GENESEE VALLEY CENTER ANNOUNCES NEW “FAMILY-FRIENDLY HOURS @5” ON WEEKENDS BEGINNING JUNE 8

Posted May 30, 2007

NEWS RELEASE

Parental Escort Program Part Of Center’s Family Focus & Promotions

FLINT, Mich. (May 30, 2007) - - Genesee Valley Center today announced new “Family-Friendly Hours @5” on weekends, beginning Friday, June 8. The new Parental Escort Program, which requires youth under 18 be accompanied by an adult parent or guardian Fridays and Saturdays from 5:00 p.m. until close, is part of the property’s on-going family focus. The center also revealed plans for special events and promotions coming this summer and fall geared toward teens and their parents.

“This new program is just one part of what we have planned to promote a family-friendly shopping environment here at Genesee Valley Center,” explained Genesee Valley Center General Manager Ed McHale at today’s briefing announcing the new program. “Our mall team is enthusiastic about the Parental Escort Program, as it has proven effective at other malls and received strong local support from the community and our customers and merchants.”

How “Family-Friendly Hours @5” works:

Friday and Saturday evenings from 5:00 p.m. until close, youth under 18 must be accompanied by and under the direct supervision/control of a parent or guardian (21 or older)
Parents/Guardians may not be responsible for more than four unrelated youth
Young-appearing patrons entering the property or in the common areas may be asked to present a valid picture ID with date of birth (i.e. a state-issued ID card, Driver’s License or Military ID - - Teens employed by center merchants must present proof of employment)
Three separate announcements (60 minutes, 30 minutes and at 5:00 p.m.) will be made over the center’s public address audio system to alert shoppers Friday/Saturday evenings
Youth who cannot produce valid ID proving they are 18 or older will be escorted to a designated “safe area” (the training room next to security) to await transportation, or they will be directed to return home the way they arrived
During weekdays, the center will continue to enforce the “Rule of Three” (youth cannot congregate in groups larger than three) and other Code of Conduct provisions enforced during operating hours

“We are pleased to have our community partners here with us and I thank them for their support as the mall makes the transition to family-friendly hours beginning next Friday,” said McHale, a thirteen-year shopping center industry veteran who implemented a similar program at another Jones Lang LaSalle-managed property in recent years. “We believe encouraging families to spend time together at our center will promote more responsible behavior among all our younger patrons.”

Chief George Sippert of the Flint Township Police Department joined the mall team for today’s announcement, alongside mall merchants and representatives from several community groups, including: Frances Gilcreast, president, Flint Branch of the NAACP; and Jamie Gaskin, executive director, Boys and Girls Club of Greater Flint.

“Our organization worked closely with the mall team as it structured this new program, and we will activate our local network to ensure teens are educated and informed prior to June 8,” said Ms. Gilcreast, president, Flint Branch of the NAACP.

Genesee Valley Center unveiled the program logo and signage that will soon appear throughout the property to inform shoppers about its new family-friendly hours. The mall will also run ads in local publications and distribute flyers through area schools and community groups to spread the word and create advance awareness prior to implementation. Consumers can log on to the center’s Web site (www.geneseemall.com) or visit the Customer Service Desk for full program details.

Genesee Valley Center plans to offer additional family and youth-focused promotions working with mall merchants and positive youth organizations such as Boys and Girls Club, while continuing to support existing efforts with the Cotton Program and Children’s Miracle Network Radiothon. The mall will soon announce a Back-to-School promotion with retailer Steve & Barry’s surrounding 125 pairs of new Starbury shoes. Youngsters can also still enjoy Character Readings in King Arthur’s Castle playground every Saturday at 1:00 and 3:00 p.m. as well as the Toddler Tuesdays gymnastic program.

Genesee Valley Center, managed by Jones Lang LaSalle, is located on Miller and Linden Roads in Flint Township. Genesee Valley Center is the largest shopping center north of metro Detroit and the first regional mall to add an outdoor shopping experience connected to their existing building. The dynamic retail mix featuring more than 130 retailers, the first Bar Louie Restaurant in Michigan and such tenants as Victoria’s Secret, Hollister, Bandolino, Coldwater Creek, Barnes & Noble Booksellers and anchored by Macy’s, JCPenney and Sears. For the latest mall events and information, visit geneseemall.com.

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