Creating consumer experiences creates competitive socialization concepts for retail

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.