MAPIC and LeisurUp address retail and leisure trends at annual conference in France
by Martin Palicki
There’s a fundamental shift in philosophy that occurs when a retail development decides to integrate leisure, explained Nicole Srock.Stanley, CEO and Co-founder of Dan Pearlman Group during an educational session at the recent MAPIC and LeisurUp conference in Cannes, France. The destination, she said, changes from a house of brands to a branded house.
Instead of assembling a roster of tenants, developers are ultimately curating a space and a collection of experiences. The panel, one of two organized by the Themed Entertainment Association (TEA), featured Mycotoo’s Chief Development Officer Fri Forjindam alongside Srock.Stanley and moderator Paul Kent, Vice President of Global Business Development at Mad Systems. “Education sessions bring together TEA members and retail professionals for the benefit of all as we explore emerging trends in retail and leisure integration,” said Kent.
In fact, addressing challenges faced by retail and leisure partnerships was a key theme throughout the conference, which took place November 29-December 1, 2022.
An entire education and networking event on that topic was held on Wednesday, bringing together leisure vendors and retail developers at roundtables for presentation and discussion (full disclosure: I was a table moderator for this event). The challenges are formidable. Leisure margins are tighter than retail so they aren’t able to pay the same rent rates. Retrofitting existing spaces can be difficult as the infrastructure to support a leisure attraction is more demanding than for a storefront. Retail developers are typically risk averse and tend to stick with proven products rather than investing in new concepts.
But the benefits are just as evident. Retail outlets, faced with competition from the internet and a generation of consumers who prefer experiences over things, turn to leisure attractions to increase traffic and, hopefully, retail sales.
The numbers are there to support that. During his keynote presentation, Michael Collins, Senior Partner at Leisure Development Partners, highlighted that typical retail catchment is within a 15-minute drive. Leisure catchment, by comparison, expands that to 60-minutes or more. Leisure also extends length of stay, noted Collins, pointing out that 2.5-3 hours of leisure time is a sweet spot that still leaves visitors time for shopping.
In addition to education and networking tracks, a trade show hall brought together various players. The upper level was home mostly to property developers, scouting for retail brands and tenants. The lower level largely featured leisure vendors, eager to bring attractions into the retail space.
The event was full of examples of how retail and leisure can work. With very few retail developers interested in operating attractions, manufacturers need to consider options for accessing this potentially lucrative market. As one solution, FlowRider (a wave surfing attraction that’s part of WhiteWater) shared a booth with SurfHouse, an operator of standalone surfing venues. “The partnership is a natural, organic fit for us,” said Andrew Yathon, VP of Business Development at FlowRider. SurfHouse expands their venues, WhiteWater sells more FlowRiders and retail spaces have a new attraction that drives visitation.
As evidenced by the recent boom in branded attractions, integrating IP can also help attract visitors. Philippe Glorieux, Business Director for The Smurfs came to MAPIC in order to “help make emotional connections between The Smurfs and people through attractions and experiences.” The Stranger Things pop-up traveling experience (developed by Netflix, Fever and Mycotoo) was frequently cited as a successful contemporary example of how IP-branded leisure can activate otherwise vacant spaces.
“I’m really excited by the momentum on the show floor,” said Mycotoo’s Forjindam. “Organizations and developers are looking to expand their portfolio – which is fantastic – but we also have to make sure we ask the questions that lead to more sustainability.”
Along that front, MAPIC and LeisurUp touted the event’s commitment to conservation, with recycled/reused booth equipment, local service providers and seasonal food. But it’s not clear to what extent the larger industry has committed to
long-term sustainable consumption, or what Forjindam refers to as “seeking out purpose and not just product.”
MAPIC and LeisurUp welcomed over 5,000 participants to the 2022 event. The 2023 iteration returns to Cannes in 2023 (dates to be announced). • • •
