Hispanic malls mix live entertainment with relevant shopping

05/22/2013 | Advertising Age (tiered subscription model)

Former ad executive José De Jesús Legaspi is the driver behind Hispanic-targeted malls such as the La Gran Plaza Mall in Fort Worth, Texas, and the Desert Sky Mall in Phoenix. The malls typically feature anchor stores with Hispanic appeal, live entertainment and later hours that encourage mingling. "Using cultural marketing as an 'anchor' is really just understanding and appreciating the market that we reside in," says Art Coppola, CEO of Macerich, which partnered with Legaspi on the Desert Sky Mall and five other Hispanic malls.

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