Despite the rise of e-commerce, people still crave a physical place to congregate, connect and engage. Retail developers and operators have big opportunities to use playground economics as a solution to engage communities and create gathering places.

More and more, shopping centers are a big part of fulfilling this need, according to the Nielsen State of the Shopping Center Report. While brick-and-mortar and e-commerce may be ‘fremenies’ in the retail space, consumers continue to be drawn to the shopping experience offered by lifestyle centers with their mix of retail, restaurants, and entertainment options like indoor play areas. Shopping centers and malls remain prominent in our culture and consciousness, and are the center of their communities.

Soft Play play areas deliver strong playground economics in terms of increased sales, increased visits and an established return on investment experienced by shopping centers all across the world. Shopping centers can increase their retail brick-and-mortar business by adding a Soft Play mall play area.

Soft Play presents the proof. Our keys to retail community activation are here.

Soft Play makes private spaces feel public.

Shopping centers are private developments, but consumers feel more at home if the shopping space is made to feel public, encouraging shoppers to stay a while. Soft Play’s custom-designed soft play areas make consumers not only feel like they belong and but also make the shopping center feel as much a part of their community as the local park or library.

• 80% of Soft Play shopping center patrons indicated that play areas allowed them to stay longer.
• Showcase: Eastwood Mall, Niles, OH. The shopping center’s “Very Orthodontics Smile Cove” includes new DuraSoft safety carpeting, new soft play elements, and a new seating surround wall for parents, making consumers feel more at home. Dr. Daniel G. Very Orthodontics, the brand sponsor, supports the play area as an integral part of the community.

Eastwood Mall play area, Niles, OH.

Soft Play provides the “Main Street” feel.
Nothing conjures up the image of community quite like Main Street, USA. No matter where a shopping center is located, capitalizing on the best characteristics of Main Street will make consumers feel at home. Soft Play’s indoor and outdoor play areas provide places for families to sit down and spontaneously run into friends and neighbors. With play area grand openings and special community events, Soft Play enables shopping centers to engage families with their retail tenants for a hometown feel. Proof:

• 59% of Soft Play shopping center patrons said that play areas and related special events made them return more often.
• 30% increase in retail sales reported at shopping centers with Soft Play play area installations after grand openings.

Pavilion at Port Orange outdoor play area, Port Orange, FL.

Soft Play reflects the authenticity and character of a community.

Consumers have made the decision to live in their communities for a reason–whether it’s an ethnic enclave, strong job opportunities, attractive housing options or proximity to nature. Soft Play’s indoor and outdoor play areas incorporate a community’s local character and themes into shopping center design, thereby weaving the center into the community’s very culture. Shoppers appreciate a true understanding of their communities and are drawn to it.

• Showcase: Volusia Mall, Daytona Beach, FL. Garfield & Friends licensed characters are incorporated into the play area’s seaside theme, including a giant Garfield floating in an inner tube and Odie on a surfboard toddler slide, reflecting the coastal character of the community.

Volusia Mall play area, Daytona Beach, FL.

Soft Play play areas increase traffic and dwell time.

Playground economics – our shopping center clients report:

• 50% of patrons say they will drive farther to visit a location with a play area
• 31% of patrons say they come specifically to visit the play area, and
• 50% increase in family dwell time when visiting a play area.

Grow your retail brick-and-mortar business. Build a new Soft Play play area and join in the success of Soft Play shopping center developers and retailers worldwide.

Detsky Mir Shopping Center play area, Moscow, Russia.