Billy Carson has been to Westfield Fox Valley mall in Aurora many times as a shopper, but never as a marketing professional.
That changed Tuesday when the 17-year-old joined nearly 300 fellow business students from Waubonsie Valley, Neuqua Valley and Metea Valley high schools for the launch of the Vision 60504 program.
“I think it’s a great opportunity,” said Carson, a senior at Waubonsie Valley in Aurora. “The mall is a very big attraction in our area, especially for (people) our age. This is a great opportunity to get out in the real world and really do something.”
Named for the zip code where Westfield Fox Valley is located, Vision 60504 challenges Indian Prairie District 204 students to find the best retail businesses for the mall located on the corner of Route 59 and New York Street in Aurora. Built in 1975, it’s estimated that more than 7 million shoppers visit each year, with an annual mall sales volume of more than $250 million.
“You really have to be able to look at the city as a whole, and we cannot discount the insight, energy and the enthusiasm that comes from the student population,” said Clayton Muhammad, Aurora’s director of communications. “They are going to see things from a level that even a seasoned marketer or seasoned economic developer may not see. They are going to bring that perspective to really help us advance forward with economic development in Aurora.”
The program is rooted in the success of last year’s Mission 60564, which targeted the development of Naperville Crossings on the northwest corner of Route 59 and 95th Street in Naperville. By all accounts, it was a win-win.
“Last year, the students had such a great experience working outside the classroom and doing something that would impact their own community,” said Neuqua Valley business teacher Beth Knuth. “I really saw the value of it, the way they grew with their marketing knowledge and their business knowledge in general. To do it again – on a bigger scale with Aurora – is a great experience and I am excited about getting started.”
On Tuesday morning, students gathered in the mall food court to get started on Vision 60504. Along with Aurora Mayor Tom Weisner, the three District 204 high school principals encouraged the future generation of marketers to seize the opportunity.
“This is one of those unique opportunities for us to take what we learn in the classroom and actually apply it,” said Waubonsie Valley Principal Jason Stipp. “Working with the city in planning, marketing, and collaborating with peers, it’s a great hands-on experience that they will be able to take with them wherever they go.”
After learning the details of the mission, students did a walking tour of the facility before boarding a bus for a guided tour of the property. Once back at their respective high schools, they will break into teams and spend the semester conducting market research and developing a marketing plan for the mall. One team from each school will be selected to present their winning plan to a panel of city leaders in early 2016.
Vision 60504 is a collaborative effort among the city of Aurora, Indian Prairie School District 204 and the Indian Prairie Educational Foundation, which provided the funds for the project.
“You hear about the importance of 21st century skills – collaboration, communication, creativity and critical thinking,” said Susan Rasmus, executive director of Indian Prairie Educational Foundation. “How do we help our students learn and excel at these? Vision 60504 is the perfect example. It ties in all of the above in an engaging, real-world experience.”
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Jane Donahue is a freelance writer for The Beacon-News