A new start in style: the Tauern Outlet becomes the Outlet Center Eben. The launch of the new brand with a completely new brand concept takes place on the brand new illuminated advertising façade of the outlet center - and is accompanied by many positive voices from the region.
EBEN. With the relaunch of the brand, the image of the Outlet Center Eben, formerly Tauern Outlet, has been completely revamped, making it much more attractive. Particular attention was paid to modernizing the logo and the external image. The relaunch of the Outlet Center Eben brand and the change of some brand partners are intended to appeal to new target groups, while the new marketing strategy will also attract significantly more media attention.
Attractive employer
The Outlet Center Eben has also positioned itself as an attractive employer brand thanks to the image change. More than 50 employees currently work in and for the outlet center, which is an increase of over 25 percent compared to the previous year. With new lettering, a modern color scheme and a new name, the Outlet Center Eben boasts a dewy image and thus integrates itself even better into the surrounding tourist region.
Sales growth despite corona
Michael Lungkofler, Managing Director of Outlet Center Eben, is optimistic about the effect of the rebranding:
"We are delighted that our brand partners are benefiting from the center's strategically favorable location and that the center is expecting significant sales growth of almost 100% by the end of the year despite the difficult economic and tourist situation. Thanks to a well thought-out leasing strategy, product range adjustments and shopping events, we have succeeded in developing the center into an attractive shopping destination for our discerning customers from the Salzburg region."
Turbo for business and tourism
However, tourism and the economy would also benefit from Eben as a location, according to Lungkofler:
"Thanks to individual cooperation with our tourism partners, the region's overall offering is now even more attractive for hotel guests. Thanks to a high six-figure investment volume for the center relaunch, we have been able to award many contracts to local trade companies. Significant economic added value has been created for maintenance and servicing work, renovation measures and store fittings for the new brand partners. In addition, the center management supports regional associations and clubs and promotes selected projects, such as those of the Salzburger Landjugend or the Seniorenbund Salzburg."
It was no coincidence that the contract for the design and construction of the new advertising façade was awarded to local companies. The company L3 from Radstadt is responsible for the planning and production of the system, while Elektro Schilchegger from Eben is responsible for the energy supply.
Harald Seeberger, Managing Director of L3, has been working in the industry for many years and raves about the new showpiece:
"350m² of tensioned fabric façade with high-quality, energy-efficient LED lighting and a total power consumption of 3800 watts (approx. 10.8 watts/m²) speaks for a modern and environmentally friendly solution! Under the motto "illuminated advertising works", all stores are perfectly staged, customer frequency among locals and travelers is increased and, in turn, numerous jobs in the center are secured.
On behalf of our team, I would like to thank the client for the perfect cooperation and the confidence in awarding this contract to a regional Pongau company. This will strengthen the region and secure important jobs in the local economy."
Kurt Schilchegger, Managing Director of the electrical company of the same name, has been a business partner of the Outlet Center Eben for many years and is delighted when new projects are initiated at the outlet:
"Our company already carried out all the electrical work for the outlet center in 2016. I would be delighted to be a partner in further joint projects. The cooperation with the center management is very pleasant. Together with L3, we have managed to put a functional and very attractive advertising façade into operation for the latest project."
Much praise from the region
Herbert Farmer, Mayor of the municipality of Eben im Pongau, is, like so many other people from the region, enthusiastic and pleased about the progress being made at the outlet center:
"I think the center's new advertising façade is very successful. This will certainly draw the attention of even more customers who see the outlet center when passing through on the A10 or stopping at the rest stop to the wide range of brands on offer. The municipality of Eben and our tourism businesses also benefit from the Outlet Center. Cooperation between our local hotels or the adventure swimming lake and the center management is already underway. The center is a positive story for the local job market and a real stroke of luck for the municipality of Eben."
Better visibility on the A10
Together with the range of restaurants at the adjacent service station and in the neighboring tourist destinations, the Outlet Center Eben offers a very special shopping experience in the heart of one of Austria's largest tourist strongholds. Thanks to the visual upgrade, the center is even more visible from the freeway for those passing through. Many take advantage of the extended range of gastronomy and outlet shopping.
Christian Kleewein, head of the Flachau freeway maintenance depot, sees the increase in frequency in the outlet center as positive and is aware of the advantages for the adjacent service station:
"Since the strategic orientation of the outlet center has changed, we have noticed that the number of cars in the center parking lot and the number of visitors to the adjacent Landzeit Süd service station have increased. More and more people passing through are taking advantage of the combined shopping and dining facilities at the rest stop. The new advertising façade has once again significantly enhanced the appearance of the center."
Positive response from brand partners
The brand operators of the outlet center are generally very positive about the development of the outlet business and are benefiting from the high purchasing power in the region. Despite the lockdown in spring, they are extremely satisfied with the business development at the Outlet Center Eben.
Alex Mahler, Head of Retail Expansion Tom Tailor, on the opening of the Tom Tailor outlet store in 2019:
"The great location of the Center Eben on the A10 Tauernautobahn was a decisive criterion for us from the very beginning for a Tom Tailor outlet store. We are therefore delighted with the successful business development at this location. We are also convinced that our outlet store in this center will complement our brand presence in the region very well."
Julian Bochsbichler, Shop Manager of the Luhta Outlet Store, sums up the development in the region and in the outlet center:
"My family runs a guesthouse in Ennstal near Schladming and we are increasingly noticing that summer tourism in the Ennstal region in July and August is no longer as strong as in previous years. I am therefore all the more pleased that our Luhta Outlet Store is attracting many visitors despite the crisis in tourism and that the sales trend is extremely positive. No wonder, the prices of our product ranges are very attractive and the products are of very good quality."
Outlet Center Eben as a beacon in the region
The very successful cooperation between the outlet center and the numerous hotels in Salzburger Land has created a good atmosphere for hoteliers and hotel guests. Outlet shopping offers a welcome bad weather program and with greatly reduced prices, shopping is even more fun.
Herbert Bittersam from the Hotel Urbisgut in Altenmarkt believes that the outlet center has long since become a beacon in the region - and he is making a big effort to promote it to his guests:
"The Outlet Center Eben is a real asset for the region. Our guests like to combine their hiking and active vacation in our hotel with a shopping visit to the outlet center. Especially when the weather is bad, the outlet offers a very welcome change. As a cooperation partner of the outlet center, we can offer all guests special arrangements and discount cards for shopping."
Helmut Gruber, Managing Director of G.A. Service and cooperation partner of the Outlet Center Eben, sees the outlet as an added value for tourism in the entire region:
"Based on my many years of experience in hotel and tourism marketing, I know that there are linkage effects between outlet centers and tourism businesses in many vacation regions. We therefore see particular added value in the tourism marketing of the outlet center - not only for hotel guests - but at the end of the day for tourism as a whole. Tourism marketing for our hotel and tourism partners generally focuses on marketing the destination as a holistic vacation experience. Outlet shopping as a bad-weather alternative is a must."
Associations and clubs benefit
The center management not only focuses on close cooperation with tourism partners, but also sees itself as a supporter of regional associations and clubs. Every year, selected projects are supported for a pool of cooperation partners in order to preserve and promote traditions, culture and youth projects in the region.
Elisabeth Weilbuchner, Managing Director of Landjugend Salzburg and cooperation partner of the Outlet Center:
"Thanks to the comprehensive cooperation package with the Outlet Center Eben, we receive support for the organization of our diverse projects in the areas of education, culture and preservation of customs. On the other hand, we are delighted that all our members will soon be able to shop at the Outlet Center Eben with additional benefits. The Outlet Center is a welcome change from the shopping centers and city center stores in Salzburg. Many of our members are already regular customers and are looking forward to being able to store for sports and leisure fashion at even better prices soon."
Hot Sale until the end of August
Bargain hunters can hunt for bargains until the end of August in the Hot Sale with reductions of up to 80% off the RRP. In the Luhta sample sale, you can already find the sample collections for tomorrow's fall and winter fashion at very attractive prices.
If you want to stay up to date and receive news about current offers and shopping highlights, you can easily and conveniently register for the VIP Club at www.outletcentereben.com.
See you at the Outlet Center Eben!
Opening hours: Monday to Friday from 9 a.m. to 7 p.m., Saturday from 9 a.m. to 6 p.m.
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