Public liability cover
Full £5 million public liability insurance as standard, with indemnity to principal cover when our staff are supplied.
Shopping Centre Promotions
We supply the middle of a mall, where the audience is already there and the job is to interrupt them on the way to somewhere else.
A different kind of footfall
A mall gives you something no exhibition does, which is thousands of people who did not come to see you and are not in a hurry. They are browsing. That makes them easier to stop than a delegate on a schedule, and it also makes them harder to hold, because there is no reason for them to stay once the novelty goes.
The other difference is who you are answering to. On a stand you deal with an organiser. In a centre you deal with centre management, and they are running a building with fire routes, cleaning contracts, trading hours and tenants who pay rent for the unit you are stood outside. Getting the paperwork in front of them early is most of the battle.
What centre management will ask you for
These six come up on nearly every mall activation.
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Risk assessments in advance
Centre management want them before install day, not on it, and they usually want method statements as well. We send both as PDFs.
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Install outside trading hours
Most centres will only let you build before opening or after close. We work to the centre's access window rather than a nine-to-five.
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No fixings, no trip hazards
Nothing gets bolted to a mall floor. Free-standing kit with cable protectors and a clear footprint keeps you on the right side of the centre's own risk assessment.
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A socket you can actually reach
Mall power is not where you want it to be. Tell us the nearest supply and we will bring the run, or work out what will happen on battery.
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Kit that suits an unaccompanied public
Anybody can walk up, including small children on their own. That rules out a lot and makes staffed operation close to essential.
What works in a mall
Everything here is free-standing and quick to play, and it reads from the other end of the concourse.
Prize Crane Arcade Grabber
From £495
Ballnado Grabber
From £595
Giant Gashapon Capsule Vending Machine Hire
From £495
Grab a Grand
From £595
Batak Pro Reaction Game
From £495
Whack a Mole
From £445
Social Media Photo Booth
From £495
Magic Selfie Mirror Photo Booth Hire
From £495
Pick 'N' Mix Sweetie Stand
From £475
Candy Floss Machine
From £295
Prize Wheel
From £395
Crack the Code
From £395
Barriers, queues and sightlines
Give the queue somewhere to go
The mistake we see most often is a game placed against a wall with no thought about where the line forms. In a mall the queue is part of the attraction, because a line of people is the clearest signal you can send that something is worth stopping for. It is also the thing that will get you a phone call from centre management if it blocks a shop front or a fire route.
We supply belt barriers and rope stanchions with mall bookings for exactly this reason. Set out properly, the queue runs parallel to the shop fronts rather than across them, and the person at the front is visible from a distance.
Retail, leisure and the rest of it
The same setup covers a good deal that isn't strictly a shopping centre. Retail parks, garden centres, supermarket forecourts, station concourses and leisure schemes all have the same shape of problem, which is a landlord, a public with no ticket, and a power supply somebody else controls.
If your activation is inside a wider campaign, the brand activation range is the place to start, and prize and promotional games covers the mechanics that suit giving something away. For a launch running across several sites, product launch games goes into how we handle artwork changes between legs.
Staffing and stock
Two things are worth planning for. Anything with a prize needs somebody managing the win rate and the stock level, or you will either give away the lot by lunchtime or nobody will win all day and the queue will notice. And anything running through a full trading day needs relief cover, because a mall day is nine or ten hours rather than an exhibition's six.
Get it costed
Tell us the location and the trading hours you are working around, and whether you need our staff on it. Call 0845 468 0590 if you would rather run through it on the phone.