LaSalle Investment Management’s strategic approach to community engagement is linked in to the marketing strategy for each of its UK shopping centres. A host of community activities, from a pop-up forest and football museum, to fundraising events and community art displays, have helped community partners raise awareness and valuable funds, at the same time as helping create a sense of place at LaSalle’s shopping centres, generating positive media coverage and helping drive footfall.
Over £50,000 invested in community activities in 2015
Over £180,000 fundraising in 2015
Footfall uplift during community activities
LaSalle Investment Management is a leading real estate investment management firm, which has long supported community activities. In early 2014, LaSalle introduced a more structured approach to community engagement at all its covered shopping centres in the UK, including:
Local stakeholders include charities, community groups, schools, nurseries, colleges, universities, sports teams, councils, town centre management teams and Business Improvement Districts (BIDs).
Innovative use of space includes:
Fundraising and funding activities include:
Creative community initiatives include:
Both LaSalle and occupiers contribute to the marketing budgets:
Benefits for community partners include:
How to deliver local programmes at every centre?
Through its portfolio-wide relationship with retail marketing partner Bewonder, LaSalle was able to seamlessly implement community activities across its shopping centre portfolio, as roles were already established at each centre and there was a marketing budget to draw on. Bewonder works closely with the centre teams, local communities and stakeholders to develop and deliver community activities at each centre, as well as monitoring performance measures, including community benefits, footfall and media coverage. LaSalle reviews all community activities at the end of each year and produces an internal booklet of case studies to share best practice. The positive response to community activities from local stakeholders and shoppers, combined with the strong return on marketing investment and feel good factor have helped embed the programme at a local level.
How to ensure quality engagement?
LaSalle set a target for each centre to work with at least five stakeholders each year. The team is keen to ensure that this is quality engagement, building ongoing local relationships, generating positive local coverage and creating a sense of place. Particular successes have included the partnership with Birkenhead Park Ranger team and Wirral Council at Pyramids, with Greenwich & Bexley Community Hospice at Broadway and with local schools at several centres. LaSalle engages with Bewonder and centre teams to give feedback on engagement quality. LaSalle continues to improve this programme to ensure that the shopping centres, occupiers and local communities get as much benefit as possible. Exciting new activities are in the pipeline.
Head of Sustainability - Europe
LaSalle Investment Management
Sophie Carruth, Head of Sustainability – Europe, at LaSalle Investment Management
Moonlit Walk at Broadway Shopping Centre.
“We are delighted at how our shopping centre teams are supporting community initiatives and engaging with local stakeholders. Community activities not only bring benefits for local partners, they can really help create a sense of place.”