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Is the Change Coming? a New Dimension of Entertainment and Leisure in Shopping Centres

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Is the Change Coming? a New Dimension of Entertainment and Leisure in Shopping Centres REPORT IS THE CHANGE COMING? A NEW DIMENSION OF ENTERTAINMENT AND LEISURE IN SHOPPING CENTRES PARTNERS: CONTENTS Introduction 3 How do Poles like to have fun? 5 Key word – Experiencing 10 How to have a good time in a shopping centre? 12 Does bigger mean better? 17 Inspirations from abroad 19 Summary 23 2 IS THE CHANGE COMING? A new dimension of entertainment and leisure in shopping centres INTRODUCTION For the past twenty years, shopping centres have permanently become a part of Polish people’s lives, the way they shop, work and spend their free time. What could they offer to consumers, who want to spend time with their family, meet friends or have fun? Does the leisure and entertainment offer of Polish shopping centres meet customers’ expectations? In cooperation with IQS, Colliers International analysed the customs of Poles in terms of how they spend their free time across several forms of entertainment and leisure. The study was conducted in August this year on a sample of 1,000 people participating in the IQS OPINIE.PL web panel. Based on collected opinions and our own professional experience, we tried to identify the role played by entertainment and leisure in Polish shopping centres. The entertainment and leisure offer currently available in centres was described by Colliers International experts in the report. Approximately 270 schemes in the eighteen largest cities in Poland (including those that have been extended and modernised in recent years) were analysed. In addition, inspirations from foreign shopping centres are presented. Thanks to amenity of our interlocutors, you will also find in the report statements from market practitioners – advisors, property managers and tenants, on various aspects of introducing new entertainment and leisure concepts in shopping centres. We encourage you to read our latest report! Authors: Study partners: Dominika Jędrak Agnieszka Kowalewska Director Shopping Center Research Manager Research and Consultancy Services [email protected] [email protected] +48 781 720 103 +48 666 819 242 Aneta Jaworska Katarzyna Michnikowska PR & Marketing Manager Associate Director [email protected] Research and Consultancy Services +48 663 884 468 [email protected] +48 607 559 587 Klaudia Sionek Junior Analyst Research and Consultancy Services [email protected] +48 666 819 226 3 IS THE CHANGE COMING? A new dimension of entertainment and leisure in shopping centres Sławomir Murawski Director Manufaktura, Łódź www.manufaktura.com Leisure – one of the pillars of a modern shopping centre. The fact that leisure is becoming an increasingly important part of commercial real estate is a matter of fact. On the one hand, a wealthier society is looking for interesting opportunities to spend time outside of home: with family, friends, and even alone. On the other hand, commercial real estate investors are looking for solutions that will withstand on-line competition. Leisure fully meets both these conditions, even better than gastronomy. Apsys, was one of the first companies in the industry, invested in entertainment shopping centres in Poland in late 1990s. An example is Korona in Wrocław, a big part of which was a multiplex cinema, a bowling centre with a music club and a big kidsplay for children. When we realise, that the Manufaktura project with its entire leisure complex was also built in the late 1990s, it will be clear that the managers of Apsys were aware of trends that were coming to retail industry. A well-developed leisure section in a shopping centre is a great added value, because it is a magnet for customers from distant parts of a city or region. This is why shopping centres that have a well-developed leisure section, function well during the weekend and holidays. The best example is Manufaktura, where holiday months are among the most successful in both footfall and turnover. The only disadvantage of a leisure section of shopping centre is that it requires a lot of space, where rents are relatively lower than in commercial or gastronomy areas. Nevertheless, we are convinced that the balance is definitely in favour of having a well-developed leisure section, that has space suitable for this purpose. Paweł Ciszek CEO Just GYM www.facebook.com/JustGYMPL Entertainment, leisure and trade – business symbiosis. Experience in managing a fitness club shows that most active customers are also potential customers of shopping centres. Fitness culture is becoming more and more developed and popular, especially among the younger generation, which is becoming a target group with the biggest potential. Fitness is not just working out, it is now a lifestyle. It involves choosing the right shoes, clothes, adjusting your diet, using the latest technology, buying the right nutrients and vitamins or eating healthy food bought in a shopping centre, then finally it is about relaxing in a cinema – and all this thanks to the complementary offer gathered in one place, saving customers a lot of time. A well-managed, low-cost fitness club is capable of accommodating over 1,200 visitors daily, which adds value to the entire property and translates back to other tenants. Fitness clubs and other tenants have a common goal and by offering different products and services they operate in a business symbiosis. 4 IS THE CHANGE COMING? A new dimension of entertainment and leisure in shopping centres HOW DO POLES LIKE TO HAVE FUN? Are Poles an ”entertainment nation”? We checked this in our latest survey of 1,000 Polish adults. Those who participated are residents of the largest agglomerations: Gdańsk, Katowice, Łódź, Poznań, Szczecin, Warsaw, Wrocław and their satellite towns. Interviews were conducted using CAWI (Computer Assisted WHICH OF THE FOLLOWING PLACES/FORMS OF Website Interviews). All the participants are members of the LEISURE DO YOU CONSIDER AS ENTERTAINMENT? IQS OPINIE.PL web panel. How do Poles perceive leisure and entertainment and how do they use it? In what places? What is the role of shopping centres? What can be improved or changed CINEMA to make the offer fully meet the needs and expectations of Polish customers? SPENDING TIME OUTDOOR ”People do not know what they CONCERT, FESTIVAL want until you show them.” THEATRE - Steve Jobs ZOO, OCEANARIUM For respondents, the emotional synonyms of leisure and entertainment are: joy, relaxation and getting away from daily GO FOR A DRINK duties. As far as forms of leisure, that are considered as entertainment and leisure, the first place is not surprising – the synonym of entertainment for almost 90% of Poles is going SWIMMING POOL to the cinema. However, other places show interesting trends in Polish urban communities. The second most common answer CABARET, STAND-UP is spending time outdoor: walks, lakes, beaches, and in third place concerts and festivals. Just outside the top three was MUSEUM, EXHIBITION, the theatre and in fifth place were zoos and oceanariums. ART GALLERY EATING OUTSIDE BOWLING CLUB, DISCO OPERA, PHILHARMONIC BREAKFAST MARKET, OUTDOOR EVENTS 0% 20% 40% 60% 80% 100% Source: IQS Source: theleisureway, Mini City, Russia 5 IS THE CHANGE COMING? A new dimension of entertainment and leisure in shopping centres The use of various forms of leisure and entertainment looks, according to respondents’ answers, slightly different than its perception. Cinema, considered the most “classic” form of entertainment, ranks third in popularity – 70% of respondents declare that they have been to a cinema in the last three months. Over 90% of respondents, during this time, spent time outside, but not all of them consider it a form of leisure and entertainment. However, over 90% declare that, during this time, they ate in a restaurant, even though only 55% perceive it as entertainment and leisure. The current trend of eating out as a form of entertainment and leisure is also reflected in our survey. As many as 35% of respondents go to restaurants, cafes and fast food places 2-3 times a month and 23% go for a drink or a beer. In our survey, we asked about seasonal differences in Source: theleisureway, Mini City, Russia entertainment or leisure. For obvious reasons, over 60% of Almost all survey participants visit shopping centres, but only respondents said that during the spring-summer season they 7% of them regularly use leisure and entertainment services spend more time outside, while only 40% more spend their (less than 50% from time to time). The entertainment and leisure time actively in the warm season than in autumn and winter. offer in shopping centres is more popular among people with This indicates the openness of Poles to different forms of leisure children. Why is entertainment and leisure in shopping centres and entertainment, regardless of the time of the year. not used more often? Respondents’ answers are unambiguous: the lack of interesting options, which makes shopping centres HOW OFTEN DO YOU EAT OR GO OUTSIDE FOR in Poland only a place for shopping (70% of responses). A DRINK/BEER? APPROXIMATELY ONCE “A shopping centre is not associated A WEEK AND MORE with entertainment, but with shopping, as the name implies. 2-3 TIMES A MONTH If this place wants to change its APPROXIMATELY ONCE character, it should change A MONTH the name and the offer.” ONCE A 2-3 MONTHS APPROXIMATELY 1-2 TIMES A YEAR LESS THAN ONCE A YEAR I DO NOT EAT ANDwcale GO OUTSIDE FOR A DRINK/BEER 0% 5% 10% 15% 20% 25% 30% 35% 40% drinka lub piwo do restauracji, kawiarnii, fast-food Drink or beer Restaurant, cafe, fast food Source: theleisureway, Gran Turia, Spain Source: IQS 6 IS THE CHANGE COMING? A new dimension of entertainment and leisure in shopping centres WHAT TYPE OF ENTERTAINMENT DO YOU CHOOSE The survey results highlight the key issues for shopping centres in the development of entertainment and leisure.
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