The future of malls is here, and it's a far cry from the traditional shopping experience! Say goodbye to boring retail therapy and hello to an immersive entertainment revolution!
In a bold move, a former Pottery Barn store at Tysons Corner Center is being transformed into a candy-themed wonderland, complete with a Twizzlers maze and ball cannons targeting Reese's Peanut Butter Cup-shaped holes. This is just the beginning of an exciting transformation for this Virginia shopping hub.
"Across the country, we're witnessing a diverse range of entertainment venues setting up shop in malls, filling the void left by traditional retailers," explains Jie Zhang, a retail and marketing professor at the University of Maryland's Robert H. Smith School of Business. She highlights popular additions like pickleball courts, bowling alleys, and game arcades.
But here's where it gets controversial... This trend isn't just a response to the rise of online shopping, which started two decades ago. The COVID-19 pandemic also played a significant role in accelerating these changes. Zhang emphasizes, "You can't force people back into malls just to buy things. If retail isn't as powerful as it used to be, malls need to adapt and become destinations for other purposes."
Studies show that malls offering more entertainment and dining options experience a significant boost in foot traffic. It's all about creating experiences that draw people in.
The Macerich-owned Tysons Corner Center is embracing this trend with two new attractions opening this year. "Our guests will step into a whimsical world where an interactive journey unfolds through hands-on games and multisensory experiences," says Kelly Easterling, senior vice president at Original X Productions. OGX, the company behind these experiences, has previously brought The Friends Experience and The Office Experience to the DC area.
One of the new attractions, Hershey Super Sweet Adventure, is a partnership with The Hershey Company. "We want families to explore and create memories together, triggering their imaginations," Easterling adds.
And this is the part most people miss... The other incoming attraction at Tysons is centered around slime! Sloomoo Institute, a slime-focused experience, will offer visitors the chance to smear slime on walls, walk on gallons of it, and even design their own slime creations. Sloomoo's co-founder and CEO, Karen Robinovitz, says, "You can do things here you could never do at home."
Both Easterling and Robinovitz believe their attractions will not only benefit their landlords but also attract tourists. "About 50% of our audiences in all our locations are tourists," Robinovitz shares.
Even Potomac Mills, a Simon Malls property, is getting in on the action with the recent opening of the indoor Kids Jungle Playground. Slick City Action Park, a waterless slides attraction, is set to open by summer, and Ace Pickleball Club will open a location at the Woodbridge, Virginia, outlet mall later this year. These additions join existing entertainment venues like Round1 Bowling and Arcade, Aim Point (an air-soft shooting range), and Off Limitz Adventure Park, offering Ninja Warrior and ropes courses.
"As malls evolve, we felt the need to add an entertainment component," says Bethany Webb, director of marketing and business development at Potomac Mills. Webb explains that these new attractions have replaced women's clothing stores and other shuttered chains.
Even retailers are getting creative. DICK'S Sporting Goods has started opening DICK'S House of Sport mega stores with climbing walls, batting cages, playing fields, and even ice rinks at some locations. One is coming to Annapolis Mall, which has faced some challenges in recent years.
Zhang predicts that the U.S.'s remaining 1,000 regional shopping malls will need to transform to survive. She believes that entertainment options are a promising way forward. "I'm optimistic that many malls will successfully transform themselves over the next 10 to 20 years, becoming activity centers rather than just shopping destinations."
Even retail experts are rethinking what makes a business successful. Traditionally, malls allocated 70% of their space to retail and 30% to non-retail uses like entertainment and dining. Now, experts are pushing for up to 50% of space to be dedicated to non-retail purposes.
"This trend might be necessary for mall property management to not only survive but thrive," Zhang concludes.
So, what do you think? Are you excited about the future of malls as entertainment destinations? Share your thoughts in the comments below!
