Indoor activity parks can increase mall traffic by up to 30% through their role as modern anchor tenants that attract multi-generational families and create extended visit experiences. Unlike traditional retail anchors, these entertainment venues generate repeat visitation patterns and encourage cross-shopping behaviour, transforming shopping centres into destination locations. This transformation addresses the growing consumer demand for experiential retail over product-focused shopping experiences.

What are indoor activity parks and how do they function as mall anchors?

Indoor activity parks are comprehensive entertainment venues featuring 25-45 unique physical activities under one roof, designed to serve all age groups from toddlers to grandparents. These facilities typically span 15,000 to 40,000 square feet and include adventure zones, game arenas, and freestyle areas that promote active play and family connection.

As mall anchor tenants, indoor activity parks differ fundamentally from traditional department stores or big box retailers. Where conventional anchors rely on product sales and seasonal shopping patterns, activity parks create consistent traffic through experience-based entertainment. They function as community hubs that draw families for regular visits, often lasting several hours rather than quick shopping trips.

At SuperPark, we’ve designed our concept to address the changing retail landscape where families seek meaningful shared experiences rather than just products. Our comprehensive entertainment model serves as a reliable traffic generator that operates year-round, providing mall owners with a high-profile tenant that elevates the entire property’s value and creates sustained visitor engagement.

How do indoor activity parks actually increase mall foot traffic?

Indoor activity parks increase foot traffic through extended visit durations, repeat visitation patterns, and the multiplier effect of family groups visiting together. Unlike quick retail stops, families typically spend 2-4 hours at activity parks, creating sustained presence that benefits surrounding retailers throughout their stay.

The traffic generation mechanisms work through several key factors. Families often combine entertainment visits with shopping errands, meal times, and impulse purchases at nearby stores. Birthday parties, school holiday crowds, and weekend family outings create predictable traffic peaks that drive consistent mall visitation beyond traditional shopping motivations.

From our perspective at SuperPark, the destination appeal extends beyond the immediate entertainment value. When families visit regularly, they develop shopping habits around these visits, discovering new stores and services within the mall. This creates a virtuous cycle where entertainment drives discovery, leading to increased overall mall engagement and tenant success across the property.

What types of visitors do indoor activity parks bring to shopping centres?

Indoor activity parks primarily attract families with children aged 2-16, multi-generational family groups, and organised groups such as birthday parties, school excursions, and community organisations. These visitors typically have longer dwell times and higher disposable income compared to traditional mall shoppers.

The demographic breakdown includes working parents seeking weekend family activities, grandparents accompanying grandchildren, and social groups looking for active entertainment options. Birthday party bookings and school holiday visitors create concentrated traffic periods that significantly boost mall activity during traditionally slower retail periods.

Seasonal visitation trends show increased activity during school holidays, weekends, and inclement weather periods when outdoor activities are limited. These visitors often arrive hungry and leave satisfied, creating substantial food court traffic and retail browsing opportunities. The spending patterns extend beyond the activity park itself, as families frequently purchase snacks, gifts, and convenience items during their extended mall visits.

Why do families spend more time and money when malls include activity parks?

Families spend more time and money in malls with activity parks because entertainment creates a relaxed, unhurried shopping environment where convenience and impulse purchasing naturally occur. The extended visit duration transforms shopping from a task into part of a leisure experience.

The psychology behind increased spending involves several factors. When children are entertained and parents are relaxed, shopping decisions become less rushed and more exploratory. Meal timing shifts to accommodate activity schedules, leading to increased food court usage and restaurant visits. The convenience of combining entertainment with errands in one location reduces the pressure to leave quickly.

This is why we at SuperPark focus on creating environments where families feel comfortable spending extended time. When parents know their children are safely engaged in physical activity, they’re more likely to browse shops, make considered purchases, and return regularly. The entertainment component removes the stress from family outings, making the entire mall experience more enjoyable and financially beneficial for all tenants.

What challenges do malls face when partnering with indoor activity parks?

Malls face several operational challenges when integrating indoor activity parks, including space allocation for large format tenants, noise management between entertainment and retail zones, increased parking capacity requirements, and complex insurance considerations for active entertainment venues.

Space allocation presents the primary challenge, as activity parks require 15,000-40,000 square feet of contiguous space, often necessitating the conversion of former department stores or multiple smaller retail units. Noise management requires careful planning to ensure activity sounds don’t disrupt neighbouring tenants, particularly restaurants and service-based businesses that rely on quieter environments.

Successful partnerships address these challenges through proper planning and design considerations. Acoustic treatments, strategic placement within the mall layout, and phased opening schedules help integrate active entertainment with existing operations. The key lies in viewing these challenges as investment opportunities rather than obstacles, as the long-term benefits of increased foot traffic and tenant success typically outweigh the initial integration complexities.

The retail landscape continues evolving towards experiential entertainment, with indoor activity parks leading this transformation. As consumer preferences shift from product-focused to experience-driven shopping, malls that embrace active entertainment concepts position themselves for sustained success. The integration challenges are manageable with proper planning, while the traffic generation benefits create lasting value for property owners and retail tenants alike.

Want more shoppers in your store? Contact us and partner with SuperPark!