The Bay Centre pays it forward: cash award given to United Way

Big Wins for Bay Centre at ICSC’s Canadian Maple Leaf Awards in Toronto
Awarded $10,000 grant to United Way Greater Victoria to support community helpline

October 4, 2018, Victoria, BC – The Bay Centre received the prestigious ICSC Foundation Community Support Award on Tuesday, October 2, 2018 at Toronto’s International Council of Shopping Centres (ICSC) Canadian Convention. The award was in recognition of the Centre’s community partnership with United Way Greater Victoria in their fall 2017 “Be. United” campaign and launch of the new bc211 helpline.

This award provides a $10,000 US grant to United Way Greater Victoria towards their three-year goal of $15 million to fund a network of social services including a bc211 help line for all Islanders. bc211 is a Vancouver-based non-profit organization offering a confidential telephone, texting and online referral service connecting individuals to hundreds of community, social and government services in B.C., including mental health support services. The service is a free information and referral service available 24 hours a day, seven days a week, 365 days a year, and offered in over 160 languages. The United Way is the main funder of this service.

Only one shopping centre in Canada is selected and recognized annually for outstanding community support. The “Be.United” campaign will be submitted to the Global ICSC Foundation awarded in May 2019 competing for an additional $15,000 US grant.

“Through our community partnerships program the Bay Centre focuses on providing awareness and focus on mental health,” said Darlene Hollstein, General Manager, Bay Centre. “When the opportunity was presented to partner with United Way and assist in showcasing the bc211 program that enhances mental health support services it was a win-win for everyone – especially our community.”

The Bay Centre also won a gold Canadian Maple Leaf Award under Cushman & Wakefield Asset Services Community Joint Centre category for their national “Canada 150” Campaign in 2017. All 22 Canadian Cushman & Wakefield shopping centres unveiled one-of-a-kind Canada 150 art installations, honouring Canada’s historic occasion with a customized gift card program that raised $50,000 for veteran charities across Canada.

The “Be. United” campaign was a collaboration between the Bay Centre and United Way Greater Victoria with creative agencies Hot House Marketing and Eclipse Creative.

For more information about The Bay Centre, visit

About The Bay Centre

Covering one full city block in the centre of Victoria’s shopping district, The Bay Centre has a mix of over 90 street front and interior shops. Featured retailers include: the Hudson’s Bay Company, Le Chateau, GoodLife Fitness, Eco Chic AVEDA Salon & Spa, L’Occitane En Provence, Urban Planet, Sport Chek, The Tuscan Kitchen, Below the Belt and so much more. The Bay Centre is owned by Manulife Real Estate and managed by Cushman & Wakefield Asset Services Inc.

About United Way Greater Victoria

United Way ‘unites’ the generosity of people – business, labour, government and individual donors – with the skills, knowledge and expertise in our community to help those in need. This collaborative approach is building a stronger, more resilient community to serve current and future generations. For 81 years we have served this community and raised over $165 million.


Media contact:

Darlene Hollstein, General Manager, The Bay Centre: 250 952-5699 or
Jennifer Young, Director of Marketing & Communications, United Way Greater Victoria: 250.984.2269 or