Opened in the spring of 2006, The Legends Outlets Kansas City is a 1.2 million square foot outlet shopping center located in Kansas City, Kansas. Prior to its development, the area surrounding The Legends generated virtually no sales or property tax revenue, nor created any jobs. Desperate for job growth and a tax base, the local government entitled the project to receive a substantial public bond subsidy. Of the $275 million total investment, $136 million would come from STAR bonds.
The catch? A majority of the customers to the outlets had to come from out of the area. To a part of the metro area where most would not willingly have visited before this project.
Our creative team developed a marketing plan that leveraged county and state fairs within a four-state area. A custom airstream bus with a flat screen TV and roof deck was branded and outfitted with a karaoke machine, a prize wheel and plenty of branded merchandise. The summer tour took the team through Kansas, Nebraska, Iowa and Missouri culminating with a game-day event at the baseball stadium adjacent to the Legends.
We can’t take all the credit, but within 10 years The Legends Outlets was the number one tourist destination in the State of Kansas.