Spring 1968 Beehive Of Bonus Buys... will be the theme of the spring promotion. featuring the water heater, range, air conditioner, freezer, and water system. This campaign will run from May 1 through June 8, and customers will be allowed another week to install their purchases. Each power distributor may select any or all of these appliances, the incentive he wants to offer, and the amount of the incentive. The TVPPA Power Use Advisory Committee indicated that the majority of power distributors prefer a cash incentive, but, since some power distributors have conducted successful programs with other incentives, they may prefer to continue with these. The advertising for conducting these campaigns will be flexible enough to fit any incentive and any number of featured appliances. In the past, the most successful promotions have been those in which the power distributor enlisted the cooperation of his local dealers. Of course, no commitment is required of dealers, but most of them willingly offer special prices to promote their own brand of appliances during the campaign periods when informed of them. Although, each power distributor is urged to choose the incentive that will their equivalents, are recommended ADVERTISING Each participating power distributor will receive a kit containing advertising, display, and promotional material for all media. Local dealers will be given a variety of display pieces and advertising material to tie in with the BEEHIVE OF BONUS BUYS. The power distributor kit for the spring promotion will include a matted newspaper ad (averaging 45 column inches) for each week of the promotion; a record with six recorded one-minute radio spots; window banners, appliance stickers, counter cards, and other display and point-of-purchase materials; news releases, suggested letters, and dealer sales aids Also available are outdoor advertising and television commercials that tie in with the promotion. All of these are designed to give the power distributor a complete package of materials for informing customers and trade allies about an exciting promotion -a promotion that benefits everyone involved. Total electric shopping centers Chilled water service, plus rates and climate, boost Salt River Project's sales promotion By LARRY EVANS, supervisor. Central Sales, Salt River Project. Phoenix, Art Landscaping improves the appearance of the chilled water installation for air conditioning at the Chris-town Shopping Center, served by Salt River Project, Phoenix, Ariz. ALL OF THE MALLS and most of the stores in regional shopping centers within the Salt River Project's electric service territory are total electric. The reasons for this include a favorable climate, a promotional rate structure, higher lighting levels in stores, projectowned chilled water equipment for air conditioning, and an effective sales program. With regard to the latter, it is interesting to note that electric space heating was not the choice of some of the stores and developers during the original construction. For example, the Chris-Town center, the area's largest, is essentially anchored architects and engineers to investigate and eventually accept the total electric concept. In the process, the Salt River Project became one of the first major electric utilities to install a utility-owned chilled water air conditioning system in a major shopping center. The Broadway department store became the first customer for this service. Providing chilled water serv. ice required a new policy as well as a new rate. At Tower Plaza Shopping Center, the Project faced a similar situation. The center was greatly expanding its retail footage and J. C. Penny Co. was doubling the size of its store. Gas space heating was used in the original Penney store. Compounding the problem was the center's consideration of on-site generation. Both the Penney company and the developers of the center accepted the SRP's chilled water service and installed electric space heating for the new portion of the center. The climate in the Phoenix area has been a tremendous assistance to the Proj. ect's sales program. It should be noted that there are only 1,765 degree days here. Although nighttime winter tempera. tures often drop close to the freezing point, daytime temperatures in the "Val duce the amount of space heating While winter temperatures are re tively mild, summer temperatures are t treme, often exceeding 100 degrees f Obviously, all shopping centers require refrigerated air conditioning for the sur mer months. Electric resistance spar heating is a perfect complement for frigerated air conditioning because he required heating elements can be stalled in the discharge ducts of mu zoned air handlers. The Project-supplie chilled water service uses this type system. SRP's special rates for total electric customers help sell electric heat. Cust ers receiving chilled water refrigerats from the Project and using electric ener gy for all other purposes, including spar heating, (or those having a total electr store with customer-owned and operate equipment), receive a 15 disconar their electric bills during the months November through April. This brings Project's rate for this class of customers an average of about 1.25 cents per kwh Finally, with owners and develope becoming aware of the desirability higher lighting levels, it is easy to put out the smaller quantities of suppleme tal resistance space heating require ley of the Sun" average about 67 degrees therby effecting a saving in purchase an F. These relatively mild temperatures re installation costs. Largest shopping center in central Arizona, Chris-town features a completely air conditioned na by two major department stores-J. C. ENNEY Penney Co. and The Broadway. Both stores used gas heating in their original designs. In 1966, both announced expansion plans approximately doubling their square footage of retail space. Through a concentrated sales effort, the Project was able to convince the owners and their |