The Falls Shopping Center Relaunch


The Falls Shopping Center Relaunch


The Falls Shopping Center had been extensively damaged by Hurricane Andrew. After an extensive rebuild and renovation, they needed to get the word out that they were ready for business. The Falls Shopping Center had doubled in size, providing more retail and dining experiences than ever before. It was essential for The Falls Shopping Center to feature their unique shopping features including the calming and beautiful waterfalls.

After the initial launch, The Falls Shopping Center wanted to stand out from the shopping center crowd and create an exciting, sustainable event to increase their essential holiday traffic annually.


The Conroy Martinez Group built on The Falls Shopping Center’s established brand theme involving mermaids. They coordinated with the existing efforts by showcasing the cast of King Neptune and mermaids to announce “Let the Waters Flow at The Falls!” This Grand Reopening theme helped to position and differentiate The Falls from their competitors and was extremely successful attracting thousands to the shopping center.

For ongoing awareness at the key holiday shopping season, The Conroy Martinez group created “The Miracle on 136th Street Parade”. This annual parade attracts 20,000 shoppers to The Falls Shopping Center. The Conroy Martinez Group managed all aspects of the public relations, marketing, script writing, participants, and local Girl Scout troupes to grand marshal the initial parade. Throughout the years since the parade’s inception The Conroy Martinez Group secured an American Idol finalist from South Florida to add a musical element to the parade. “The Miracle on 136th Street Parade” has been steadily growing and increasing customers for The Falls Shopping Center during the holidays for 16 years.


The Conroy Martinez Group leveraged their local public relations and media contacts to secure a variety of television and print media to showcase The Falls Shopping Center. This includes all the local television stations (ABC, CBS, NBC, FOX), as well as Telemundo and Univision. “Let the Waters Flow at The Falls!” was a paparazzi’s dream, providing excellent visuals that could translate to a variety of audiences.

This award winning public relations campaign started The Conroy Martinez Group on a fourteen-year journey of successful public relations and marketing for The Falls Shopping Center. To this date, the annual holiday parade is featured on dozens of local television broadcasts, print, and digital media. This parade is a staple to launching the annual shopping season for The Falls Shopping Center bringing in 20,000 annual visitors to the shops and restaurants.

The Conroy Martinez Groups helps a variety of clients succeed. To see how we can parallel these successes to match your company needs, please contact us today.