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RLI FOOD FOR THOUGHT
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The Rise of Leisure European Council
of Shopping Places

Jonathan Doughty is a global thought leader,
consultant, speaker, moderator and C-suite executive
in the foodservice and leisure sectors working around
the world in retail, transit and leisure. In this issue, he
takes a look at the rise of leisure activities in shopping centres that are
helping to create a complete experience for shoppers. EUROPEAN

Gravity MAX, Westfield Stratford City, London,UK
SHOPPING
hopping centres have undergone a significant 2. Curate a Balanced and types of events. Seasonal events such as pop-up
Stransformation in recent years. Traditionally Complementary Tenant Mix shops or themed activities can be integrated into
viewed as places to shop for goods and services, When adding leisure activities to a shopping the space. Having flexible spaces allows shopping
many modern shopping centres have embraced a centre, it is crucial to consider how they work in centres to stay current and dynamic, offering new
more diverse role in the community, incorporating harmony with the retail offerings. The tenant mix attractions and experiences for regular visitors. PLACES SUMMIT
leisure and entertainment activities into their should include a mix of retail, dining and leisure For instance, a central atrium area could host a
th
offerings. From cinemas and arcades to fitness options that complement each other. This way, temporary art exhibition or a food truck festival, Thursday, April 10 2025
centres and indoor amusement parks, leisure customers can experience a variety of activities which changes with the seasons. This keeps the
activities are increasingly becoming a central part within the same space, which makes them more offering fresh and encourages repeat visits. Swarovski Kristallwelten Wattens,
of the “shopping” experience. This shift is driven likely to spend a full day at the centre. Innsbruck/Austria
by the need to adapt to changing consumer For example, an indoor playground can attract 5. Foster a Sense of Community
expectations, technological advancements and families, while fitness studios or spas can appeal to and Social Connection
evolving retail trends and space requirements, adults who are looking for relaxation or wellness Finally, it is important to ensure that leisure
which are often less than they used to be. However experiences. In addition, a good balance of dining activities at shopping centres promote social
please bear in mind that not all retail locations can options like cafes, fast casual dining, or even fine interaction and a sense of community. Providing
successfully accommodate a leisure component. dining can create an experience where shoppers communal spaces where people can gather,
feel comfortable lingering for longer. socialise, or participate in events together can
FIVE KEY TAKEAWAYS FOR The aim should be to build a cohesive experience elevate the leisure experience. Community
SHOPPING CENTRES TO CURATE A where retail and leisure are intertwined, ensuring events such as outdoor concerts, local artisan
SUCCESSFUL LEISURE EXPERIENCE that all the activities and shops complement each markets, or themed festivals can make the
To create a vibrant, attractive shopping centre other and cater to the broadest audience possible. shopping centre feel like a hub for social activity
with leisure activities, developers and managers and cultural engagement. Gone are the days of
must consider the following strategies: 3. Leverage Technology and Innovation a simple “shopping trip” without gastronomy
As technology continues to evolve, so too or part of the day as leisure.
1. Understand Your Audience do the possibilities for entertainment within Ensuring that visitors can connect with
and Demographics shopping centres. Digital and interactive each other creates a vibrant atmosphere,
Every shopping centre serves a different experiences can enhance the leisure component, encouraging repeat visits and positive word-of-
community and the types of leisure activities that making the visit even more engaging and mouth promotion. People often visit shopping

will appeal to visitors can vary greatly depending on memorable. Examples include augmented centres not just for shopping but also for the CREATING
the audience’s preferences. Families with children, reality (AR) shopping experiences, interactive social experience, so it’s essential to create an
young professionals, retirees and tourists may gaming zones, or virtual reality experiences that environment that fosters these connections
all have different expectations when it comes to transport guests to different worlds. Karaoke, and supports the interactions around space, BELOVED
entertainment. Before selecting leisure activities, whilst not new has been re-born recently to activity or food and beverage.
shopping centre managers must understand the become a much desired leisure activity.
demographic profile of their target market and Furthermore, offering technological IN CONCLUSION PLACES
tailor their offerings to those preferences. conveniences such as interactive maps, free Wi- The integration of leisure activities into
For example: Fi, or mobile apps for event updates or bookings shopping centres is no longer just an optional
A shopping centre located in a suburban area can improve the overall experience for guests. By luxury; it’s a necessity to create an engaging, SOCIAL, SUSTAINABLE
with a large family population might benefit incorporating technology into leisure activities, well-rounded experience for today’s shoppers.
from adding family-oriented activities such as shopping centres can position themselves as Shopping centres that successfully blend retail, & SUCCESSFUL
playgrounds, kid-friendly cooking classes and modern, cutting-edge destinations that appeal dining and leisure are more likely to attract visitors
family-friendly cinemas. to tech-savvy shoppers. seven days a week, keeping foot traffic high and
A shopping centre in an urban area with sales consistent. By understanding your audience,
a young professional crowd might focus on 4. Create Flexible and Adaptable Spaces curating a balanced tenant mix, leveraging
trendy fitness studios, live music venues, or Leisure activities should be flexible and technology, creating adaptable spaces and
immersive art installations. adaptable to meet the changing needs of visitors. fostering a sense of community, shopping centres
Understanding the audience is key to providing As shopping centres evolve and consumer can evolve into attractive, thriving destinations for Diamond Sponsor Sponsors Media Partner
experiences that are both relevant and attractive, preferences shift, the space dedicated to leisure leisure and commerce alike. But a word of caution
ensuring visitors return again and again. should be able to easily transform or host different – it doesn’t suit everywhere, so choose carefully!

36 RETAIL & LEISURE INTERNATIONAL MARCH 2025