The Bellevue Collection has had to be flexible and innovative during the COVID-19 pandemic, from how it cleans public spaces to how it presents events, its chief marketing official said during the latest Downtown Talks presentation by the Bellevue Downtown Association (BDA).
“We hope people will have confidence in what we’re doing,” Jennifer Leavitt, vice president of marketing at The Bellevue Collection, said during a 25-minute socially distanced Q&A with BDA President Patrick Bannon from inside the downtown attraction.
Leavitt shared some of the organization’s cleaning and marketing efforts during the pandemic, as well as the future of experiential retail in general.
The video is available to watch here.
Leavitt said efforts to keep the area safe include behind-the-scenes work like UV-light treatment on escalator handrails and air-handling system improvements to complement measures like store controls on capacity limits, and more.
Experiential retail isn’t dead, she said. Leavitt noted that people still want to touch, feel, and try on items they’re purchasing. Stores doing well now aren’t waiting for customers to come to them — they’re finding additional ways to reach out, she said. Because foot traffic is down during the pandemic, customers also are getting more one-on-one attention in shops.
The Bellevue Collection, known for its annual Snowflake Lane event, won’t have its typical parade or performers this year, but the reimagined celebration of the holidays will include plenty of holiday lights, music, and the usual “snow.” It’s scheduled for Nov. 27-Dec. 24 between 5 and 9 p.m.