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.
Shopping centres have undergone a significant transformation in recent years. Traditionally viewed as places to shop for goods and services, many modern shopping centres have embraced a more diverse role in the community, incorporating leisure and entertainment activities into their offerings. From cinemas and arcades to fitness centres and indoor amusement parks, leisure activities are increasingly becoming a central part of the “shopping” experience. This shift is driven by the need to adapt to changing consumer expectations, technological advancements and evolving retail trends and space requirements, which are often less than they used to be. However please bear in mind that not all retail locations can successfully accommodate a leisure component.
Five Key Takeaways for Shopping Centres to Curate a Successful Leisure Experience
To create a vibrant, attractive shopping centre with leisure activities, developers and managers must consider the following strategies:
- Understand Your Audience and Demographics
Every shopping centre serves a different community and the types of leisure activities that will appeal to visitors can vary greatly depending on the audience’s preferences. Families with children, young professionals, retirees and tourists may all have different expectations when it comes to entertainment. Before selecting leisure activities, shopping centre managers must understand the demographic profile of their target market and tailor their offerings to those preferences.
For example:
A shopping centre located in a suburban area with a large family population might benefit from adding family-oriented activities such as playgrounds, kid-friendly cooking classes and family-friendly cinemas.
A shopping centre in an urban area with a young professional crowd might focus on trendy fitness studios, live music venues, or immersive art installations.
Understanding the audience is key to providing experiences that are both relevant and attractive, ensuring visitors return again and again. - Curate a Balanced and Complementary Tenant Mix
When adding leisure activities to a shopping centre, it is crucial to consider how they work in harmony with the retail offerings. The tenant mix should include a mix of retail, dining and leisure options that complement each other. This way, customers can experience a variety of activities within the same space, which makes them more likely to spend a full day at the centre.
For example, an indoor playground can attract families, while fitness studios or spas can appeal to adults who are looking for relaxation or wellness experiences. In addition, a good balance of dining options like cafes, fast casual dining, or even fine dining can create an experience where shoppers feel comfortable lingering for longer.
The aim should be to build a cohesive experience where retail and leisure are intertwined, ensuring that all the activities and shops complement each other and cater to the broadest audience possible. - Leverage Technology and Innovation
As technology continues to evolve, so too do the possibilities for entertainment within shopping centres. Digital and interactive experiences can enhance the leisure component, making the visit even more engaging and memorable. Examples include augmented reality (AR) shopping experiences, interactive gaming zones, or virtual reality experiences that transport guests to different worlds. Karaoke, whilst not new has been re-born recently to become a much desired leisure activity.
Furthermore, offering technological conveniences such as interactive maps, free Wi-Fi, or mobile apps for event updates or bookings can improve the overall experience for guests. By incorporating technology into leisure activities, shopping centres can position themselves as modern, cutting-edge destinations that appeal to tech-savvy shoppers. - Create Flexible and Adaptable Spaces
Leisure activities should be flexible and adaptable to meet the changing needs of visitors. As shopping centres evolve and consumer preferences shift, the space dedicated to leisure should be able to easily transform or host different types of events. Seasonal events such as pop-up shops or themed activities can be integrated into the space. Having flexible spaces allows shopping centres to stay current and dynamic, offering new attractions and experiences for regular visitors.
For instance, a central atrium area could host a temporary art exhibition or a food truck festival, which changes with the seasons. This keeps the offering fresh and encourages repeat visits. - Foster a Sense of Community and Social Connection
Finally, it is important to ensure that leisure activities at shopping centres promote social interaction and a sense of community. Providing communal spaces where people can gather, socialise, or participate in events together can elevate the leisure experience. Community events such as outdoor concerts, local artisan markets, or themed festivals can make the shopping centre feel like a hub for social activity and cultural engagement. Gone are the days of a simple “shopping trip” without gastronomy or part of the day as leisure.
Ensuring that visitors can connect with each other creates a vibrant atmosphere, encouraging repeat visits and positive word-of-mouth promotion. People often visit shopping centres not just for shopping but also for the social experience, so it’s essential to create an environment that fosters these connections and supports the interactions around space, activity or food and beverage.
In Conclusion
The integration of leisure activities into shopping centres is no longer just an optional luxury; it’s a necessity to create an engaging, well-rounded experience for today’s shoppers. Shopping centres that successfully blend retail, dining and leisure are more likely to attract visitors seven days a week, keeping foot traffic high and sales consistent. By understanding your audience, curating a balanced tenant mix, leveraging technology, creating adaptable spaces and fostering a sense of community, shopping centres can evolve into attractive, thriving destinations for leisure and commerce alike. But a word of caution – it doesn’t suit everywhere, so choose carefully!
