Over the past six years, numerous vacant Sears anchor stores hollowed out following the retailer's bankruptcy have found new life. Through the Elev8 Fun Sears transformation, these massive retail spaces are no longer sitting empty. Instead of your traditional retail store in a mall, these massive spaces are being reborn as entertainment centers aimed at attracting families eager to spend on experiences rather than tangible goods.
With consumers shifting their spending toward dining out, live events, and amusement experiences, one firm is capitalizing on this trend. Tampa-based US Design Lab, led by founder Michele Orca, specializes in reimagining empty retail spaces by filling them with fun attractions like go-kart tracks, bowling alleys, arcades, ropes courses, mini-golf, laser tag, and full-service food and drink venues.
Orca has partnered with real estate investment firm E8 Properties and arcade provider Primetime Amusements to open the first Elev8 Fun park in a 120,000 square-foot old Sears building at Seminole Town Center Mall in Sanford, Florida. Featuring over 200 arcade games, laser tag, go-karts, mini golf, ropes courses, and restaurants, this massive indoor amusement park proved to be a success.
The Elev8 Fun Sears transformation is a prime example of how malls are evolving into destinations centered on experiences. Victor Calanog from Manulife Investment Management noted that while traditional retail sectors are losing ground to e-commerce, experiential offerings, those “non-traded goods”, are driving foot traffic by providing activities that can’t be bought online.
That said, converting department-store architecture into entertainment spaces brings engineering challenges. Oca explained that integrating attractions like go-kart tracks and bowling lanes often means navigating around support columns and retrofitting the space. This process typically requires more than a year and an investment exceeding $15 million per location.
Still, the payoff can be substantial. Mall developer Jim Hull reported an approximate 5% rise in overall sales at Citrus Park Mall after Elev8 Fun opened. Hull emphasized that the long-term success of entertainment centers like Elev8 Fun relies on consistent investment and thoughtful execution. “Elev8 Fun” passes the first test of being well-conceived,” he said. “It’s a transformational facility – clever, inspirational, and aspirational.”
Original story published by CNN