Veranda

The Veranda

How Kayyem Marketing Turned a Retail Launch into a Community Landmark

Category: Community Engagement, Event Strategy, Placemaking, Retailer Integration, Seasonal

  • The Vision

When CenterCal Properties set out to introduce The Veranda—a 375,000-square-foot lifestyle center in Concord, CA—they needed more than just an opening. They needed a moment that would define the property’s identity, generate buzz, and inspire repeat visits. Kayyem Marketing delivered a multi-week launch strategy that transformed the shopping center into a cultural and community destination.

  • Our Strategy

We focused on three core pillars:

  • Layered Launch Approach: Rolled out immersive, high-impact moments over time to maintain momentum and draw continuous foot traffic.
  • Placemaking with Purpose: Crafted an experience that brought CenterCal’s high-end design, community vision, and premium amenities to life.
  • Retailer Integration: Supported individual tenants with co-branded marketing, giveaways, and high-traffic visibility.
  • Scope of Work

October 1: Media Preview

Introduced the property and vision to key media outlets with behind-the-scenes access and CenterCal interviews.

October 26–27: Soft Opening Weekend

Unveiled key amenities, initial retailers, branded barricades, and directional signage.

November 9–10: Community Celebration

Live DJ tent, giveaways, prizes, character meet & greets, and expanded retail openings.

November 15: Holiday Ice Rink Debut

Custom skate shack, full décor install, and arrival of a 30-foot live Christmas tree.

November 30: VIP Cocktail Reception

Luxury wine seminar, curated music, branded gift bags, grand fountain debut, and Mayor’s presentation.

December 1: Tree Lighting Spectacle

Live figure skating show, holiday treats, Santa + Frozen characters, and carolers.

December 6: Official Grand Opening

Music-synced fountain show, premium giveaways, and ribbon-cutting ceremony with city officials.

  • Results by the Numbers
  • 10+ Signature Events Executed
  • 40+ Retailers Supported with Custom Activations
  • Thousands of Visitors Engaged Across Multiple Weekends
  • Extensive Earned Media Coverage Across Regional Outlets
  • High Repeat Foot Traffic During Holiday Season and Beyond
  • Client Praise

“Kayyem launched a destination. Every moment was intentional, on-brand, and community-first. This is what placemaking looks like.”

— Bridget, CenterCal Properties

Following the grand opening, Kayyem Marketing continued to elevate The Veranda’s presence through a curated calendar of seasonal events, brand collaborations, and community-focused activations—ensuring the center remained fresh, relevant, and a go-to destination for locals and visitors alike.

  • The Kayyem Impact

From soft openings and press engagement to full-scale holiday activations and city partnerships, Kayyem Marketing created a grand opening that became the talk of the town. By layering events and aligning with seasonal moments, we ensured The Veranda opened strong—and stayed top of mind.