Ooltewah High School students are collaborating with CBL & Associates Properties Inc. and Hamilton Place mall to bring real-world applications into the classroom.
With a lesson plan focused on the death of the American mall following the rise of online shopping, the school's Advanced Marketing class pitched ideas last week for ways to improve Hamilton Place.
The opportunity was born out of a project that challenged students to group up and create their own malls, considering everything from entertainment options and marketing to location and competition - all while giving industry leaders an idea of what might entice the disappearing demographic to spend time at a physical shopping center.
Heather McIntyre, who teaches the class, said the project aligns with Hamilton County Schools' recent focus on Future Ready Institutes, which prepare students for post-secondary options through small, industry-themed learning communities.
"I wanted [the project] to be more authentic," McIntyre said. "I wanted the students to really feel like their voice matters, their opinion matters, they're working with the community, they're working with a place that they're going to go to."
Sitting in on the final presentations was Howard Grody, senior vice president of leasing for CBL Properties, which owns the mall. Throughout each group's pitch, Grody provided honest feedback about the feasibility of the suggestions, and gifted polo shirts to individual students as a reward for good ideas.
"I like doing this because now we're hitting the grassroots level," Grody said. "I'm at the ground level. We don't have all the answers, and I love to hear what people have to say."
Among the ideas presented, Grody said he was particularly impressed by one that sought to bring regular musical performances back to Hamilton Place, something he said he's been pushing for at CBL-owned shopping centers that house a stage.
Pitched by Jay Milner, a senior, the idea was initially intended to draw out big names such as Destiny's Child, which performed on the mall's stage many years prior. However, further brainstorming between the CBL executive and the students led to the prospect of having community groups or local artists, such as the OHS Band and OHS Choir, take the stage instead.
"Kids will be excited about performing in front of people, they'll bring in their families, they'll bring in fellow students, and it'll create a great environment," Grody said of the mutually beneficial suggestion, which he sees as theoretically resulting in more customers.
Emily Wilson, another student, said the feedback from a professional was especially beneficial for her, as she aspires to pursue a career in marketing or finance.
"I was told one of my ideas was great," she said, referencing an interactive escape room she included in her group's pitch that caught Grody's attention. "That really helps me with marketing - knowing I can do something well."
With the ultimate goal to create a partnership between the students and Hamilton Place mall, Grody is expected to return to the classroom for a more intensive Q&A session to help the students further cultivate their ideas.
Moving forward, the plan is to work toward coordinating internships and one-on-one mentorship opportunities with the students and representatives from both CBL and Hamilton Place.
"To me, Future Ready is having a partner with someone in the community," McIntyre said. "So that partnership, that mentorship with a student and with a local business leader is important. And that's why this is different."
Email Myron Madden at mmadden@timesfreepress.com.