Station 1 introduces a new retailtainment concept to boost the appeal of shopping destinations.
Amsterdam, 24 March 2021 – To boost the appeal of shopping destinations post-corona and help prevent further vacancies, Station 1, producer and operator of high-quality visitor attractions, is launching a new activity: footfall-as-a-service®.
Station 1 develops physical attractions and experiences that people cannot experience online. These attractions, which millions of people have visited, are developed with permanent or changing content and are usually created in collaboration with large, international brands. By adjusting the duration and size, among other things, Station 1 now renders these types of attractions suitable for shopping destinations as well. It also develops completely new attractions geared to location and target group. This adaptation creates the opportunity to offer shoppers exceptional experiences and makes shopping centres livelier and more attractive. Visitor numbers increase, the length of stay increases, the economic impact increases, and new target groups are attracted.
Peter Tabernal, CEO and founder of Station 1: “By adding entertainment activities, we help transform shopping destinations from consumer centres to community centres. We have been demonstrating internationally for many years that we can attract large audiences with our activities. By offering our expertise with footfall-as-a-service, we come to the aid of shopping centre owners and managers, especially in these difficult times. In this way, we help to draw many people to the shopping centres, and the concept of fun shopping gets a whole new meaning.“
Substantial increase in vacancy rates in shops
The effects of the shift from physical sales to e-commerce were already visible on the shopping street before the outbreak of the Covid-19 pandemic. It is expected that now the pandemic is lasting longer and more consumers have become accustomed to online shopping, the buying behaviour has changed permanently. According to a recent analysis by the Netherlands Environmental Assessment Agency (PBL), shops’ vacancy rate will rise sharply to 40% in 2022, reducing retail destinations’ attractiveness and liveliness.
Retailtainment has a positive effect on liveliness and appeal
Retail experts and international operators of large shopping centres agree that entertainment is crucial to the retail mix to boost shopping centres’ vitality and appeal. Retailtainment (combining retail and entertainment) also reduces the decline in value of retail destinations, among other things.
About Station 1
Station 1 develops visitor attractions and advises intellectual property (IP) owners, cultural institutions and commercial organisations, brands, governments, property developers and retail destinations worldwide on Location Based Entertainment and other entertainment projects.
The award-winning Station 1 team is responsible, among other things, for the realisation of public attractions Body Worlds in Amsterdam and London, the travelling Meet Vincent van Gogh Experience in collaboration with the Van Gogh Museum and The Art of the Brick, the largest exhibition of LEGO® art in the world, temporarily on display in a former Hudson’s Bay department store in the Kalverpassage in Amsterdam.
For more information, see www.station1.nl.