wishes. It has been already known that the attendance of the shopping center in 2018 increased by 15% compared to 2017. This year, the entertainment zone on the fifth floor of the shopping center will be renewed: catering operators will be updated, including a new burger diner and other interesting gastronomic project.
Think in opportunities
One of the options for reconception is a local update due to the rotation of tenants or the strengthening of one of the trading functions. The most striking example of this is the reconstruction of food court zones in MEGA shopping centers. And it is impossible to single out any one object: the work has been completed in the shopping and entertainment center MEGA Khimki, the work is going on at MEGA Teply Stan and in the part of the developer’s regional projects. A bold move was made in Yekaterinburg: instead of a parking lot, a modern playground appeared. A unique object for the city, which, of course, will attract a family audience.
In this case, changes occur gradually, in several stages. For example, in 2015, the MEGA Teply Stan shopping center radically updated the food court (having doubled its area to 5 thousand square meters), and the company also launched its own brand for the food court, Tasty Boulevard. Now there are places of all categories here — from popular fast food to author's cuisine. At the same time, the food court serves as a platform for interesting events — for example, the monthly parties of the TNT Music channel, which attract a young audience to the center. As a result, MEGA notes an increase in emotional connection with the brand among young people, as well as an increase in satisfaction with the food court among high-income audiences. The average check at the food court grew by 34%.
One of the main reasons why a shopping center may need reconception is a high level of vacancy and a large rotation of tenants. This is exactly the situation that occurred in St. Petersburg, at the Felicita shopping and entertainment center, later the London Mall.
However, there is a reverse story: the shopping center seems to be working, albeit with some problems, but then reconception has been started, and not all tenants are ready to wait for it to end. The Zolotoy Vavilon Rostokino now was faced such a problem.
SHOPPING CENTERS RUSSIA | MARCH 2019 | 71