Wai‘anae Mall is a 170,300-square-foot retail center located 32 miles west of downtown Honolulu. The mall serves as the primary neighborhood shopping center on the Wai‘anae Coast, a relatively rural area that is home to 35,000 residents. In January 2013, the mall was purchased by A&B Properties, Inc. (A&B), the retail subsidiary of prominent Hawai‘i land company Alexander & Baldwin, Inc. Shortly thereafter, A&B launched significant improvements to upgrade the physical property and create aesthetic and capability enhancements. TLC PR was engaged in spring 2013, based on our proposal to view the mall as a vital community gathering place and to enliven it with events, entertainment and community partnerships, in addition to increasing visibility through traditional and social media.