In a show of holiday cheer, Galleria Dallas will let it snow at the entrance of the mall for six-minute intervals, starting Black Friday and continuing every day until Christmas Eve.
The snow resembles real snow but is made to withstand any climate. Moreover, the snow, made by MagicSnow, is nontoxic and dissolves over time like soap.
The snow will fall Monday through Thursday at 5 p.m. and 7 p.m., Friday and Saturday at 2 p.m., 5 p.m., and 7 p.m., and Sundays at 2 p.m. and 5 p.m.
The snow has multiple settings such as “light, heavy, or blizzard” that are controlled from an iPad.
The fake snow is designed to cater to those dreaming of a white Christmas. Frisco resident Simone Hancock said that the snowy moment was just like the ones she used to know back in her hometown, Chicago.
“To walk out here and see it snow, it’s putting me in the holiday spirit. Now I want to buy gifts,” said Hancock after a test run of the faux snow.
Galleria Dallas has invested over six figures into creating an immersive holiday experience complete with a 95-foot Christmas tree. Moreover, Galleria Dallas will install Galleria’s Snow Day — an 11,000-square-foot photo op for families to capture the Christmas magic which will now feature miniature Christmas scenes placed at eye level.
Galleria Dallas General Manager Angie Freed said the holiday festivities are part of an effort to boost sales after pandemic struggles.
For the past two years, malls have suffered significantly, in part due to lockdowns and reopening hesitancy. This year, malls have noticed an uptick in interest. Placier.ai predicts malls will see a huge comeback this winter since Omicron variant fears have subsided. This October, malls are only seeing a 4% decrease in traffic compared to 2019.
Freed’s experience in the Galleria supports Placier’s statistics and said the staff “saw the early shopper going into the holiday season following some softness in July and August. Now our [percent] sales increases are in the double digits.”
Reed expects the jolly backdrop to generate Christmas spirit and enhance Christmas sales.
