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Shopping centers that sizzle: entertainment elements enliven malls
Shopping centers and malls are adding everything from rock climbing and miniature golf to restaurants, megaplexes and live singers in an effort to draw in the public. These entertainment elements are becoming an increasingly important way to interest adults and children and boost revenues.
"Increasingly, entertainment is very important to the total mix at shopping centers," says Les Morris a spokesman for Simon Property Group, Inc. Headquartered in Indianapolis, Ind., Simon is a real estate investment trust engaged in the ownership, development and management of retail real estate, primarily regional malls, Premium Outlet[R] centers and community shopping centers. The company's current total market capitalization is approximately $34 billion, according to its Web site. The firm has 301 malls in North America, 49 locations in Europe and four Premium Outlets[R] in Japan, Morris says. "... Movie theaters are very important, they draw customers to the property," he adds, as customers who see films may also eat dinner and shop at the property, making sites such as the new Coconut Point in Estero, Fla., with its 20-plex movie theater, a good bet for success. And restaurants are also viewed as entertainment elements. "Restaurants are new anchors. They really are a hook to get people on the property and they do draw traffic," he says.
At Simon's Houston Galleria, there is an ice rink. And at the suburban Atlanta Mall of Georgia, which is a big, regional enclosed mall, there is an outside village component with an amphitheater. The space isn't a huge venue, but Morris says: "That type of thing is another example of entertainment that we think is important. Anytime you can get more touches in your mall, the better off it is."
Activities for children, such as kiddie rides and arcades, also improve the environment. "They add quite a bit. Children want to go to the mall and it's a safe environment for parents to bring their children to. That helps the center as a whole," Morris says. And, he adds: "We've really increased the tours. We are using so much more of the mall as a marketing platform."
Launched in August, 2004 were Simon DTour Live[TM], a national road trip of teen music and brands; and Simon Mall for You[TM], a tour about relaxation, fashion and rejuvenation for women that features spa facials, fashion tips, mini massages and free samples.
The centerpiece of Simon DTour Live is performances by Ashlee Simpson, Ryan Cabrera and Cherie. The promotion also features free product samples, henna tattoo stations and games for prizes. There is also the Simon Kidgits Club, which is designed to build consumer loyalty and reinforce the mall as a family destination, especially among the 25- to 49-year-old female audience. The club offers programs focused on health and wellness, education, safety and entertainment.
At another Simon property, Bay Park Square Mall in Green Bay, Wis., which is located off of heavily traveled Route 172 near the Fox River, entertainment elements include a movie theater, coin-operated carousel and kiddie rides. And for the holidays and winter, rock climbing and glow miniature golf are offered, says Director of Marketing Kelly BeDell. The miniature golf is located in a former arcade space and the children's rides and carousel are near the food court. The rock climbing wall is in the only place tall enough to house it--the middle of the mall in the center court.
"We did it because it's unique," says BeDell of the rock climbing and miniature golf. "Not every mall has rock climbing and miniature golf. It's a neat way to bring the kids in and give them something to do. The kids really enjoy it, it gives them a break from going around shopping with Mom and Dad." The costs for the attractions are nominal, with a $5 charge per person for 18-holes of miniature golf and $5 for two climbs on the rock wall.
Washington Commons, in downtown Green Bay, can't compete with the Bay Park Square Mall, says Karen Flood, building manager. Development Associates bought the property three years ago and is turning this former mall into a mixed-used site. "It isn't shopping, people don't want to shop downtown any more," Flood says. "... It's here and we are going to serve the community the way the community needs."
"We're really not that different from any mid-sized Midwestern town, the downtowns are challenged. The big monster shopping center is at the river and Route 172. The mall keeps getting bigger and bigger since Simon took it over. We have a quarter million population base. The density of population is simply not here," she says.
New tenants are offices, (both open and closed), and a 20,000 square foot food court that has become a destination with its quick and economical menus. The facility has also become a gathering place for community events and has a children's play area. And there is The Bumblebee Express Train, a Wattman Trains and Trams piece. The Commons has a costumed Bumblebee character that is the train's mascot.
"During the week it is an office building and on the weekend it is a gathering place. The train may not be as viable as it was when we were a shopping mall, but we're keeping it because the family entertainment section of the building is important to us."
COPYRIGHT 2005 Kane Communications, Inc.
COPYRIGHT 2005 Gale Group
Entertainment centers
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COPYRIGHT 2004 Advanstar Communications, Inc.
COPYRIGHT 2005 Gale Group
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