Six months after Phoenix-based Vestar's pilot sip and stroll program and state legislation officially became law, the numbers for the first few months of the program are in and its popularity is growing at a successful and steady pace.
Sip and stroll allows shoppers over the age of 21 to purchase an alcoholic beverage at designated restaurants and bars and then enjoy the beverage throughout the designated outdoor areas, a press release explained.
Vestar, which develops and manages outdoor shopping malls in the western United States, currently operates the program at Desert Ridge Marketplace and Tempe Marketplace.
Since launching in January, 11,707 wristbands have been distributed at Desert Ridge Marketplace. Nine establishments participate in the program: Artichoke Pizza, CB Live, Dave & Buster’s, Islands, Sid’s Garage, Whining Pig, Yard House, Spitz Mediterranean and Fat Tuesday.
At Tempe Marketplace, 7,831 wristbands have been distributed since January. At this center seven establishments are currently participating: Dave & Buster’s, Genghis Grill, Harkins Theatres, Gen Korean BBQ House, Kabuki, Shake Shack and Lumberjaxes.
“We believe sip and stroll is just another enhancement and innovative way to give shoppers a value-added experience when they come to our centers. The properties are some of the first in the nation to enjoy the new rights and privileges,” said Patrick McGinley, president of management services, in the release.
Participants must wear a wristband and the beverages are consumed in a plastic cup.
In the “age of Amazon,” the change is a way to help shopping centers maintain their attractiveness to shoppers, which is a critical goal for state leaders as shopping centers provide large amounts of sales tax revenue that fund government services, the release explained.
Those partaking in sip and stroll are also able to enjoy several hundred free events and festivals at both Tempe Marketplace and Desert Ridge Marketplace throughout the year, including live music, holiday celebrations and festivals, signature events and much more.
For information, visit www.shopdesertridge.com or www.tempemarketplace.com.
