A Lowcountry Debut
Situation.
Tanger Properties was entering the Charleston, SC, market with considerable trepidation. Not only had the company never opened a center that large at one time, but there were concerns about reaching the upscale Lowcountry customer with a positive message about outlet shopping. First impressions would be lasting, and could be damaging.
Solution.
The Tanger Team was encouraged to embrace Lowcountry culture, demonstrating reverence and understanding about what makes the area so special. Developing this concept began with a pre-opening gala featuring all sorts of entertainers with local connections - from national recording star Edwin McCain to fashion icon Lauren Hutton to Gullah singers and local blues bands. (The event benefited MUSC Children's Hospital.) The gala touched off six days of the grand opening festival that involved even more local groups and attractions, encompassing every aspect of Lowcountry Living. Not only did Tanger demonstrate respect for Lowcountry culture, but it also showed its ability to add an additional layer to what makes Charleston such a desirable destination. Through it all, influential groups understood Tanger's mission to be a great corporate citizen.
Results.
Tanger experienced it's most successful launch ever, with nearly 100,000 shoppers in the first three days of the soft opening and another 80,000 the weekend of the grand opening - even in the middle of a tropical storm. Tanger made its Lowcountry debut in style!
