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Shopping Malls’ New Product: Fun

September 7, 2016

Shopping Malls’ New Product: Fun

Many U.S. malls are experimenting with entertainment-focused tenants

Go-kart racing, indoor rope climbing and laser tag aren’t activities typically associated with back-to-school shopping, but that is what some shoppers at a Syracuse, N.Y., mall are doing.

Entertainment offerings at malls have generally been limited to dining and maybe a multiscreen movie theater alongside the main draw of traditional retailers. But many U.S. malls, like Syracuse’s Destiny USA, are experimenting with entertainment-focused tenants more likely to be found in an amusement park than a shopping center.

Among the newcomers: high-tech golf driving ranges, skydiving simulators and “escape rooms,” in which players are locked and challenged to find a way out by looking for clues and solving riddles.

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Ramón A. Rivera-Ramos
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