Musgrave Mall introduces parkade eventing

A level 5 vendor at the Roof Top Night Market at Musgrave Mall.

Primedia Unlimited’s Primedia Lifestyle Marketing Services has successfully utilised the Musgrave shopping centre’s non-traditional marketing space – the car park, as an event venue, providing 100% marketing return on investment for the mall.

Aptly entitled ‘Level 5’ indicating the parking floor, the team at Primedia Lifestyle Marketing Services, a Primedia Unlimited company whom have the exclusive marketing rights to the centre, formally launched Level 5 to advertisers, marketing and eventing agencies and to big name brands.

“A growing trend in the retail industry and in the country as a whole right now, is to repurpose things and areas,”explains Donald McClellan, Marketing Manager for Musgrave Shopping Centre.“It makes a lot of business sense both for the mall and for the companies that are utilising this untapped space, either for retail markets or large events,” he says.

The venue has already proved to be a successful location based on the popularity of Musgrave’s Roof Top Night Market, which takes place once a month and brings in large crowds.

By giving the venue a name, logo and visual brand identity the transformed carpark has become a well attended leasable area. The Roof Top Night Market has achieved excellent marketing KPI’s which includes generating over R2 million in publicity and 100% return on marketing investment.

“Essentially, external companies that have a brand fit can hire the area to host their events here. Primedia Lifestyle Marketing Services has the marketing expertise to work with any eventing company that suggests an advertising mix which will help in the process of hosting a successful event,” he says.

“As part of the Primedia Lifestyle Group, we consider ourselves a crucial business partner to our shopping centre landlords and by all indications, Level 5 is set to become a hugely popular retail and eventing location.”