Boutique mall merchants step outside of the box - into traffic

Cozy Arlington Gardens Mall has expanded its footprint via billboards.

The shopping center with an unusual ownership Junior League of Reno holds the title is a bit off the beaten big-box path at 606 W. Plumb Lane. After trying other advertising options, the merchants decided to try something new, says Amy Booth, chair of the Arlington Gardens administrative committee. The merchants hope to drive holiday shoppers their way via billboard.

The big boards invite drivers on main shopping drags South Virginia near Meadowwood Mall and Plumb Lane east of Virginia to "Discover our Charm." Smaller boards went up around the California Avenue neighborhood, home to sa bevy of boutiques.

The mall plans a tie-in promotion, "Rediscover Our Charm," with refreshments and entertainment from 2- 7 p.m. on Dec. 1. A small entry fee will go toward the League's charitable projects.

Arlington Gardens merchants earmark a percentage of sales to Junior League for projects such as its health fair for children and its support of the forthcoming Nevada Discovery Museum, says Booth.

The property was bequeathed to the Junior League, which has operated Country Garden Restaurant and its cluster of shops for about 25 years.