Meet Dana Peterson of Macerich in Broomfield and Boulder

Today we’d like to introduce you to Dana Peterson.

Dana, can you briefly walk us through your story – how you started and how you got to where you are today.
I started in my career in retail real estate in 2003, but only in a customer service representative capacity. I had always loved shopping and people, and I figured what better way to combine both passions into a job that would help put myself through college in California. I quickly realized just how much I loved the retail environment, from a lot of different angles, and settled into being what our industry calls a Specialty Leasing Manager.

Every day I have the opportunity to lease space of all sizes, both stores and common areas, to all types of small businesses (mom and pop shops, digitally native and emerging brands, pop-up activations, etc.) Being given the opportunity to transform a traditional retail environment into something new and exciting is really where my passion lies. Working with small, local businesses and giving them opportunities that they otherwise wouldn’t think of pursuing affords me the ability to help grow them as a company as well. I am now a Regional Manager, covering Colorado and Arizona, leading a team of highly-skilled and professional leasing managers and hoping to pass on the 13 years of industry knowledge I have gained onto them.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t always been a smooth road, but along my journey, I have learned valuable lessons I wouldn’t have learned otherwise. Retail, as most people know, is an ever-changing, ever-evolving industry. Storied brands sometimes go dark for reasons that are beyond our control, leaving vacancies in the mall. But obstacles and challenges bring opportunity. And the opportunity is EVERYWHERE. You just have to seek it out. Consumers will always want to touch and feel the merchandise, so the mall environment will always be a key piece to a retailer’s business plan. And people enjoy new and unique experiences when they shop.

We’d love to hear more about your work.
I am with Macerich, known as one of the highest-quality owners and operators of strong retail properties in the country. We currently own 51 million square feet of real estate consisting primarily of interests in 47 regional shopping centers with significant presence on the West Coast and in Arizona, Chicago and the New York Metro area to Washington, D.C. corridor.

As Specialty Leasing Managers in our company, we have the opportunity to morph the common area or empty stores by bringing in new and exciting brands, enhancing the overall retail mix of the centers. With properties across the country, we have the ability to bring brands to new markets by sharing connections and giving them additional platforms to help them succeed. And as no brand is one-size-fits-all, I love the opportunity our creative leasing brings in allowing us to think outside the box. There are so many up and coming brands out there that just need help getting in the door of the shopping center.

Is there a characteristic or quality that you feel is essential to success?
To really succeed in this business, positive energy, compassion and industry knowledge are a must. You meet individuals, and it is important to listen to every unique and personal story, understand what their needs are and what will help them elevate their business and be able to provide knowledge and direction for what makes the most sense for them. In doing that, you both succeed.

Contact Info:

• Address: 1 West Flatiron Crossing Drive,
  Suite 1083 Broomfield, CO 80021
• Website: https://www.macerich.com/#overview
• Phone: 303-464-2462
• Email: dana.peterson@macerich.com
• Instagram: @dp_leases_milehigh

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