1. A FIRST in Art Event Concept Boosts Merchant Sales
Exclusive Shopping Center Release Media Contact: Nancy Walters
800.214.3020
CORONA, CA (June 23, 2011) – The Summer Arts at Dos Lagos event continues to boost June
merchant sales at The Shops at Dos Lagos in Corona. This captivating new signature event, with a
FIRST juried art show entry fee offer and month filled with Art, Music, Dance and Theatre provides
shoppers an array of arts inspired activities, delighting the pallet of customers who are driving from
surrounding counties for multiple June visits to the lifestyle center.
Beyond building unprecedented relationships with the southern California art community, the key
promotion goal was to increase merchant sales. The unique art show entry fee attracted many first
time visitors to the center as more than 150 artists from Riverside, San Diego, San Bernadino and
Orange Counties entered the Summer Arts at Dos Lagos juried show. Each artist received a Dos
Lagos gift card for their fully paid entry fee amount which generated almost $10,000 in gift card
sales on the June 4 artwork submission date. The gift card redemption at the beautiful open air
center has already started as The Shops at Dos Lagos Merchants report incremental sales from
artists, their families and friends.
The month long art event-filled show strategy at The Shops at Dos Lagos guarantees a minimum of
four visits by each artist during June:
• June 4: artwork submission date
• June 15: Juried Art Show Preview Reception drew 300+ accepted show artists and area
dignitaries; held on a Wednesday to build mid-week shopping traffic
• June 16 – 25: Free to public Summer Arts at Dos Lagos Juried Artshow Gallery open daily in
beautiful unleased store space. The nearly 100 artists continue to bring family and friends to
the Gallery to show off their artwork on display. All artwork is available for purchase, with
the contributing artists receiving 70% of the purchase price and 30% donated equally to the
Riverside Arts Council and the Corona Art Association
• On Sunday, June 25 artists will return to the center for a fourth visit to receive checks for
their sold artwork or to pick-up their artwork
The gallery was installed in an unleased space in a lower traffic area of the center to draw shopping
traffic to other nearby merchants.
Summer Arts at Dos Lagos Playbill
The Summer Arts at Dos Lagos events are successfully drawing various target shopper profiles. The
event Playbill highlights the free June theater, music, movie, dance and arts events. Families come
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2. Art Event Delivers Sales/ADD ONE
to the center every Tuesday and Wednesday for free morning movies at Dos Lagos Stadium 15
Theater and to enjoy live music at the Tuesday Dos Lagos Farm & Artisan Market from 3 to 7 p.m.
These activities are building weekday sales as are the 500+ people coming to the center every
Thursday for the free children’s art activity before a family movie under the stars at dusk.
Summer Arts at Dos Lagos is also stimulating sales as large audiences attend events at the Dos
Lagos Ampitheater. Each event appeals to a specific target shopper such as the Corona Symphony
Jazz Ensemble performance, the Southern California ICON competition which drew hundreds of
youth between ages 7 - 18 years old with families and friends to the vocal competition, the Dance
Theatre of Corona performance and last Sunday’s Circle City Chorale Father’s Day performance
with special musical tribute to families with deployed military Dads.
The Three of Us band performed on June 17 as renowned artist Gregory Adamson created three
original paintings at his “Facing the Music” performance. One painting, valued at $2,000, was given
away by random drawing at the Dos Lagos Amphitheater performance. The other two paintings are
displayed at the Summer Arts at Dos Lagos Juried Art Show through June 25 for silent auction
bidding, with sales proceeds donated equally between the Riverside Arts Council and the Corona Art
Association, whose volunteers are at the center daily in June. The center’s outreach and partnership
with prestigious area art venues expanded the Corona customer center’s draw beyond its typical
geographic market. Visitors to the Art Show can register for the chance to win exclusive art prizes
including VIP tickets to the Laguna Beach 2011 Pageant of the Masters, which includes a guided
backstage tour and VIP tickets to the Los Angeles County Museum of Art Tim Burton Exhibition,
provided at no cost to The Shops at Dos Lagos. The Shops at Dos Lagos developed a close working
relationship with the world famous Laguna Beach art pageant and the Los Angeles Museum of Art.
June shoppers who present $300 in sales receipts during June receive two free tickets to the 2011
Pageant of the Masters. The appeal of this gift with purchase is stimulating additional purchases
during June at The Shops at Dos Lagos.
The Shops at Dos Lagos is proud to support the local art communities while building shopping
traffic to its merchants and restaurants via Summer Art at Dos Lagos. For more information on
Summer Arts at Dos Lagos and The Shops at Dos Lagos, please visit www.ShopDosLagos.com.
About The Shops at Dos Lagos
The Shops at Dos Lagos is located in Corona, California and features a pedestrian-friendly Main
Street, a Plaza area with seating, an outdoor amphitheater and the serenity of two lakes. The center
offers more than 60 specialty stores, restaurants and services including a 15-screen movie theatre,
Anthropologie, Banana Republic, Coldwater Creek, Talbots, Trader Joe´s, Sur La Table, Victoria´s
Secret, Z Gallerie and more. The Shops at Dos Lagos is on Temescal Canyon Road between Weirick
Road and Cajalco Road in Corona, California.
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