Tysons Corner Center’s Plaza — home to its cherry blossom festival, Hello Kity Cafe Truck and other sacred traditions — will now be brought to shoppers by a corporate sponsor.
Instead, the plaza is being rebranded as “PenFed Plaza” as part of a new partnership with PenFed Credit Union, which has its corporate headquarters in Tysons at 7940 Jones Branch Drive.
A public relations representative for the mall said the terms of the sponsorship deal are not being disclosed, but the agreement will grant PenFed “exclusive branding opportunities across the Tysons Corner Center campus.”
PenFed will now be featured on both static and digital signage around the plaza and serve as the “presenting” sponsor of the mall’s WiFi network and signature events at the plaza, including the annual winter holiday kick-off celebration and the “Paws on the Plaza” event typically held each summer.
A press release also noted that, as part of the partnership, PenFed members will receive special perks while shopping at Tysons Corner Center like complimentary VIP seating at Plaza events.
Leaders of PenFed and Macerich, Tysons Corner Center’s owner and developer, celebrated their partnership in the press release:
“PenFed is thrilled to continue increasing our presence and outreach here in our hometown of Tysons, Virginia to best support our nearly 400,000 members located across the DMV area,” said James Schenck, President and CEO of PenFed. “PenFed membership is open to everyone, and we are proud of the visibility and awareness the PenFed Plaza brings to our market-leading products and service. This relationship will allow us to reward our current members with promotions and shows throughout the year and help even more Americans achieve their financial dreams.”
“Macerich’s Tysons Corner Center Plaza offers high-impact community programming and a property-wide media network that delivers exceptional reach and exposure to a ready-to-spend audience,” said Jack Hsieh, President and CEO of Macerich. “As a Fortress property within our portfolio, Tysons Corner Center serves as a first-to-market destination for top brands and retailers.”
“We’re excited to rename our outdoor plaza PenFed Plaza at Tysons Corner Center,” said Petra Maruca, Senior Vice President, Business Development of Macerich. “With a robust annual programming calendar, our Plaza offers free entertainment, food tastings, fitness activities, and more, all while supporting over 20 unique, local community partners. Tysons Corner Center’s media network allows us to further amplify these community connections and engage with our local audience more effectively.”
It remains to be seen whether the plaza’s new name sticks, like George Mason University rebranding its Patriot Center as EagleBank Arena, or if visitors continue just calling it The Plaza.
