Scottsdale Fashion Square

Scottsdale Fashion Square (SFS) is the largest shopping mall in Arizona with approximately 2 million square feet of retail space and more than 200 shops and restaurants. With more upscale retailers than any other mall in the state, SFS is one of the premier shopping destinations in the country. In 2017, SFS owner Macerich announced plans for a $100 million renovation to the shopping center’s luxury wing to be completed by fall 2018. To kick off the redevelopment and draw affluent shoppers to its luxury retail partners, SFS sought to host a high-end charity shopping event and cocktail reception. SFS hired The James Agency (TJA) to concept, plan and manage the prestigious event.

In recent years, TJA has worked with Colleen’s Dream Foundation (CDF), a local nonprofit that raises funds for ovarian cancer research. Knowing that CDF attracts a young, stylish and loyal group of donors, TJA thought it would be the perfect event beneficiary and connected SFS with the nonprofit organization. Since September is Ovarian Cancer Awareness month, the timing synched perfectly with SFS’s luxury redevelopment kick-off. SFS hired TJA to transform one of the mall’s indoor courtyards into an exclusive reception venue using white drape, mood lighting, upscale lounge furniture, lush florals and teal accents, the color of Ovarian Cancer Awareness. TJA handled all aspects of event planning and management including media and influencer invites, vendor coordination, entertainment, lighting, audiovisual, signage, furniture rentals, décor and day-of management.


  • Build buzz among media, influencers and tastemakers surrounding SFS’s luxury wing redevelopment
  • Promote traffic and brand awareness for SFS luxury retailers
  • Raise funds and awareness for Colleen’s Dream Foundation
  • Test an annual charity shopping event and pave the way for future nonprofit partnerships


  • Cumbersome corporate approval process for many of the luxury retail partners
    Event space limitations and restrictions
  • Short event planning timeline; event was planned in less than two months
  • No template; this was the inaugural event of its kind for SFS


  • 270 confirmed VIP guests
  • Media in attendance included Arizona Foothills Magazine, AZ Red Book, Frontdoors, Modern Luxury Scottsdale, So Scottsdale, Trends, ABC’s The List, FOX 10 and fashion influencers
  • Media coverage of the evening included earned placements in Arizona Foothills Magazine, AZ Red Book, Frontdoors, Modern Luxury Scottsdale, So Scottsdale and North Scottsdale Lifestyle Magazine
  • Shoppers spent more than $71,000 in one night, raising $7,100 for Colleen’s Dream Foundation
  • SFS received positive testimonials from all participating luxury retail partners expressing interest in participating in similar future events


Scottsdale Fashion Square


  • Event Planning and Management