TULARE, Calif. Jan. 18 /PRNewswire/ -- Horizon Outlet Center in Tulare,
California is reporting positive results in sales and traffic for the 1998
Holiday Season. For November, per square foot same-store sales increased
13.1%. For the last twelve months (ending November 1998), per square foot
same-store sales increased 7.8%. Although sales figures for December will not
be available until February, preliminary sales results from several key
merchants indicate comparable sales increases as high as 35%. Traffic at the
outlet center increased 34.4% in November and 18.5% in December. Overall,
traffic increased 28.7% in 1998.
During the fourth quarter, the outlet center received an unexpected
boost in its marketing budget from the center's new owner, Horizon Group
Properties, Inc. The additional funds were spent launching a full-scale
Holiday promotional campaign targeting the Central and South Valley areas
including Fresno and Bakersfield.
"Once we took over ownership of the center, we promptly implemented an
aggressive marketing plan that focused on promoting awareness of the center
and the name brand outlet stores," said Susan M. Crusoe, Senior Vice
President, Marketing of Horizon Group Properties. "Once the campaign began,
we immediately noticed significant traffic and sales increases."
The momentum began the day after Thanksgiving when Horizon Outlet Center
opened at 7 a.m. offering a Beanie Baby gift-with-purchase promotion to early
shoppers who braved the crowds to jump-start their holiday shopping. The
first 100 customers spending $200 or more received a free Beanie Baby and all
100 "Beanies" were gone by 10 a.m.
In commenting on the advertising and promotions efforts, Group Marketing
Manager Lynn Learned, said, "Response to the advertising was phenomenal. We
believe that promoting our name brand tenant mix, which includes Polo Ralph
Lauren and the GAP Outlet, and the Beanie Baby promotion, helped draw new
shoppers to the center. Shoppers appreciated the added perks which included
free shopping bags and discount coupons."
Horizon Outlet Center is located in Tulare, California just 40 miles south
of Fresno and 45 miles north of Bakersfield. The 139,390 square foot outlet
center features over 32 outlet stores, including Polo Ralph Lauren, GAP
Outlet, Jones NY, Mikasa, Reebok and Bass Apparel Co. Store.
Horizon Group Properties (Nasdaq: HGPI), owner of Horizon Outlet Center,
is based in Chicago, Illinois, and has 13 operating factory outlet centers and
one power center in 11 states totaling more than 2.9 million square feet.
SOURCE Horizon Group Properties