Jack London Square management is honored with a Gold MAXI award by the International Council of Shopping Centers (ICSC) for its innovative Forget Me Not Alzheimer’s Awareness Program.

The program was launched in September 2023 in recognition of World Alzheimer’s Month. Jack London Square is part of the Port of Oakland’s Commercial Real Estate portfolio and is managed by CIM Group.

“The Port of Oakland is proud of the recognition Jack London Square management received,” said Chief Real Estate Officer Jonathan Veach. “Jack London Square is more than its stores and restaurants; we're a part of the community and committed to championing its causes."

The award was bestowed at the ICSC Las Vegas conference in May. Jack London Square stood out amongst 72 award finalists as one of only 19 Gold MAXI award winners. It won for its multi-faceted public relations program that raised $23,320. This is nearly twice the $12,000 goal.

“We are honored to receive this recognition for our efforts to raise awareness for those suffering from Alzheimer’s in our community,” said Heath McCue, CIM Senior Director for Retail Marketing, Jack London Square. “This debilitating disease is the third leading cause of death of older Alameda County residents. Since Jack London Square is at the heart of our community, it was the ideal place to launch our campaign.”

Jack London Square’s marketing campaign included digital ads, e-blasts, social media, onsite signage with a QR Code for donations, website banners and events throughout the month including:

  • Little Free Puzzle Library, which distributed more than 500 free puzzles for Alzheimer’s patients to strengthen cognition and brain function;
  • Collected more than 600 jigsaw puzzles for donation to local Alzheimer’s care facilities;
  • Fundraising proceeds were donated to the Alzheimer’s Services of the East Bay for therapy equipment, transportation, medical and dietary supplies, and program activities;
  • Forget Me Not video contest gave families the opportunity to create and submit short videos about treasured memories that families and friends don’t want their loved ones battling the disease to forget; and
  • Forget Me Not videos created by professionals sharing information and advice about the disease.

The program’s final event featured a spectacular show by 80 quadcopter drones with purple LED lights. They flew in a choreographed aerial formation over the water forming words such as ‘love” and “hope”, drawing purple ribbons, and forget-me-not flowers, set to music. More than nine thousand people attended the event.

Local artists created paintings for auction. Craft centers created ID bracelets for local memory care facilities. Local DJs and musicians performed, and purple attired stilt walkers sidled through the crowd.

The program also increased foot traffic to the Square, boosting local business activity.