One mall event planner estimates the number of events at shopping centers has increased 20% this year. Charity and community affairs are particularly in vogue as they allow malls with
limited marketing budgets to provide the event space while the sponsoring organization pays the bill.
A music and sports festival, sponsored by teen retailer Journeys and others, drew 22,000 people in Chicago, 18,000 in Baltimore and 15,000 in Las Vegas.
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