The need to include an element of leisure at a retail scheme is not a new concept, but the mix and type of leisure that is needed to increase footfall is changing. As the retail sector continues to face pressure, landlords and developers need to approach leisure with a strategic view.
The provision of an extensive food and beverage offer has been shown to affect the dwell time and spend of the customer. If you look at newer retail schemes across the UK, the percentage of this offer is significantly higher than in first-generation developments.
This theme is particularly prevalent at out-of-town shopping parks, such as the recently opened Whiteley shopping centre in Fareham, Hampshire, where about 22% of floorspace is dedicated to food and beverage. If you compare this with the likes of Teesside Shopping Park in Stockton-on-Tees, built in 1991, where the average is about 5%, there has clearly been a sea-change in terms of quantity.
Landlords are realising the value in space for leisure – and that providing more choice for eating and drinking is key to creating an environment where the customer wants to spend a number of hours.
Historically, the main leisure anchor has been a cinema at both retail parks and shopping centres. To a certain extent this is still the case. However, the “holy grail” is the offer that can complement the cinema and drive daytime footfall.
Westfield London might have the answer in KidZania, which is reported to be opening in 2015. KidZania differentiates itself from the other kidsplay operators by combining education and entertainment: children are able to experience working in the adult world with more than 60 adult-life, role-play situations available. Securing this type of unique operator that is well-suited to a scheme, is a key strategy for landlords to diversify their leisure offer.
There has always been a fundamental relationship between retail and leisure and, as we know, consumer spend on leisure has increased. This relationship should be leveraged to ensure a scheme is trading to its full potential, while creating an established destination the customer will not forget.
David Bell is a director at Savills
