Cumberland Mall Play Area

Location: Georgia, USA

Cumberland Mall Play Area

Location: Georgia, USA

While the Cumberland Mall isn’t new — it’s been serving the shopping needs of residents in Vineland, New Jersey, and the surrounding areas for over 42 years — there’s a lot to be excited about at the retail center these days.

An influx of tenants and amenities are generating a buzz in the surrounding communities and drawing more people to the mall. One of the most appealing attractions, especially to kids, is the new mall play area designed and installed by Soft Play®.

Photo Gallery

The Challenge

Cumberland County, New Jersey, is growing, and the residents are demanding more shopping options. Philadelphia-based Pennsylvania Real Estate Investment Trust (PREIT), the entity that owns the Cumberland Mall, has been seeking ways to increase traffic.

According to Marciela Vega, the mall’s marketing manager, a new Dick’s Sporting Goods store is one of the most exciting additions. Dick’s decided to relocate to the mall to access the heavier customer traffic. The sporting goods giant elected to raze the existing space and erect a new structure from scratch.

While the Dick’s store fills a crucial role by taking over an empty anchor spot, the PREIT team also believed that a new play area would deliver a much-needed boost to the mall’s marketing efforts.

The Design

PREIT enlisted the services of Soft Play to create the new play area. Jeff Evans, the company’s business development director, and the artistic team quickly embraced PREIT’s idea for the project. The team also understood that the limited space required a creative design approach.

Evans and PREIT endeavored to create something unique and exciting while working with the property’s layout restrictions. Inspira Health Network, the project’s sponsor, provided the inspiration.

According to Vega, Inspira has been a long-time supporter of the local region and wanted to make a stronger connection with the community and mall patrons. The subsequent partnership between the medical corporation, PREIT and Soft Play led to a shared vision of creating a family-based amenity that also promoted the Inspira brand.

The stakeholders ultimately decided to implement a health and wellness theme built around various types of produce to recognize the area’s strong agricultural ties. Nearby Hammonton, New Jersey, is the self-proclaimed blueberry capital of the world, which contributed to the idea’s development.

The Execution

Upon approval of the design, the Soft Play team was ready to begin the construction phase for the mall’s first-ever custom indoor play area. The close attention to detail enabled the crew to maximize the limited space and integrate several appealing features.

According to Evans, one prominent design element is an expansive archway at the site’s entrance. He and his team focused on making it a captivating piece highlighting the local produce to promote the theme and make a favorable first impression.

The many features intended to captivate kids and provide hours of entertainment and exercise include various fruit and vegetable play elements. The indoor playground also includes amenities that add comfort and convenience for parents.

The play area has a visually appealing curved radius. While kids let out excess energy through play, parents and guardians can relax in the surrounding seating area. There’s also a counter with phone charging and power stations for those who need a boost.

The outcome

The additions of Dick’s Sporting Goods, several other retail stores and restaurants, and the new indoor play area are paying dividends for the PREIT Cumberland Mall. The mall’s management team has noticed an increase in traffic and a popularity surge. Soft Play is drawing rave reviews for its role in the resurgence.

Vega stated that Soft Play executed an outstanding installation for the new play site while creating something unique for the community. Kids are thrilled with the outcome.

Vega added that stores close to the play area are benefiting from its installation due to the increased customer volume. The boost in traffic should help bring more guests to their stores, leading to more sales.

Turn to soft play for your playground equipment needs

Whether you’re adding or renovating a play area in a mall, day care center, medical center, park or anywhere else, you can count on Soft Play to provide unqiue solutions. We specialize in designing and installing custom playgrounds that enable you to transform an ordinary space into a fun-filled attraction that kids will love.

We’ve been reimagining playground equipment since 1984 — you can find our installations in over 60 countries worldwide. Regardless of the project’s size or scope, we leverage our strong design capabilities and exceptional manufacturing expertise to deliver an attractive, high-quality result that exceeds our customers’ expectations. End users also love our creations.