Simon Premium Outlets


Simon Premium Outlets, the world’s largest developer of Premium Outlet centers turned to Montagne to help gain support at the polls for a zoning change that would allow Premium Outlets to proceed with a 550,000 square foot premium outlet center in Merrimack, NH.

We first developed a community relations campaign to place the zoning amendment on the ballot and then executed a successful referendum campaign to approve the zoning change at Town Meeting. We continued to provide strategic counsel and media relations through successful litigation that nullified a protest petition.

For almost eight years, we provided Simon Premium Outlets with a full array of strategic consulting and campaign services including: drafting key messaging, building and maintaining a dynamic project website (, providing 24/7 media relations, producing print and radio ads, campaign signs, and direct mail pieces, executing a grassroots petition campaign that resulted in more than 1,000 signatures from supporters and a victory at the polls and advising Simon Premium Outlets through its permit review process.

June 14, 2012, Simon Premium Outlets officially opened Merrimack Premium Outlets, a project that generated more than 1,000 new jobs and will deliver over 5 million visitors to southern New Hampshire each year. Simon Premium Outlets executive vice president joked, “Your wives and daughters will be very happy.” We are happy about the shopping too – and proud to have played a part in such a significant project.