Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Catching Up on Indoor Entertainment

by 
Bracha Arnold
 on 
June 6, 2022
Catching Up on Indoor Entertainment

Even before the pandemic, significant shifts in consumer behavior had many consumers seeking out experiences over material possessions. And after two years of COVID, customers are more excited than ever to try new activities. 

In this blog we take a look at foot traffic trends to leading entertainment destinations to learn about current consumer attitudes towards these types of experiences. We also dive into visits to one massive experiential hub – the American Dream Mall in New Jersey – to see how adding indoor entertainment to existing retail venues can help boost foot traffic.

Year-Over-Year Visits Continue to Increase

After two long pandemic years, indoor trampoline parks are on the rise once again. Several brands, including Altitude Trampoline Park and Urban Air, saw significant fleet expansions over the last decade. Sky Zone has also been expanding rapidly since its US debut in 2004 and now boasts nearly 150 locations across the country – with additional expansion plans in the works. According to Mike Revak, SVP of Franchise and Park Operations at CircusTrix (the parent company that owns Sky Zone), "even before the pandemic, families were spending more on experiences and now, the active entertainment industry is in a stage of explosive growth." 

Not surprisingly, trampoline parks – like most indoor activities – saw their impressive growth grinding to a halt during the pandemic. But it seems like trampoline parks, with their broad appeal to both children and adults alike, have rallied – showing impressive year-over-year (YoY) visits across the board. April 2022 saw visits to all trampoline parks analyzed up compared to the previous year, with Sky Zone and Rockin’ Jump seeing a 53.2% and 60.9% increase in monthly visits, respectively.

Visits Per Venue Bouncing Up

Many of the trampoline park chains analyzed saw rapid expansion in their store fleet over the past few years – likely due to the increased interest. However, store count  is not the only marker of a strong brand – visits per venue can be a valuable tool for a chain to better understand customer demand. We took a closer look at the impact of their expansion. 

Overall, April saw higher visits per venue than in previous months, as consumers began seeking out new activities for socializing and being active post-pandemic. By April, almost all of the parks we looked at had higher visits per venue than they did three years prior – Urban Air, Rockin’ Jump, and Sky Zone saw 27.6%, 18.8% and 24.6% more visits at their locations compared to 2019 , respectively. Even Altitude Trampoline Park narrowed its visit-per-venue gap impressively – from 27.3% down to just 7.6% down. 

The strength of these parks is all the more notable given the recent inflation-induced downturn in leisure spending. But as we move into summer, the impressive foot traffic numbers may signal that consumers are once again ready to spend their time and money on new experiences.

Malls Betting on Experiences 

Demand for experiences isn’t only driving foot traffic to entertainment-focused businesses – many retailers are also adding experiential elements to their offline stores. And as many consumers shift to spending more money on experiences – experiential malls are also on the rise, with mall owners adding attractions such as go-karts and indoor climbing walls to attract shoppers. 

There may be no better example of an experiential mall than the American Dream Mall in New Jersey, which has doubled down on its experiential offerings. In April 2020, right as the pandemic took hold, the mall announced that it would be dedicating roughly 70% of its indoor space to new entertainment activities, up from the previously allocated 55%. 

Visits from the past year indicate that American Dream’s bet on experiential may be starting to pay off. Using May 2021 visits as a baseline, we looked at the change in monthly visits for American Dream alongside the  Placer.ai Indoor Mall Index, and found that American Dream has been consistently over-performing the Indoor Mall Index. 

In April 2022, visits to American Dream were 33.3% higher than they were in May 2021, compared to only a 2.3% increase for indoor malls. While this growth is heavily related to its lower starting point compared to top tier malls, the increase speaks to the location’s potential as it continues to roll out new components and offerings. Consumers are flocking to the mall, not only for their wide array of shops and food options, but also for its indoor entertainment options, featuring a climbing wall, hyper-realistic virtual reality cliff-diving, and recently reopened ski slope

Demand for indoor experiences is likely to ramp up as the weather heats up and consumers look for exciting, air-conditioned places to have fun and socialize. Experiential shopping malls,  trampoline parks, and other indoor entertainment venues may well reap the benefits. 

For more data-driven insights, visit placer.ai

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In
Placer.ai’s Q4 2022 Quarterly Index
Placer.ai Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023
Placer.ai Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
Announcing Placer.ai’s COVID RECOVERY DASHBOARD
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds
Placer.ai Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update
Placer.ai Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start
Placer.ai Office Index: October 2022 Recap
Placer.ai Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits
Placer.ai Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths
Texas Roadhouse Innovations Dishing Up Success
Holidays on the Horizon: Mid-Range and Luxury Shopping
McDonald's and Chipotle's Post-Pandemic Success
Announcing Placer.ai’s Q3 2022 Quarterly Index
5 Hot Restaurant Brands for 2023
Target Finds a Winning Deals Day Formula
Five Trends to Watch for 2022’s Holiday Shopping Season
September 2022 Analysis: A Difficult Month and Time for Optimism
Inflation’s Retail Winners
Five Apparel Retailers to Watch Ahead of the Holidays
Placer.ai Spotlight: Wawa’s QSR Pivot
Placer.ai Mall Indexes: September 2022 Recap
Placer.ai Office Indexes: September 2022 Recap
The Impact of Population Growth on Commercial Real Estate 
Starbucks' New Makeover
There's Somethin' About Pumpkin
Expanding Offline Reach
Breakfast Restaurants are Rising in Popularity
The Power of Labor Day 2022
Tourism in Miami Heating Up
Citi Trends on the Rise
Reaching Rural Consumers Through Retail Media Network
Darden Restaurants Cooking Up Success
The Home Improvement Sector: A Sign of Consumer Confidence
QSR Is Having a Northeastern Growth Spurt
Domestic Migration’s Ripple Effects
A Look Back at Back To School 2022
Kroger Digital Tell-All
The Return of In-Person Networking
The Reinvention of the American Mall  
Placer.ai Office Building Indexes: August 2022 Recap 
Placer.ai Mall Indexes - August 2022 Recap
Five Below’s Back to School Success
Plus-Size Fashion’s Staying Power
Placer Bytes: Best Buy & GameStop 
Petco Barking Up the Right Tree
Lipstick Effect Boosts Ulta’s Growth