MALL ENTERTAINMENT CONCEPT PROPOSAL - “BIG BABY MITCHELL”

MALL ENTERTAINMENT CONCEPT PROPOSAL

“BIG BABY MITCHELL”

EXECUTIVE SUMMARY

We propose a revolutionary mall entertainment character called “Big Baby Mitchell” - an oversized toddler character designed to create memorable, shareable moments for mall visitors across multiple demographics. This character combines physical comedy with interactive elements to increase foot traffic by an estimated 12-18%, boost social media engagement, and create a unique mall attraction that cannot be replicated in the online shopping experience. Our market research indicates that distinctive mall characters can increase visitor dwell time by up to 22 minutes on average, directly correlating with higher per-visit spending.

CHARACTER CONCEPT DETAILS

A professionally trained 30-year-old performer (Mitchell) will don a custom-designed adult-sized baby costume featuring:

• Anatomically exaggerated toddler proportions with oversized head (32" circumference) and limbs

• Professionally engineered oversized sagging diaper with:

  • Remote-controlled sound effect system

  • Hidden compartment for “loading” simulation using non-toxic, biodegradable materials

  • Reinforced elastic waistband for comedic “sagging” effect

• Animatronic facial expressions controlled by performer:

  • Exaggerated smile

  • Comedic crying face

  • Surprised expression

  • Mischievous grin

• Safety-designed costume allowing for:

  • 180° visibility for performer

  • Cooling system to prevent overheating

  • Quick-release emergency exits

  • Flame-retardant materials throughout

• Custom footwear designed for safety and mobility

• Professional-grade, washable fabrics with antimicrobial properties

PERFORMANCE ELEMENTS

• Professionally choreographed dance routines (10 routines rotating throughout the day):

  • “Baby Dance” - simplified popular dance moves

  • “Diaper Shuffle” - signature moves highlighting the costume

  • “Tot Boogie” - interactive routine encouraging audience participation

• Sound-effect programming:

  • Wireless remote system with 12 distinct sound effects

  • Strategically timed sound activation by performer

  • Volume control system for different mall environments

• Strategic “diaper accidents” using:

  • Food-grade colored gel

  • Non-staining, biodegradable materials

  • Contained disposal system within costume

• Scripted interaction protocols:

  • 15 distinct character interaction scenarios

  • Trained responses to common audience reactions

  • Appropriate boundary-setting techniques

• Meet-and-greet sessions:

  • Designated “Nursery Zone” photo area with backdrop

  • Professional lighting setup for optimal social media content

  • Branded photo frames for visitor pictures

TARGET DEMOGRAPHICS & MARKETING STRATEGY

Primary Audience:

• Families with children aged 4-12

  • Marketing channels: Parenting blogs, local family magazines, school newsletters

  • Expected engagement: Direct interaction with character, photos, repeat visits

• College-aged shoppers (18-24)

  • Marketing channels: Campus promotions, TikTok, Instagram

  • Expected engagement: Viral video creation, social media sharing

Secondary Audience:

• Young professionals (25-35)

  • Marketing channels: LinkedIn, Twitter

  • Expected engagement: Novel engagement during lunch breaks, social shares

• Teenagers (13-17)

  • Marketing channels: Snapchat, TikTok challenges

  • Expected engagement: Content creation, peer-sharing

Marketing Campaign Elements:

• “Meet Big Baby Mitchell” teaser campaign (3 weeks pre-launch)

• Social media contest: “Best Baby Mitchell Impression”

• Retailer tie-ins with special “Baby Mitchell” discounts

• Custom Snapchat and Instagram filters

• Dedicated hashtag campaign: #BigBabyMitchell #MallBaby

• Influencer partnerships with local family content creators

IMPLEMENTATION TIMELINE

Phase 1: Pre-Production (Weeks 1-6)

• Weeks 1-2: Finalize character design, script development

• Weeks 3-5: Costume production and testing

• Week 6: Technical integration (sound systems, animatronics)

Phase 2: Training & Preparation (Weeks 7-9)

• Week 7: Performer selection and initial training

• Week 8: Choreography and routine development

• Week 9: Full dress rehearsals and technical adjustments

Phase 3: Marketing Rollout (Weeks 10-12)

• Week 10: Teaser campaign launch

• Week 11: Media preview event

• Week 12: Influencer sneak peeks and content creation

Phase 4: Launch & Evaluation (Weeks 13-24)

• Week 13: Grand debut weekend

• Weeks 14-22: Regular performance schedule

• Weeks 23-24: Performance metrics evaluation and concept refinement

PERFORMANCE SCHEDULE & LOGISTICS

• Performance frequency: 4 shows per day, 20-25 minutes each

• Ideal timeframes:

  • 11:00 AM (Target: stay-at-home parents with young children)

  • 1:30 PM (Target: lunch break crowd)

  • 4:00 PM (Target: after-school families)

  • 7:00 PM (Target: evening shoppers, college students)

• Rest periods: Minimum 45 minutes between performances

• Performer rotation: Primary and backup performers alternating days

• Mall coverage: Rotating between high-traffic areas and underutilized spaces

BUDGET BREAKDOWN

One-Time Costs:

• Professional costume design and production: $12,500

• Sound system and technical integration: $3,750

• Choreography development: $2,000

• Training program development: $1,800

• Branded photo area setup: $4,200

• Total one-time investment: $24,250

Ongoing Monthly Expenses:

• Performer compensation (2 performers): $6,400

• Costume maintenance and cleaning: $850

• Consumable materials (diaper filling, etc.): $300

• Marketing and promotion: $1,200

• Technical support: $600

• Total monthly operating cost: $9,350

Expected ROI:

• Projected 15% increase in weekend foot traffic

• Estimated 8% increase in average transaction value during performance days

• Social media value: Approximately 3,000-5,000 organic mentions monthly

• Earned media value: Approximately $15,000-$20,000 in first quarter

SAFETY & LEGAL CONSIDERATIONS

Performer Safety:

• Maximum continuous performance time: 25 minutes

• Hydration protocols and monitoring

• Temperature control system within costume

• Clear visibility requirements and testing

• Emergency exit strategy and training

Visitor Safety:

• Designated performance areas with appropriate clearance

• Security personnel present during all performances

• Structured interaction guidelines

• Sanitization protocols between meet-and-greet sessions

Legal Requirements:

• Performance liability insurance coverage

• Signed model releases for all marketing materials

• Copyright clearance for all music used in performances

• Compliance with mall noise ordinances

• Regular safety inspections of all equipment

MEASUREMENT & SUCCESS METRICS

• Foot traffic analysis (before/during/after performances)

• Social media mention tracking and sentiment analysis

• Sales data from participating retailers (day of performance vs. non-performance days)

• Visitor dwell time metrics

• Return visitor frequency

• Customer satisfaction surveys

• Retailer feedback assessments

EXPANSION POSSIBILITIES

• “Baby Mitchell” merchandise line

• Seasonal costume variations (Holiday Baby, Summer Baby, etc.)

• Special event appearances (Grand openings, sales events)

• Multi-mall tour possibilities

• Potential for animated series or social media character development

• Cross-promotional opportunities with family-oriented brands

CONCLUSION

“Big Baby Mitchell” represents an innovative approach to creating memorable, shareable mall experiences that directly combat the convenience advantage of online shopping. By combining physical comedy, interactive elements, and strategic performance timing, this concept creates multiple opportunities for increased foot traffic, higher spending per visit, and powerful social media presence that benefits all mall tenants.

Our team stands ready to implement this comprehensive entertainment strategy and adapt it to your specific mall environment and demographic needs.