The project also has the support of Macam Asset, a thematic resource manager in shopping centers, with several assets throughout Brazil
The country’s shopping malls stopped receiving more than 100 million of their customers, registering a drop of 21% in 2022, show data from the Brazilian Association of Shopping Centers (Abrasce). Keeping an eye on this movement and this pain among establishments, MChecon kicked off the ideas that guide its new project.
In an interview with propmark, Marcelo Checon, founder and CEO of MChecon, which has established itself as an executor of large and small events in the scenography market, shares details of his new project, which seeks to help shopping centers that have difficulty retaining the public, especially in a post-pandemic scenario with a strong advance in online commerce.
Shopping centers, in general, have been losing customers over the last few years. To reverse the situation, some of them understood that the events market is a possibility of creating retention of people in the mall, declares Checon.
With the development of proprietary projects in its DNA and a team with a keen eye for partnerships, the first conversation was with Felipe Rodrigues, businessman and founder of Macam Asset, a thematic resource manager in shopping centers with various assets across Brazil.
When Marcelo presented the project to me, I was delighted and understood that it had total synergy with me. I have a view that shopping malls need to keep up with the consumption trends of new generations. Through the shopping malls in which I operate, and through the relationships I have in the industry, we were able to develop a yearbook of mall activations, which will certainly attract a more qualified public, and make the shopping malls even more profitable, adds Rodrigues.
Understanding how important it is to add more value to the public through experiences, Universal Music embarked on the mission with businesspeople.
Looking at all the content and experiences that Universal Music produces, there is a lot of room for us to further expand our proximity to fans. The MChecon project came at the right time and I am sure that we will create actions generating an even stronger connection with music that seeks a 360 experience, declares Paulo Lima, president of Universal Music Brasil.
For MChecon, its experience, together with the resources and networking of Macam Asset and the entertainment expertise of Universal Music, has the potential to build unique experiences for the general public within the universe of shopping malls throughout Brazil, such as exhibitions, events, activations and circuits during the year.
The projects will begin in January 2024 and Checon shares spoilers. The yearbook has several pillars, such as a Stock Car event outside the racetrack, experiences with Universal artists and activities designed for the gaming public.
Although the calendar is focused on 2024, Checon’s intention is to start the calendar with Universal Music in December, the month of singer Paul McCartney’s arrival in Brazil.
The MChecon Shoppings project aims to reach all age groups and all niche audiences – such as game lovers, already mentioned.
With all these pillars in the project, we are absolutely sure that it will work. We see the possibility of growth for shopping malls throughout Brazil, says Checon. The CEO also shares numbers: a 15% increase in MChecon’s revenue is expected from the project.
