Westmount Shopping Centre
A Case Study in Family Friendly Practices

With over 160 stores and services, Westmount Shopping Centre is always bustling with children and families. Piper Badgley, Centre Manager, and also co-chair of Investing in Children, and Colleen Gosnell, Marketing Manager are the leaders of a dedicated team, positioning Westmount not just as a shopping centre, but as a large community centre, with as many family-oriented activities and community outreach projects as they have stores.

"Everything we do", says Ms. Badgley, "through the physicality of the shopping centre, through special events, through outreach, through our tenants, focuses on London families."

Ms. Gosnell follows up "This all helps to enhance our awareness in the greater community." The management team is committed to building "strong partnerships" that make them not just hosts, but "active participants" in all of these events.

Physically, Westmount Shopping Centre has been designed to appeal to the needs of the family. Throughout the Centre are help phones, placed at eye-level for children. Connected directly to customer service, patrons can receive information or summon security, while children can contact help if they are lost, or need emergency assistance. Underground parking with elevator access protects shoppers and their children against the elements, while free strollers and family washrooms make it easier to bring the youngsters along.

Let's Play Childcare Centre is available to supervise children, letting parents shop quicker, and without distraction. Arts and crafts, Nintendo games and plenty of toys keep the children entertained and having fun.

Westmount Shopping Centre is home to all kinds of special family-oriented events, from live entertainment to on-going programs. Westmount is one of two locations hosting the Arts Adventure program. Children in grades 5-8 participate in exciting art projects, including tie-dying t-shirts, puzzle murals and clay molding. As part of the Arts Adventure program, one wall in the food court has been set aside for the children to paint. Just this past month, the children created a brand new mural, featuring a colourful beachside scene, complete with sun, surf and sand castles.

Live entertainment abounds at Westmount; children have been delighted by the playful antics of Australian imports Bananas in Pyjamas, the beloved Polka Dot Door characters and many others. Seasonal entertainment at Halloween and Christmas, including the costume parade and the arrival of Santa Claus, always pack the Centre with excited families. Fashion shows showcasing the many clothing retailers, numerous bazaars and themed fairs are other family-friendly events throughout the year.

For the past four years, Westmount Shopping Centre has been host to Partners in Response, an innovative program that allows the public to interact with, and view demonstrations by, London's rescue organizations. The event was originally held at a local firehouse, but when the organizers needed a bigger venue, Westmount was a perfect fit, with its indoor display space and large parking lots for bigger demonstrations. These included police rappelling down the side of the building, firefighters putting out fires, helicopter landings and other rescue techniques. Partners in Response has the unique side effect of allowing recent immigrants to Canada, some from countries where police and authorities are feared, to develop an understanding of the positive role that London's emergency services play in the community.

While hosting numerous community activities, Westmount Shopping Centre is also active in reaching out to the community. All of the coins tossed in the fountains are donated to located charities and non-profit groups; in 2000, Investing in Children received $800 in coins. Last Christmas, the proceeds from one day of Santa photos were donated to a women's shelter. They have also been part of a special project each August started by the Argyle Mall, setting up drop off points for school supplies for disadvantaged children in the neighbourhood.

Sponsorship is another significant part of nearby outreach efforts, with several children's sports teams bearing the Westmount name. The shopping centre also sponsored thirty athletes at the recent Special Olympics. Last Christmas, Westmount sponsored a teenage hockey team that was raising funds for a tournament in Sweden. To raise awareness of their efforts, the players, dressed in their team jerseys, handed out gift bags to shoppers.

Westmount is also highly involved with two neighbourhood secondary schools, St. Thomas Aquinas and Saunders, including serving on the school council at Saunders. With the wide array of events at Westmount, there are countless opportunities for students to meet their community service requirements, including the autumn "pumpkins for food bank donations" campaign. A co-op program uses Saunders students in marketing positions within the administration, giving them valuable experience and knowledge. Westmount also sponsors a scholarship for one outstanding Saunders student each year who is also employed by one of the stores in the shopping centre.

The family-friendly nature of many of Westmount Shopping Centre's tenants is another significant part of their commitment to the community.

The Westmount Branch of the London Public Library has called the 2nd floor near Zellers home since June 2001. The branch will remain there until September 2002, when it moves to a new permanent location. The branch had previously been located in an old church, but their lease ran out while they were looking for a new permanent location. Westmount management approached the library about setting up a temporary location, an idea that both sides liked. However, while Westmount envisioned a 400 square foot drop off site and shuttle service waiting area, the library had a bigger idea: a temporary, 4,000 square foot branch full of books and activity areas. For 15 months, the library has been a bustling, vibrant part of the Centre's community. While the opening of the new permanent site will mean the closure of the temporary site, there are plans afoot to create the smaller area originally envisioned.

The London West Ontario Early Years Centre, operated by London Children's Connection, can also be found in the Westmount Shopping Centre, on the second level near the Zellers entrance. It's just a temporary location, as the beautiful new permanent location is under construction. When completed in July, the permanent OEYC will provide children and parents a large play area, kitchen, feeding area and workshop rooms. A big fish tank, guaranteed to fascinate children, will highlight the lobby. Plenty of large windows will create a sense of openness within the Centre, and allow mall patrons to see all the exciting activities inside.

The London Middlesex Health Centre operates a Breastfeeding Clinic on the upper level near Sears, providing a friendly and helpful service to mothers. When the clinic is not in operation, the space is used by Mothers Networking, a group of mothers who gather to share experiences, offer advice and shop.

When looking for potential tenants, Westmount targets family-oriented retailers. The directory is evidence of this, with retailers ranging from Please Mum to Electronics Boutique catering to families. The Westmount Six Cineplex Odeon theatres are always buzzing with children, teens and adults lining up to see the hottest movies.

As an employer, Centre management is also committed to putting family first. Amongst the family-friendly policies is flextime for employees. This creates an honest, two-way environment, where employees have the opportunity to attend to their families appointments and special events.

Westmount Shopping Centre, through their facilities, special events, outreach and tenants, have established themselves as an innovative family-friendly leader in London. When members of the community want something done, they start first by calling Westmount. Perhaps that is the greatest honour that can be earned.

Investing in Children, through the It Starts with Kids Business Awards, recognizes businesses that adopt family-friendly practices, both for their customers and their employees.