House Collective partnered with a developer and operator of upscale outlet shopping destinations to create a concierge referral program for hospitality and tourism professionals, including hotel concierges, travel professionals, and venues that refer visitors to three centers in California and Colorado. Beginning with destination audits and research, we led the strategy, program design, and creative direction, giving each property team a shared framework it could make its own.
Services
Growth Systems & Special Projects · Marketing Leadership · Strategic Marketing & Consulting · Digital Experience & Optimization
Client
3 Outlet Shopping Centers · 1.39M+ Sq. Ft. of Retail · 270+ Brands, Retailers & Restaurants
California & Colorado · Award-Winning Destination Retail Properties
Outcome
A coordinated concierge referral program framework for hospitality and tourism professionals, adapted for three outlet shopping centers and their markets.
Impact
A shared strategy with market-specific activation gave each property team a practical foundation for strengthening visitor engagement, tourism partnerships, and destination visibility.
Deliverables
Opportunity
Tourism traffic across three distinct destinations.
The portfolio wanted to grow tourism-driven traffic through the professionals who guide visitors, from hotel concierges and travel professionals to area venues. Each of its three outlet destinations had its own market, visitor patterns, partnerships, resources, and marketing team. The opportunity called for a shared referral strategy that could create consistency across the portfolio while giving each property room to shape the program around its destination.
Strategy
Creating a shared program with market-specific activation.
We partnered with portfolio leadership to shape the strategy and launch plan, then provided marketing leadership throughout program development and coordinated the people and platforms needed to move the work forward.
We worked directly with the marketing directors, managers, and teams at each property, incorporating their market knowledge, priorities, resources, and operational requirements into the program design. We also coordinated with existing marketing and digital partners whose platforms would support implementation.
Customer Journey · Hospitality & Tourism Professionals
We identified how visitors experience each center, then created easy pathways for hospitality and tourism professionals to refer them.
- Industry Events & Introductions
- Landing Page & Sign-Up
- Program Membership
- Visitor Referrals
- Rewards & Newsletters
Strategic Marketing & Consulting
Understanding visitors and the professionals who guide them.
We researched both sides of the referral relationship. Public reviews and destination research showed how visitors experienced each center: what prompted a visit, what they valued, and what held them back. We also looked at what hospitality and tourism professionals would need when searching for and recommending each center, from accurate listings to digital assets that reflect each brand and property.
Distinct visitor patterns emerged. One property was part of a mountain travel experience, another served travelers moving through a major regional corridor, and the Los Angeles-area destination welcomed international visitors fitting shopping into a larger trip. These insights shaped what the program would help professionals recommend.
Creating a concierge and tourism partner program.
We developed a shared strategic framework that each property could tailor to its market. Recommendations accounted for differences in visitor behavior, local tourism relationships, available resources, technology, and each team’s capacity to manage the program over time.
A dedicated landing page gave these professionals a simple way to learn about the program and sign up, supported by outreach to area hotels, industry associations, and travel professional events. The program manual translated the strategy into practical options, including multiple rewards and tracking approaches, so each center could choose the one best suited to its resources and goals.
Digital Experience & Optimization
A complete program system for each destination.
Each destination received its own program identity and logo, messaging and creative direction, photography direction, landing pages, newsletter templates, email and social media recommendations, referral workflows, and program measurement. Every asset reflected the surrounding tourism ecosystem, from area hotels and travel professionals to attractions and digital channels.
Marketing Leadership
Leadership across the portfolio and each property.
House Collective led the strategy, research, and program direction in close collaboration with portfolio leadership, property marketing teams, and established platform partners. The result was a connected tourism marketing system each destination could adapt to its relationships, resources, and priorities.
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Most engagements begin with The Blueprint, our marketing audit and strategic roadmap.