By Kaitlin Candelaria
While children are tucked in dreaming of sugar plums and Xboxes and their parents lie awake thinking of massive shopping lists and entertainment plans, retailers in the Over the Mountain area have been working to satisfy both their expectations with care.
They’ve strung millions of lights, booked times on Santa’s busy schedule, arranged special services for frazzled shoppers, and set up extra security in preparation for what they expect to be a busy holiday shopping season.
“People always come out for the sales and offers that we have and we love to give them incentives to come out and shop,” said Angela Jacks, marketing manager for the Riverchase Galleria. “Physical stores still account for 90 percent of retail activity, so we’re expecting people to come out and shop.”
The Summit of Birmingham kicked off the holiday season in November with a parade and fireworks show. The event included lighting the more than a million bulbs that decorate The Summit for the holiday season, performances from the Birmingham Boys Choir and the Red Mountain Theatre company, family and kid-friendly activities and Santa himself, who came in on an antique firetruck.
Throughout the holiday season, Assistant General Manager Ed Collari said, shoppers can expect to see extra security to keep them safe and assist with parking.
“One of the newer challenges that we’ll have here is the opening of Trader Joe’s,” he said. “It’s obviously a very popular retail destination. Especially during the holiday season, our goal is to make sure there are no issues and everything goes smoothly and that we focus on parking and security. Our main goal is to make sure that the customer experience is on an elevated level, whether they’re familiar or a unique customer that’s coming from out of town.”
Throughout the season, customers can take advantage of the holiday concierge area, dubbed The North Pole. The Junior League and Exceptional Foundation will be at the North Pole to provide assistance with gift wrapping. Hot chocolate and coffee also will be available as well as remote gift card sales.
In addition to their holiday parade, The Summit will be hosting the first public menorah lighting by Saks Fifth Avenue on Dec. 6. You can read more about the event on page 12.
Brookwood Village introduced their singing Santa last month in an official kick-off party, during which children had the chance to enjoy entertainment, meet snow fairies, have their faces painted and do holiday crafts. He’ll be at the mall every day through Christmas Eve sharing his vocal talents and posing for pictures with good little boys and girls.
On Dec. 7, pets can get in on the action with special photo sessions with Santa from 6 p.m. to 8 p.m. Cats and dogs must be on leashes or in carriers to participate.
Brookwood is undergoing renovations slated to be complete in early 2016, and Glenn Miller, portfolio marketing director for Cypress Equities, said shoppers will be able to see the new flooring on display in the upper level.
“The team at Brookwood Village is projecting an awesome holiday shopping season,” he said. “Not only are guests eager to view the exciting renovation updates and shop a number of stores and restaurants that are unique to the market, but Brookwood Village hosts the most unique and exciting Santa experience available in Greater Birmingham.”
Miller said shoppers also can look forward to shopping spree giveaways throughout the season. For more information about how to enter, visit the shopping center’s Facebook page.
At the Galleria, many stores are now focusing on integrating e-commerce with their in-store shopping by offering services such as ordering online and picking up in store, Jacks said.
She said shoppers at the Galleria can take advantage of bag storage at Guest Services when their arms get too full but they haven’t checked everything off their lists. Representatives also will be on hand to guide shoppers to stores and assist them with gift card services.
“There will be a lot of people here, so we hope everyone comes with their Christmas spirit,” Jacks said, laughing. “Remember, it’s going to be busy, so arrive early and be patient.”
On Dec. 12, shoppers can enjoy a holiday showcase and fashion shows from stores around the Galleria periodically throughout the afternoon. On Dec. 13, the Birmingham Children’s Youth Orchestra will perform at 2 p.m. and 4 p.m. For more information, visit www.riverchasegalleria.com.
