Role As Performance Venue
In their role as a public forum, malls have also developed a role as a public performance venue, as an addition to theaters, arenas and stadiums. Singer Tiffany was one of the pioneers in this innovative use of malls, using the mall tour as a stepping stone to stardom. The first performance on Tiffany's mall tour — "The Beautiful You: Celebrating The Good Life Shopping Mall Tour '87" — took place on June 23, 1987 at The Bergen Mall (now known as Outlets at Bergen Town Center) in Paramus, NJ. The tour was sponsored by major advertisers Toyota, Clairol, and Adidas. While perhaps not the first singer to do so, Tiffany established the shopping mall as a location for public performances. Britney Spears' Hair Zone Mall Tour built on Tiffany's use of the mall as a medium to reach fans. Currently, the New Jersey Youth Symphony plays annually in the Jersey Gardens Outlet Mall. This performance is known as the Playathon and occurs in March.
Read more about this topic: Shopping Malls In New Jersey
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