections in December, handing out free ice-cream and collateral to motorists to create interest and themed buy-in,” added de Wit.


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