Imagine a world where malls are no longer just about shopping but transform into vibrant hubs of entertainment and adventure. This is the reality unfolding across the nation, and it’s reshaping how we think about these once-traditional spaces. Near Washington, D.C., Tysons Corner Center is leading the charge with a candy-themed wonderland that feels like stepping into a sugary dream. Picture a Twizzlers maze, ball cannons targeting Reese’s Peanut Butter Cup-shaped holes, and a Hershey-sponsored adventure that opens its doors on March 6. But here’s where it gets even more intriguing: this isn’t just about candy. It’s part of a larger trend where malls are reinventing themselves to survive in an era dominated by online shopping and shifting consumer habits.
Jie Zhang, a retail and marketing professor at the University of Maryland’s Robert H. Smith School of Business, explains, ‘Nationwide, entertainment establishments are filling the void left by traditional retailers.’ From pickleball courts to bowling alleys and immersive experiences, malls are becoming destinations for fun rather than just purchases. And this is the part most people miss: the COVID-19 pandemic accelerated this shift, forcing malls to rethink their purpose entirely. ‘You can’t force people back into malls just to shop,’ Zhang notes. ‘They need to become places where people want to spend time for reasons beyond retail.’
Studies show that malls incorporating entertainment and dining see a significant rebound in foot traffic. Tysons Corner Center is doubling down on this strategy with two new attractions: the Hershey Super Sweet Adventure and a slime-centric experience by Sloomoo Institute. ‘Families can explore, create memories, and let their imaginations run wild,’ says Kelly Easterling of Original X Productions. Meanwhile, Sloomoo’s CEO, Karen Robinovitz, promises an experience unlike anything you can do at home: ‘You’ll be elbow-deep in slime, designing your own gooey creations.’
But here’s where it gets controversial: Are these entertainment-focused malls truly the future, or just a temporary bandage on a dying industry? Some argue that while these experiences attract tourists and families, they may not sustain long-term viability. Others believe this is the necessary evolution malls need to thrive. What do you think? Is this the future of retail spaces, or just a passing fad?
Potomac Mills is another example of this transformation, with a Kids Jungle Playground, a waterless slides attraction, and even an Ace Pickleball Club set to open in 2026. ‘Entertainment is what we were missing,’ says Bethany Webb, the mall’s marketing director. Even retailers like DICK’S Sporting Goods are getting in on the action with mega stores featuring climbing walls and ice rinks.
Zhang predicts that over the next 10 to 20 years, malls will shift from shopping destinations to activity centers. ‘Many malls will successfully transform,’ she says, though she acknowledges that only about a quarter of the 1,000 remaining regional malls are in excellent condition. The rest? They’ll need to adapt—fast. Retail experts are even suggesting that malls reserve up to 50% of their space for non-retail uses, a stark contrast to the traditional 70-30 split.
So, here’s the question for you: Will this entertainment-driven model save malls, or are they fighting a losing battle against e-commerce? Share your thoughts in the comments—we’d love to hear your take on this evolving landscape!
