Not to be too dramatic, but Dallas feels like it’s having an identity crisis. To be fair, Dallas has always struggled with how to present itself. In its eternal march to become “world class,” accusations of “no culture” and “boring” are constantly being lobbed at a city that’s just trying to place fourth in a ranking of major U.S. cities. Couple that with a year of brand-altering upheaval at Southwest, Neiman Marcus, and the Mavericks, and I fear we’re providing our naysayers an awful lot of fuel.
And yet, there is one cultural institution that has never let Dallas down: NorthPark Center. For 60 years, the destination has essentially functioned as a (dare I say it?) world-class contemporary art museum with stores. Its retailers skew high-end, but the mall itself has never felt snobbish or exclusive. The family-owned spot is a meeting place for all ages and demographics, and offers much more than merchandise. Here’s a bold but fair statement: NorthPark is Dallas’ Central Park.
This brings me to its TikTok account, which has become increasingly silly and genuinely funny in recent months. The digital marketing swings are striking because, unlike other Dallas institutions (i.e., Chili’s), NorthPark doesn’t have to be good at social media to draw a crowd. It doesn’t need to pitch itself with a wink and a “how do you do, fellow kids” to Gen Z. I would argue it doesn’t even need a TikTok account at all. Instagram could cover it!
After scanning several comments to the tune of “Northpark tik tok account killing it” and “I love the social media manager of this account, who ever you are, you’re iconic,” I sought out the source: Kristin Williams.
“I love the comments on TikTok that are like, wow, the social media intern really needs a raise,” Williams says. “I’m like, I’m a 30-year-old Millennial who’s chronically online.”
Williams was a NorthPark intern in 2017 and returned for a full-time marketing coordinator position in 2019. She took over the social media reins in 2022, just as NorthPark Center launched its TikTok account.
“There was a sense of, if we do this, we have to lean into being funny. It’s not going to land with people if we’re too serious,” Williams says. “There’s a balance we wanted to strike between staying elevated and showing off what’s new but also having fun with it.”
Thankfully, the keeper of the NorthPark keys was quick to get on board.
“Nancy Nasher really champions humor and wants us to have fun,” Williams says. “She’s like more, more, more.”
Scroll on for some of our favorite NorthPark TikToks, and the stories behind them.
Pony Up
When Raúl de Nieves‘ “And the Night Mare Rides On” arrived at NorthPark, the marketing team knew what to do.
“We were so excited when that piece came in because we were like, ‘Oh, she’s so sassy,’” Williams says. “The horse is meant to be a showpiece and a show character. It’s been so funny seeing people’s reaction to it as well.”
Santadashian
Part of the challenge with NorthPark’s social media account is ensuring that logistical messaging doesn’t get lost amid the humor.
“Like with Santa Claus. How do we utilize Santa saying something funny with a Kardashian-type voiceover, but still getting the point across that he’s coming to NorhPark at a certain time?” Williams says.
Popular Puff
“Our Aritzia team was like, yes, yes, absolutely when we emailed them,” Williams says. “When we came in that morning, they threw the jacket at us. It’s actually a functioning jacket, too. You can zip it up. It’s so hot in there. I was like, I’ll bring this back in an hour and they were like, take it as long as you need.”
Working Hard or Hardly Working
Much like Aritzia, more NorthPark tenants have become increasingly happy to play along with the social media team.
“So many of our brands are so on board. They’re always sending us new ideas. I’m really grateful that they trust us so much,” Williams says. “Our Kendra Scott team just let us know they have a blow-up gingerbread costume coming tomorrow, and if you ever need it for anything, let us know.”
Dallas Core
“One of the biggest pieces of our strategy is being on the joke and being self-aware,” Williams says. “The planters in front of Neiman Marcus. They’re known as the slides of NorthPark.”