Developers Bet Big on Consumer Experiences
People want unique and memorable experiences. They want to form bonds with their friends while being entertained by creative storytellers and event producers. When done correctly; consumers will share their engagements on social media, amplify your message via word of mouth and reward the forward thinking brand with years of loyalty. The foundational ways that products used to communicate to the public are quickly crumbling and being replaced with activations and experiential events.
Malls have been falling like dominoes, leaving scorched landscapes in their wake yet one visionary company is about to break ground on a $4 Billion mall in Miami-Dade County. What do they know that other mall owners don't? Simple - They know they need to create experiences that entertain consumers as part of the shopping / brand experience. The end goal remains the same; get people to open their wallets and buy products over and over. Successful developers are filling malls with restaurants, rides and other forms of entertainment as they adapt to the shopping revolution sparked by e-commerce 20 years ago. At a time when store closures are accelerating and struggling malls pockmark the country, county commissioners in Florida approved a plan this week to build what would be the largest mall in the U.S.
American Dream Miami would also be the most expensive mall ever built. The 6.2-million-square-foot retail and entertainment complex will include 2,000 hotel rooms, indoor ski slope, ice-climbing wall and water park with a “submarine lake,” where guests could enter a plexiglass submarine and descend underwater.
The project provides a window into the thinking of North America’s largest mall developers as they confront the revolution in the shopping world. They recognize it’s no longer enough to fill malls with stores selling clothing, food, electronics and other merchandise people can more easily buy online.
Rather developers are filling malls with restaurants, rides, trampoline parks, gyms, services and other types of entertainment. This strategy taps into the increasing preference of consumers to spend their money on experiences as opposed to goods.
At Productions New York LLC, we are story tellers and event producers. Our biggest clients are creative & experiential agencies. We take care of the 1,001 details that make them look good. From permits to skilled labor, we are experts in the field of experiential events. Let us help you take your vision and make it a tangible & Instagramable event. Drop me a line and lets talk. You have a great story. We can help you tell it.
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