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Magaling, Fred!

Los Angeles

In Tagalog, that means "excellent job!" It's an apt expression for Vintage Capital Group CEO Fred Sands (whom we snapped in November). The 1.1M SF SouthBay Pavilion in Carson, which Fred acquired in 2010, recently garnered an ICSC silver US MAXI Award for an innovative campaign celebrating Filipino American History month. The regional mall partnered with the Philippine Consulate, governmental agencies, community orgs, LA-based Filipino media outlets and local residents to put on the month-long event.

Titled Pagbabahagi, Pagbahanihan, Pagbubuklod (sharing, community spirit, unity), the campaign featured exhibits of traditional costumes and art, health and business vendor expos, cooking and dancing demonstrations, and talent contests. (We placed very low in the latter... very low.) In addition to Fred, the ICSC award recognized South Bay Pavilion's Sweeney Mae Montinola, Julie Cruz, and Cheryl Roberts, and Vintage Capital's John Desco.

Related Topics: Cheryl Roberts