Grossmont Center, a once-prominent shopping destination in San Diego, found itself in a precarious position in the highly competitive retail industry, being perceived as an “old and tired mall.” The mall, a pioneer in the region, had started to show its age, resulting in a decline in brand perception and dwindling guest traffic. The increasing number of empty storefronts painted a grim picture of the situation. The rise of other shopping centers in San Diego, coupled with the growing popularity of online shopping, added to Grossmont Center’s woes, leaving it with a clear choice: adapt or face obsolescence.

The owners of Grossmont Center recognized the need for a comprehensive rebranding effort and a strategy to revitalize the mall’s image and draw in more visitors. Their objective was clear – a fresh visual brand and a plan to boost foot traffic, thereby making the mall an attractive prospect for potential tenants.

In pursuit of this objective, InnoVision Marketing Group was brought in to steer the transformation. Leveraging the experience of our CEO/Executive Creative Director, Ric, whose former agency had played a pivotal role in the successful launch of Universal CityWalk, InnoVision took inspiration from the strategies that had branded Universal CityWalk as a premier shopping and entertainment hub. They then crafted a new strategy for Grossmont Center.

The foundation of the strategy recognized that shopping was evolving into an online experience. The challenge was to divert people from online shopping, back into the “brick & mortar” real-life shopping experience. The advertising was built on the theme, “Shopping as it was Meant to be,” highlighting the experiential components of shopping at a mall. To reengage with the community, InnoVision aimed to offer a unique blend of entertainment and shopping. InnoVision devised a series of experiences and music events tailored to a diverse audience. These experiences and concerts were made accessible for free, creating a sense of reciprocity; guests could enjoy these events while shopping at Grossmont Center.

InnoVision took charge of crafting a fresh visual identity for Grossmont Center, designing a new logo and brand identity that was implemented across every on-site element including all signage, color strategy for exterior structures and interior walkways, and revamped displays to support the rebrand. Collaborating with Grossmont Center’s operation and redevelopment team, InnoVision’s work contributed to the physical improvements aimed at enhancing the mall’s aesthetics. In addition to the visual brand elements, InnoVision revamped the mall’s entire creative and brand strategy. With a new brand voice, InnoVision launched a communication strategy that resonated with all generations of San Diegans. Grossmont Center’s new brand promised to have an entertainment option for everyone. The new website, social media, commercials, and photography developed by InnoVision encompassed this brand promise.

The results of this comprehensive rebranding effort were nothing short of impressive. Grossmont Center was transformed into an inviting, vibrant destination. The local community enthusiastically embraced the mall, drawn by the allure of free concerts, and events we procured and coordinated. Predictably, this surge in visitors translated into increased sales and foot traffic. The storefronts, that were once vacant, were leased by new tenants. The evolving marketing strategy attracted higher-quality tenants, such as RH Outlet, further boosting foot traffic during events and concerts. Most importantly, Grossmont Center shed its outdated image, proving itself to be a fun and appealing place to visit and shop, instead of a retail relic.

Ultimately, the transformation enabled the owners to sell the once unsellable mall to a large mall operator, which was our client’s key objective.