By Tom Ryan
Like others, Macy's has scoured for cost-savings during the recession. But one area apparently spared has been its event marketing, such as its annual Flower Show that started this past weekend.
Under the theme, "Spring Is in the Air," about 35,000 varieties of flowers, plants and trees floral landscapes are being displayed over the next two weeks at five Macy's stores: Herald Square in New York City, Center City in Philadelphia, State Street in Chicago, Downtown Minneapolis and Union Square in San Francisco. The indoor gardens will cover a quarter-million square feet while also featuring hot air balloons, giant bugs, biplanes and kites hovering above. Free guided-tours with flora experts will be offered every hour.
Speaking to NY-1, Robin Hall, the show's executive director, said the
flower show, which Macy's been holding in some form since 1947, brings
guests closer to the Herald Square store.
"It's the only show that we have that actually happens in the store. We have the fireworks and the parade, that all happens outside. This one actually brings people in," said Mr. Hall. "We can share the beauty of the architecture here, but we can also transform it with these beautiful, beautiful flowers."
Also last Sunday, Macy's held its 13th annual Petacular Fair. Over 100 pets in costume strutted with their owners down a runway as part of a 'Pets on Parade' fashion show in front of its Herald Square flagship. Hosted by the famous drag queen Lady Bunny, the event also featured Sadie, the Scottish terrier winner of recent Westminster Kennel Club Dog Show; a theater show; a kids book reading; an animal trainer; and cast members of the 101 Dalmatians Musical.
Macy's also holds numerous similar-sized smaller one-off events as well as regular fashion shows, culinary events and celebrity appearances at its stores. Its two signature events are the Thanksgiving Parade (since 1924) and the 4th of July Fireworks (since 1976) that both get national broadcast coverage. Other major annual events include the Passport fashion show that supports HIV/AIDS research (last year it was presided over by Elizabeth Taylor); its Glamorama fundraiser held in Minneapolis and Chicago; the Puppet Theater show; as well as Santaland at Herald Square, and the Tree Lighting ceremony in San Francisco.
Discussion Questions: How much of a differentiator is the production of small and large store event marketing efforts for Macy's? With the consumer focus on value, should Macy's be cutting events to apply to the cost of good? Should other retail chains try to compete for the public's attention on this level?