2024
M ARKETING GUIDE
TABLE OF CONTENTS Marketing Team........................................................................................... 3 Intro............................................................................................................. 4 Hours of Operation.. .................................................................................... 5 Branding Opportunities............................................................................... 6 Social Media............................................................................................. 10 Influencer Partnerships. . ............................................................................. 13 Monthly Eblasts......................................................................................... 14 Residential & Merchant Newsletters and Deliveries.................................. 15 Resident & Employee Privilege Cards........................................................ 16 Santana Row Rewards Program................................................................. 17 Santana Row Directories.. .......................................................................... 18 Common Area Usage................................................................................ 19 Facility Equipment Requests....................................................................... 20 Winchester Parking Garage Window Advertising..................................... 20 The Santana Row Concierge.. .................................................................... 21 Text Our Concierge................................................................................... 21 Gift Card Program..................................................................................... 22 Cross Promotional Opportunities............................................................... 22 Merchant “Mixer” Meetings...................................................................... 22 Public Relations. . ........................................................................................ 23 On-Site Events........................................................................................... 24 Hotel Valencia In-Room Key Advertising................................................... 26 Hotel Valencia Valet Validation Services. . ................................................. 26 About Santana Row................................................................................... 27 About Federal Realty Investment Trust....................................................... 27
MARKETING TEAM 3 5 6 S A N TA N A R O W , S T E . 1005 S A N J O S E , C A 95128
Collette Navarrette Senior Marketing Director cnavarrette@federalrealty.com 408.551.2245
Rayna Langley Marketing Director rlangley@federalrealty.com 408.551.2249
Rubie Amaya Marketing Coordinator ramaya@federalrealty.com 310.414.5287
Nakeysa Cole Concierge Manager ncole@federalrealty.com 408.551.4642
–3–
MARKETING TOOLS FOR YOUR SUCCESS The Santana Row Marketing Team has a variety of opportunities to assist you in the marketing of your business. This package is designed to identify selling opportunities and promotional advantages available exclusively to the merchants of Santana Row. Please take time to review this with your district manager and/or corporate support teams. We encourage you to keep this on hand and participate in those programs that will best benefit your business. Please contact any member of the Santana Row Marketing Team to discuss these programs, as well as new opportunities you wish to bring to our attention. We look forward to building an ongoing relationship with you and your team. T H E S A N TA N A R O W MARKETING TEAM
HOURS OF OPERATION Regular Hours of Operation Monday - Saturday Sunday
10:00 AM - 9:00 PM 11:00 AM - 7:00 PM
Some hours may vary.
If you have any questions regarding regular or holiday hours please contact Concierge at 408-551-4611.
–5–
BRANDING OPPORTUNITIES Santana Row is a highly recognizable, premium brand. The following resources are available exclusively to Santana Row merchants.
Sidewalk Signage With over 30,000 visitors at Santana Row each day, on-site signage provides enormous value to brand your business and maximize exposure. Santana Row maintains a minimum of 20 sign holders located throughout the property. Santana Row merchants are not permitted to place their own sign holder, a-frame, or sandwich board outside of their store. However, merchants may utilize Santana Row’s existing sign holders by contacting the Santana Row Concierge to coordinate a 4-6 week poster showing. When approved, Santana Row will post up to three (3) signs for approximately 4-6 weeks, depending on availability. Printed signs should be delivered to the Santana Row Concierge located in the Via of Santana Heights behind Left Bank Brasserie. We will have your signs added to the rotation as soon as an available position opens.
Requirements to utilize 22x28 Sign Holders • Contact Nakeysa Cole to determine availability at ncole@federalrealty.com. • Submit digital artwork file of the sign to Nakeysa Cole for approval before printing. • All signs must be printed on Polystyrene .030. Please include a 2” margin around the live image to accommodate for the frame. Sign Size: 22” wide x 28” tall. • Deliver the posters to the Santana Row Concierge to be added into rotation.
–6–
BRANDING OPPORTUNITIES
Digital Signage Santana Row has 5 digital signs on-site. The signs are double-sided with one face displaying a digital interactive map and directory for customers to easily find your business. The other face displays digital ads rotating every 30 seconds. Upon availability, merchants may advertise their businesses to the 30,000 daily customers on-site. The cost for a one-month ad campaign to run on all 5 digital directories is $2,500 per month.
Requirements to advertise on Digital Signage • Contact Nakeysa Cole to determine availability at ncole@federalrealty.com. • Submit digital artwork file of the sign to Nakeysa Cole for approval before printing. • Artwork must be a 1080px x 1520px JPG. • Upon approval and availability, your ad will be added into a 30-day rotation.
–7–
BRANDING OPPORTUNITIES Santana Row Website Santana Row’s website www.SantanaRow.com receives an average of 80,000 visitors each month and offers a wealth of information to customers, including directions, store listings, phone numbers, Santana Row event details, residential information, hotel/tourism links, and leasing information. In addition, the website incorporates responsive design, enabling it to optimize itself based on what device a visitor is using. Merchants are encouraged to utilize the Santana Row website daily to keep abreast of the numerous events and programs taking place throughout the property. It is important that we receive merchant logos, store descriptions, and in-store event details as soon as possible to ensure our website remains an accurate resource to the public. Email all event/sale details to Rubie Amaya at ramaya@federalrealty.com. Also available on the Santana Row website is a section under “Work On The Row” for merchants to post employment opportunities. If you would like to post a job opening, email all details to Rubie Amaya. Please inform Rubie once the position has been filled and the posting will be removed. Requirements to be featured on the Santana Row Website • Email your store updates, event information, and employment opportunities to Rubie Amaya at ramaya@federalrealty.com. • Event news and information will be posted within 3 business days of receipt.
–8–
BRANDING OPPORTUNITIES
Web Specs: Store Listing Cover Image - 1600px x 450px Promo Image - 1000px x 800px (It is best to have the focal point of the image in the center.)
–9–
SOCIAL MEDIA Using Social Media? Share your post using our hashtag #LifeOnTheRow
Santana Row has more than 70,000+ followers on Facebook. FACEBOOK PROFILE
Santana Row has over The Santana Row Instagram has 6,000+ X followers (formerly Twitter). over 37,000+ followers. X PROFILE
INSTAGRAM PROFILE
These 100,000+ loyal fans are customers who love to dine, shop, live, work and play on The Row. Through these social media outlets, merchants have the opportunity to highlight their business by posting product images, sale information, events or incentives. We also have the option to host an Instagram takeover for your store or restaurant. If you would like to list a sale, event, photo or incentive on Santana Row’s social media outlets, please email details to Rubie Amaya at ramaya@federalrealty.com. #LifeOnTheRow Monthly Contest @SantanaRow Santana Row has launched a social promotion and photo contest through the Santana Row Instagram and Facebook pages. Life on The Row is unlike anywhere else in Silicon Valley. This is true for guests, residents and employees at Santana Row, so why not post about it! The contest invites anyone at Santana Row to post photos of a new outfit, haircut, meal, unique property shots, etc. with the hashtag #LifeOnTheRow. The person who posted the most original photo each month wins a Santana Row Gift Card.
@jj4rmdblock
@kenzohawk
@summerpupper2019
– 10 –
@chilsia_s
SOCIAL MEDIA Stories Instagram Stories create a unique opportunity to highlight special events and offers. To be featured in our stories tag us @santanarow so we can share your content.
– 11 –
SOCIAL MEDIA Boosted Posts We invest in boosting our social media posts to maximize your potential customer reach.
cebook Posts
* Posts with "Paid Reach" of 0 are Organic and do not have paid ads.
Oct
Santana Row Facebook Posts cebook Posts * Posts09/30/23 with "Paid Reach" of 0 are Organic and do not have paid ads. 1:58pm FACEBOOK
Santana 21.8K Row
340
Santana Row
08/31/23 9:16pm
ment Rate ER)
2%
nor of Cancer
October 5th
njoying wine s. Tickets to wine glass,
Engagement Rate Rate Paid Reach Engagement • Santana Row Engagements is excitedEngagements to welcome back the annual Halloween Paid Reach (ER) (ER) Family Fest on Tuesday, October 24th from 10AM-12PM! • Families will enjoy activities ranging from DJs, pumpkin decorating, trick or treating The Row, stilt-walkers, balloons and so much more! • your Trick-or-Treat Bags costumes a Halloween fun • Santana is excited to welcome backRow. the for annual Halloween “Where to FuelBring Up for aRow Shopping Spree at and Santana Santana
14.9K21.8K
2.1K 340
14%2%
Family Fest Tuesday, from 10AM-12PM! Row, is a testament to theonpower and October allure of24th variety.” Thank you • 38,575 Post Impressions (Total) Families will many enjoy of activities ranging from DJs, pumpkin decorating, Eater SF for featuring our favorite eateries: Meso Modern 340 Engagements or treating trick The Row, stilt-walkers, balloons and so much more! Mediterranean Dumpling Time Pizza Antica San Jose Ozumo
• Bring your Trick-or-Treat Bags and costumes for a Halloween Santana Row Straits Restaurants Smitten Ice Cream Sauced BBQ & fun
38,575 Post Impressions (Total)
340 Engagements
Where to Fuel Up for a Shopping Spree at San Jose’s Santana Row 30,612 Post Impressions (Total)
2,099 Engagements
2.83K
Paid Reach
Santana Row 1.96K Santana Row
103%
08/16/23 9:00am 10/24/23 6:00am
484
Engagement Rate (ER)
Santana Row
25%
08/20/23 6:00am
Engagement Rate Paid Reach Engagement Rate Treat Paid yourself this Halloween with Engagements something extra special! Indulge Engagements Reach (ER) (ER)
If you want to enter our monthly contest, post your photos at Santana Row on Instagram and check into Santana Row! A winner is Slaying style this back-to-school season with Brandy Melville selected everyinmonth. #lifeontherow Congratulations, @caitikins.film • We love your photo & you're our USA! From effortlessly cool tops to trendy bottoms, we've got you October winner! We hope you enjoy your Santana Row Gift Card • covered. Take on the hallways like a fashion queen and let your If you want to enter our monthly contest, post your photos at outfit doon allInstagram the talking.and • check into Santana Row! A winner is Santana Row
for adults. From unique finds to custom favors and corporate gifts, there's something sweet for everyone! • • #lifeontherow Head back to school with the coolest kicks from Nike. • Treat yourself this Halloween with something extra special! Indulge #lifeontherow in the gourmet candy selection at Sugarfina, a luxury candy boutique
2.6K 2.74K
761 2.83K
October winner! We hope you enjoy your Santana Row Gift Card •
29% 103%
2.28K 1.96K
484 502
for adults. From unique finds to custom favors and corporate gifts, there's something sweet for everyone! • • #lifeontherow
2,826 Engagements
2,826 Engagements 393 Photo Views
Join us for the Sips & S Row Park on Tuesday,
Rockabilly from 6-8pm forget to grab a refreshi
Santana Row restauran
3,147 Post Impressions (Total)
2.24K
25%22%
selected every month. #lifeontherow
1,975 Photo Views 3,137 Post Impressions (Total) 743 Other Clicks 3,147 761 Impressions Engagements(Total) Post
Paid Reach
in the gourmet candy selection at Sugarfina, a luxury candy boutique
2,662 Post Impressions (Total)
2,811 Post Impre
713 Engagements 42 Photo Views
502 Engagements 2,426 Post Impressions (Total) 369 Photo Views 484 Engagements 53 Other Clicks 220 Photo Views 4 Link Clicks 179 Other Clicks 2,426 Post Impressions (Total) 7 Link Clicks 484 Engagements
1,975 Photo ViewsClicks 265 Other
414 Link Clicks
Oct
Engagements
Engagement Rate Paid Reach Rateour Congratulations, • Engagements We love yourEngagement photo & you're Engagements Paid Reach @caitikins.film (ER) (ER)
738 Other Clicks
08/28/23 6:00am 10/28/23 6:34am
10/24/23 6:00am
Engagement Rate (ER)
Engagements
Santana Row 2.74K Santana Row
FACEBOOK.COM
Paid Reach
2%
09/30/23 1:58pm
Santana Row
Sep 01 - Sep 30
10/28/23 6:34am
Engagement Rate (ER)
Engagements
Paid Reach
Facebook Santana * Posts withRow "Paid Reach" of 0 are Organic and do not have paid ads.
743 Clicks 63 Link Clicks Other
250 Other Clicks
8 Link Clicks
220 Photo Views 179 Other Clicks
912 + 873284 + 278
0 + 22
17 + 12 56 + 39
18 + 210 + 29
100 + 37 25 + 28
6 + 21 + 0
2+02+0
7 Link Clicks
74 + 62 69 + 55
3+0 5+1
1+0 2+1
3+0
1+0
390 + 31
te: Engagement metrics show organic result first + paid result second. Note: Engagement metrics show organic result first + paid result second. 284 + 278 39 0 + 29 not be distributed or disclosed 100 + 25to any third party 6 +without 2 2 + 0 consent of Kashfia Media. 74 + 62 ia Media Proprietary and Confidential Information: This document56 is +confidential and should the prior written
ave paid ads.
InstagramPosts Posts Instagram
* Posts with "Paid Reach" of 0 are Organic and do not have paid ads. * Posts with "Paid Reach" of 0 are Organic and do not have paid ads.
Instagram Posts
* Posts with "Paid Reach" ofInstagram 0 are Organic and do not have paid ads.
Oct 01 - Oct 31 e: Engagement metrics show organic result first + paid result second. Kashfia Media Proprietary and Confidential Information: This document is confidential and should not be distributed or disclosed to any third party without the prior written consent of Kashfia Media.
ia Media Proprietary and Confidential Information: This document is confidential and should not be distributed or disclosed to any third party without the prior written consent of Kashfia Media. Santana Row Santana Row Santana Row Santana Row Santana Row Santana Row Santana 09/26/23Row 8:33am 09/28/23 6:45pm
ior written consent of Kashfia Media.
10/24/23 6:00am
gement Rate (ER)
2%
Paid Reach
Engagements
1.06K
90
Engagement Rate (ER)
3%
09/26/23 8:33am 10/26/23 5:15am Paid Reach Paid Reach Paid Reach
1.4K 952 1.4K
Engagements Engagements Engagements
391 265 391
1.33K 2.37K 1.33K
13% 12% 13%
o & you're our
Treat yourself this Halloween with something extra special! Indulge
Gift Card •
in the gourmet candy selection at @sugarfina, a luxury candy
Row theThese perfect place to shop, dine andatchill. #LifeonTheRow TheThe feast is ison. entertaining essentials @cb2 look just as • : @gnzlskath #bayarea #sanjose delicious as the dinner you’re#siliconvalleylife serving (or ordered out).#santanarow Impress your
otos at ow! A winner is
boutique for adults. From unique finds to custom favors and corporate gifts, there's something sweet for everyone! • •
guests this season! • #lifeontherow #santanarow #sanjose 1,574 Organic Impressions • : @gnzlskath #bayarea #siliconvalleylife #sanjose #santanarow #bayarea
area #sanjose
#lifeontherow #santanarow #sanjose #bayarea #sugarfina
08/28/23 6:00am 09/28/23 6:45pm Engagements Paid Reach Engagements Paid Reach Engagements Paid Reach
Engagement Rate (ER) Rate Engagement Engagement Rate (ER) (ER)
The Row is the perfect place to shop, dine and chill. #LifeonTheRow
1,574 Organic Impressions Organic Impressions 1,074
1,137 Organic Impressions
71 + 15
1+0
2+1
3346 + 227 + 342
00++22
2+ + 11 0
Join us for in the annual pumpkin patch at with Santana Row on Slaying style this glass back-to-school season October 6th- 8th! Stroll through thousands of hand-blown glass bottoms, From effortlessly topsattoSantana trendy • @brandymelvilleusa! Join us for the annual glass pumpkincool patch Row on pumpkins crafted bycovered. @bayareaglassinstitute (BAGI) artists and queen we've got you Take on the hallways like a fashion October 6th-artisans 8th! Stroll through thousands of hand-blown glass renowned glass from around the country.This is a once-aand let your outfit do all the talking. • #lifeontherow #santanarow by @bayareaglassinstitute (BAGI) artists yearpumpkins event, socrafted come early and find the perfect glass pumpkin! • and #bayarea #sanjose #siliconvalley #backtoschool renowned glass artisans from around the country.This is a once-a1,404 Impressions year event, so come early and find the perfect glass pumpkin! • 2,472 Organic Impressions Organic
– 12 –
08/23/23 10:17am 09/12/23 10:3 Paid Reach Paid Reach Paid Reach
1.16K 1.95K 1.16K
This Step is #LifeonTheRow #bay into a world where
#santanarow Santana is the plac This isRow #LifeonTheR is bursting with life. Join 1,231 Organic Impres #santanarow the vibrant heart of San or simply a goo 1,231 Organ seeking
2,187 Organic Im
1,404 Organic Impressions
179 + 27 44 + 7
0 + 01 + 0
46 + 342 0+2 0+1 179 + 27 0+0 Note: Engagement metrics show organic result first + paid result second. Note: Engagement metrics show organic result first + paid result second.
Note: Engagement metrics show organic result first + paid result second.
6% 1% 6%
•
2+1
221 54 221
Santana Row Santana R Santana Row 09/12/23 10:34am
Engagement Rate Engagement Rate (ER) Engagement Rate (ER) (ER)
8 + 71 + 1
8+7
146 +92183 + 411
146 +
INFLUENCER PARTNERSHIPS Staying up-to-date with marketing trends is the top priority for our tenants. One major trend is using fashion influencers, food influencers, and media partners to expand community outreach. Partnering with them to market dining, shopping, and special holiday events plays a lead role in how we stay connected to our community. These influencers and media partners are digital natives who blog, post, snap, and tweet to their thousands of subscribers — who then rush out to buy products and visit the places they recommended.
If you are interested in being featured in one of these sponsored postings, or if you have a recommendation on a particular influencer partnership, please contact Rubie Amaya at ramaya@federalrealty.com for more information.
– 13 –
MONTHLY E-BLAST Each month, an e-blast is deployed to a database of approximately 30,000 subscribers.
– 14 –
RESIDENTIAL & MERCHANT NEWSLETTERS AND DELIVERIES Santana Row Resident Newsletter
What’s Happening on The Row
Santana Row has 615 rental homes and 219 privately owned condominiums on-site. The residents living at Santana Row are a built-in customer base. To maximize exposure to your business, we produce a monthly resident newsletter that your business may be included in. Residential newsletters are placed in the residential lobbies for each Santana Row community near the elevators and e-blasted to all Santana Row renters and homeowners. Merchants are encouraged to include details about in-store events, sales or promotions within the monthly newsletter. Simply email your store information to Nakeysa Cole, Concierge Manager at ncole@federalrealty.com.
ʹͲʹ͵
Opening August 17th 333 Santana Row, Suite 1120
SIPS & SOUNDS OF SUMMER MUSIC SERIES ǡ ȋ Ȍ Ǧͺ Ǥ Ǧ ǡ Ǥ Ǧ Ǥ
with a new store. It’s going to be your ǡ ǡ ǡ Ǥ
Resident Appreciation Night – August 29th
Opening August 28th 3055 Olin Avenue, Suite 1020
ǡ Ǧ Ǩ ʹͺ ͳͲǣ͵Ͳ Ǥ Ǥ Ǧ Ǥ ͳͳǣͲͲ Ǥ
ͳ
ͷͲ ± Ǩ Ǥ Ǩ ǡ ǡ ̷ Ǥ
Santana Row Merchant Newsletter The Santana Row Merchant Newsletter is a monthly newsletter produced by the Management Team specifically for Santana Row merchants to keep your neighbors informed. This newsletter is emailed and hand-delivered to all merchants the first week of each month. Contents include events, marketing opportunities, operational updates, merchant announcements and articles of interest. Requirements to be included in the printed Santana Row Merchant Newsletter • Merchants may submit one article (or offer) per newsletter. • Submit article/information by the 20th of the previous month. • Email the flyer/coupon/article to Nakeysa Cole at ncole@federalrealty.com. • This is a free service to all merchants of Santana Row.
– 15 –
RESIDENT & EMPLOYEE PRIVILEGE CARDS Santana Row offers 3 programs intended to provide shopping and dining incentives to our built-in and loyal customer base of Santana Row Residents, Office Employees and Retail & Restaurant Employees. With approximately 1,600 on-site residents and over 10,000 employees working on The Row, this built-in customer base drives continuous traffic and sales to your businesses. As a way to encourage these audiences to shop and dine on The Row, we offer exclusive incentives through a branded Santana Row privilege card. To participate in one, two or all of these programs, please email your offer to Nakeysa Cole at ncole@federalrealty.com. Every Santana Row resident is given a complimentary Residential Privilege Card each year. This card entitles SR residents to discounts, incentives and/or gifts from participating merchants. The offers that are available using the Resident Privilege Card are included in the monthly resident newsletter and are posted on the resident Facebook page each month. Offers can be changed on a monthly basis. Discounts included on this card must be 20% off or more.
The retail & restaurant employees are another built-in customer base. Santana Row employees spend a lot of their time on The Row, and as a thank you as well as an added incentive to work on The Row, we offer an Employee Incentive Card. The card is available for purchase at the Santana Row Concierge Center for $5. Employees must present proof of employment upon purchase of the card (paycheck stub, business card, etc…). Employee Incentives are emailed monthly to all employees who have purchased the card. There is no minimum discount required for the Employee Incentive Card, and offers can be updated on a monthly basis. With multiple companies officing at Santana Row (Splunk, Newmark Knight Frank, Cushman & Wakefield and more), this is a fantastic opportunity to entice these employees to visit your business. All Santana Row office employees are given a complimentary Office Privilege Card. The card offers are valid, Monday through Friday ONLY. The incentive card offers each office employees a discount of 15% off or more to Santana Row restaurants, spas and shops.
– 16 –
SANTANA ROW REWARDS PROGRAM As of today we have over 10,000+ members. The Santana Row Rewards membership acquires new customers, increases the spending of existing customers and increases shopper visits. Santana Row Rewards matches every dollar spent at our 50 shops, 30 restaurants, 9 spas and salons, Hotel Valencia and CineArts Theatre with one reward point. Rewards include exclusive discounts, gifts and gift cards to shops, spas and salons, events, Hotel Valencia and complimentary menu items at restaurants. As an added convenience, as a rewards member you can Live Chat with the Santana Row Concierge! Link to Rewards Program: http://rewards.santanarow.com/login/ How the Santana Row Rewards Program works 1. Customers can sign up at SantanaRow.com to become a Loyalty Rewards Member-It’s free! Once a customer signs up to be a loyalty rewards member, they will visit the Santana Row Concierge to pick up their loyalty rewards card. Customers will be able to log in with their password and username at SantanaRow.com and can access their account information & loyalty rewards perks only viewable by members. 2. For every dollar a customer spends, they will earn $1 in rewards. Customers must present their receipts from dollars spent at Santana Row shops, restaurants, spas, Hotel Valencia and CineArts Theatre along with their rewards card to the Santana Row Concierge and their points will be loaded on their account. Customers will be able to access their account at any time to check how many points they have accrued, what offers they can redeem their points for, double point shopping days, etc. 3. A customer can redeem their points at SantanaRow.com when logging into their account. Customers can redeem points for free gifts, event tickets, discount passes and more. Customers will click on the item they want and the points will be deducted from their account. The customer will receive a print out form and will present it to the Santana Row Concierge to pick up their item. It is important to reward customers for shopping and dining at Santana Row. We want to drive business into your store/restaurant. Below are the ways you can participate. At any time we will be able to change or delete your gift and/or offer. Please contact Nakeysa Cole to be included in the Santana Row Rewards Program. • Offer a discount (minimum discount 20%) • Offer a gift card/certificate to your business (minimum $20) • Offer a FREE gift (minimum value $40). 15 gifts per merchant needed. • Offer a complimentary menu item (no minimum purchase required) • Offer a no corkage fee
– 17 –
Exit
Enter
– 18 – PARKING
S
L
VC
PV
D
SRP
M
V
SH
MI
HV
Hatton Street
PARKING GARAGE
HATTON
RENTAL HOMES
RENTAL HOMES MI
L Satellite Healthcare
FLOOR 3
Enter Exit
Insight Global
FLOOR 2
Yard House Sleep. Chika
FLOOR 1
VC
Cushman & Wakefield
FLOOR 5
Intervision Systems Forescout Technologies
FLOOR 4
Zelkova Lane
Boutique Harajuku
Boba Guys
Makers Market
S
M
M
Santana Row
SRP Hotel Valencia
Santana Row Park
FLOOR 2
D
Alyssum Plaza
TISCH WAY
Pi a
Russelia Lane zza
di V
ale n cia
Enter Only
V GROUND LEVEL
Exit Only
Enter Only
PV
GENTS BARBER CLUB
OLIN
Lobby
Market Row
PARKING GARAGE
Absolute Software AvalonBay Newmark
Palmetto
STEVENS CREEK BOULEVARD
Experian
Alyssum Lane
Rental Living Office
Cocola Bakery
HV Kitchen Nail Bar
Tatum Lane
Olin Avenue
La Donna Bridal Atelier
Olsen Drive
Family Foyer
Bellarmine Salon
SH Security
Concierge
Enter Exit
Enter Exit
Ike’s Love & Sandwiches
Tranquility Dental
PARKING GARAGE
Atelier Studio
WINCHESTER
FLOOR 2 (Office)
Carbon Health
Express Ramp to Level 3 East
280 N
MR
BlueJeans Network
FLOOR 2
Enter Only
Enter Exit
WINCHESTER BOULEVARD
North
Hand-held Santana Row directories are available to all Santana Row merchants for placement on cash counters in lots of 100. Directories serve as a valuable resource in its ability to educate each store’s customers on the wealth of services and products available throughout Santana Row. Offering this added information demonstrates quality customer service and attention. Directories are readily available at Santana Row Concierge for your convenience. Chika 320-4366 Chicken flame-roasted to perfection in Mama’s secret herbs. A hit of citrus and mild peppers give it a kick you’ll come back for. Cocola Bakery & Café 551-0018 Gourmet sandwiches and fresh-baked french breads & pastries. Dumpling Time 882-3469 The shop’s handmade dumplings will come in three to five different shapes and fillings. Fillings will include heritage pork, veggies, chicken, lamb, wagyu beef, and a range of seafood.
El Jardin Tequila Bar & Restaurant 320-2411 An outdoor Mexican-style patio garden, features a wide selection of 100% blue agave Tequilas and a menu of Mexican favorites.
SANTANA ROW DIRECTORIES
EMC Seafood & Raw Bar 296-6048 EMC boasts an assortment of fresh seafood as well as cocktails handcrafted by in-house mixologists. Fitoor Coming Soon Indian grill and lounge showcasing food gems from various regions in India, using local and seasonal California ingredients. Fogo de Chão 244-7001 An authentic Brazilian steakhouse offering 16 cuts of meat. Ike’s Love & Sandwiches 564-5921 Bay Area-based sandwich shop offering over 40 sandwich
Maggiano’s Li Specializes in s Southern Italian Mendocino Fa The Los Angele committed to s California farme Meso Modern Experience a cu Mediterranean, techniques indi using fresh loca Momosan Ra Noodles are fro Morimoto’s vari A variety of grill plates and app all with Chef M Oveja Negra a Enjoy the best i Dine in a relaxe water feature. evening, group
COMMON AREA USAGE Santana Row offers a beautiful outdoor setting to host a variety of high-profile events. The lush park settings, garden courtyards and unique gathering areas are ideal for custom events. It is our goal to work with you to create high quality events and programs that not only parallel Santana Row’s brand, but match your company objectives. Should you wish to host an event in the common area please contact Rubie Amaya. For all events that will involve the serving of alcoholic beverages and/or food, you are required to hire a licensed caterer, or work directly with a Santana Row restaurateur. A Santana Row merchant may host events in the common area and usage is based on availability. A common area usage fee does apply.
Requirements to host a program or event in the common area at Santana Row: • A one-sheet fact sheet must be provided to the Marketing Department a minimum of six weeks prior to the event for approval. The fact sheet must include the event name, purpose, date, time, number of attendees, desired location and setup, description of entertainment and/or activities, and menu. • If alcohol will be served, alcohol permits must be submitted to Federal Realty a minimum of 2 weeks prior to the event. The event will be canceled if not received by this date. • A signed Event License Agreement must be received 2 weeks prior to the event. • If food is served, ALL food must be provided by Santana Row restaurants. • Merchants are responsible for obtaining the proper security coverage if the expected attendance is expected to exceed 100.
– 19 –
FACILITY EQUIPMENT REQUESTS Santana Row Property Management has 6-foot tables, folding chairs and black stanchions that are available for merchants to rent for use for events inside your store or restaurant. • There is a charge to merchants, should you require the use of Santana Row equipment, including tables, chairs and stanchions. (Payments need to be received prior to the service date requested, and can be made in the form of a check only and payable to Federal Realty Investment Trust.) A 10-day notice is required for equipment rental. All rental requests MUST to be submitted to Rubie Amaya by email at ramaya@federalrealty.com. All requests MUST be submitted ten days prior to the requested service date needed.
WINCHESTER PARKING GARAGE WINDOW ADVERTISING When available, Santana Row offers merchants the opportunity to advertise in the Winchester Parking Garage windows. Your name, logo, and marketing message can be prominently displayed on two of the four windows. The windows are located on the heavily traveled Winchester Blvd. The windows are free to advertise in, however, the merchant must produce, print, and install artwork.
Requirements to utilize Winchester Parking Garage Windows • Contact Collette Navarrette to add your store to the waiting list at cnavarrette@federalrealty.com. • All window display items or signage must be approved by the Santana Row Management Team before installation.
– 20 –
THE SANTANA ROW CONCIERGE The Santana Row Concierge is located in the Via of Santana Heights behind Left Bank Brasserie, in front of the Security Office. The Concierge Team provides guests with numerous amenities and information: • Santana Row Gift Cards • Personal Shopper Information • Store Event and Merchandise Information • Santana Row Directories & Dining Guides • Complimentary Wheelchair Rentals • Transportation Assistance • Restaurant Menus and Reservation Services • Hotel Valencia Information • Local Events, Activities, and Tourism Information • Special Event Planning Services • Santana Row Employment Opportunities and Job Postings • Complimentary Rain Umbrellas • Literature Rack for Merchant Brochures and Catalogs The Concierge can be reached by phone or text at 408-551-4611 or by email at concierge@santanarow.com.
TEXT OUR CONCIERGE Guests, merchants, and residents can get answers on the spot by texting the Santana Row Concierge at 408-551-4611. Through this program, the Concierge Team can provide an instant response to questions regarding property hours, parking availability, directions, event information, and much more. Please make sure to keep the Concierge Team informed of any unique happenings inside of your store or restaurant so they can provide the most accurate information to customers.
Santana Row Concierge 377 Santana Row San Jose, CA 95128 Hours Monday - Saturday 11:00 AM - 6:00 PM
– 21 –
GIFT CARD PROGRAM Santana Row provides center-wide Gift Cards that can be purchased online at SantanaRow.com or inside the Concierge Center by cash, Visa, or MasterCard. Santana Row Gift Cards can be redeemed at Santana Row’s shops, restaurants, CineArts Theatre, and Hotel Valencia. Please review the Gift Card procedures with your staff every month. Additional training for your staff can be arranged by contacting Nakeysa Cole, Concierge Manager at 408-551-4642 or by email at ncole@federalrealty.com.
CROSS PROMOTIONAL OPPORTUNITIES Santana Row encourages retailers and restaurants to host in-store events. In-store events are most successful when cross-promotion is done between two or more tenants. Cross-promotional opportunities are available between many stores and restaurants at Santana Row. One event can lead to the success of many merchants. We can assist you in connecting to other Santana Row merchants to ensure that your event is as successful as possible. Please contact Collette Navarrette to discuss further opportunities at 408-551-2245 or cnavarrette@federalrealty.com.
MERCHANT “MIXER” MEETINGS Merchant “Mixers” are held twice a year. Store managers, district & regional managers, and sales associates are encouraged to attend. These meetings typically occur during business hours and cover multiple topics such as marketing and promotional opportunities, updates on Santana Row events, leasing, operations, security, useful retail/sales information, and guest speakers. These meetings are also a valuable time to network with your fellow store managers. Please contact Nakeysa Cole at 408-551-4642 or ncole@federalrealty.com to host a mixer or to attend. Requirements to host a Merchant Mixer in your store/restaurant • Contact Nakeysa Cole to add your store to the waiting list • Provide meeting area (seated only) for approximately 75 guests • Provide light appetizers and refreshments for the event
– 22 –
PUBLIC RELATIONS Santana Row regularly provides the local media with press releases to promote special events, sales promotions, and community programs. We also provide press releases to announce new store openings, relocations, and stories of interest. We want to work with your store to help promote anything that is positive and newsworthy. If you would like to discuss how you can maximize your PR efforts, please contact Collette Navarrette at cnavarrette@federalrealty.com.
Where to Fuel Up for a Shopping Spree at San Jose’s Santana Row
The Team Behind Upscale Indian Restaurant Rooh Has Big Plans for Bay Area Expansion
Eater San Francisco | August 30, 2023
Eater San Francisco | August 21, 2023
READ STORY
READ STORY
Yeti Store and Several Restaurants Head to Santana Row in San Jose
YWCA Fundraiser a High-Heeled Walk in the Park at Santana Row
The Mercury News | August 17, 2023
The Mercury News | June 24, 2023
READ STORY
READ STORY
– 23 –
ON-SITE EVENTS From a weekly farmers’ market, music series, Race to The Row, Lunar New Year celebration, monthly kid’s clubs, holiday snow showers, and more, Santana Row connects with the community by providing lasting memories for all visitors. Cultivating a unique experience through engaging community events is why Santana Row is a celebrated destination in Silicon Valley and drives its status as the #1 Place to Visit in San Jose, according to US News. Below is short-listing of Santana Row’s popular on-going and signature events. Please email Rubie Amaya at ramaya@federalrealty.com for the comprehensive monthly events calendar.
MAKERS MARKET
FARMERS’ MARKET
Monthly Open-air Marketplace Second Saturday Find unique, US hand-crafted, gifts to give such as jewelry, handbags, ceramics, glassware, soaps, candles, food, and more at this curated and festive outdoor marketplace.
May - September Wednesdays from 4 PM - 8 PM Featuring local farmers from Gilroy, Hollister, Watsonville, and Santa Cruz. This family friendly weekly event brings together farmers, food producers and consumers.
– 24 –
ON-SITE EVENTS
LUNAR NEW YEAR CELEBRATION
SIP & STROLL
Saturday, February 10 Santana Row celebrates Lunar New Year with festivities, including the exciting drumbeats and crashing cymbals of the Dragon and Lion dances, cultural performances, surprise red envelopes, exclusive discounts, arts & crafts, and more.
Every Day from 11 AM - 9 PM Grab your favorite to-go cocktail from Dumpling Time, Momosan, Zazil, El Jardin, EMC Seafood, Left Bank Brasserie, and Vintage Wine Bar to enjoy while strolling Santana Row between Olin Ave. and Olsen Dr. Sip on Margaritas, Moscow Mules, Sangria, Champagne, and more!
YOGA ON THE ROW
408K RACE TO THE ROW
Saturday’s May-September Bring your yoga mat and enjoy a morning workout with Santana Row & lululemon. Yoga on The Row takes place every Saturday in Santana Row Park. The event is free and open to the public. Registration opens at 8:30 a.m., and classes start at 9 a.m.
June 2 The annual San Jose 408k “Race to the Row” returns Sunday, June 2. The 8k run/walk starts at SAP Center San Jose and finishes at Santana Row.
– 25 –
HOTEL VALENCIA IN-ROOM KEY ADVERTISING Hotel Valencia offers advertising opportunities in the key envelopes that are given to all hotel guests upon checking in. Inside each envelope, Hotel Valencia’s front desk staff will insert an offer from one Santana Row merchant. This insert can be a discount, coupon, free offer, or an advertisement for your store. The size of the insert should be 2” x 3.5” and printed on standard or colored cardstock paper. Every two weeks, the insert will be rotated to feature a new merchant. This opportunity is on a first-come, first-serve basis and must be coordinated with the Marketing Team and Hotel Valencia. If you are interested, please email a proof to Rubie Amaya ramaya@federalrealty.com. Once approved, deliver 2,000 cards to the Santana Row Marketing Office. Turndown Service Merchants are invited to provide gift items to Hotel Valencia to place on guest pillows during the nightly turndown service. If you are interested in providing an item, please contact Rubie Amaya at ramaya@federalrealty.com and she will determine the availability with the Hotel Valencia staff.
HOTEL VALENCIA VALET VALIDATION SERVICES Hotel Valencia offers valet services for shoppers and diners visiting Santana Row and Hotel Valencia guests. Shoppers and diners have the option to valet their vehicle while visiting Santana Row for just $8. Should your store or restaurant wish to purchase pre-validated valet passes for your top customers, a special event, gift with purchase, etc., you can purchase a select amount of valet validations through Hotel Valencia. The valet validations are a great way to thank your customers for shopping and/or dining in your store or restaurant. Should you wish to purchase valet validations, contact Christine Davidson, Director of Sales & Marketing at Hotel Valencia at cdavidson@valenciagroup.com.
– 26 –
ABOUT SANTANA ROW Offering 2.4+ million square feet of retail, office, hotel and residential, Santana Row is located in San Jose, California; the hub for high-tech innovation and development. Featuring 615 luxury rental homes, 219 privately owned condos, 1,000,000+ SF of Class A office space, 50 shops, 30 restaurants, 10 spas and salons, a boutique hotel and a movie theatre. Santana Row is a property of www.federalrealty.com (NYSE:FRT), headquartered in Rockville, Maryland. For more information, please visit www.santanarow.com.
ABOUT FEDERAL REALTY INVESTMENT TRUST Federal Realty is a recognized leader in the ownership, operation, and redevelopment of high-quality retail based properties located primarily in major coastal markets from Washington, D.C. to Boston as well as San Francisco and Los Angeles. Founded in 1962, our mission is to deliver long term, sustainable growth through investing in densely populated, affluent communities where retail demand exceeds supply. Our expertise includes creating urban, mixed-use neighborhoods like Santana Row in San Jose, California, Pike & Rose in North Bethesda, Maryland, and Assembly Row in Somerville, Massachusetts. These unique and vibrant environments that combine shopping, dining, living, and working provide a destination experience valued by their respective communities. Federal Realty’s 96 properties include over 2,800 tenants, in approximately 22 million square feet, and over 1,800 residential units. Federal Realty has paid quarterly dividends to its shareholders continuously since its founding in 1962 and has increased its dividend rate for 49 consecutive years, the longest record in the REIT industry. Federal Realty shares are traded on the NYSE under the symbol FRT. For additional information about Federal Realty and its properties, visit www.federalrealty.com.
– 27 –
377 Santana Row, San Jose, CA 95128 SantanaRow.com