HGTV Celebrates The Holidays With ‘Santa HQ’ At 10 Macerich Malls

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HGTV’s interactive “Santa HQ” holiday activation will continue to revolutionize the traditional Santa Claus experience when it returns to 10 top Macerich malls, connecting the brand with millions of targeted consumers in key markets.


For seven weeks, from Thursday, Nov. 5, through Christmas Eve, Dec. 24, Santa HQ spreads holiday cheer to guests of all ages with a 21st century immersive journey that features state-of-the-art digital technology. In addition to the classic photo with Santa Claus, mall guests can take an Elfie selfie to star in their own holiday video, use Elf-Ray Vision to explore Santa’s Observatory, and test out the Naughty or Nice O’Meter.


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.


“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 vice president, 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.”


The unique attraction offers a powerful HGTV brand experience at each of the high-performing, market-dominant Macerich properties that host Santa HQ. “Our beautiful, amenity-rich retail properties are magnets for families during the holidays, providing an unrivaled marketing platform for brands to connect with ready-to-shop consumers in top markets,” said Ken Volk, chief marketing officer, Macerich. “Santa HQ is an excellent example of a well-executed strategic partnership that enables brands like HGTV to come to life at our malls to engage their target audiences.”


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. Reservations to visit the experience can be made in advance at HGTV knows the holidays are a special time for the network’s audience, so fans are encouraged to share their Santa HQ experience on Twitter, Facebook and Instagram using #loveHGTV for the chance to appear on


The Santa HQ experience will be featured at 10 Macerich properties as follows:


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 in Virginia opens Nov. 14


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


America’s leading home and lifestyle brand, HGTV features a top-rated cable network that is distributed to more than 96 million U.S. households and, the premier source for home-related inspiration, instruction and entertainment, attracts more than six million people each month. The brand also includes the HGTV HOME™ consumer products line which showcases exclusive collections of paint, flooring, furniture, plants, fabrics and other home-oriented products. For more information on HGTV HOME branded products and to find a retailer, go to In partnership with Hearst Magazines, the HGTV Magazine, a home and lifestyle publication, is currently available on newsstands. Viewers can become fans of HGTV and interact with other home improvement enthusiasts through Facebook, Twitter, Pinterest and Instagram. Headquartered in Knoxville, Tenn., HGTV is owned by Scripps Networks Interactive, Inc. (SNI).



Macerich, an S&P 500 company, is a fully integrated self-managed and self-administered real estate investment trust, which focuses on the acquisition, leasing, management, development and redevelopment of regional malls throughout the United States. Macerich currently owns 55 million square feet of real estate consisting primarily of interests in 51 regional shopping centers. Macerich specializes in successful retail properties in many of the country’s most attractive, densely populated markets with significant presence in the Pacific Rim, Arizona, Chicago and the Metro New York to Washington, DC corridor. Additional information about Macerich can be obtained from the Company’s website at



Pop2Life is an experiential marketing + music agency that specializes in branded entertainment, social experiences, and unique promotions that “go beyond.” The company was founded in 2003 by former VP of Marketing & Promotion at RCA Records, Eric Murphy, who played a vital role in launching the careers of notable artists and bands including *NSYNC, Dave Matthews Band and Christina Aguilera.  P2L works with some of the biggest media + entertainment brands in the world including Clear Channel Media + Entertainment, MTV Networks, HGTV, AMC, Cartoon Network, Dreamworks, Food Network, NBC and many more.

Credit: HGTV, Macerich and Pop2Life.


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