For most of Julie Goldman's two-decade career in the shopping
center industry she has concentrated her corporate charity work on
behalf of children. That position is even more focused now that she is
general manager of The Falls.
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Julie Goldman
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"If you're not really fostering and taking care of the
children," she said, "what's tomorrow going to be
like."
Goldman, 46, and her attorney husband Matt reside in Pinecrest.
They recently celebrated 24 years of marriage and have two children;
daughter Annie, 19, a sophomore at the University of Florida, and Ben,
18, a senior at Palmetto High School.
Goldman was born in Erie, Pennsylvania, but came to South Florida
as a baby. She grew up in Coconut Grove, attended Grove and Sunset
elementary schools, Ponce de Leon Junior High and Coral Gables Senior
High, graduating in 1971. She met her husband while in junior high and
their childhood romance blossomed into love. They attended the
University of Wisconsin together then returned to Miami to marry,
start careers and begin a family.
With a journalism and marketing degree, Goldman began her career
with a public relations firm. She quickly found a more suitable
position as assistant promotions director for the Omni Center, which
was then under construction in downtown Miami in 1977.
"It was a really great experience, I became promotions
director and I was there for two years," she recalled.
Shopping Center promotion was so appealing, that Goldman decided to
continue in the field. She next went to work for Alec Courtelis, who
was developing a new shopping complex in South Dade called The Falls.
After the center opened in 1980, she took time out from her career to
start a family, then returned to work with the DeBartolo Corporation
in 1985, first as marketing director for Miami International Mall and
then as Regional Marketing Manager for the company. She spent 12 years
with DeBartolo, at times overseeing the marketing for a dozen shopping
center properties scattered around Florida's east coast, including
Dadeland, Westland and the Omni.
"It was a really big job," she recalled. "With two
small children growing up in the mall business, Matt was Mr. Mom many
times, which was stressful."
When the Heitman Company asked her to become marketing director at
The Falls, she accepted and returned to coordinate the 1996 re-opening
of the property following construction that doubled the size of the
complex. Two years later the Taubman Company family purchased the
property.
"They asked me to stay on and in December I was promoted to
General Manager," she said. "I'm better suited to this
position because its more akin to being a regional, it's more big
picture planning, understanding where the growth is, working with our
company, leasing, determining what stores we need, where are we
deficient, where we are going to go in the future."
Throughout her career, Goldman's corporate charity efforts
primarily have been involved with the Children's Home Society. It was
a natural extension that she continued the relationship with Florida's
oldest non-profit organization for children when she returned to The
Falls.
She soon found herself on the Society's board of directors and she
brought her professional experience to bear, becoming chairman of the
marketing committee. She convinced The Falls advertising agency E
& F Marc to get involved, then set out to create a signature
event that would identify The Falls with the Children's Home Society.
Again she called on her professional knowledge and remembered working
with The Avenues Shopping Center in Jacksonville and an annual event
called Caring Chefs.
"I thought that this was such a natural and I wanted to do it
at The Falls," she said. "It's really like centering an
event in a park because The Falls is so pretty."
Goldman launched the South Florida version of the Caring Chefs for
Kids fundraiser last year and it was an unqualified success. In this
the second year of the event, scheduled for Sunday, April 16 from 7-10
p.m., she says she is expecting an even greater turnout.
"We get area restaurants not just the ones we have in The
Falls to come into the Falls for just one night and present their
specialty, not a full dinner, but a specialty a desert, an
appetizer, an entrée," she said. "We coordinate the program
so that it's not all chocolate or steak."
The shopping center is closed for the evening and tickets to the
event are sold to the public in advance. The event is open to children
and families are encouraged to come as a group, wander around The
Falls, sample the food and listen to music from three stages.
"There are just so many families in the Pinecrest, South Miami
and Coral Gables areas," Goldman said. "So, we really geared
the event for the family and made it easy to bring the children with a
special ticket price. It's a casual evening and it's a fun
experience."
Goldman says the event is taking on a life of its own, the
community is getting behind it and ticket sales are going great.
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