The suburban mall of today is an entertainment center

Stores alone are not enough to attract people to malls; they are now full of additional entertainment options including restaurants and movie theaters.

“The traditional mall with four department stores as their primary traffic driver is no longer the best model,” said Joe Parrott, a senior vice president with the Chicago offices of CBRE, a commercial real estate company…

“A lot of these big entertainment players are coming,” Parrott said. “And the malls are interested in bringing tenants that are more experiential and broaden the appeal of the mall beyond just department stores.”…

Stratford Square Mall in Bloomingdale is a perfect example of the changing dynamic. The mall is launching a multimillion-dollar renovation and tenant improvement project that features both interior and exterior improvements at the 1.3 million-square-foot center. It’s a continuation of an earlier renovation that included the 2014 opening of Round One, a 40,000-square-foot entertainment center that features bowling, billiards, numerous video games and karaoke…

Experts with California-based Green Street Advisors have predicted that 15 percent of malls nationwide will close or be repurposed over the next decade. But that doesn’t apply to successful malls listed in the “A” and “B” category.

On one hand, the major changes in retail – big box stores, online shopping – mean malls have to adjust as do a lack of public spaces in many suburbs – which can be approximated by private entertainment spaces at the mall.

One expert cited in this article says, “Bad malls disappear.” Within the next decade or two, we might expect to see fewer shopping areas in the suburbs overall but the ones that do survive becoming behemoths. This could have some interesting consequences for communities that are home to these entertainment complexes as well as for those who lost out on the chance to have a mall decades ago.

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