Entertainment-Based Retailing, including Power Towns

Since the earliest days of the marketplace, merchants have realized that entertainment draws crowds of people who linger and shop. Even during the Dark Ages, jugglers, storytellers and other entertainers were an integral part of public markets, helping to draw throngs of people who might purchase goods.

Entertainment as a drawing card for retail customers has been highly effective in the past. The question is: will it remain effective after the Coronavirus pandemic? In fact, the explosive growth of retailing over the internet means that brick and mortar retailers must offer more than the mere availability of merchandise in order to lure shoppers out of their homes, away from their computer screens and web browsers and into the retail store. New shopping centers, especially those in urban areas, are devoting up to 40% of gross leasable area (GLA) to entertainment, restaurants and movie theaters. Developers say that shoppers stay on average more than six hours per visit when significant entertainment venues are available.

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Entertainment-Based Retailing, including Power Towns, Business and Industry Trends Analysis

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