Watch for new mall-based entertainment/dining concepts to take over portions of former big-box anchor spaces in regional malls, such as a vacant Sears or JCPenney. These concepts, which tend to be in the 40,000- to 55,000-s.f. range, are not solely puzzle-themed escape rooms, virtual reality experiences, immersive art shows or physically engaging obstacle courses; instead, each destination provides a unique combination of all of these types of attractions. These new thrill spots also provide a higher caliber restaurant and bar space on the premises. The concepts are expected to appeal to young adults, especially in the 21+ age range during evening hours, and should also attract group outings, such as girls’ nights out, birthday parties or office team-building gatherings. Shopping centers targeted tend to be in heavily trafficked regional malls with popular entertainment/dining concepts such as Puttshack and Dave & Buster’s, and be in suburban markets of major metros.
The latest entertainment tenants opening in early 2024 include the 40,000-s.f. Level99 in the Providence Place mall in Providence, R.I., which is taking over a former JCPenney. This will be the second Level99 location expected to open by early February at the latest. The first location opened in the Natick Mall in Natick, Mass., in a 48,000-s.f. former Sears space back in 2021. Also, the Oakbrook Center mall in Oakbrook, Ill., just had its grand opening in mid-January for Wonderverse, a 45,000-s.f. indoor theme park that utilizes various themed attractions from Sony Pictures Entertainment entities.
The Level99 brand has expressed interest in opening at least three more locations by late 2025/early 2026, and even hinted at expansion beyond that time frame into Western markets such as Texas and California. Immediate expansion is rumored to target Virginia, Pennsylvania, Connecticut or Illinois. Level99 is set up as a large warehouse venue with up to 50 unique mini rooms that come complete with doors that can be scanned for the respective challenges. Parties consisting of two to six players can participate, and the activities include either mental puzzles, a physical obstacle course, or a mixture of both. The groups can choose to repeat any challenge room as often as they like, or they can move on to new themed-room challenges. There is a one-time fee for access to all of the challenges. The venue also has a craft beer hall and a farm-to-table restaurant.
Wonderverse is the first-of-its-kind retail location by Sony Entertainment, and the gameplay is based on the studio’s repertoire of films and television shows. Entertainment includes a “Zombieland”-themed arcade area that also has a bumper car attraction, a “Bad Boys”-themed racing club video game, “Uncharted”-themed escape rooms and immersive VR experiences for both “Jumanji” and “Ghostbusters.” There is also a restaurant and a speakeasy-esque bar. The main lounge area is free to enter, but guests need to purchase tickets for each individual attraction. Sony Entertainment has indicated that this location will be a testing ground and that future expansion will eventually take place in both U.S. and international markets. Expect major metros to be targeted, such as Miami, Dallas/Fort Worth and Los Angeles.
