The premier event for learning what’s hot and what’s next in sponsorship and advertising in the shopping center industry.

Created in 2012, the Shopping Center Sponsorship & Advertising Conference is the premier event for learning what’s hot and what’s next in Sponsorship & Advertising. Attending the 2014 Conference will give you insight into what major brands are looking for when establishing long-term partnerships and implementing a shopping center sponsorship and advertising program.

Download the brochure now.

Sponsored by

Reasons Why You Must Attend This Conference

Learn best practices for selling more sponsorship and advertising revenue.

Discover new strategies for delivering maximum results for your advertisers.

Explore methodologies for valuing your advertising and sponsorship packages.

Listen to top ad agencies & brand executives discuss what they want from your center.

Energize your team with innovations, ideas and best practices when you return.

Visit New York City, the advertising capital of the world.

Guaranteed investment. If you don’t improve your center’s program within a year of the conference, your conference tuition will be cheerfully refunded.

Download a registration form or register online.

The Sponsorship & Advertising conference was absolutely a positive experience for CBL. Not only did we find the conference extremely productive and relevant, but it also allowed us to meet and spend quality time with counterparts in the industry. The conference structure allowed us the opportunity to engage in countless productive conversations and meetings involving goals, challenges, solutions and much more. I particularly enjoyed the open and honest dialog found there, and know that our program is more in tune with the industry as a result. This valuable and informative conference was money well spent! Thank you once again to those that organized and brought this conference to fruition.

Jim Ward
Senior Director, Brand Development
CBL & Associates Properties, Inc.

Conference Agenda (Preliminary Program)

Day 1 / August 4, 2014

11:00 am – 5:00 pm / Ballroom I Foyer Registration

12:00 noon – 1:00 pm / Ballroom I: Opening Keynote Presentation: Leveraging New Shopping Center Consumer Data to Sell More
Learn key take-a-ways from an exciting new research study presented by a third party research firm revealing why shopping centers are still relevant today. Find out how to use this data as part of your sponsorship and advertising presentation to sell more and for brands who want to understand how and why consumers are shopping in centers.
Alan McKeon - President & CEO, Alexander Babbage, Atlanta, GA

1:00 – 2:00 pm / Ballroom I: Experiential Marketing
From Experiential Marketing to Experiential Relationships - Building Loyal Relationships through Engaging and Fulfilling Customer Experiences. Learn from an expert in the field about experiential marketing tactics and how to use a choreographed set of customer experiences to build loyal customer relationships.
Michael Ruckman
Founder, President & CEO, Senteo

2:15 – 2:45 pm / Networking Break

2:45 – 4:00 pm / Ballroom I Developer Panel—The Trailblazers
Hear from top partnership marketing experts as they share their most current programs in static media, experiential marketing, sponsorship, digital advertising and mobile marketing.

Jim Ward, Senior Director of Brand Development, CBL & Associate Properties, Inc. Chattanooga, TN

Dawn Bankett, AVP Business Development from Macerich

Angela Herlth-Sweeney, CRx, CMD, Senior Vice President, Marketing The Peterson Companies Washington, DC

Crystal Rouhani, Director of Business Development Turnberry Media, Aventura, FL

4:00 – 5:00 pm / Ballroom I / What Agencies Really Want When Making a Media, Sponsorship or Experiential Marketing Placements on Behalf of Brands

A panel comprised of small to large advertising agencies will share their insights on what they are really looking for from shopping centers.
Matt Yonan, President & Founder, Tigris Sponsorship & Marketing Greenwood Village, CO

Dana Burleson, SVP/Research Director, OOHA Wilkins Media

Jason Kiefer, CCO, Billups, New York, NY

5:00 – 6:00 pm / Ballroom I / Case Study: “A Hollywood Christmas at The Grove”
The Grove has been able to turn their annual Christmas Tree Lighting ceremony into the number one syndicated holiday show in the West. Learn how they were able to turn this event into a regional sensation.
Daniel J. Burgner, Executive Vice President, Strategic Alliances & Entertainment Caruso Affiliated, Los Angeles, CA

6:00 – 7:30 pm / gallery on Lex Sponsor Hosted Networking Reception

Day 2 / August 5, 2014

7:00 am – 2:00 pm / Ballroom I Foyer Registration

7:00 – 8:00 am / Ballroom II Networking Breakfast

8:00 – 9:00 am / Ballroom I (session1) & Ballroom II (session2) Concurrent Sessions

1 - How to Position Your Center to Get More Shares of the Consumer Packaged Goods Market
John Dee, President of Placewise Media
2 - Insider Sales Strategies for Closing a Deal
David B. Parsons, CEO and Founder McGavren Guild Malls New York, NY

9:00 – 10: 30 am / unis and Julliard Power Picks Roundtable Discussions
(15 minutes each. Pick six topics to attend.)

Table 1: Improving Your Negotiation Skills
Discover the secrets and learn the skills necessary for a win-win negotiation.

Leigh Rosar, Director of Specialty Leasing and Retail Marketing, Oxford Properties Group, Toronto, ON

Table 2: Making Your Sponsorship Proposal a Standout
Discover how to strengthen your proposals through writing and packaging.

Matt Yonan, President & Founder, Tigris Sponsorship & Marketing Greenwood Village, CO

Table 3: Pricing Your Assets
Discover what your pricing strategies should include in order to have the competitive edge in the out-of-home market.

Melissa Musico Streicher, Director, Ancillary Income, Provenzano Resources, Inc., Rocky River, OH

Table 4: Documentation & Fulfillment - What’s in the Rearview Mirror?
Hear from industry experts on how fulfillment and documentation are a critical component to the sales process. speakers

Kenneth S. Lamy, CRx, Founder & President The Lamy Group, Ltd. Mandeville, LA

Jennifer Thomas, SLD, Director of Specialty Leasing Morguard, Mississauga, ON

Table 5: The Ever Changing Landscape of Digital and Mobile Media
Learn the latest in mobile advertising trends.

Jeff Gunderman, President, Eye Corp Media New York, NY

Table 6: Turning Social Media into a Value-Added Opportunity Learn ways to implement social media techniques both as a crowd raiser and a value add to sponsors.

Patricia Norins, Vice President Specialty Programs International Council of Shopping Centers New York, NY

Table 7: What are the Metrics Developers Use to Demonstrate Traffic and Measurement Results for Out-of-Home Buyers
Hear why it is critical for our industry to develop consitent measurements and metrics to encourage more brands to activate in shopping centers.

Jim Ward, Senior Director of Brand Development CBL & Associates Properties, Inc. Chattanooga, TN

Table 8: Cultivating Existing Retailers and Brands Within the Shopping Center to Advertise
Learn how becoming allies with shopping center retailers can grow your sponsorship and advertising program.

Table 9: Selling Sponsorship & Advertising at Non- Traditional Shopping Centers
Learn how non-traditional shopping centers are positioning their program to maximize sales.
Cathy Johnson, CSM, Associate Director, Property Operations, Weingarten Realty Investors, Phoenix, AZ

Table 10: Reaching a Mass Audience using a Personal Approach
Developing a one-to-one relationship with millions of consumers is usually cost prohibitive, but Coca-Cola explains how they achieved this objective and how they brought the campaign to life in a shopping center environment.
Keith Berman, Senior Marketing Manager Coca-Cola, Atlanta, GA

10:30 – 11:00 am / Networking Break

11:00 am – 12:00 noon / Ballroom I / Sponsorship & Advertising Showcase
Top developers will present their exceptional campaigns from this past year. The audience will then cast their vote for the most comprehensive and powerful campaign. One overall winner will be selected and will receive an award, as well as bragging rights!
Campaign Showcases Provided By: Caruso Affiliated / Glimcher / Morguard

12:00 noon / Ballroom II / Luncheon Keynote Speaker: Out-of-Home Media at the Intercept Point
Hear from the chief strategy officer of a powerhouse agency who will share his perspective on out-of-home media spending in the shopping center industry. He will also share current trends that will help boost your overall income.
Rick Robinson, Chief Strategy Officer, Billups Worldwide Agency, Los Angeles, CA

1:00 – 2:00 pm / Ballroom I / Case Study: Selling the Right Image and Connecting with the Right Customer
Find out how The Royal Bank of Canada was able to develop the perfect partnership utilizing the Yorkdale Shopping Centre to market the Avion credit card.

Mary Cipriano, Manager, Specialty Leasing and Brand Activations Yorkdale Shopping Centre, Toronto, ON
Steve Medcalf, President, Magnet Engagement Group Toronto, ON

2:30 – 3:00 pm / Networking Break

3:00 – 4:00 pm / Ballroom I: Beyond Naming Rights-A Look Inside the True Value Behind Connecting to Customers
Get a behind the scenes look to naming rights and discover why some partners want to connect directly with customers. Hear about the Peterson Company’s Path to Wellness Program and Turnberry’s MasterCard© Concierge/ Valet Center Naming Rights.
Lisa Debow, Principal, Cloudburst Advisory Group Washington, DC
Crystal Rouhani, Director of Business Development Turnberry Media, Aventura, FL

4:00 pm / Conference adjourns

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Hotel & Airfare Reservations

A block of rooms has been reserved at:
Grand Hyatt New York
109 E. 42nd Street, New York, NY 10017
Park Avenue at Grand Central Terminal

Rate: $309 Single/Double Occupancy
Cut-off Date: July 14, 2014

Book now.

Be sure to tell the hotel that you are with the ICSC meeting.
Requests received after the cut-off date are subject to space and rate availability.

The ICSC Travel Desk has secured special airline and car discounts for attendees. For current prices and availability, please contact us at +1 888.ICSC.TVL (427.2885) or +1 585.442.8856 from 8AM to 530PM ET, Monday through Friday.

Sponsorship Information

Sponsorships serve as an advertising or PR opportunity to get your company name out in front of a select audience of industry professionals. Be sure to take advantage of this opportunity!

Conference Sponsor - $1,500

  • Exhibition table to display marketing materials at the Opening Reception on Monday, August 4 from 6:00 – 7:30 pm
    (1) 6’x30” draped table
    (2) Chairs
    (1) Company Logo Sign
    *Please note: You are responsible for supplying marketing materials and to set up/break down your table.

  • Company logo recognition in the Onsite Program and signage at the Opening Reception
  • 100> word company description printed in the Onsite Program
  • Logo printed on conference lanyard
  • Sponsor ribbons that can be worn with your badge throughout the conference
  • One complementary conference registration

Sponsorship must be received by Wednesday, July 16, 2014 to be recognized at the conference.

Download the sponsorship form now.


johnsonCathy Johnson, CSM
Associate Director of Property Management

Cathy Johnson, CSM
Associate Director of Property Management

Cathy directs the Specialty Leasing Program for Weingarten Realty which is an important part of the Property Management Department. All of the department’s managers are responsible for sourcing and finalizing temporary vacancy and common area leasing throughout the entire portfolio Each year the department brings in millions of dollars in ancillary income using this manager-based program which is a full team effort.

Under her responsibilities as the Associate Director of Property Management, Cathy oversees managers covering 5.1 million square feet of commercial retail shopping centers within the Mountain Region as well as covers close to a million square feet of properties in Southern California.

To see an overview of the Weingarten portfolio of shopping centers, which are comprised of neighborhood, power and specialty centers, visit

mckeonAlan McKeon
President & CEO of Alexander Babbage

Alan McKeon is President and CEO of Alexander Babbage a market strategy and consumer research firm serving clients in the shopping center, retail, restaurant, sports and entertainment industries.

McKeon is a thought-leader who is frequently asked to study emerging trends that are impacting the shopping center and retail industries. Most recently he co-authored a study for ICSC on how changing retail buying behaviors of consumers’ are impacting shopping center visitation, spending and revenues. The study focused on who is using shopping centers, how they spend and found out why, counter to media opinions, shopping centers remain important and relevant to today, and tomorrow’s shopper.

McKeon was a 2014 featured presenter at ICSC RECon, ICSC University of Shopping Centers on the campus of the Wharton School of the University of Pennsylvania and The John T. Riordan School for Professional Development. He is top rated speaker for ICSC (rated in the top 10% by attendees) and been quoted in USA Today and The Wall Street Journal. He also has appeared on CNN, CNBC and the BBC.

Since joining Alexander Babbage in 2004, he has led the growth of the company including the acquisition of the oldest consumer research company in the shopping center industry, 30-year old Stillerman Jones, and the most technologically advanced, MAXtrak. Today, Alexander Babbage continues to drive innovation and provide client insights through data-driven innovations which serve leasing, development, marketing and operations for leading destinations throughout the North America.

Starting his career in consumer packaged goods with Kellogg Company in England. McKeon worked with Microsoft in the U.K and then throughout Europe and as European Manager of retail for Nielsen Marketing Research before coming to the U.S. He holds a Bachelor of Science degree in Mathematics and Management Science with Honors, from the University of Manchester, England.

yonanMatt Yonan
president and founder of tigris sponsorship & marketing

Matt Yonan is president and founder of tigris sponsorship & marketing: an agency predicated upon excellent client service and a wholehearted investment into client relationships. Under Matt’s guidance, tigris has become a respected agency and trusted partner to clients both large and small.

For nearly 20 years, Matt has provided strategic counsel to top tier corporate and property clients on all areas of sponsorship marketing. He has extensive real-world experience in high-level negotiations and has been able to put his sponsorship expertise to work for a host of prestigious clients, including MillerCoors, KeyBank, CenturyLink, IBM, Xcel Energy, Vail Resorts, the LPGA, DIRECTV, JPMorgan Chase, FedEx, the NHL, and dozens of colleges, universities, cultural institutions, minor league teams and entertainment organizations. Additionally, Matt has helped shopping centers, real estate developers and retail properties understand how to use sponsorship; including Taubman, The Rouse Company, Urban, Macerich, Westcorp Properties, Ivanhoe Cambridge, Corporate Property Investors, Trizechahn, and Specialty Sports Ventures (a division of Vail Resorts).

While representing these clients, he has also sat across the table from a number of premier brands and organizations while negotiating, managing and evaluating sponsorships. These brands include PepsiCo, Audi, Anheuser-Busch, Coca-Cola, Diageo, Moet-Hennessy, the Olympics, World Cup Soccer, Wimbledon, major college bowl games, NASCAR, and teams from all four major professional leagues.

gundermanJeff Gunderman
Jeff Gunderman
President - EYE Corp Media

Jeff Gunderman is President of EYE Corp Media, an out-of-home and mobile media company focused on reaching consumers on the go where they shop, dine and mingle. He has been responsible for leading the company’s strategic growth through a combination of organic sales, new product development, and acquisition for almost 6-years. Operating media inside over 300 shopping malls including some of the countries most iconic centers, EYE offers an integrated media approach including small and large format static and digital signage, experiential marketing, activations and mobile engagement and retargeting.

Formerly the head of sales for an online direct response media company and prior to that in senior sales and marketing positions at Eastman Kodak Co., Gunderman has a wide experience in many forms of media. He chairs a committee with the Digital Place Based Advertising Association as well as co-chairs a committee at the Out of Home Advertising Association to establish standards and best practices for mobile integration within those media industries. Gunderman sits on the location committee for the Mobile Marketing Association and frequently speaks and writes on the topic of mobile media integration. He has also been actively involved with the New York Ad Club and International Council of Shopping Centers.

robinsonRick Robinson
(OOH) Media advocate

A Member of the Outdoor Advertising Association of America (OAAA) Hall of Fame, Rick Robinson is a life-long Out-of-Home (OOH) Media advocate. He’s also recognized as a creative consultant, public speaker, fine artist, and author.

Rick thinks it’s a wonderful thing to wake up at the crack of dawn to watch a new client’s copy get installed in a dynamite location. His 27 years in the business have been driven by passion across multiple disciplines. He got his start in 1987 as a local salesperson for Ackerley Airport Advertising in Central California, moving on to Business Development Manager at Gannett Outdoor SF & LA, and gaining industry notoriety as National Creative Director for Outdoor Systems in the late ‘90’s. Rick jumped to the agency side in the new millennium opening up MacDonald Media’s LA office in 2001 and building its West Coast business to $30million in billing over the next 13 years. Seeking new challenges Rick has recently taken on the role of Chief Strategy Officer for Billups, now the largest independent OOH Media agency in the country. Portland-based Billups plans and buys OOH Media for Virgin America, McDonald’s, Mini Cooper, RE/MAX, Svedka, and over 100 other agencies and brands.

Rick’s industry achievements include helping launch the now renowned Tall Walls on The Sunset Strip, serving as a two time OBIE Judge, Founding Chairman of the OAAA Creative Committee, Creative Director for the award winning “Big Boy” Power 106 Radio campaign, authoring the OAAA-published book “The People’s Space”, and as Co-Chair for the 2013 OAAA Convention in Los Angeles.

Rick has lectured at Universities and Ad Clubs all over the U.S., including several stops in Latin America. He has also been featured on The History Channel, CNN, USA Today, Ad Age, Adweek, Mediaweek, Brandweek, Out-of-Home Magazine, Juxtapose, Flavorpill, Coagula Art Journal, Art Voices, Fabrik, THE Magazine, The LA Times, Citizen LA, PBS Television and many others.

Rick thinks the greatest OOH media efforts result from creative and media working together. He feels our primary responsibility as OOH advertisers is to serve The People’s Space.

Rick’s volunteer work includes the role of Board President for Art Share LA (

He blows of steam racing stock cars with his father in Northern California.

lamyKenneth S. Lamy
Founder & President of The Lamy Group

KENNETH S. LAMY, CRX is Founder and President of The Lamy Group, LTD., the New Orleans based International Financial Management Consulting Firm of CPAs, MBAs and other professionals. Kenneth has been actively involved in Property Management, Asset Management, Financial Management and Analytics for the Commercial Real Estate and Shopping Center industries since 1975. The Lamy Group specializes in customized retail sales and compliance examination (Tenant sales audits / revenue share / data verification) programs, ancillary revenue programs, restaurant consulting, retail property and sales analytics including leasing support services for clients.

LAMY is viewed as the global expert on Retail Leases (Rent Section), Retail Sales and Rent Analysis and Revenue / Data Verification in all Retail Asset Class spaces. He has been admitted as an expert witness at the state and federal level. Committed to providing clients with “Service Beyond Expectation” through building long-term partnership relationships, his Firm’s goal is to deliver “Highly Specialized and Vitally Important” Professional Financial Examination Services which increase Net Operating Income (NOI) of a property. A passion to serve philosophy requires the dedication of necessary resources to yield a mutually beneficial result. Clients include Owners, Developers, Managers, Real Estate Investment Trusts (REITS), Realty Advisors and Institutional Investors throughout North America, the Caribbean and Mexico. The LAMY Commitment to clients and industry is a time-tested performance track record of over 30+ years of service.

Mr. Lamy participates actively as a speaker and faculty member for The International Council of Shopping Centers (ICSC); Institute of Real Estate Management (IREM), Urban Land Institute (ULI) and other Trade Associations. He is a member of the Board of Directors of the National Association of Real Estate Companies (NAREC), Former Co-Chairmen of NAREC’s Financial Management Committee and a Member of The National Association of Real Estate Investment Trusts (NAREIT). LAMY has held numerous roles and officer positions with ICSC at the State and National level. He is a member of the ICSC Certified Retail Property Executive (CRX) Inaugural Class of 2013. He currently serves on the prestigious ICSC CRX Admissions and Governing Global Committee. Lamy has authored and contributed to numerous articles and books internationally and serves on several advisory boards of various trade publications.

In May 2004, LAMY received The ICSC Trustees’ Distinguished Service Award for Meritorious Service.

lamyJennifer Thomas
Director of Specialty Leasing for Morguard Investments Limited

Jennifer Thomas is Director of Specialty Leasing for Morguard Investments Limited. Morguard is one of Canada’s largest integrated real estate companies with a diversified portfolio of more than $15.1 billion in properties owned or under management.

With over 18 years of shopping center experience, Jennifer started her career with Cadillac Fairview holding various roles in Customer Service Management, Marketing and Specialty Leasing. Joining Morguard in 2004, Jennifer currently oversees the National Specialty Leasing program in more than 20 shopping centers across Canada. In this role, she is responsible for establishing national partnerships, implementing new corporate strategies, and maximizing revenue across the portfolio.

Jennifer is a member of the ICSC, an active member on SPREE Advisory Board and a registered salesperson with the Ontario Real Estate Association.

lamyMelissa Musico Streicher
Director of Strategic Partnerships, DDR

Melissa specializes in driving ancillary income and revenue through corporate sponsorships, special event sponsorships, partnership marketing, mobile marketing, promotions, traditional signage and retail marketing initiatives for shopping center developers and managers.

Pro Retail Inc. (PRI), a specialty leasing and income enhancement consulting firm added ancillary income services for clients and Melissa Musico Streicher as Director of Ancillary Income in 2013. In her current role, Melissa is responsible for client management as well as new business development initiatives.

She is formerly the Director of Strategic Partnerships at Developers Diversified Realty Corporation (DDR), the nations' third (3rd) largest shopping center developer/owner/ manager, where she oversaw the sponsorship and advertising lines of business for over 600 shopping centers in the United States and Puerto Rico. In her current role as Director of Ancillary Income for Pro Retail Inc. (PRI), she is responsible for assisting clients in developing and executing

Melissa managed national sales for shopping center owners, managers and developers at Pinnacle Publishing Group, which includes Specialty Retail Report magazine, the annual deal making show Specialty Retail Entrepreneur Expo (SPREE) Las Vegas, and professional development certifications in specialty leasing. Specialty Retail Report is the world’s largest resource for the RMU, kiosk, and temporary retail industry. She had doubled annual sales in a less than two years.

Melissa also created the annual Shopping Center Sponsorship & Advertising Conference, which is in its second year and held in New York City. Utilizing her experience and industry background, this conference leverages her business contacts and insights, covering retail marketing, sponsorship initiatives, and mall activations by bringing together developers, brands, and agencies in progressive panels, roundtables, and best practice sharing. It continues to break new ground as the only one of its kind national event for sponsorship, partnership marketing and promotions for the shopping center industry.

Melissa has previously worked with two professional sports teams, The Pittsburgh Pirates and Cleveland Cavaliers. She has over 12 years experience in the sponsorship, marketing, and advertising industry. She completed her Bachelor of Science, Marketing at Edinboro University in 2000 and her Master of Business Administration (MBA) at Robert Morris University in 2006.

Melissa has had the privilege of participating in over 5 years of consulting sales training through the Dale Carnegie Program and consulted on the development of their sports focused program.

Jim Ward

CBL & Associates Properties

Jim Ward currently serves as CBL's Vice President of Brand Management and has pioneered many of the Company's current sponsorship and advertising strategies. Prior to serving in his present position, Mr. Ward was the General Manager at two CBL Properties in North Carolina and Georgia. Mr. Ward graduated with honors from the University of Cincinnati College of Law in 2002, and subsequently passed the Tennessee bar exam. Soon thereafter, Mr. Ward was selected to serve as a Law Clerk for the Honorable William M. Barker - Chief Justice of the Tennessee Supreme Court. Mr. Ward also holds a Bachelors degree from the University of Tennessee. Mr. Ward is married to Celeste Smartt Ward and together they have five children.

parsonsDavid Parsons

McGavren Guild Malls

David Parsons is partner and CEO of McGavren Guild Malls, a national rep firm for the mall industry. The company has been selling developer owned inventory and promotional space to advertising agencies and brands direct. Prior to starting McGavren Guild Malls David was AVP of Media at Simon Property Group. During his tenure at Simon Property Group David was also a Regional Director of Business Development and National Director of Business Development. Before entering into the mall business, he spent nearly twenty five years in the radio industry managing and sales managing radio stations throughout the country. This included sales training, sales management, and sales development for companies like CBS, ABC and private radio stations. David resides in Pennsylvania with his lovely daughter, and works out of NYC.

Patricia Norins

Vice President of Specialty Programs, ICSC

Patricia Norins has more than 18 years of experience in the shopping center industry. She currently serves as Vice President of Specialty Programs, Publisher and Retail Spokesperson for the International Council of Shopping Centers (ICSC), the world’s largest retail real estate trade association. Norins oversees Specialty Retail Report, Specialty Retail Entrepreneur Expo (SPREE) USA, SPREE Canada and SPREE Europe--tradeshows focused on the specialty retail industry. Norins is co-founder of GIFT SHOP Magazine and served as the spokesperson for American Express's Small Business Saturday for the past three years. Norins is regularly quoted in newspapers across the country including the Wall Street Journal, The New York Times, Chicago Tribune, and Los Angeles Times as an authority on retail.

Leigh Rosar

Director, Specialty Leasing & Retail Marketing OXFORD PROPERTIES GROUP

Leigh Rosar has been in the shopping centre industry for almost 20 years, having held positions in Marketing, Management, Specialty Leasing and Sponsorship at both the local and national levels. In her current role as Director, Specialty Leasing and Marketing at Oxford Properties, Leigh provides guidance and oversight to the Specialty Leasing and Marketing teams across Oxford's Shopping Centre and Urban Retail portfolio's; in addition to overseeing national partnerships, third party media, gift cards and retail digital strategy.

Steve Medcalf
Founder and President, Magnet Engagement Group Inc.

Steve has 15+ years of experience in marketing, sponsorship and brand activation. His expertise is creating brand experiences, helping properties maximize their value proposition, and bringing the two together. With a sharp focus on ensuring the proper blend of commerce and creativity, Steve is currently collaborating with a broad spectrum of blue chip clients including RBC, Unilever, and Ford.

Steve is an avid sports enthusiast, a high school and community football coach, and lives in Oakville, Ontario with his wife and their two sons.

Jason Kiefer
Chief Commercial Officer for Billups, Inc.

Jason is currently the Chief Commercial Officer for Billups, Inc., the largest independent Out-of-Home media specialist agency in the USA. He is responsible for leading the company’s strategic growth through new business initiatives including managing client development & relationships, organic sales, acquisitions, and marketing.

Jason is a 20+ year veteran of the OOH media industry.

Previously, he was founder and President of the Strategic Outdoor Shop for almost 5 years before merging his company with Billups in 2014.

Formerly, he managed the New York City office of Posterscope USA (Aegis / Dentsu) for 11 years, an Account Director at Outdoor Services (IPG) in NYC for 2 years, and resided in London, Budapest, & Caracas for 3 years with Portland International ( Now WPP Kinetic) developing emerging markets for international clients.

He holds a Bachelor of Science degree in Entrepreneurial Studies from the University of Connecticut and currently lives in Westport, CT with his wife and two boys.

Mary Cipriano
Manager, Specialty Leasing and Brand Activations, Yorkdale Shopping Centre, Toronto, ON

Mary Cipriano has been in the Shopping Centre Industry for 20 years. Throughout her career Mary has held roles as Marketing Director, Manager, Specialty Leasing and Partnerships. In her current role Mary is responsible for achieving revenue targets by overseeing specialty programs inclusive of media and establishing partnerships that align with the Yorkdale brand.

John Dee
President of PlaceWise Media

As President of PlaceWise Media, John Dee leads the company’s operational and sales teams. With 25 years of management experience in the wireless and shopper marketing realms, Dee has his finger on the pulse of consumers and the tools required to better connect them to retailers and brands all along the path to purchase.

Previously, Dee led the efforts to introduce MCI’s first Internet product as the company’s west region Manager of Internet Marketing. He launched bundled utility services with wireless Internet in rural markets as Vice President of Product Marketing and Development at In his role as Senior Vice President of marketing and sales for Ricochet Networks, he established retail distribution arrangements for Ricochet’s wireless Internet with nationwide big box retailers.

Dee has a bachelor’s degree from Regis University and did graduate work at University of Denver.

Erin DeSalle
Vice President, Ancillary Income of Brixmor Property Group

Erin DeSalle is Vice President, Ancillary Income of Brixmor Property Group. In this role, she is part of the team that serves as the primary liaison between the Company and short term leasing across the US. Until April 2007, Ms. DeSalle served as Vice President, National Accounts of New Plan Excel Realty Trust, Inc., a predecessor of Brixmor Property Group. She had been with New Plan since 2001 and was Director of Marketing from March 2001 to December 2005. Ms. DeSalle has been involved in the shopping center industry for over 13 years.

Michael Ruckman
Founder, President and CEO

During his career, Michael has worked both as a banker and as a consultant for retail banks in more than 30 countries around the world. He has delivered a variety of successful projects ranging from business strategy to the launch of fully transformed retail institutions.

Michael is known for his experience in retail bank management, distribution network development, alternative channel rollouts, sales development, alliances and ventures, systems implementation, and corporate culture development.

His work portfolio includes large-scale projects for brands such as Abbey National, Alfa-Bank, Atlantico (Millennium BCP), Banco Venezolano, BNP-Paribas, Citibank, ING, Vneshtorgbank, Bank Menatep SPb, Nadra Bank and many others.

Michael completed his studies at the University of San Francisco and is fluent in Russian, Spanish and Czech, in addition to his native English.

Kristy Lowes
Marketing Director
Morguard Investments

Kristy Lowes is Marketing Director at Morguard Investments where she leads an innovative marketing program for Uptown, Victoria BC’s premiere outdoor shopping centre. Kristy has been with Uptown throughout it’s redevelopment from a strip mall to a modern, mixed-use community where she has turned challenges, like multiple construction phases, into opportunities to connect with the community and create brand awareness.

As the lead on sponsorship for Uptown, Kristy has spearheaded one-of-a-kind events and partnership opportunities that repeatedly garner excitement and support from local, national and international sponsors.

Prior to her work at Uptown, Kristy spent 8 years with Park Royal Shopping Centre, the second largest shopping centre in Metro Vancouver. Her retail marketing expertise, which includes Marketing I and II ICSC designations, has led Kristy to win 7 Maple Leaf Silver and Gold ICSC awards and continually maximize revenue for her centres.

Kristy is a dedicated member of numerous shopping centre and community boards and was a finalist in the Vancouver Island Top 20 under 40 Awards.

Larry Gresham

Larry Gresham is the founder of a group of 18 companies within the media, publishing and music industries. His businesses have changed the way media in shopping centres and airports is sold and marketed. A graduate from Harvard, he is at the forefront of ensuring that the mall industry is seen as a mainstream media option.


Brittany Hays

As a Marketing Director, the challenges are varied and numerous. However, the learning experience of being a participant of the Shopping Center Sponsorship and Advertising Conference 2012 in New York was most beneficial in addressing these challenges. The wonderful representation from the shopping center world as well as the speakers who addressed the specific sponsorship information needed to compete in the Ad agency world will be a real time advantage. At Glimcher, over half of our sponsorship comes from the regional and local markets so from a local mall marketing perspective, the conference did a tremendous job in reaching out on the topic of relationship-building and the importance it has in the sales process.

Susan Ariail
Marketing Director
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