Many marketplaces have a deep-rooted commitment to giving back, driven by their roles as community hubs and senses of responsibility to their communities. These acts of service also boost employee and community morale and strengthen companies’ reputations.

On Monday, Commerce + Communities Today looked into Why Properties Do Good Deeds for Their Communities, But what marketplaces do is as important and inspiring. ShopCore Properties’ Holiday Tree Celebration program, for example, partnered with nonprofits and tenants to decorate holiday trees at select centers. Shoppers voted for their favorites, and each winning nonprofit received donations of $1,000 and each runner-up received $500. The program launched in 2020 and has worked with nearly 70 nonprofits and donated more than $33,000.

And in the summer, Samuels & Associates’ The Fenway Cohort program provided stipends to the Boston neighborhood’s diverse entrepreneurs and practitioners in arts and culture, wellness, public health and the LGBTQ+ community. Each cohort member received $3,000, participated in a leadership-building program and planned an array of events that fostered Samuels & Associates inclusivity and community connection.

Below, C+CT has rounded up many more of the Marketplaces Industry’s good deeds from the past year.

Prioritizing Mental Health

Gaithersburg, Maryland, open-air center Rio introduced The Serenity Spot during Mental Health Awareness Month. This serene, lakeside space for meditation and mindfulness features artwork, landscaping and a guided meditation playlist, emphasizing the importance of mental health in the community. It was unveiled in partnership with the National Alliance on Mental Illness of Montgomery County. Kandy McFarland, vice president for behavioral health services at Adventist HealthCare Shady Grove Medical Center said: “The Serenity Spot is a reminder that, during our busy lives, making space for mental health moments is an essential part of maintaining one’s overall health. We are delighted to partner with Rio on this special space and to open it to the community during May, Mental Health Awareness Month.”

In 2021, 22% of Americans faced mental health challenges, anxiety and depression affecting a significant portion. However, a recent Pew survey revealed that only 13% of U.S. adults are aware of the 988 Suicide & Crisis Lifeline, a national network offering emotional support. Seven open-air shopping center owners — Brixmor, Kimco Realty, Kite, Peterson Cos., Regency Centers, Sterling Organization and Urban Edge Properties — the 988 Suicide & Crisis Lifeline and Vibrant Emotional Health launched the Signs of Hope initiative, installing more than 8,400 weather-resistant metal signs in 1,450 shopping centers across 40 states to raise awareness about mental health resources and provide crisis support information. It’s expected to reach 251 million people and aims to reduce the stigma associated with seeking behavioral support.

The Pen Centre in St Catharines, Ontario, hosted a complimentary, walk-in mental health clinic for youth.

Relieving Hunger and Providing Housing

From Giving Tuesday through Dec. 1, Patriot Place donated a percentage of all online and in-person Patriot Place gift card sales up to $2,500 to the Hockomock Area YMCA’s Food Access program.

As a way of supporting Cincinnati’s Family Nurturing Center, an organization dedicated to ending the cycle of child abuse, Phillips Edison & Co. conducted a snack drive at its Cincinnati headquarters, collecting more than 4,400 snack and drink items. The donation exceeded the center’s usual intake and will supply its needs for more than four months.

To help the Greater Chicago Food Depository, over 200 employees from Link Logistics and Blackstone sorted, packed and handed out produce and dry goods donations. The event was part of a national caregiving day in which more than 2,000 people at 60 sites in 40 cities across the country provided meals to food-insecure households to alleviate childhood hunger.

In September, North Star Mall in San Antonio hosted its annual Canstruction design-and-build competition to raise awareness and funds for the San Antonio Food Bank. Teams had 12 hours to create sculptures using a total of about 30,000 cans of food, themselves also donated to the food bank. Designs ranged from NBA players to fictional characters. The grand prize went to a sculpture of Ursula, the sea witch from The Little Mermaid, made up of 5,112 cans.

In support of the Missoula Food Bank, the CANdemonium competition at Montana’s Southgate Mall had local businesses construct structures from canned goods. Nearly 20,000 pounds of food was donated this year, and a total of 200,000 have been collected over the past decade.

CBL — which oversees malls in 22 states, including Missouri’s West County Center — partnered with food-tech startup GiftAMeal. The initiative allowed mall visitors to scan QR codes and take photos of food or drink purchased at the property. In turn, GiftAMeal would donate to local nonprofit Operation Food Search. The program engaged shoppers, especially younger generations, in socially conscious activities during their mall visits, making them feel good about contributing to their community.

West & Woodall Real Estate, Pickett Sprouse Commercial Real Estate and West & Woodall Property Management donated 50 bags of food to students at Durham, North Carolina’s Lakeview School who were at risk of food insecurity during the holiday break. Teams of agents and staff from the companies shopped for food items and packaged them into bags, resulting in a total donation of $2,500 and additional contributions to charity organizations chosen by the winning teams.

Regency Centers employees dedicated a day to building a home with Habitat for Humanity Jacksonville. They installed doorknobs and hinges, hung blinds, painted walls, working alongside a longtime Habitat for Humanity volunteer to build the interior of her own first home. Regency Centers senior leasing paralegal Lisa Solomon said: “Before becoming a Regency employee, I knew I wanted to be a part of an organization that gives back to its community and encourages its employees to do the same. Regency’s volunteer time off was an integral part of my decision to join this organization, and I’m so glad I got to be a part of this project.”

Florida’s Miromar Outlets has partnered with Habitat for Humanity of Lee and Hendry Counties since 2012. They dedicated their 12th new home on June 16.

Finding Cures

Tanger’s annual campaign to encourage shoppers to purchase Tanger Pink Savings Cards ran in October. The discounts and deals at participating stores make the program a win-win for shoppers and for breast cancer awareness. Over the years, this initiative has raised more than $18.5 million to support programs in Tanger’s communities, as well as the national Breast Cancer Research Foundation and the broader causes of breast cancer awareness, early detection and research.

Simon launched a fall campaign to support breast cancer nonprofit Susan G. Komen. Over 80 Simon properties across the U.S. raised funds, including the Shop with Purpose program in which consumers who donate $10 receive a digital savings pass with discounts from participating retailers. The campaign also featured exclusive merchandise from artist Corey Paige and an online auction of her artwork, all proceeds going to Susan G. Komen.

Oakland, California’s Jack London Square boosted breast cancer screening rates with a month-long program that included free mammograms.

Uruguay’s Montevideo Shopping raised funds to fight breast cancer locally in part by creating an exhibit of handkerchiefs decorated with inspiration from testimonials of breast cancer survivors. 

In November, Hanley Investment Group Real Estate Advisors conducted its annual Movember campaign to raise awareness and funds for prostate cancer, testicular cancer, mental health and suicide prevention. In its 13th year of participation, the company raised $33,639, bringing its total to $368,000.

Wpg — a dedicated supporter of Columbus, Ohio’s annual Pelotonia cancer-fighting cycling event — raised more than $130,000 this year to fund innovative cancer research. Over a decade, Wpg’s cumulative support for Pelotonia has exceeded nearly $650,000. Employees volunteer, donate or ride.

Rappaport president Henry Fonvielle, University of Maryland leasing and asset manager Emily Heppen and SVN/Providence Realty Advisors co-founder Rob Seidel are organizing their second annual commercial real estate pickleball tournament for February to benefit the Alzheimer’s Association.

In June, NewMark Merrill Cos. organized an American Red Cross blood drive at its Calabasas, California office. The drive collected 33 pints.

Sustaining the Environment

In celebration of the 25th anniversary of Washington’s Issaquah Highlands community and the 10th anniversary of Grand Ridge Plaza, Regency Centers’ Pacific Northwest region and Grand Ridge Plaza commissioned a mural as a gift to the city. During the unveiling, Grand Ridge Plaza made a donation to The Friends of the Issaquah Salmon Hatchery’s to support conservation of kokanee salmon, which are native to Lake Sammamish and which inspired the mural’s pinkish hues.

Three NewMark Merrill Cos. offices celebrated Earth Day — with Friends of the LA River, Creek to Bay Cleanup and Protect Our Rivers — from trash removal to working with a wildlife reserve to safeguard the environment.

Keeping Lake Erie clean for future generations was the goal of Aqua, a marketing campaign developed by students from 10 Northeast Ohio high schools. Crocker Park, Pinecrest and other centers hosted Aqua’s immersive exhibit, including an installation of massive, inflatable water drops designed by South African artist Neill Wright that emphasized the importance of clean water for healthy ecosystems. It educated Greater Cleveland on water conservation while activating hundreds of Northeast Ohio residents to participate in beach cleanups. Visitors could scan QR codes to donate to Eriesponsible, a nonprofit organizing beach cleanups.

Supporting Those in Need

The Cordish Cos. and Caesars Entertainment awarded $150,000 through a Community Charitable Funding Grants program to support community revitalization, traffic and public safety improvements and community service programs in Pompano Beach, Florida.

During a recent internal conference, WPG corporate employees partnered with My Very Own Blanket to create handmade blankets. My Very Own Blanket provides a blanket to every child in the foster care system, personalized with the child’s name and signed by the maker.

Village at La Floresta and Regency Centers’ Southern California region collaborated with A Great Day in the Stoke to raise awareness for and support its mission of providing surfing and swimming education to BIPOC children in Southern California. They donated $3,000 and two surfboards painted by a local artist for auction at a surfing event in Huntington Beach on Sept. 16.

NewMark Merrill Cos. employees prepared Glendale, California’s Camp Bob Waldorf for summer campers, from gardening and assembling care packages to crafting welcome signs and refurbishing the archery station.

Urban Edge Properties and its Woodmore Towne Centre raised funds to support Children’s National in Lanham, Maryland. Woodmore Towne Centre was a $10,000 bronze sponsor of the hospital’s Race for Every Child, and a step challenge among Urban Edge corporate employees raised an additional $4,000.

In April, nearly 300 WPG corporate employees and general managers assembled more than 600 snack and hygiene kits for families staying at the Ronald McDonald House in Columbus, Ohio. WPG provided the materials — including shampoo, toothpaste and snacks. In 2022, nearly 4,000 families from 42 states stayed at the house, near Nationwide Children’s Hospital.

Florida’s Oviedo Mall launched the Mall Rat Club with members discounts at various businesses, access to food, games, private movie screenings and other activities to keep teenagers entertained and removed from negative influences.

To enhance the quality of life for adults 50 years and over, Daly City, California, partnered with the World Health Organization and AARP to reintroduce the WalkAbout program, offering a climate-controlled setting for exercise and socializing, monthly blood pressure screenings by the local hospital, quarterly health talks and monthly vision screenings by America’s Best Contacts & Eyeglasses.

The Outlet Resource Group launched its third annual partnership with the American Legion Auxiliary through the Honoring the Brave program, coinciding with National Poppy Day. From May 15th through Memorial Day on May 29, six TORG centers across the U.S. encouraged shoppers to donate to ALA and receive discounts at participating retailers in return. Over the past two years, TORG centers have raised $17,553.92 for ALA.

In honor of Domestic Violence Awareness Month, WPG’s corporate offices and various properties across the country donated essential items like personal care kits, linens and towels to shelters for domestic violence victims.

Ingka Group, the parent company of Ikea, established a $10 million social fund to provide financial assistance to employees across its 31 global markets whose living costs are rising. It helps individuals cover essential expenses like utilities and housing costs. The company also enhanced employee discounts on specific inventory.

Honoring Varying Communities and Cultures

Bob’s Discount Furniture presented a $38,000 check to Operation Homefront in New England, a result of the retailer’s Cafe Collections for a Cause, which ran from September to December. This donation signified a cumulative contribution of $250,000 to Operation Homefront throughout their four-year partnership.

In March 2023, Groupe Mach became an official partner of the Canadian Paralympic Committee through 2026. This partnership was celebrated at a fundraiser hosted by committee president Marc-Andre Fabien and Mach president Vincent Chiara at Mach’s Place Victoria.

During Women’s History Month and Black History Month, Regency Centers employees in Los Angeles visited Biddy Mason Memorial Park to honor the legacy of the Black woman who fought for her freedom and became a prominent landowner, philanthropist and one of Los Angeles’ earliest Black real estate entrepreneurs.

Chula Vista, California’s Terra Nova Plaza honored Hispanic consumers and educated the general public about the Dia de los Muertos tradition with events like a contest for best altar display honoring a dead relative or friend. The center’s Unleashed by Petco store even featured altars honoring employee’s deceased pets.

In the Face of War and Natural Disasters

To support those affected by the devastating fires in Lahaina, Hawaii, Pacific Retail Capital Partners launched the #ExtendAloha campaign. This initiative raised awareness and money for the Maui Fire Relief Fund by encouraging people across the country to wear floral shirts every Friday. PRCP, which manages Maui’s Queen Ka’ahumanu Center, where several employees were impacted by the fires, planned to match the first $10,000 raised for the relief fund. The campaign, driven by a digital-first approach and social media, hoped to sustain awareness for Maui’s recovery and encourage individuals and businesses to participate in Aloha Fridays while sharing messages of hope and healing using the #ExtendAloha hashtag.

M&J Wilkow, the management company of the Outlets of Maui in Lahaina, supported its affected staff and the Maui community by collecting essential items at its properties nationwide and encouraged monetary donations to the Maui Strong Fund, ensuring that 100% of the funds went to community needs.

Madison Marquette hosted a virtual food drive for the Maui Food Bank. A QR code on the websites of all the properties the company manages directed visitors to donate, as did links on the properties’ social media pages.

To aid those most affected by recent hurricane damage, Urban Edge Properties, NCSY Relief Missions and JLL Puerto Rico worked with 16 students from Northern New Jersey public schools to restore homes, expedite post-storm cleanup and assist families in Toa Baja, Bayamon, Carolina and San Juan. Their Give a Smile for the Future of Puerto Rico drive also collected $20,000 worth of school supplies.

Bell Tower in Fort Myers, Florida, raised funds to provide food and other essential products and services to Southwest Florida residents after Hurricane Ian wrecked much of the area. The property also moved seven displaced businesses into vacant spaces while they recovered from the storm.

During a severe snowstorm in Buffalo, New York, employees at the Cheektowaga Target provided shelter, snacks, water, essentials and even a Christmas meal to 25 people who were trapped in their cars. The employees’ compassion and quick thinking earned praise from those they helped, including one traveler who shared her experience on TikTok, where it garnered significant attention.

The Peterson Family Foundation has pledged $5 million to the Washington National Cathedral — $4 million for earthquake repairs and $1 million for the restoration of the cathedral’s organ — as part of the Cathedral for the Future campaign.

Last year, Alberta’s Kingsway and Southcentre malls responded to the Russia-Ukraine War and the influx of Ukrainian families into Alberta with a campaign called Paint for Peace. For display and auction at the two malls, artists painted giant pysanky, or Easter eggs, a traditional Ukrainian art form. The campaign raised more than $11,000 for Ukrainian Canadian Social Services of Canada and Ukrainian Canadian Congress.