The Rise Of ‘Retailtainment’ Could Resurrect Some Of America’s Malls

It’s a Gen X wish come true. Many of today’s middle-aged Americans spent their formative years cruising the local shopping mall, but the generations since have witnessed the progressive decay of these once-vibrant retail destinations.

That trend might be reversing, but the mall experience of the future won’t be replicating the ‘80s and ‘90s heyday.

Where shopping meets recreation

In a sense, the current shift in focus among many mall developers is nothing news. They’re looking for new attractions and activities to include in these massive retail structures to both fill empty space and entice shoppers to stay longer.

Iconic malls like the Mall of America in Minneapolis have been pursuing this strategy for decades. This behemoth contains, among other things:

• Roller coasters
• Nickelodeon Universe
• An indoor zip line

The promise of something other than department stores and a food court might be enough to get people back into struggling malls, and projects are underway nationwide that take a page or two out of the Mall of America’s playbook.

Playing the hand they’re dealt

There’s no denying the fact that a spike in online shopping over the past couple of decades has been a central cause for countless brick-and-mortar retailers to either shut down underperforming locations or go out of business entirely.

Malls have been particularly hard hit, with many having long been abandoned or demolished due to declining business.

But adding in new elements — gyms, high-end restaurants, water parks, and more — alongside the traditional mall features might just breathe new life into the segment.

As Mall of America exec Jill Renslow explained: “The longer time that [people] spend in a space, typically they’re going to spend more money. But even if they don’t on that first visit, they’re going to come back because they had a great experience.”

Chris Agee November 29th, 2024

Share this story: