Spotlight on Miracle Mile Shops
Jerry Irwin signed on as general manager of Miracle Mile Shops at Planet Hollywood Hotel & Casino in Las Vegas in September 2013. He oversees all center operations, including design, development, management, construction and strategic direction.
Miracle Mile Shops spans 475,000 sq. ft. and boasts 170 stores. Recently, CSA asked Irwin about his plans for the center.
How do you conceive of your role at Miracle Mile Shops?
Irwin: Our owners have done an amazing job of redeveloping what was The Shops in Desert Passage as Miracle Mile Shops at Planet Hollywood. They took the property to the next level. My job is to continue that progress.
People come to Las Vegas to eat, shop and enjoy entertainment. So that’s our focus: Find the interesting new restaurants, shops and entertainment and bring them into our center.
Who are Miracle Mile Shops customers? How do you bring them into the center?
Irwin: We appeal to a very broad audience. Because the center is located directly on The Strip and is attached to Planet Hollywood, our audience is very similar to the Las Vegas visitor, which covers a very broad spectrum. On any given day we welcome people of all ages and backgrounds from all over the world.
We work closely with the Las Vegas Convention and Visitors Authority to bring people in. They bring many tours to the city, and we work closely with tour operators.
We use Twitter, Facebook and other social media very actively. We also work with bloggers. In front of the center, we advertise on huge LED screens — 150,000 people pass by on Las Vegas Boulevard every day, and 72,000 of them visit the center every day.
What new tenants has the center brought in recently?
Irwin: Last October, we announced two new restaurants and two new retailers: Ketchup Premium Burger Bar, Meatball Spot, Tervis Tumbler and Shoe Palace.
The official Britney Spears boutique just opened. It’s called Britney: U Wanna Piece of Me? The opening accompanied the December premiere of Britney’s two-year residency inside The AXIS at Planet Hollywood. The store offers branded Britney merchandise, including clothing, accessories, home goods and memorabilia.
This year, GNC and Original Diva will open, and we’re negotiating a number of new leases. You can expect announcements soon.
We’re also looking. We’ve launched a new website targeting brokers — dothemile.com. We’re sending out email blasts to tell brokers about it. We’ve also started a targeted restaurant program. We’ve selected 100 restaurants that we’re interested in looking at and emailed a personalized sales piece to each.
What are you working on now? What is your priority?
Irwin: I try to focus an equal amount of attention on all areas of the center since we really strive to offer something for everyone. From restaurants and retail to advertising content inside the center and social media, it is all important.
Give me an example of a specific project.
Irwin: We have an opportunity on Harmon Avenue. There is a valet area there where you can pull into Planet Hollywood and the Hilton. We have 60,000 sq. ft. in that area that we can redevelop. We want to create a walkable, fun destination activated with day-life and nightlife, including restaurants with al fresco dining and music.
What’s next?
Irwin: I think that shopping centers should always strive to do better by continually asking what customers want. That’s how you stay relevant.