REAL ESTATE Midway at the Mall
Attraction brands coming to a mall near you
By Katherine Field
ith all the fanfare of a length of stay, it distinguishes one favorite midway at project from another, it creates a W traction, select enter sense of village or conununity tairunent concepts are finding their especially if it's a family-oriented way into shopping center spaces. activity-and it enhances oppor And thrill-seeking developers tunities, particularly in lifestyle may find these attractions a per centers or bigger projects." fect fit to fill dark department Woodfield gets a leg up: One store spaces or light up open-air center that will be home to a projects. Merlin attraction is the Streets Europe's biggest attractions of Woodfield, a 630,OOO-sq.-ft., operator, Merlin Entertairunents open-air lifestyle center in Group, is delivering several of Schaumburg, Ill., owned by its mainstay brands-Legoland Chicago-based Joseph Freed and
Discovery Centre, Madame Tussauds Associates. Anchored by Carson Pirie and Sea Life Centre among them-to the Scott, Dick's Sporting Goods and AMC United States and, with Los Angeles Theatres, and featuring a high-ambience based Samuels & Co. as its exclusive bro atmosphere with historic streetlights, ker, is eyeing shopping center sites across important role in differentiating one decorative street furniture, fountains, the country in which to place its brands as shopping center from another," said ponds and arbors, the Streets of anchor tenants. Howard Samuels, president of Samuels Woodfield will be adding a Legoland "Being entertained, and specifically & Co. "From a macro perspective, enter Discovery Centre this August. The having intellectual property as part of the tainment in the right environment com 30,OOO-sq.-ft. attraction will feature entertairunent, is playing an increasingly plements shopping, because it increases theme-park-like attractions such as a
CHAIN STORE AGE, APRIL 2008 www.chainstoreage.com 83 REAL ESTATE Merlin's Movers and Shakers dragon ride, adventure trail and 4-D cinema incorporating fantastical Lego erlin Entertainments Group is a huge player in the attractions arena, creations and special effects. It will also Msecond only to Disney in its worldwide offerings. And now the German offer hands-on Lego play using the icon company has set its sights on the United States for its next expansion wave. ic interlocking colored bricks. Iconic brands include: Legoland Discovery Centre will be housed in a vacated two-story building at Legoland Discovery Centre the south end of the center. The entel1ain III • Lego-themed features all under one roof • Dramatic rides, play area, 4-D cinema experience ment use is designed not only to bling LEGOLAND www.legolanddiscoverycentre.com added traffic to the Streets of Woodfield and the entire area, but to serve as a suc Madame Tussauds cessful U.S. debut for one of Merlin's • World-famous London attraction featuring wax portraits premier attraction concepts. www.madame-tussauds.co.uk Merlin's U.S. foothold: According to broker Howard Samuels, Merlin En Sea Life Centre tertainments is gaining domestic ground. • Interactive guide to the oceans of the world The first Sea Life Centre in the United • Comprehensive and entertaining aquarium experience States will open in Carlsbad, Calif., in www.sealife.co.uk July 2008, positioned at the front entry to the Legoland Theme Park. Madame Tus The Dungeons sauds opened in Washington, D.C., in •A self-described horror fest, The Dungeons experience October 2007, and will be opening in combines live actors, rides, shows and special effects to HoJJywood in March 2009. "We're final transport visitors back to darker times. izing our discussions with Meadowlands www.thedungeons.com Xanadu for the opening of an Observa tion Wheel in November 2008," said :--.\ London Eye Samuels. "The Legoland Discovery .. -• The world's tallest observation wheel Centre in Meadowlands Xanadu is pre • Features a 30-minute flight in fully enclosed glass capsules dicted to open in March 2009, and we are www.londoneye.com in discussions with Mall of America for U.S, expansion for Merlin is strategic, with clear plans to locate five of Legoland Discovery Centre and perhaps its concepts-Legoland Discovery Centre, Sea Life, Madame Tussauds, a few other attractions." The Dungeons and London Eye "The Wheel"-in top-tier retail centers, as What entertainment brings to the well as integrating the indoor brands with larger outdoor theme parks. "We table: Cinemas have already demon plan to open five new attractions worldwide each year," said Johannes strated the positive impact they have on Mock, director of site selection worldwide for Merlin Entertainments Group. shopping center attendance; so have "This is an aggressive growth plan." restaurants. Attractions appear destined Merlin is looking to open one Legoland Discovery Centre per major met to wield that much power, and more. "In ropolitan statisticClI area (MSA) and is targeting locations in lifestyle cen the case of Legoland, developers across ters with strong co-tenants, good parking and high visibility. the country are realizing the value that an authentic brand of entertainment can are increasingly looking for sites in ,"Merlin will be seeking locations that bring," said Samuels. "A few are consid lifestyle and community and power cen appear to be logical fits," said Samuels, ering a re-design of a portion of their ters," explained Samuels. "An OshKosh "and developers will need to understand projects to utilize-and integrate in and a Carter's store, at about 10,000 sq. Merlin's parking, visibility and access an intelligent way-the Lego brand," ft., would be perfect next to a Legoland needs-as well as how to integrate a he said. Intelligent integration, said Discovery Centre. Great brands, great Merlin attraction. Samuels, means incorporating more products, great affinity," he said. "A 35,000- or 40,000-sq.-ft. anchor in than a Legoland Discovery Centre at Developers will face challenges in the right spot in the right space will clear one end of a mall, but also introducing incorporating a Legoland or a Sea Life ly enhance certain experiences in a major the characters to common areas and Centre into the mix. Space considerations way," said Samuels. offering Lego-inspired entertainment are always an issue, as is communicating Merlin Entertainments' rollout plans such as miniature golf-to other parts of with a German company. 'The commu include three-to-five attractions per year the center. Intelligent integration also nication between Merlin and developers worldwide, with two to three of those includes complementary tenanting. is essential," said Samuels. Both, he said, slated for the United States. • "OshKosh and Carter's, for example, have to understand what each has to offer. [email protected]
84 www.chainstoreage.com CHAIN STORE AGE, APRIL 2008