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Santa sets up interactive shop at 10 Macerich malls


Holiday shoppers are in for an interactive treat when they visit Macerich malls this holiday season.

HGTV’s interactive “Santa HQ” returns Nov. 5 through Christmas Eve, Dec. 24, to spread holiday cheer to guests of all ages with a 21st century take on the traditional Santa Claus experience.

While visiting Santa HQ, guests can customize their individual experience by using augmented reality to view Santa’s Workshop and Observatory in a magical way. Visitors can download the Elf-Ray Vision app or use a provided tablet to discover the enchanting world of Santa HQ in stunning 2D and 3D digital scenes.

Shoppers can continue their adventure with a custom photo opportunity, a visit with Santa inside his modernized sleigh and an opportunity to enter for the chance to win $10,000 in HGTV’s Spreading Holiday Cheer Sweepstakes.

“Santa HQ was a tremendous success for HGTV last year, so we are expanding the event this year to make it even more magical for kids and their families,” said Shannon Driver, senior VP, marketing and creative services. “Holiday celebrations go hand-in-hand with home, so this is the perfect time to engage with our fans in a meaningful way.”

At select locations, fans can get autographs and take photos with HGTV and DIY Network stars, including Anthony Carrino and John Colaneri (America’s Most Desperate Kitchens) and Alison Victoria (Kitchen Crashers). Anthony and John will appear at Danbury Fair on Nov. 7; and Alison will appear at Tysons Corner Center on Nov. 20.

Reservations to visit the experience can be made in advance at

Santa HQ was conceived in collaboration with HGTV, Macerich and Pop2Life, a New York-based experiential marketing agency.

The Santa HQ experience will be featured at the following 10 Macerich properties:


Chandler Fashion Center, Chandler, opens Nov. 7

Scottsdale Fashion Center, Scottsdale, opens Nov. 14


Vintage Faire, Modesto, opens Nov. 5

Los Cerritos Center, Cerritos, opens Nov. 7

Lakewood Center, Lakewood, Calif., opens Nov. 7


Flatiron Crossing, Broomfield, opens Nov. 7


Danbury Fair, Danbury, opens Nov. 6

New Jersey:

Deptford Mall, Deptford Township, opens Nov. 5


Washington Square, Portland, opens Nov. 7

Washington, D.C., area:

Tysons Corner Center, Virginia, opens Nov. 14

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