In order to serve your community, you need to understand your community. While many of our clients have similar objectives, the strategies Colliers Real Estate Management Services (REMS) uses to meet those objectives reflect the uniqueness of the local environment and its stakeholders.
Earlier this year, Lansdowne Centre in Richmond, B.C., exemplified the importance of knowing the values intrinsic to the community it serves. Lunar New Year is a seminal event for families in Richmond. While pandemic restrictions made traditional celebrations impossible, the team at Lansdowne Centre knew the day couldn’t pass without an opportunity for families to gather and toast the occasion.
Lansdowne Centre teamed up with acclaimed Chef Denice Wai, who led a virtual cooking seminar to ring in the Year of the Ox. With ingredients generously donated by Lansdowne Centre and through partnership with EverythingGoesVirtual.com, Chef Denice led participants in the making of Nagaimo and Mushroom Dumplings and Nagaimo Turnip Cake. The 14 spots in the Zoom room were filled within hours – with families of different ethnic backgrounds and those living in different provinces signing on to celebrate and learn from one another.
“It was such a treat to celebrate Lunar New Year with Chef Denice,” said Christine Brodie, Education Consultant and wife of Richmond Mayor Malcolm Brodie. “While I was in Richmond, my daughter and grandchildren participated from their home in Alberta. It was wonderful to share this experience with them during a year where there has been so much upheaval. And, perhaps most importantly, the food was delicious!”
Recognizing the desire to have the event be as accessible as possible, Chef Denice spoke English and Cantonese and the event was simultaneously livestreamed on YouTube and Facebook. The recording has been viewed over 250 times.
A few noteworthy outcomes:
Increased membership to the Lansdowne Club – In January 2020, Lansdowne Centre’s new loyalty program was launched. The program provides members with early access to promotions, events, and news. The virtual cooking seminar helped generate 1,500 new members to the Lansdowne Club.
Reaffirmed Lansdowne Centre’s commitment to philanthropy – While the event was free to join, participants were asked to donate to Richmond Cares, Richmond Gives, and together raised a total of $2,500. The organization has a 40-year history in Richmond, devoted to promoting volunteerism and running programs such as a childcare referral service and a grocery service for seniors.
Garnered positive media coverage – Lansdowne Centre’s dedication to finding creative means to pivot from in-person Lunar New Year celebrations was positively received by media outlets, including CityNews and Business Intelligence B.C.
“Lansdowne Centre has strategically positioned itself as the community shopping centre,” explains Bronwyn Bailey, Marketing Manager at REMS. “What is important for the community is important for us. I’m thrilled we were able to engage so many of our partners and make the most out of this special time of year.”
At Colliers REMS, we look forward to building on the success of the virtual Lunar New Year celebration at Lansdowne Centre in the years ahead.
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