HGTV UNWRAPS ‘SANTA HQ’
November 13, 2014
Los Angeles, CA – [For Immediate Release – November 3, 2014] HGTV celebrates the holidays with “Santa HQ,” an immersive experience that transforms the traditional visit with Santa Claus into a jingle-filled, interactive journey for all ages at 10 Macerich malls across the country. For more than six weeks, from Tuesday, Nov. 4, through Christmas Eve, Dec. 24, HGTV and Macerich will present a completely reimagined visit with Santa for the 21st century by pairing cutting-edge technology with an authentic holiday experience. Visitors can take an ELFIE selfie and star in their own holiday video, explore Santa’s Observatory using ELF-RAY Vision, test out the ‘Naughty O’ Nice Meter,’ and enjoy a memorable photo with Santa.
Santa HQ will be featured at Macerich properties including Danbury Fair Mall in Danbury, Conn., opening on Nov. 4; Deptford Mall in Deptford Township, N.J., opening on Nov. 5; Vintage Faire in Modesto, Calif., opening on Nov. 5; Los Cerritos Center in Cerritos, Calif., opening Nov. 7; FlatIron Crossing in Broomfield, Colo., opening Nov. 7; Washington Square in Portland, Ore., opening Nov. 7; Lakewood Center in Lakewood, Calif., opening Nov. 7; Tysons Corner Center near Washington, D.C., opening Nov. 14.; Chandler Fashion Center in Chandler, Ariz., opening on Nov. 7; and Scottsdale Fashion Square in Scottsdale, Ariz., opening Nov. 14.
“Santa HQ provides a unique twist on holiday festivities, while offering fans a chance to touch and feel the HGTV brand in a whimsical way,” said Shannon Driver, senior vice president, media strategies and partnerships. “We’ve enhanced the holiday experience at these top malls by creating a state-of-the-art venue for visitors to explore.”
Upon entering the magical structure, families can enjoy the wonder of Santa’s Workshop and Observatory by using innovative technology to customize their individual experience. Visitors can download the ELF-RAY Vision app or use a provided tablet to immerse themselves in the enchanting world of Santa HQ to see the night sky, the secret inner-workings of clocks and gears and to meet a playful pair of elves. By using their handheld device as a “portal,” visitors can see and interact with stunning digital scenes surrounding them inside Santa’s Observatory. Visitors can continue the adventure with a custom photo opportunity, followed by the ultimate moment with Santa inside his modernized sleigh. Visitors can reserve their experience time in advance via the Santa HQ website.
“Santa HQ reinvents the Santa experience at the mall for a new generation of digitally savvy, always-connected kids and their families,” said Ken Volk, Senior Vice President and Chief Marketing Officer, Macerich. “With HGTV, we are bringing a dramatically new and engaging holiday attraction to shoppers. We know that people come to the mall for one-of-a-kind, in-person experiences they can share in real time and through social media – and the exciting new Santa HQ delivers exactly what families want today.”
Santa HQ will also feature “Sleigh Ride” – a featured track on the recently-released Pentatonix holiday album, That’s Christmas To Me – as part of the experience’s light show, which will play daily across Macerich’s 10 properties. Additionally, Pentatonix will be performing at Tysons Corner Center on Friday, December 5. That’s Christmas To Me is available in stores and online, and will be available to those visiting Santa across the Macerich portfolio throughout the holiday season.
Santa HQ was conceived in collaboration with HGTV, Macerich and Pop2Life, a New York-based experiential marketing agency.