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Mills & Morris venture will offer marketers venue network.

The Mills Corporation, a real estate developer, and the William Morris Agency, the talent and literary agency, announced the formation of a joint venture to provide unique strategic business consulting and corporate advisory services, in the emerging area of venue-based branding and marketing.

The new company, Venue3D, combines the strengths of two well-known industry giants to offer the next generation of brand experiences, strategic marketing, and sponsorships. Venue3D becomes the first-ever "network" of commonly-represented venue owner/operators, real estate developers and consumer brands, with an impressive and immediate network of high-impact, highly-trafficked retail, mixed-use and office locations to connect with consumers in new, innovative ways. In total, Venue3D's initial client portfolio offers marketers strategic access to more than 200 well-known consumer destinations in North America, and more than one billion consumers per year.

The Venue3D partnership includes The Bronson Companies, a Los Angeles-based real estate, entertainment and hospitality concern. Its CEO, Richard Bronson, is a former Director of Mirage Resorts and a leading veteran of real estate.

Venue3D's services will include: creative venue representation; brand experience concepting and development; naming rights/identity acquisition; and strategic alliances and sponsorship sales. Its initial clients and some of their signature properties include:

* The Rouse Company, based in Columbia, Md. Its world-renowned festival marketplaces include: South Street Seaport in New York; Faneuil Hall Marketplace in Boston; the New Orleans Riverwalk, and Harborplace in Baltimore. In addition, the company owns and operates 45 regional retail centers, 5 mixed-use projects and a series of other office/industrial, residential and related retail locations.

* Urban Retail, based in Chicago. Among its leading holdings: Water Tower Place in Chicago; the Houston Galleria; Century City Shopping Center in Los Angeles; Copley Place in Boston; and The San Francisco Shopping Centre. The company owns or manages more than 60 million square feet of commercial property.

* Vornado Realty Trust, the largest commercial landlord in New York City. The company's holdings include the Penn Plaza office development of Manhattan, the Chicago Merchandise Mart, and the L.A. Mart in Los Angeles. The company owns more than 14.4 million square feet of Northeast U.S. office space, and a range of additional retail space.

* Westcor Retail, based in Phoenix. FlatIron Crossing in Denver and the Scottsdale Fashion Square in Phoenix are among the top mall projects of this privately held developer. The company owns more than 13 million square feet of retail, including 10 regional malls.

* Fairmont Hotels and Resorts, one of the largest luxury hotel management firms in North America. The Fairmont Hotel Group portfolio includes some 40 premier properties in Canada, the Caribbean, Mexico and the United States including, The Plaza Hotel in New York, Chateau Whistler outside Vancouver, LasBrisas in Acapulco, the Scottsdale Princess in Arizona, the Princess Resorts in Mexico and the Fairmont Hotels in Dallas, New Orleans, Chicago and San Francisco.

In addition, Venue3D will also service the entire portfolio of The Mills Corporation, which includes twelve major-market retail and entertainment destinations in ten states.

The Mills Corporation is a leading developer of dynamic consumer destinations. Its world-famous properties, such as Sawgrass Mills in South Florida and Ontario Mills in Southern California, are among the most visited and highly productive retail and entertainment complexes in the world.

Mills executive vice president Mark Rivers will serve as Venue3D's CEO, directing offices in Arlington, Virginia; New York; and, Los Angeles.
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Publication:Real Estate Weekly
Geographic Code:1USA
Date:Jun 13, 2001
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