Securing Town Meeting Approval for Liquor Licensure in the Revitalization Plan for Burlington Mall

The Opportunity

Simon Property Group (SPG) owns a number of successful shopping malls around the country. As malls have become less and less frequented by consumers, SPG has begun the process of revitalizing their portfolio to match marketplace trends. One signature example of this shift in strategy is the Burlington Mall in Burlington, MA—the leading property in their portfolio.

The Strategy

To revitalize the property and location, SPG purchased the old Sears location and created plans for a lifestyle center focused around entertainment and food experiences. To bring that vision to life, SPG needed to secure nine additional liquor licenses through a Town approval process.

The Result

BG was engaged to implement a community relations program that communicated the benefits of the project to Town Meeting Members and relevant Town boards. Building on the wave of awareness and education from BG and SPG combined efforts, a two-thirds vote was secured to move the project forward.