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When online shopping affected the traditional department-store-led shopping mall, the food courts and movie theaters hung on. Property managers and developers took note, expanding their food and beverage footprint and courting more entertainment-oriented merchants like escape rooms and axe throwing facilities. In this way, the focus of many retail centers has gone from what we wear, to what we eat, to what we do. That evolution is continuing with a trend toward anchoring shopping centers and mixed-use developments with sports and athletic facilities.
In some cases, these projects are anchored by massive, big-league venues like NFL stadiums and NBA arenas. Other developments are designed to attract the youth and amateur sports crowd. Smaller-scale sports facilities, like fitness centers, dance studios and pickleball courts are also being incorporated as anchors into existing developments.
Property developers and owners can build on the draw of these next-generation athletic facilities to get visitors to stay longer, spend more and come back soon.
Considering occupancy and tenant compatibility
Anchoring a development around sports and athletics presents a lot of benefits, but it also complicates how the property is managed. Occupancy planning and tenant compatibility are two areas in which property owners should focus their attention.
The occupancy of a traditional grocery- or big box-anchored development is predictable, with standard operating hours. Meanwhile, sports-anchored centers that also have strong food and beverage tenants will have extended operating hours. In the case of mixed-use developments that include lodging, office and residential spaces, there will be round-the-clock usage and occupancy patterns. For those projects adjacent to arenas, stadiums and other large sports facilities, huge spikes in crowds and traffic must also be expected.
Property owners should also be sensitive to placing tenants with incompatible uses next to each other. Putting a day spa next to a rage room, or a vegan eatery next to a barbecue restaurant, can lead to trouble. If the anchor is focused on sports or athletics, all tenants will benefit from complementary additions. Ultimately, incompatible uses are likely to detract from the atmosphere already established by the anchor tenant.
A successful integration of a sports facility with other compatible uses is at ONE DAYTONA, a mixed-use destination across from Daytona International Speedway, one of the most famous sports venues in the world. NASCAR built ONE DAYTONA across the street from the speedway to capitalize on the crowds and tap into the $52 billion Americans spend each year on sports tourism. The 1.1 million-square-foot lifestyle and entertainment center features restaurants, shopping, apartments, offices and two hotels with a gentle nod to racing. Since its opening in late 2018, ONE DAYTONA has been a success for NASCAR, increasing fan dwell times, promoting the arts, and increasing brand engagement.
Directing the flow for a better experience
Developing (and managing) these sports-anchored centers start with being mindful of traffic flow, parking optimization and visitor experience. Positioning a movie theater next to a fitness center, for example, allows those two uses to share parking, since the former is busiest at night while the latter will see more utilization during the day. Athletes looking to exercise inside the facility shouldn’t have to break a sweat to find parking space.
Things get even more interesting when the development has a residential or office element. In a traditional retail center, customers come through the front and deliveries and trash come through the back. In a development where residents or employees move around and between buildings, steps should be made to conceal dumpsters and loading docks to make the back nearly as appealing as the front.
A shining example of a development that heeds these considerations is Bluhawk in the greater Kansas City area. Set to open this fall, it is a 277-acre development that combines a sports park with a lifestyle center that will feature shops, rooftop restaurants, multifamily living, healthcare, entertainment and even office space. Meanwhile, hotels will provide lodging for the thousands of youth and amateur athletes — and their families — that will flock to compete there each year.
What it really comes down to is being mindful of what goes into the development, where things are placed, and how these decisions will affect everyone who lives, works or plays in the area. With some careful pre-planning and a strategic approach, property owners and their management team can leverage energizing sports facilities to attract more visitors and monetize their retail and mixed-use developments. This gives visitors more reasons to be there that extend far beyond becoming (or cheering for) an athlete.
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