Mall owners turn to carnivals, music to fight online retailing | 2017-04-21 | Indianapolis Business Journal – Indiana News

Mall owners turn to carnivals, music to fight online retailing | 2017-04-21 | Indianapolis Business Journal –  Indiana News

Malls are fighting for shoppers with one thing their web rivals can’t offer: parking lots.

With customer traffic sagging, U.S. retail landlords like Indianapolis-based Simon Property Group Inc. are using their sprawling concrete lots to host events such as carnivals, concerts and food-truck festivals. They’re aiming to lure visitors with experiences that can’t be replicated online—and then get them inside the properties to spend some money.

“Events draw people to come to the shopping center,” said Craig Herkimer, whose company, KevaWorks Inc., is working with big landlords including GGP Inc. and Simon to produce outdoor events. “They generate revenue for the owner and offer a chance for cross-promotion, so they can try and drive more customers into the stores.”

Mall owners across the country are grappling with store closings and declining rents. Retail property values are down 3 percent in past six months, as all other types of commercial real estate showed gains, according to the Moody’s/Real Capital Analytics indexes. A Bloomberg gauge of publicly traded mall landlords has tumbled 15 percent in the past year through Thursday, the worst performance among U.S. real estate investment trusts.

Amazon.com Inc. and other internet retailers continue to grow, while department stores including Sears Holdings Corp. and Macy’s Inc. have been closing hundreds of locations. Payless Inc., the discount shoe seller, is among the latest to announce a massive shuttering—of 400 stores—as part of a bankruptcy plan.

“We expect to see a trend of more closings,” said Carol Kemple, an analyst at Hilliard Lyons. “Most…

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