Young authors help White River Place scoop national award

Sat 27th May 2017

White River Place has scooped a national retail award for an innovative project which saw a local St Austell primary school run a hugely successful pop-up bookshop in the shopping centre. 

The White River Place team worked with Carclaze Community Primary School to launch the pop-up shop for pupils to sell books they had written, designed and published themselves as part of a curriculum project. 

It was a big hit and the children sold 1,200 books and raised an amazing £4,250 to fund school activities, expert visitors and trips. 

The project has now earned White River Place a leading industry accolade at the Purple Apple Marketing Awards, which recognise and reward effective shopping and town centre marketing within the UK retail property sector. 

White River Place hosted the pop-up shop for a week in December 2015, expanding the project to two weeks in December 2016. St Austell Print managed the production of the books and allowed us all to go up and watch the print run. 

Centre staff supported pupils with promotional material, helped decorate and set up the donated shop unit, and taught the children about the retail sector and how to be a shopkeeper. 

Awarding White River Place a Merit Winner award in the cause-related marketing category - which recognised an innovative marketing activity or campaign – Purple Apple award judges said: “The enthusiasm and commitment from all involved shines through. The numbers show how a simple idea, packaged up well can receive some good, much needed positive publicity.” 

Jenny Wood, Year 4 teacher at Carclaze Community Primary School, said: “The project was a huge success and we were so delighted with how well it went. We would like to thank White River Place for supporting us and giving the children the opportunity to run their own shop, and a huge congratulations for winning the award. 

“We believe in giving the children a real-life experience and this enabled us to do that. This event wouldn’t have been possible without the hard work of all staff and children and the great support from the community.” 

Richard Hurst, Manager of White River Place, said: “We work hard as a centre and with St Austell BID to attract more people to the town and a focus for us is to do this through initiatives which also support local community causes. The pop-up shop was a great local project to get behind and really fun to work on. Jenny Wood has done an amazing job over the last two years with the pupils to deliver the books, and has done so with a fabulous group of colleagues who supported the pupils in the centre. The children were so enthusiastic and hardworking, and we were delighted with the results for the school and look forward to working with them on future projects.   

“I also thank the team at White River Place who got on board and supported the project.   

 “We are delighted to have won such a highly-regarded award in the retail industry which recognises our innovative approach and continued commitment to the local community as well as putting White River Place and St Austell in the national spotlight.” 

 For more information about White River Place follow the centre on Facebook at or on Twitter @Whiteriverplace

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