Trademark doubles down on experiential retail with hire of Steelman

Chuck Steelmann

Trademark Property Company, a Fort Worth-based retail and mixed-use development, investment and institutional services firm, has tapped Chuck Steelman as vice president of experience.

“In order to thrive, brick-and-mortar retail must offer customers an experience that e-commerce can’t give them. This is why we are doubling down on creating experiences, partnerships and community connections,” said Terry Montesi, CEO, Trademark Property Company. “Amidst the COVID-19 pandemic, now is a time to be especially creative in how we make connections in unique, but safe, ways. With his extensive background in VIP services and event programming, Chuck will help properties across our portfolio focus on guest experience and fostering true community, virtually or in person.”

In this role, Steelman will develop unique programming at Trademark’s properties across the country through events, partnerships and other programs. Special focus in the short term will be placed on utilizing technology to engage with customers through virtual experiences. He will also work closely with Trademark’s Concierge+ hospitality team and program that is currently in place at Trademark’s Galleria Dallas and Watters Creek properties.

“I’ve spent my career building partnerships and finding unique ways to bring people together for special experiences—that just happen to be fashion, community and retail centric,” said Steelman. “I’m eager to bring these experiences to Trademark’s portfolio and take their experiential operating model to the next level.”

Prior to joining Trademark, Steelman was with the Neiman Marcus Group in Dallas serving in several positions, including corporate special events, where he oversaw special events for 43 Neiman Marcus and Last Call stores, producing thousands of events a year. In his most recent position with Neiman Marcus, Steelman led VIP private client relations. He also previously worked in public relations and events with Neiman Marcus Willow Bend, MGM-Mirage and Parisian Inc. Steelman received a bachelor of arts degree from the University of Mobile, and he serves as district director for Fashion Group International.