5 Ideas to Revive Retail
As a real estate broker with over 1,000 transactions in the Pittsburgh area and a former T-Mobile USA retail manager, I’ve seen the highs and lows of retail firsthand. My corporate retail career taught me invaluable lessons, forged lifelong friendships, and showed me that work can—and should—be enjoyable. Recently, a multi-day power outage at my home and office led me to tour local coffee shops and revisit The Mall at Robinson, a once-thriving hub 15 minutes south of Pittsburgh International Airport. Today, it’s a shadow of its former self, with fewer than 100 customers and over 30% of its stores vacant. As a problem solver passionate about retail, I believe malls can be revitalized with innovative strategies to drive traffic and ensure their longevity. Here are five actionable ideas to breathe new life into large retail spaces like malls.
1. Host Engaging Events
Malls have vast open spaces that are underutilized. Hosting regular events can draw crowds and create a sense of community. Dance competitions, art shows, comedy nights (family-friendly or adult-oriented after hours), and live music performances can entice people to visit instead of shopping online. For example, a 2023 study by the International Council of Shopping Centers (ICSC) found that 68% of consumers are more likely to visit malls hosting experiential events. Scheduling events every evening or weekend can transform malls into vibrant destinations.
2. Boost Entertainment Options
Entertainment is a proven traffic driver, yet many malls lack compelling options. The Mall at Robinson, for instance, has only a small indoor play area (Lil Bunny), a pottery studio (Kolor N Kiln), and an overpriced arcade. These are insufficient to attract visitors on their own. Malls should offer incentives like six months to a year of free rent to attract high-energy entertainment venues such as Painting with a Twist, Puttshack-style mini-golf, or immersive escape rooms. A nearby mall introduced a casino, which is a bold move, but its nighttime focus doesn’t consistently feed daytime store traffic. Adding diverse, family-friendly entertainment can make malls a go-to destination. According to a 2024 Retail Dive report, malls with experiential entertainment saw a 15% increase in foot traffic compared to those without.
3. Add Convenience Features
Convenience can be a powerful draw. Installing free Level 2 EV chargers and paid fast chargers could attract the growing number of electric vehicle owners—estimated at over 5 million in the U.S. by the U.S. Department of Energy in 2024. For example, I recently charged my EV at an IKEA and spent time browsing the store. Malls could replicate this by offering charging stations, encouraging visitors to shop while they wait. Other conveniences, like free Wi-Fi, comfortable seating areas, or parcel pickup lockers for online orders, can further incentivize visits.
4. Repurpose Vacant Spaces
Vacant storefronts are a visual and economic drag. Malls should creatively repurpose these spaces to attract visitors. Options include coworking spaces for remote workers, indoor pickleball courts (a sport with a 35% participation increase from 2020 to 2023, per the Sports & Fitness Industry Association), or free movie screening areas for families. These low-cost, high-impact solutions can fill empty spaces and drive foot traffic, benefiting nearby stores.
5. Embrace Local Vendors and Pop-Up Markets
Large retail spaces should pivot from outdated prestige to accessibility by renting space to small, local vendors on a short-term basis, such as weekend leases. Transforming malls into vibrant, flea market-style marketplaces can attract diverse crowds and support local entrepreneurs. While some malls may resist this to preserve their “image,” a bustling marketplace is far more appealing than a decaying mall with broken facilities and vacant stores. A 2022 ICSC report noted that 55% of shoppers prefer malls with unique, local offerings over traditional chain stores.
Conclusion
The slow decline of retail, particularly malls, is not inevitable. By thinking outside the box—hosting events, adding entertainment, offering conveniences, repurposing vacant spaces, and embracing local vendors—malls can reinvent themselves as community hubs. These strategies require bold action and investment, but the alternative is obsolescence. Retail can thrive again by prioritizing experiences, accessibility, and innovation.
Resources
- International Council of Shopping Centers (ICSC): www.icsc.com
- Retail Dive, “How Malls Are Reinventing Themselves” (2024): www.retaildive.com
- U.S. Department of Energy, Electric Vehicle Statistics (2024): www.energy.gov
- Sports & Fitness Industry Association, Pickleball Participation Report (2023): www.sfia.org