Want A Successful Mall? Build A Cruise Ship

The heyday of the traditional mall is behind us.

The rise of e-commerce, economic downturns, and shifting consumer preferences have contributed to a slow decline. The renowned Randall Park Mall in Ohio, once known as the world's largest indoor mall, couldn't withstand the pressures of 2009 and eventually closed its doors. Today, it serves as an Amazon Fulfillment Center.

?A great pivot, but not likely the end game you have in mind.

So let’s look at who’s booming:?

Cruise lines.

They offer holistic experiences that blend adventure, relaxation, and socialization…with shopping. Post-pandemic, the desire for experiential socialization has skyrocketed, and retail centers can harness this trend.

So, build a cruise ship-style retail center.

To revitalize and transform a retail center, think like a cruise ship. Here’s how:

1. Dining Experiences

Everyone remembers the food on a cruise. But cruise ships aren't about food courts; they offer quick, delectable dining experiences intertwined with other onboard activities. In your retail center, these are rest stops - tasty places to refresh and socialize between vendors before moving on.

Ships also feature specialty dining options—exclusive “destination dining” restaurants. With memorable, high-quality dining, you’ll draw traffic and encourage visitors to linger, socialize, shop, and share on social media. True, it’s not a new idea, but it should be a priority.

2. Entertainment Galore

From comedy shows to on-stage theater productions, ziplines, roller coasters, and even ice skating, cruise ships are entertainment hubs. While these may not fit the traditional retail center formula, successful retail centers are no longer traditional. Integrate nightlife, musical acts, and vibrant experiential tenants to keep visitors engaged and sharing their experiences.

3. Spa & Wellness Services

Cruise ships have always offered spa & salon services. Now, the wellness trend is on the rise in retail. This new emphasis on experiential retail aligns with a broader societal move towards holistic health, where customers seek products and services that support their overall well-being. Look for wellness tenants with style and a growing book of business, and offer them great opportunities to relocate to your center.

4. Fitness Centers

Every cruise ship has a fitness center - not every passenger uses it. The presence of a fitness center in a retail space, though, boosts foot traffic. Gym-goers often opt to shop or socialize after a workout. Consider adding a fitness center to your retail development. Take inspiration from the Stamford Town Center in Stamford, CT, which now hosts Pickleball America, one of the largest indoor pickleball venues in the US.

5. Shopping, of course

Shopping is a given for retail centers, and it shouldn’t be mundane. On cruise ships, even with merchandise that isn’t always top quality, people buy because the entire experience fosters feelings of well-being. Happy shoppers spend more. Create an environment that makes shopping an engaging experience.

6. Impeccable Service

Cruise ships are known for their impeccable service. For a retail center, service should be directed at both patrons and tenants. Offer guests valet services and caring staff at an awesome all-weather child play center. Also, focus that great service on tenant satisfaction. Great tenants are hard to replace, and their innovative retail offerings drive results!

In short, build your retail center like a cruise ship.

By integrating dining, entertainment, wellness, fitness, unique shopping experiences, and top-notch service, you create a destination that people will want to visit and share.

ULTRA Company specializes in building exceptional retail spaces and amenities that make your center stand out.

Our Retail Center and Property Services Team provides you with seamless project execution from estimation to completion, ensuring your vision becomes reality.

Ready to set sail on a transformation? Contact Robert Taylor about your next project today at [email protected].