2017 Sold Out Benefit Fashion Show At The Collection Riverpark

 By Sheryl Hamlin

Brick and mortar retailing is not for the faint of heart in 2017. When competing with on-line giants and a demographic headwind of retiring boomers whose spending habits have declined dramatically as they reach retirement years, the mall owner must be an impresario, a buzz generator and a trend analyst.

The 2017 Benefit Fashion Show at The Collection Riverpark in Oxnard, California managed a homerun on all accounts with meticulous planning. 252 tickets were sold through various publicity campaigns. The beneficiaries were Casa Pacifica and Paw Works, who found “furrever” homes for two of the adorable doggies they brought and who walked the runway without “accident”.

Prior to the show, guests were treated to complimentary champagne, cold water, cold hors d’oeuvres, photographs, makeup tips and samples from the stores in The Collection and music. A balmy 78 degree day in Oxnard is hard to beat.

Teen Stars

Two teenage stars were in the audience enjoying the event and spreading their winning smiles. Amanda Rodriguez of Oxnard, Miss Ventura County, will go on to compete for Miss California. Her talent, she said, was Ballet Folklorico. Britney Walton won Miss Ventura County Teen 2017 with her jazz dance as talent which she has been studying for years. Both teens are pageant veterans and enjoy the competition.

Beauty Pageant Winners: Amanda and Britney

Four Footed Stars

A good impresario knows that an event needs soft and cuddly four footed friends to get smiles from the audience. And, these adorable, adoptable furry friends elicited plenty of oohs and awhs. And, of course, what could be better than a furry friend with a beach boy.

Furry Friends and Beach Boy

Perfect Formula: Eat, Shop, Enjoy

Beautiful Model in Elegant Setting

Shopping Aids

With over one hundred outfits, how does one remember let alone choose? The event provided a high quality program which listed all outfits by store complete with a check box. As I walked among the guests, heads were moving from the runway to the program making checks and discussing outfits with their friends. Brilliant. Then to provide additional shopping incentive, there were coupons inside for discounts on clothes and restaurants. And, of course, the linen goody bag was stuffed with more coupons and treats. Sounds easy, but this requires extremely detailed planning, coordination, communication and a sense of the market.

Goodie Bag and Program

More Information and Fun Pictures

Stefanie Meugel, Marketing Manager, can be contacted at [email protected]. There are many more events planned at The Collection so it is good to follow them on FaceBook.

Grand Finale

Over 100 pictures of the outfits and the festive scene can be viewed at this Flicker slideshow:

Meticulous Environment Draws Rave Reviews

It is hard not to mention the meticulous care of The Collection itself. With unique artwork, tasteful furniture, perfect restrooms, magazine quality landscaping and endless entertainment, The Collection is a draw to the neighboring residential units. A woman told me that the ability to bicycle or walk to The Collection from her home was well worth the Mello-Roos tax which pays for nine parks and a school. Two other ladies visiting from Los Angeles were so thrilled they were considering relocation to enjoy the scene at The Collection. This sounds like a formula worth repeating.

For more information about the author visit Sheryl Hamlin dot com.

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