THE FLORIDA MALL
®
THE SIMON EXPERIENCE —
WHERE BRANDS & COMMUNITIES
COME TOGETHER
More than real estate, we are a company of
experiences. For our guests, we provide distinctive
shopping, dining and entertainment. For our
retailers, we offer the unique opportunity to thrive
in the best retail real estate in the best markets.
From new projects and redevelopments to
acquisitions and mergers, we are continuously
evaluating our portfolio to enhance the Simon
experience - places where people choose to shop
and retailers want to be.
We deliver:
SCALE
Largest global owner of retail real estate including Malls,
Premium Outlets and The Mills
®
®
QUALITY
Iconic, irreplaceable properties in great locations
INVESTMENT
Active portfolio management increases productivity and returns
GROWTH
Core business and strategic acquisitions drive performance
EXPERIENCE
Decades of expertise in development, ownership, and management
That’s the advantage of leasing with Simon.
PROPERTY
OVERVIEW
The Florida Mall is Central Florida’s premier fashion,
dining and experiential destination with over 250
specialty stores, restaurants and attractions.
®
— Anchored by Macy’s, Dillard’s, JCPenney and Sears, and featuring
famous brands such as The Apple Store, Microsoft, Michael Kors, A|X
Armani Exchange, ZARA, H&M, Banana Republic and XXI Forever.
— A substantial center court redevelopment was recently completed
which showcases a unique open-air M·A·C Cosmetics store that is the
first of its kind in the world.
— Experiential attractions such as American Girl® (Fall 2014), one
of only five worldwide M&M’s WORLD stores, and the Crayola
Experience (Summer 2015), make the center a “must visit” for tourists
and locals alike.
— The highly anticipated 70,000-square-foot Crayola Experience will be
the first in Florida and second worldwide, featuring a 6,000-squarefoot retail store and 25 hands-on, interactive family attractions
anticipated to drive over 500,000 annual visitors to The Florida Mall.
— In the Fall of 2014 Orlando’s only American Girl and a 30,000-squarefoot Zara Flagship unique to the market will open in the
150,000-square-foot lifestyle center attached to the property.
— Opening in June of 2015, the new 100,000-square-foot Dining Pavilion
will feature new and expanded food offerings, full service restaurants,
over 25,000 square feet of new retail and enhanced customer
amenities within a state-of-the art, modern design.
— Conveniently connected to The Florida Mall, the recently renovated
Florida Hotel & Conference Center features 511 guest rooms plus
meeting and conference space for 1,200.
MARKET
OVERVIEW
The Florida Mall serves Orlando, the 6th largest
metro area in the Southeastern United States and
the third largest metro area in the state of Florida.
Orlando has more than 2.6 million residents.
®
— Over 58 million visitors come to Orlando each year, making it the top
visited destination in the United States.
— Orlando is home to The Orange County Convention Center, which
is currently the second largest convention center in the country
showcasing 7,000,000 square feet.
— Orlando is known as “The Theme Park Capital of the World” due to
the best in class theme parks that include Disney World, Universal
Studios, Seaworld and Legoland.
— Over 4.5 million international guests come to Orlando on an annual
basis and top countries include Canada, United Kingdom, Brazil,
Germany and Mexico.
— Shopping continues to be a key activity with over 93% of tourists
shopping during their visit to “The City Beautiful.”
TRADE AREA
The Florida Mall enjoys a large local trade
area that serves the entire southern half of the
Orlando market.
— A significant tourist population visits the mall annually with
41% of customers from the local trade area.
— 30% of the customer base comes from outside of Florida,
with a substantial number of international shoppers.
— The median shopper age is 38 with an average household income of
$64,874.
— Half of the shoppers at the mall are married and 38% are parents of
minor children.
2013
2018
Trade Area Population
1,243,270
1,352,804
Total Daytime Population
1,402,401
Trade Area Households
452,133
488,439
Average Annual HH Income
$64,874
$70,460
TRADE AREA
Tavares
Leesburg
46
Mount Dora
Midway
Sanford
CENTER INFORMATION
SPGYalaha
Centers
Competition
1. The Florida Mall
10
Mount Plymouth
Heathrow
Tangerine
Okahumpka
4
Zellwood
Astatula
TRADE AREA
SEMINOLE, FL
Lake Mary
417
Geneva
Trade Area = 41% of customers
71% of Florida Residents
BREVARD, FL
Crayola Experience (June 2015), Dillard's,
Wekiwa Springs
Longwood
Winter Springs
Apopka
Macy's, JCPenney, Sears, H&M, XXI Forever,
American Girl, Zara Flagship, Dick’s
2
Altamonte Springs
Sporting Goods (June 2015)
Oviedo
Casselberry
South Apopka
9
2. Altamonte Mall
92
Chuluota
Dillard's, Macy's, JCPenney, Sears
Lockhart
Ferndale
Eatonville
3. Festival Bay
Paradise Heights
17
Goldenrod
4. The Loop/Loop West
Fairview
Shores Winter Park
Montverde
Minneola
JCPenney
Pine Hills
Mascotte
Ocoee
5. Mall at Millenia
TRADE AREA BOUNDARY
50Park
Union
Bithlo
Groveland
Bloomingdale's,
Neiman Marcus, Macy’s
11
Oakland
50
12
6
Winter Garden
6. Orlando Fashion Square
Orlovista
Azalea Park
Tildenville
Clermont Sears
Gotha
Dillard's, Macy's, JCPenney,
13
Christmas
7. Orlando Premium Outlets® International Dr
®
Holden Heights
8. Orlando Premium Outlets Vineland Ave
Windermere
Conway
5
Edgewood
Lake Butter
Wedgefield
9. Oviedo Mall
Orlando
Belle Isle
Dillard's, Macy's, Sears
Oak Ridge
7 3
Bay Hill
10. Seminole Towne Center
528
Doctor Phillips
1
Dillard's, Macy's, JCPenney, Sears,
417
Dick’s Sporting Goods, Burlington
Taft
ORANGE, FL
11. Waterford Lakes Town Center
15
MI
Williamsburg
LAKE,12.
FL West Oaks Mall
Bay Lake Lake Buena Vista
Southchase
JCPenney, Sears
8
Lake Hart
Meadow Woods
13. Winter Garden Village at Fowler Groves
441
4
192
Yeehaw Junction
Port S
C
5 MI
4
Kissimmee
Celebration
POLK, FL
Titusville
10 MI
Hunters Creek
Citrus Ridge
Mims
Florida’s
Turnpike
Campbell
Loughman
27
St. Cloud
17
92
Polk City
N
0
Poinciana
Davenport
441
OSCEOLA, FL
4
miles
8
LOCATION
& ACCESS
The Florida Mall property is irreplaceable real
estate conveniently located near the intersection
of the 528 Beachline Expressway and Florida’s
Turnpike.
— The center is the largest, busiest regional mall in Orlando, Florida on
the corner of Sand Lake Road and Orange Blossom Trail.
— Easy access to the Beachline Expressway, the major east-west road
through Orlando.
— Just minutes from Orlando International Airport, International Drive,
Walt Disney World, SeaWorld, and Universal Studios.
— Closest shopping center to Orlando International Airport.
— Conveniently located less than 1/2 mile away from the SunRail Station
at Sand Lake Road.
AERIAL VIEW
Macy's
THE FLORIDA MALL
Florida Hotel &
Conference Center
M&M's WORLD
JCPenney
Dillard's
New Dining Pavilion
& Retail (2015)
N
Sears
SR 482 / SAND LAKE RD.
XXI Forever
H&M
Zara Flagship
American Girl
M TR.
ORANGE BLOSSO
(June 2015)
Dick’s Sporting Goods
(June 2015)
US 17 / 92 / 441 /
WY.
LINE EXP
H
C
A
E
B
SR 528 /
Crayola Experience
SITE PLAN
To SR 482 /
Sand Lake Rd.
REDEVELOPMENT KEY
Planned New Big Box Anchors
Planned New Retail
Planned New Restaurants
Planned New Food Court Tenants
Florida Mall Ave.
AMERICAN GIRL
(FALL 2014)
US
441
/ 92
/ 17
/ Ora
nge
Blos
som
Tr.
Cy
pre
ss
ZARA FLAGSHIP
XXI FOREVER
NEW DINING PAVILION
& RETAIL (2015)
Pa
th
H&M
DILLARD’S
JCPENNEY
SHO
PS
SHOPS
SHOPS
SHOPS
SHO
PS
SHOPS
SHOPS
PS
SHO
PS
SHO
DICK’S SPORTING GOODS
(JUNE 2015)
CRAYOLA EXPERIENCE
(JUNE 2015)
PS
SHO
SEARS
PS
SHO
THE FLORIDA HOTEL &
CONFERENCE CENTER
M&M’s
WORLD
PS
SHO
MACY’S
SR
.
pwy
e Ex
chlin
a
e
/B
528
N
MASTER
PLAN
The Florida Mall is undergoing significant
redevelopment across the property as part of its
mission to deliver the best customer experience
possible. These projects include:
— Completion of the 150,000-square-foot lifestyle center (attached to
the mall) in November of 2014 that includes Orlando’s first and only
American Girl Boutique and a 30,000-square-foot Zara Flagship
unique to the market. These complement highly productive H&M and
XXI Forever stores open in this area since 2009.
— Opening in June of 2015, the new and relocated 100,000-square-foot
Dining Pavilion will replace the existing food court and feature new,
expanded food offerings, full service restaurants, over 25,000 square
feet of new retail and enhanced customer amenities, including free
WiFi, charging stations and lounge areas, all within a state-of-the art,
modern design.
— Opening in June of 2015, the highly anticipated 70,000-square-foot
Crayola Experience will be the first in Florida and second worldwide,
featuring 25 hands-on, interactive family attractions anticipated to
drive over 500,000 annual visitors to The Florida Mall. The space will
also include a 6,000-square-foot retail store showcasing the widest
selection of Crayola products in the world. Adjacent to the Crayola
Experience will be a 63,000-square-foot Dick’s Sporting Goods
anchor, also opening in June of 2015.
— The expansive redevelopment of center court was recently completed
featuring modern interior finishes, large customer lounge areas and
exciting retail, including a glass-front, open-air M·A·C Cosmetics
store that is the first of its kind in the world.
MERCHANDISING MIX
AT A GLANCE
Our unique retail mix is integral to the Simon experience.
The Florida Mall is yet another example of our diverse portfolio
with an enviable directory of the world’s top retailers.
Major Retailers
Dillard’s
Macy’s
JCPenney
Sears
XXI Forever
H&M
American Girl®
M&Ms WORLD
Zara Flagship
Crayola Experience (June 2015)
Dick’s Sporting Goods (June 2015)
Specialty Retailers, Restaurants, and Entertainment
Abercrombie & Fitch
adidas Originals
The Apple Store
A|X Armani Exchange
Banana Republic
BOSE
Build-A-Bear Workshop
Brighton Collectibles
Buca di Beppo
Caché
Chico’s
Coach
The Disney Store
Fossil
Gap/GapKids/babyGap
Godiva Chocolatier
GUESS & GUESS Accessories
Hollister Co.
M • A• C Cosmetics
Mayors
Microsoft
Michael Kors
Oakley “O” Store
Old Navy
Sephora
Sperry Top Sider
Swatch
Tous
Victoria’s Secret
Wasabi Modern Japanese Cuisine
White House | Black Market
Zingara Swimwear
MERCHANDISING MIX
AT A GLANCE
SIMON
MARKETING
Every effort in our marketing program is designed to make
the Simon brand experience exciting, relevant and cool in
order to reinforce our position as the pre-eminent shopping
center destination and build long-term brand loyalty with
Millennials and Fashionistas.
BRAND IDENTITY
DIGITAL ENGAGEMENT
The Simon corporate identity
has been redefined with a distinct
and compelling look. Designed as a
simple, graphic and timeless icon, the
logo expresses strength, confidence
and the Simon sense of community.
Our online presence has also
been redesigned with a new
sophisticated, aspirational look
and feel. The new website features
a dynamic environment rich with
video, music and social components.
ADVERTISING
EVENTS
Featuring high fashion photography
and styling, the campaign will build
awareness and elevate perception
among fashion-forward consumers
and influencers.
Simon events allow a deeper and
more personalized connection with
our shopper and our communities.
These unique programs will be
targeted to specific key audiences–
Millennials, Fashionistas, and
Suburban Families.
— National magazine ad placements
in market leading fashion/lifestyle
magazines
— Placements in regional
fashion/lifestyle magazines
— Seasonal YouTube videos
DEDICATED
RETAILER SUPPORT
RETAILER MARKETING GROUP
— Our dedicated team of Retailer Marketing Specialists provide
turnkey channel integration to support New Store Openings,
Relocations, Retailer Events, Seasonal Campaigns, and
integration into Simon Platforms.
—M
ulti-channel marketing programs are designed specifically
for the needs of each retailer initiative, building brand awareness
and driving store traffic.
- Simon Retailer Showcase
- Email and SMS
- Social Media
- Mall Media
- Public Relations
- National Programs
- Local Events
— To learn more or to contact the Retailer Marketing Group, visit:
http://business.simon.com/retailer-marketing
SUPPORTING RETAILER PROPRIETARY EVENTS
AT THE FLORIDA MALL
— Aveda Tour: Tabling event with sampling and demonstrations
to increase product awareness.
— Macy’s Great American Drive-In
— M•A•C Cosmetics: Archie Girls and M•A•C Cosmetics Industry level
event: makeovers to increase brand awareness.
— The Children’s Place: Santa Parade- Kidgits programming.
— ABC’s of Style
— American Girl Grand Opening
DIGITAL MARKETING:
LEADING THE WAY
OUR INDUSTRY-LEADING WEBSITE PROVIDES A TRULY IMMERSIVE
BRAND EXPERIENCE FEATURING A DYNAMIC ENVIRONMENT WITH
VIDEO, MUSIC AND SOCIAL MEDIA.
WE ARE CONSTANTLY REACHING OUR SHOPPERS WHERE THEY
WANT, WHEN THEY WANT AND HOW THEY WANT.
WEB
— 30 million visits and 115 million page views
MESSAGING
— 10 million e-mail subscribers
— 100,000 text subscribers
— 700,000 pushable devices
MOBILE
— 28 million visits and 700,000 app downloads
SOCIAL
— 3.4 million facebook likes
— 265,000 twitter followers
— 50,000 instagram followers
— 120 million google places impressions
PROPERTY
CONTACTS
Leasing:
Mark Williamson
(239) 992.9966
[email protected]
Specialty Leasing:
Tonya Walls
(407) 851.7234
[email protected]
Big Box & Theater Development:
Kevin Compton
(317) 263.7018
[email protected]
Peripheral Development/Land:
Dawn Lindquist
(317) 263.2301
[email protected]
Mall Manager:
Brian Hanson
(407) 851.7234
[email protected]
Director of Marketing
& Business Development:
Andrea Bjornlie
(407) 851.7234
[email protected]