Julie Schalm Bringing New Energy, Fun Events To The Mall At Wellington Green
By Mike May
Julie Schalm is on a mission to spread the word about all the great things happening at the Mall at Wellington Green.
Last September, Schalm was hired as the new director of marketing at the mall. Her mission is to bring new energy and more people to the mall. This increases foot traffic, which, in turn, generates more revenue for the many tenants at this local shopping destination.
In many respects, Schalm was the perfect choice at the perfect time for the perfect job.
“I grew up in Wellington, and this is my hometown mall,” Schalm, 33, said. “I was a young girl when the mall first opened. In fact, October 2026 will be the 25th anniversary of the opening of the Mall at Wellington Green.”
For Schalm, it has been a nonstop marketing effort ever since she assumed her new role. Prior to joining the Mall at Wellington Green, she was the director of marketing for a local restaurant chain known as AP Restaurant Group. Education-wise, she graduated from the Dreyfoos School of the Arts in West Palm Beach in 2010, and from Florida Atlantic University in Boca Raton in 2013 with a business degree.
“Since the mall is expecting a few new restaurants, they were looking for somebody with experience in marketing restaurants,” Schalm explained.
According to Schalm, one of the appealing aspects of the Mall at Wellington Green is that it has a great balance of national outlets and local mom-and-pop businesses. As a whole, there are roughly 160 tenants operating inside the mall, and there are more than 6,500 free parking spaces to accommodate the many vehicles that converge on the mall every day.
The main anchor stores inside the Mall at Wellington Green are Macy’s, Dillard’s, and JCPenney, joined by top brands such as Apple, Bath & Body Works, Brighton, Chico’s, Forever 21, H&M, Tommy Bahama and City Furniture. It is also home to the CMX Wellington cinemas. And another big store — European-based JD Sports — will be setting up shop soon at the mall.
There are also a number of locally owned businesses inside the mall, offering a wide variety of products and services, six of which are Ncognito, a personal training gym that offers stretching and massage therapy; Eyes of Wellington, which provides optical services; Ella Bella Collection, which sells organic and handmade soaps, candles and bath salts; Palm Beach Autographs, which sells sports collectibles; Perfect Oil, which sells fragrance and body oils; and Cottage Garden Teas, which sells a variety of tea products and accessories. Of course, the food court, with about a dozen tenants, remains an ever-popular destination as well.
“We have a good blend of stores representing established brands and smaller businesses that are owned and operated by locals,” Schalm said.
When asked about comparing online shopping with purchasing items from tenants at the Mall at Wellington Green, Schalm had a thought-provoking response.
“Pricewise, our tenants are very competitive with online retail outlets,” Schalm said. “Plus, when you visit the mall, you’re in for an overall and broad shopping experience where you can get the brand names you want or shop local, small businesses.”
Other unique experiences you can find at the mall are the many events held as a way of connecting with the community.
“Our events are very popular, as I’m noticing more people at each function. The tenants and I are on the same page, and we all just really want to connect with the families and people in our area,” Schalm said. “At each event, I usually prepare at least 150 swag bags, and I’m running out of them at every event.”
In March, the most popular event was the Spring Break Staycation.
“We had events inside the mall during each weekday of spring break for local students,” Schalm explained.
In April, events included a Community Health & Wellness Fair in partnership with the Village of Wellington, a Kids Club Garden Party and Easter Bunny Pet Photos — and, of course, Bunnyville, featuring photos with the Easter Bunny, in the weeks leading up to the holiday.
In May, one of the big events will be the seventh annual Mother’s Day Fashion Show and Tea Party on the morning of Saturday, May 10. Here, the mothers and their children will serve as the runway models. On May 20, there will be a Mommy and Me Dance Class, which will target young mothers and their children.
Also in May, a Hurricane Expo will be held in partnership with the Village of Wellington on Saturday, May 3 from 11 a.m. to 2 p.m. in the Grand Court. It will include an appearance by WPTV meteorologist Kate Wentzel and a generator giveaway.
On the horizon for June is a Baby Shark Bubble Dance Party for children. Learn more about upcoming mall events at www.shopwellingtongreen.com/events.
Schalm is also working on bringing educational activities to the mall this summer for area children, as well as devising ways to make the mall more appealing during the hot summer months, which is traditionally a slower time of the year inside the mall.
“I want the mall to continue to grow as a key part of the Wellington community,” Schalm said. “My goal is to have the mall become an even more popular place to visit and hang out for locals throughout the year.”
One of Schalm’s summertime functions for children will be a Kid’s Hip-Hop Dance Class on Tuesdays. She also plans more traditional dance classes, weekly, for other local residents.
With the success of each event, Schalm enjoys her job even more.
“I do what I have to do to help the Mall at Wellington Green,” she said. “I love my job, and it doesn’t feel like work.”
Another location inside the mall that Schalm is using to market the shopping destination is previously vacant space in the underutilized former Nordstrom wing, which has been transformed into a studio space for events, functions and mixers.
One of the benefits of the job for Schalm is that she doesn’t have to drive anywhere to do her shopping. She just steps outside her office and keeps walking.
“I get my steps in, and I show financial support for the tenants,” Schalm said.
In her nine months working at the mall, Schalm has seen first-hand the two busiest shopping days of the year, which are Black Friday (the Friday after Thanksgiving Day) and Super Saturday (the Saturday before Christmas Day). On those days, the vast majority of the 6,700 parking spaces at the mall are filled.
When Schalm is not working on various mall projects, she enjoys working out, fishing and going out on the ocean in her boat. Yet she rarely allows herself to get distracted from fulfilling her mission to bring new energy to the Mall at Wellington Green.
The Mall at Wellington Green is located at 10300 W. Forest Hill Blvd. For more information, call (561) 227-6900 or visit www.shopwellingtongreen.com.
