Bloomberg Businessweek - USA (2020-11-23)

◼ BUSINESS Bloomberg Businessweek November 23, 2020

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would be the latest blow to retailers, dozens of
which have filed for bankruptcy in the past year,
from J.C. Penney Co. to J.Crew Group Inc.
Brookfield normally gets about 350,000 visits
to Santa at the 134 shopping centers where it typ-
ically hosts St. Nick. The company declined to say
how many Santa visits it expects during this Covid-
slammed season. “Holiday time and getting people
into our centers for shopping and visits with Santa is
very important for us,” says Rocell Viniard, director
of marketing at Brookfield. While they’re there, they
also shop and eat, which can add up to big bucks.

Kimco Realty Corp., owner of open-air

shopping centers across the U.S., isn’t giving up

on Santa, either. Many of its locations will offer

socially distanced pictures with him in tented

areas outdoors. At some of those Kimco proper-

ties, such as Suburban Square in Ardmore, Pa.,

Santa will be making toys behind a table as guests

come greet him, ensuring there’s plenty of space

between them.

For Santa fans who don’t feel safe venturing to

the mall, there will be plenty of options. Brookfield

is offering personalized virtual visits, starting at

◀ Santa Ric Erwin, in

Hemet, Calif., spreads

some Zoom-mas cheer

▼ Share of U.S. adults

who say Santa is an

important part of their

holiday celebrations*

Parents of children

younger than 18

Adults who’venever

been parents

67%

Adults who’ve been

parents

52

36

PHOTOGRAPH BY TAG CHRISTOF FOR BLOOMBERG BUSINESSWEEK. *ADULTS WHO SAY SANTA HAS A VERY

OR SOMEWHAT IMPORTANT ROLE IN THEIR HOLIDAY CELEBRATIONS. DATA: YOUGOV, DECEMBER 2018