Parasol Membership Program

How it helps brands drive foot traffic and sales

When a brand hosts a pop-up with Parasol Projects, they gain more than just a physical space — they gain access to the Parasol Membership network, a built-in audience of highly engaged shoppers actively looking for new retail experiences.

What is the Parasol Membership Program?

The Parasol Membership Program is a curated community of local shoppers, creatives, and retail enthusiasts who have opted in to receive updates about new pop-ups, brand activations, and limited-time experiences.

Members are interested in discovering new brands and are motivated to visit pop-ups while they are happening.

Why it matters for pop-ups

Pop-ups operate on short timelines. Brands often have only days or weeks to generate awareness and convert visitors into customers.

The Membership Program helps solve this challenge by:

Driving qualified foot traffic to your location
Creating immediate awareness in the neighborhood
Supporting time-sensitive marketing campaigns
Helping turn discovery into in-store purchases

How Parasol activates the Membership network

When your pop-up launches, Parasol uses targeted outreach to notify relevant members through:

Location-based notifications when members are within walking distance
Email campaigns to segmented audiences
Social media promotion highlighting your activation
Inclusion in Parasol’s pop-up listings and marketing channels

This ensures your pop-up reaches shoppers at the exact moment they are ready to visit.

Benefits for brands

Brands that leverage the Membership Program can expect:

Faster ramp-up of foot traffic
Increased brand discovery
Higher likelihood of impulse visits and conversions
Stronger local engagement during the activation period
Added marketing value beyond the physical space rental

The Parasol advantage

By combining prime retail locations with an active membership community and targeted marketing strategy, Parasol helps brands maximize the impact of short-term retail experiences.