Marketown Makes History with SCCA Award Win, Donates $5K Prize to Soul Hub

Newcastle's Marketown Shopping Centre has become the first shopping centre in Newcastle and the Hunter region to win a Shopping Centre Council of Australia (SCCA) Marketing Award, taking home the Community (Small) category for their innovative intergenerational program.

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The groundbreaking Little Hands Wise Hearts: An Intergenerational Journey campaign has not only earned industry recognition but also generated $5,000 in funding for local charity Soul Hub, which supports Newcastle's most vulnerable community members.

Marketown, owned by Region Group and managed by Knight Frank, entered its intergenerational program into the SCCA Marketing Awards in October last year, following the program's successful launch in April. The initiative brings together different generations to create meaningful connections and mutual learning opportunities.

"We are incredibly proud to be the first shopping centre in the Newcastle and Hunter Region to win this award for the Community (small) category at the SCCA's 2024 Marketing awards," said Marketing Manager Penny Price.

"It's very humbling to receive this award for our Marketown Intergenerational program that is mutually beneficial to the minds and hearts of both generations."

The SCCA provides four $5,000 grants annually to winners in community categories, with Marketown choosing to donate their prize to Soul Hub, a local organisation they have supported over recent years through initiatives like Christmas Hampers for Hope.

"We have nominated Soul Hub as the recipient of this money to continue the essential work they do for the homeless and vulnerable in Newcastle," Price explained.

Soul Hub, originally established as Soul Cafe in 2003, was born from the vision of Life Church to create a charity dedicated to helping Newcastle's most vulnerable residents. Beyond serving meals, the organisation focuses on catering to the whole person, addressing multiple needs within the community.

Kirby Rogers, Business and Operations Manager at SCCA, praised the impact of community-focused shopping centre initiatives.

"Shopping Centres play an important role across the country, and the SCCA proudly highlights campaigns and programs which have such strong positive connections within communities as part of our Annual Marketing Awards," Rogers said.

Erica Rees, Chief Operating Officer at Region Group, emphasised that the company's commitment to social responsibility extends far beyond environmental concerns.

"As a Group, we are deeply committed to social responsibility and the well-being of our employees, tenants, customers, and the local communities in which we operate," Rees said.

"Our centres play a vital role in the economic prosperity of these communities, and we understand the importance of giving back through meaningful partnerships, volunteering, and local initiatives.

“It's especially rewarding to see this commitment brought to life through our property partners at Knight Frank, particularly Penny Price. The success and recognition of the Marketown Intergenerational Program within our industry is a testament to that effort. Even more inspiring is seeing this recognition extend to support the incredible work of Soul Hub."

The partnership between Marketown and Soul Hub represents more than just financial support. Over the past couple of years, the shopping centre has actively supported Soul Hub's community initiatives, recognising the essential role the charity plays in addressing homelessness and vulnerability in Newcastle.

This historic win not only celebrates Marketown's innovative approach to community engagement but also demonstrates how shopping centres can serve as catalysts for positive social change, creating a lasting impact that extends far beyond retail transactions.