Park Meadows – Unlock the Holidays
Reimagining retail as the community’s holiday hub
Attendees:
3,500+
Duration:
Single-day
Event Type:
Holiday launch and community celebration
Location:
Lone Tree, Colorado
Challenge
In the post-COVID era, bringing shoppers back into physical retail spaces was no small task. What had once been a casual afternoon at the mall now had to compete with the convenience of online shopping. Park Meadows wanted to change that narrative by reclaiming its role as the central gathering place for the community during the holidays. The challenge was to design something that felt fresh, family-oriented, and compelling enough to draw people away from their screens and into a shared experience.
Strategy
Adelska created a new event concept called Unlock the Holidays, positioning Park Meadows not just as another shopping center with holiday décor, but as the place to officially kick off the season. The strategy emphasized immersion and connection, blending entertainment with community pride to make the center feel like the holiday hub for families and neighbors alike.
Execution
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Developed the event name and brand identity
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Built partnerships with local first responders and educators through the Hometown Heroes initiative
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Designed a program that combined shopping, entertainment, and recognition of community heroes
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Oversaw all details, from vendor coordination to live entertainment, to ensure a seamless attendee experience
Results
The event goal was 500 attendees. The outcome was more than 3,500 community members filling the center, far exceeding expectations. Park Meadows established itself as the go-to destination for launching the holiday season, setting a new standard for retail-driven community events.
