Today’s malls aren’t relying on shopping alone to motivate more visitors.
They’re opening up their ample real estate to attractions with increasingly elaborate experiences that avoid perusing product aisles and checkouts. Whether it’s promoting artistic creativity or physical fun, these options can appeal to kids and adults.
And that’s on full display in the Dallas-Fort Worth area with plans that include Netflix House, which will feature Hollywood-themed activities, and existing options that include an aquarium.
“This is just the very beginning,” said Christopher Penney, associate professor of management at the University of North Texas.
Malls — grappling with changing customer tastes and the rise of e-commerce — are making room for attractions that can act as big draws and lead to more visits for the many retailers still lining their corridors. These kinds of additions also provide physically engaging events for consumers who might otherwise be on the internet.
“They crave these, kind of, themed entertainment (venues)” as escapism, Penney said.
They’re not new ideas, with some of the more timeless offerings dating back decades — such as skating rinks and play areas for children.
Yet the attractions are getting more dressed up. An early example of that is with the massive Mall of America, which includes roller coaster and themed attractions. The Minnesota shopping hub, which opened in 1992, has over 5.5 million square feet.
And that’s been spreading around to malls that are more traditional in size, Penney said. A few posts to social media can fuel marketing efforts at the local mall.
In Dallas-Fort Worth, local shopping hubs are opening more, and Texans will have more options in the future. Two malls, Galleria Dallas and Grapevine Mills, were recently named among the two best in the country for elevating the shopping experience.
Here are some of the biggest malls, or shopping hubs, with key attractions – or those that are set to come.
Galleria Dallas
Netflix House Dallas (expected): This is one of the more anticipated attractions in Dallas-Fort Worth with experiences tied to the streaming service. The new site, which is set to open before the end of this year, is slated to feature “Squid Game: Survive the Trials” and “Stranger Things: Escape the Dark.”
Galleria Ice Skating Center: This is a longtime feature of the mall. It is also home to a massive Christmas tree during the holidays.
Stonebriar Centre in Frisco
Dick’s House of Sport (expected): The announced addition has popped up in other locations around the country. It can feature active options such as a climbing wall , with an interactive golfing area and a “cage” for testing out new equipment such as soccer balls.
KidZania: This is a place where children get to experience what it’s like to take on various occupations, such as airline pilot and firefighter. It’s a miniature sort of city where kids get to play their version of being an adult. The attraction is also in cities around the world.
Grapevine Mills
Dig World (expected): The new addition will bring a construction-themed adventure park that lets children and their families operate real, full-sized construction equipment. The machines are modified to make them safe for kids to use. The attraction also is being developed in conjunction with Dude Perfect.
Meow Wolf: One of less than 10 in the country, Meow Wolf is a colorful, engaging attraction full of dynamic displays and lights. Visitors interact with a story about a family as they witness a collaboration between Texas and Santa Fe-based artists.
Sea Life: The aquarium, one of dozens in countries around the world, features turtles, stingrays and other attractions. There’s also a 360-degree tunnel exhibit.
The Shops at Willow Bend in Plano
Crayola Experience: The hub that’s centered around crayons offers dozens of creative activities. Visitors can engage in digital fun, craft their own art or, maybe, name and wrap their own crayons, its website says. The site covers 60,000 square feet.
Town East Mall in Mesquite
Expected: Main Event
Main Event (expected): In May, the City Council approved for the Main Event to occupy approximately 58,000 square feet of the first floor of the former Sears building. The company, which has several locations in North Texas, is known for experiences that include laser tag, bowling and virtual reality.
The Parks Mall at Arlington
Dick’s House of Sport (expected): The sporting goods spin-off also has a location at another mall located between Dallas and Fort Worth. It can feature active options such as a climbing wall, an interactive golfing area and a “cage” for testing out new equipment, such as soccer balls.
Honorable mention: Grandscape in The Colony
While not a traditional mall, the retail is combined with some of the biggest attractions in the region. Here are just two examples:
Cosm: One of just two locations, the attraction delivers a more immersive way for viewing sports and other content. It includes an 87-foot-diameter LED dome that immerses visitors in what they’re watching.
Fritz’s Adventure: It’s a site with over 100,000 square feet of activity space that includes “explorable, climbable, crawlable, zip-linable” areas. It also includes a suspended airplane (which it says weighs about 5,000 pounds).
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