Malls and retailers have been creating consumer experiences for its stories. And now landlords and tenants have to deal with competitive socializing. From throwing axes and playing Ping-Pong to solving murder mysteries and entering alternate virtual realities, new competitive socializing concepts are expanding in both urban shopping streets and suburban centers, overshadowing more well-known eatertainment concepts like Dave & Buster’s. These kinds of tenants are taking 32.1 percent of the leisure market, according to JLL.
Competitive socializing locations are organized around a single game and generally offer an elevated food and beverage program. Activities include shuffleboard, Ping-Pong, bowling or darts. Activities are central to the experience and blended with the food and beverage offerings to create a lively, social environment, appealing to a largely millennial base. Many of these establishments are open for a late-night crowd and are exclusively for those over the age of 21.
To read JLL’s retail report on competitive socializing, click here.
