the outlets at lake george
technology + analytics
The Outlets at Lake George, an outdoor outlet center in Lake George, NY, has more than 40 stores and is part of a collection of retail properties on Route 9 known as the Million Dollar Mile.
By marketing an outlet center to potential tenants—not just consumers—outlet centers can fill vacancies faster, stay competitive in a shifting retail landscape, and curate a mix of brands that keeps shoppers coming back.
TASK
Develop data-driven B2B marketing tactics to support leasing efforts.
ACTIONs
B2B efforts focused on promoting The Outlets at Lake George to major retailers and other potential tenants, emphasizing the massive visitor market and strong roster of popular brands. Digital tactics used to assist the leasing efforts included:
Leasing Kits featuring market demographics and location info were created. High-quality print copies were used primarily for conferences and meetings, while a digital version was added to the center website for ease-of-access and cost-efficiency.
Drone video was uploaded to the client’s website and video hosting platform, with multiple resolutions available to the leasing team.
Leasing website content was added to the outlet center website, featuring links to view the leasing kit and contact the leasing team.
Email campaigns were deployed to the leasing team’s email list at key periods before major retail leasing conventions, linking to the other digital B2B marketing materials. Email performance analytics were provided to leasing team for personalized follow-up.
Location and website analytics provided key information about the outlet center’s trade area and visitors. By using both sources of data, potential tenants can be sorted by viability and short-listed for meetings.
RESULTS
Since deploying B2B marketing to compliment the B2C marketing:
The Outlets at Lake George has expanded significantly to include adjacent property, with high occupancy and new brands added every year. Since beginning leasing support, Michael Kors Outlet, Crocs, Lids, Aerie, and Zumiez have all opened at the center and become the most visited store for that brand in the state of New York.
Shopper visits have been at an all-time high for 2 years, exceeding pre-pandemic store visit numbers. In 2024 The Outlets at Lake George saw a 5.8% year-over-year increase in visitor traffic when the national average increase was 0.4% (source: Placer.AI Retail Foot Traffic Recap)
