By Mario Toneguzzi

Shopping centre operator Cadillac Fairview is launching an innovative eight-month program designed exclusively for post-secondary students.

The CF for Campus program will take place in four malls across Canada - CF Market Mall in Calgary, CF Masonville Place in London, CF Toronto Eaton Centre in downtown Toronto and CF Rideau Centre in Ottawa. And the program will focus on bringing engaging experiences to this consumer.

“The (University of Calgary) is not only clearly part of our primary trade area - it sits directly in the same community that we sit in - we really know that connecting with our community and connecting with people who would be leaders of tomorrow not only makes a positive difference for them but it gives us an opportunity to deepen our connection with the post-secondary community and to help bring additional business in for retailers,” says Darren Milne, general manager of Market Mall.

The program will consist of a series of monthly Campus Nights for the rest of the school year at the four participating properties. Retailers in those malls will provide offers, discounts and in-store experiences for this demographic.

The shopping centres will also feature live entertainment, including a DJ, special guests, light snacks, and giveaways.

“The Cadillac Fairview initiative to engage students in select markets across Canada is a timely and effective marketing move designed to engage this highly astute and influential group of consumers. Aging demographics in metropolitan markets across Canada make it imperative that retailers and shopping centre landlords reach out to this consumer base in the 18 to 25-year range and cater to them over next 25-30 years as they move through their peak spending years during their period of new household formation, the child-rearing years and beyond,” says Michael Kehoe, an Alberta-based retail specialist with Fairfield Commercial Real Estate Inc., in Calgary.

The Campus Nights will take place from 5 p.m. to 9:00 p.m. on their respective dates.

On Campus Nights, eight CF Student Ambassadors – two per property – will serve as hosts for the post-secondary students.

Participating malls hosting the Campus Nights include:

CF Rideau Centre - Thursday, October 12 - At the Nordstrom Court (photos in this article are from the Ottawa event).
CF Toronto Eaton Centre - Wednesday, October 18 - Albert’s Court;
CF Masonville Place - Thursday, October 19 - Centre Court and Saje Court;
CF Market Mall - Thursday, October 26 - Centre Court.

“At Cadillac Fairview, we aim to connect with unique groups within our communities, in this case, students,” said Craig Flannagan, Vice President, Marketing, Cadillac Fairview. “Our local student ambassadors will get to develop leadership skills through this opportunity and help their classmates feel welcome in our shopping centres, with the ultimate goal of being their go-to destination for dining, shopping and entertainment.”

**Photos were supplied by Cadillac Fairview.

Mario Toneguzzi, based in Calgary has 37 years of experience as a daily newspaper writer, columnist and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, city and breaking news, and business. For 12 years as a business writer, his main beats were commercial and residential real estate, retail, small business and general economic news. He nows works on his own as a freelance writer and consultant in communications and media relations/training. Email: mdtoneguzzi@gmail.com.