By Nellie Day | February 2026 | As published by Shopping Center Business
Some things about entertainment never change.
“Customers want variety, value and a reason to return,” says T.J. Schier, CEO and founder of indoor golf driving range experience Smash Swing.
What has changed is how difficult it is to deliver all three at once. Get the balance wrong, and sales, reputation and loyalty suffer. Get it right, and the concept may not just survive this high-cost, high-stakes atmosphere, but cement itself as a true destination. One landlords clamor for.
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VALUE: PERCEIVED WORTH > PRICE
… Concepts should also be designed to surprise and delight. FUNBOX, for example, asks parents to confirm their child’s favorite characters during the party planning process. At the end of the event there are two surprises: the guest of honor receives an unexpected toy tied to their preference, while the parents receive a printed photo album featuring moments from the celebration.
For the child, it’s a simple gesture, but immediately makes the experience feel personal…
… Vicky Hammond, managing principal at Coreland Companies, is a fan of this type of strategy.
“Demand is being shaped by the ‘Instagramable nature of a concept,” she says. “Identifying ways to curate a range of moments creates an experience that cannot be duplicated online – a reason to enjoy a space with friends, and for longer periods of time.”
…”The success of a tenant in any location relies on various factors unique to each tenant. Curating a good tenant mix is a factor. Positioning an experiential tenant, such as The Picklr or Holey Moley, alongside great restaurant concepts also strengthens the center’s reach.
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