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Brand Activations

Rosedale Center Open Studio

JLL
Brand Activations

Rosedale Center Open Studio

JLL

The Brief

Jones Lange LaSalle (JLL), a leader in commercial property management, turned to BeEvents with an exciting challenge: create a buzzworthy one-day activation to amplify the grand opening of Rosedale Center’s newest anchor store, Dick’s Sporting Goods. The goal? Activate the mall’s atrium with an engaging sport-themed experience. Encourage participation and drive traffic to Dick’s Sporting Goods. Leave guests feeling energized, inspired, and engaged by the interactive fun.

Our Work

Design | Production | Logistics

We presented four big ideas designed to draw sports and fitness consumers to the mall. JLL selected our “Open Studio” concept—an all-day lineup of fitness classes. Inclusivity was top of mind for our client, who emphasized the importance of being accessible to all ages and abilities. We ensured every detail aligned with this vision: the entire event was wheelchair accessible, and each class offered multiple levels of participation, making it easy for anyone to jump in and join the fun. 

The experience was designed to include a high-energy program of classes ranging from youth fitness to HIIT to an Urban Pop dance class. The roster was packed with a team of children’s performers and two fitness influencers to run classes. Familiar local mascots were recruited to add to the playful vibe, to snap pictures with guests and mall-goers at the 360-photo booth. To keep the energy rolling, a pep rally headlined by the iconic SKOL line and Minnesota Vikings cheerleaders would close out the grand opening, leaving attendees cheering for more.

The Experience

The “Open Studio” activation was a vibrant celebration of fitness, community, and fun that brought together participants of all ages and abilities. The event transformed the mall atrium into an electrifying fitness hub with back-to-back classes led by charismatic local instructors. The sessions kept the energy high and the crowd engaged, ensuring something for everyone to enjoy.

Minnesota mascots added playful charm, mingling with guests, participating in classes, and joining in on guest’s photo opportunities. The excitement culminated in a spirited pep rally led by the Vikings’ Skol Line and cheerleaders, drawing a lively parade of attendees straight to Dick’s Sporting Goods. The event left participants buzzing and eager for more.

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Photos Captured

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Members of the Vikings SKOL Line

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High Energy Fitness Classes

“BeEvents delivered a great event and your team executed to JLL’s high standards!” – Molly King, Senior Manager – Retail Marketing & Advertising, Rosedale Center