Mall owner hopes to improve Great Falls’ image

Great Falls’ self-image is tarnished, and Macerich Co. officials aim to change that.

Officials from Macerich, the owner of Holiday Village mall and Great Falls Marketplace, met Tuesday with community leaders to discuss the company’s proposal for a public relations campaign designed to boost Great Falls’ image and increase community pride.

By BETH BRITTON
Tribune Business Editor

"We as community residents need to become ambassadors for Great Falls," Holiday Village mall Marketing Manager Teresa Olds said. "We want to make sure the community is revitalized about the great assets we have here."

The company is providing the financial support for the public relations campaign, which is set to begin during the fourth quarter of 2003.

"From our point of view, this is part of our relationship with the city. Macerich has stepped up to the plate and is part of making things better for the community," Garry Butcher, the vice president of marketing for Macerich Co., said.

Butcher declined to say how much Macerich is spending on the campaign, the first of its kind undertaken by the company. He said his hope is that other local companies and organizations will help continue the campaign after Macerich guides it through its first year.

He did stress that the campaign is not strictly a retail effort.

"This is not about Holiday Village mall or Marketplace," he said. "This really is an effort that has to do with the community, not our properties."

Earlier this year, Macerich hired H. Blount Hunter Retail & Real Estate Research Co. to conduct a random telephone survey of 500 people in the Great Falls area.

The survey revealed key issues of importance to community residents, as well as their likes and dislikes.

Many of the respondents said they wanted the amenities that larger cities enjoy, such as more retail selections, restaurant variety and entertainment options. At the same time, the majority of respondents said they appreciated the small-town atmosphere that Great Falls offers.

Butcher said H. Blount Hunter’s associates were pleasantly surprised to discover that people in the Great Falls area were eager and enthusiastic about sharing their views and offering suggestions for improving the community.

Survey highlights

# Highest ranked government services: fire and paramedic, trash collection, recycling and police.

# Overall quality of life received an average of 4.1 on a scale of 1 to 5.

# Long-term residents expressed more pride in the community than did residents who have lived in Great Falls for a short time.

# Favorite aspects of life in Great Falls: small town, not crowded, friendly people, nice neighbors and pace of life.

# Least favorite aspects of life in Great Falls: poor employment growth, low wage jobs, windy, limited entertainment and not enough restaurants.

# Unique aspects of life in Great Falls: rivers, mountains, parks, natural features, friendliness of residents and history.

# Priority issues: attracting better paying jobs, retaining young people in community and establishing high standards for future growth.

# 77 percent of the respondents expect to live in Great Falls in five years.

# Missoula, Billings and Helena are the three most competitive alternative shopping markets.

Using information gleaned from the survey, Macerich and Atlanta-based creative firm Sarrett Creative will develop the public relations campaign.

Focusing on the town’s main attributes, scenery, recreation opportunities, education and healthcare facilities, Sarrett said he aims to have the campaign outlined by mid-August.

"It’s really a community pride campaign and will focus on what Great Falls has," Sarrett said. "There are lots of reasons people live here, and we want to somehow celebrate that. We want to help develop a better market to sell to retailers."

http://www.greatfallstribune.com/news/stories/20030716/localnews/582327.html