How One Retail Complex Has Been Hosting Safe Consumer Experiences Throughout the Pandemic

LAS VEGAS—As brands and businesses begin tiptoeing back into in-person events and activations, it’s helpful to look at others who have been doing it successfully. One spot that’s been safely hosting out-of-the-box, engaging consumer experiences over the past year? Fashion Show Las Vegas, a retail complex on the Las Vegas Strip known for its retractable runway within the mall's central atrium. The property has long been hosting over-the-top annual experiences surrounding the holidays—and in the time of social distancing, the team was determined to continue the tradition.

“Fashion Show Las Vegas is a pillar in the community and it was important to us as a destination to find ways to safely produce awe-inspiring activities for families and guests during these unprecedented times,” explained Brent Gardner, the property’s senior general manager. “This past year, we challenged ourselves to develop experiences that kept the holiday spirit alive for guests, while also ensuring their health and safety remained a top priority.”In October, Fashion Show Las Vegas created the "Trick or Chic" walkthrough experience, which was led by tour guides who told ghost stories as guests passed skeletons wearing—what else?—couture fashion looks. There was also a spider web installation for on-theme photo ops.Photo: Courtesy of Fashion Show Las Vegas

For Trick or Chic, a mummy fashion exhibit was on display in the venue's Great Hall.Photo: Courtesy of Fashion Show Las VegasTo pull it off safely, the team utilized lesser-used spaces within the shopping destination and closely followed all government mandates for health and safety. They also rethought the experiences they offered, pivoting to contactless experiences like interactive walkthroughs, virtual runway shows and open-air gatherings. Highlights have included a “Trick or Chic” walkthrough for Halloween, where guests traveled through a hands-free experience with tour guides who told ghost stories and skeletons wearing—what else?—couture looks. There was also the Holiday Stroll, featuring Santa’s Workshop and a snow globe housing a live ballerina, plus a drive-in cinema (dubbed Carpool Cinema) where family-friendly blockbusters were projected on the top level of Fashion Show’s South parking garage. Most recently, the mall launched an immersive pop-up art installation by local artist Pretty Done called “Summertime Happiness.” 

Fashion Show also relied on virtual to complement its in-person events. During Black History Month, for example, the venue hosted a monthlong celebration called “Black History Matters,” which included a virtual runway show featuring traditional African styles along with modern fashion from Dillard’s and Forever 21; there were also live African dancers and drummers. The month also saw an outdoor movie event, an immersive, history-focused walkthrough experience and an artist residency with local Las Vegas painter Q’shaundra James.

The property has an in-house team that develops the programming, working with Entertainment Plus Productions to execute the activations and events. E11even Media, meanwhile, provides the imagery that helps bring the activations to life. “The Entertainment Plus Productions team is hands-on with every step of cultivating and executing these unique experiences and immersive offerings for our guests, from the incredible decor to the talented models and actors that interact with our guests,” explained Gardner.For the 2020 holiday season, Fashion Show Las Vegas hosted two walkthrough experiences, including one through Santa's Workshop that features Mrs. Claus and her elves—wearing masks, of course.Photo: Courtesy of Fashion Show Las Vegas

A "Winter Wonderland" walkthrough had snow-white trees, ice sculptures and snow flurries, all leading up to a giant snow globe featuring a live ballerina.Photo: Courtesy of Fashion Show Las VegasTo ensure guest safety in such a busy, consumer-driven environment, Fashion Show Las Vegas has implemented a variety of health-focused measures including hand-sanitizing stations, touch-free options and social distancing stickers, as well as staggered reservation times for all experiences. “We also worked to implement a line queuing system, Spot Holder, which allowed us to manage the lines and guest expectations," Gardner said. "Guests utilized the app, which notified them when it was their time to experience the walkthrough.”

He added that the biggest challenge over the past year has been ensuring all guests feel comfortable and safe while visiting the shopping destination, particularly during the busy holiday seasons. “We knew celebrating the holidays would look very different compared to past years, and our team strived to provide safe, enjoyable and hassle-free experiences for the Las Vegas community.”

As for the biggest reward? “Seeing our guests bring in their loved ones and take part in our walkthrough events and continue their traditions despite these unprecedented times," Gardner said, noting that attendance actually exceeded the team's expectations during this year's holiday season, when 5,000 guests safely experienced the walkthrough in 14 days. "We are so grateful and happy that our experiences have been received positively by the community, and are excited to continue these signature events in the years to come.”