Greatly extended hours are another component of the new retail model. Like their mall neighbors, these adoption sites are typically open seven days a week, and in the evenings, as late as nine. On “Black Friday” 2012, the Freehold Adoption Center racked up $600 in sales between midnight and 8 am on its way to a record-breaking $2,695 day. And AniMall is so serious about building customer loyalty that it recently launched a rescue-rewards program, where up to 6 percent of every sale is donated to the rescue group of the client’s choice.
The adoption sites have also become adept promoters. Last summer, a fashion show at Coastland Center paired adoptable dogs with runway models wearing styles from tenant collections, and was so popular that it is being restaged this year with a “Furry Valentine” theme. “It’s really nice to incorporate [the animals] into these events because it makes it fun for the whole family,” says Melissa Wolf, Coastland Center marketing manager and herself the owner of a rescued Doberman. “We have had some wonderful events here … that showcased many of our tenants and also helped many pets get adopted.”
The sum of these retail efforts—from sales and promotions to convenience and creation of a loyal customer base— supports the main goal: saving the lives of animals.
By the Numbers
The Freehold Adoption Center placed more than 200 kittens and 350 puppies in its first eight months of operation. To keep its 20 cages stocked with rescued puppies, the MCSPCA has developed partnerships with foster-based organizations and shelters in areas of the country where the spay/neuter message has not been assimilated and animal overpopulation continues to be a huge problem. Puppies in these areas are euthanized in heartbreaking numbers. Pairing supply with demand, MCSPCA has puppies driven up from highkill shelters in North Carolina, South Carolina and Georgia as well as flown in from Puerto Rico, as was the case with Tibet. MCSPCA has also accepted puppies confiscated from hoarding situations and puppies and female breeder dogs from puppy-mill seizures. The adoption fee for a puppy is $405, which is on the high side in the shelter world, but less than a third of the cost of a typical puppy-mill puppy. The proceeds help cover the costs of transporting the pups to New Jersey.
The Coastland Mall adoption site placed 775 puppies in its first 12 months, essentially increasing Humane Society Naples’ total adoptions by nearly 40 percent and putting it on track to reach 3,000 in 2012, up from 2,200 in 2011. HSN executive director Michael Simonik says that the organization reaches out to high-kill shelters in rural parts of the state that don’t typically do many adoptions. They pulled 1,300 animals from death row last year alone. HSN also showcases adult dogs under 20 pounds, a size limit dictated by the site’s cages, which were constructed by the space’s previous tenant, a pet store. In both Florida and New Jersey, the animals are housed on-site, but are cycled back to the main shelter if they have not been adopted within about 10 days.
AniMall has facilitated about 5,000 adoptions over a six-year period using a variation on this model. Rather than representing a single group or shelter, it serves as a central resource for about 50 local organizations, including breedspecific dog groups, sanctuaries, shelters and animal-control facilities, and a host of specialized rescue outfits for animals ranging from llamas and pigs to rabbits and reptiles. Most of these groups pull their animals from local high-kill shelters, where the euthanasia rate averages about 70 percent. AniMall gives its members blocks of time on weekends and high-traffic days to showcase their animals to prospective adopters.
“We have a very active rescue community here, and people are doing great work, but they are very spread out. We wanted to support their efforts by bringing everyone together in one central space, and providing what they need most, which is exposure,” says Jeremiah Adams, executive director of AniMall. “So here, we can give them space in a high-traffic mall.”
Much of that traffic is actually driven by AniMall. “We have become a destination stop,” he says. “We don’t rely very much on walk-in traffic anymore. People are coming in specifically because we are here.”