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Interview with Michele Rothstein

Senior Vice President of Marketing for Chelsea Premium Outlets

November, 2007

by San Diego Bargain Mama

SDBM members, time and time again, have shared their enthusiasm for the Chelsea Premium outlets, namely the Carlsbad Premium Outlets in Carlsbad, and Las Americas Premium Outlets in San Diego.  SDBM took advantage of the opportunity to interview the Chelsea Premium Outlet’s Senior Vice President of Marketing, with the hopes that you fellow bargain hunters approach your shopping with a little more insight and knowledge.

Why are folks so attracted to shopping outlets?

The beauty of an outlet center is that it is essentially a sale every day with stores offering savings of 25% to 65%.  Even outlet stores have sales so check the website's Sales & Events pages especially around national holidays.  And note that added savings are given to VIP Shopper Club members year 'round.  Everyone wants to wear the hottest looks and brands.  Even kids.  But moms know that investing too much on any single item for growing kids just doesn't make sense.  By shopping the outlets you can dress your children in wonderful quality brands that look great, but it saves you lots of money in the process.  Today, most brands have outlet stores and the finest ones can be found in those that are in the Chelsea Premium Outlets portfolio.  And many more brands have a children's line featured within their outlet stores, so be sure to check out Polo Ralph Lauren, BabyGap Outlet, Carter's, Etnies:exs, Gap Outlet, OshKosh B'Gosh, Skechers, Strasburg Children, and Stride Rite Keds Sperry.

What time of the year offers the best deals?

The After-Thanksgiving Sale featuring Midnight Madness is an event not to be missed.  The three-day sale (Nov 23-25) kicks off at midnight right after Thanksgiving.  Expect great sales all weekend long as well as early-bird savings. Event takes place at both centers.  Wear comfortable shoes -- the lines form early.

How can shoppers obtain sales above and beyond the outlet’s discounted prices?

Becoming a VIP Shopper Club member is easy and free.  You will gain access to outlet store discounts not available to the general public, and also find special offers from area business, receive email updates, and more.  Register online for email promotions and special events.

What are examples of some events that parents can take advantage of at the outlets?

Carlsbad Premium Outlets hosts a wide range of family-oriented events during the summer - many are interactive, so that children can participate.  A list is posted online.

While Las Americas Premium Outlets is under new ownership, expect new events and activities there too.  For the holidays, Carlsbad Premium Outlets is hosting its annual Shop Under the Stars event Monday, November 5, 5pm to 9pm.  100% of ticket sales benefit these charitable organizations: Boys & Girls Club of Carlsbad, Casa de Amparo, Girls Incorporated of San Diego, Fresh Start Surgical Gifts, Inc., and Simon Youth Foundation.  Details on this fun event, which supports the community, are posted online.

What sales are parents with young kids particularly attracted to?

Most Vans shoes are 50% off retail.  Their biggest sale is their buy-one-pair and get-one-50%-off sale (held three times a year).  Etnies:exs has a buy-one-get-one-free sale that is held once in the summer and once at the Christmas holiday time.  BabyGap and Carter’s have consistent sales on top of their regular outlet prices.  Many items at Carter’s are just $7 and under.  Stride Rite Keds Sperry always carries the latest brands at outlet prices for kids.

How do shoppers know that they are getting a great deal?

The outlets can offer some of the best deals around.  The best way to know how good a deal you are getting is to know your prices.  When the malls have sales, you could see similarly priced items as in the outlets.  Keep in mind that outlets are individual stores filled with your favorite brands so you will be seeing a lot more depth of selection of one specific brand than in most other places.  The benefit of getting a great selection can't be over-emphasized.

SDBM Suggestion:

If you are truly into saving money above and beyond the extra savings, you will most definitely benefit from the perks of logging on to www.premiumoutlets.com and becoming a VIP Shopper Club member!  It will allow you to print out exclusive online coupons to give you extra savings in some of your favorite stores like Crate & Barrel, Jockey, Carter’s, Kitchen Collection, and much more!  Also, you will have the opportunity of printing out a voucher for a coupon booklet good for savings throughout the outlet!  SDBM considers those items just more tools for the ”savings tool box“, and acquiring them is quick and easy.  Happy bargain hunting!

Carlsbad Premium Outlets has 90 designer and name brand outlet stores.  Located north of downtown San Diego, this outlet center is home to some of the most famous designers and brands, including: Banana Republic, Barneys New York, Calvin Klein, Coach, Crate and Barrel, Juicy Couture, Kenneth Cole, Lacoste, Polo Ralph Lauren, Theory, Tommy Hilfiger and more.

Las Americas Premium Outlets has 125 designer and name brand outlet stores.  Located 20 minutes south of downtown San Diego, this outlet center is home to some of the most famous designers and brands, including: Adidas, Banana Republic, BCBG Max Azria, Bebe, Calvin Klein, Coach, Gap Outlet, Guess, J.Crew, Kenneth Cole, Neiman Marcus Last Call, Nike, Polo Ralph Lauren, Tommy Hilfiger and more.