Grapevine - Colleyville - Southlake Edition - January 2022

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Hunter said the average length of stay in a mall is about 90 minutes, but when entertainment oerings are added, that average length of stay doubles. Placer.ai data shows visitors to Grapevine Mills stayed an average of 122 minutes in November. About 22% of visitors stayed for more than 150 minutes during that period, and 30% stayed for at least two hours. Trudy Cresswell, the director of marketing and business development at Grapevine Mills, said the mall has been working to expand and reno- vate and emphasizes continuously bringing in new tenants. “We actually look forward to sharing some more announcements throughout the remainder of [2022],” she said. “We’ve got some really exciting things on the docket.” The volume of foot trac seen at Grapevine Mills was a factor in attracting global esports and technol- ogy company Vindex, which opened its second U.S. location of Belong Gaming Arenas there on Oct. 17. “Grapevine Mills mall specically, it’s a very high-trac mall...in the North Dallas and the North Texas area where we wanted to have a [presence], and it just made sense to us for those reasons,” said Bob Morris, arenas opening manager for Belong Gaming Arenas. Dornielle Wallace is the owner of Acai Bowlz, which oers thick smoothie bowls with various toppings. He relocated his business from Music City Mall in Lewisville to Grapevine Mills in May. Wallace said he has seen increased trac from the move. “I feel like the mall would be good to build up and get the clientele base,” Wallace said. “I just want to keep doing malls, and then when I get a stand-alone, then [clients] will be like, ‘Oh it’s the same guy in the mall,’ ‘cause if you notice, every store inside the mall has an outside store, too.”

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Ed Evans, the general manager of Legoland Discovery Center and Sea Life Grapevine Aquarium, said the location of the mall—between Dallas and Fort Worth—and Dallas Fort Worth International Airport’s prox- imity were key factors in deciding to bring the respective attractions to Grapevine Mills. “Being that DFW Airport is an international airport, our location denitely helps us reach those trav- elers across the country and world easier as an excellent day out during their visit to the area,” Evans said. “As we move into the new year, we strongly feel we will continue to see guests from local areas, the region and across the country as travel gets back to normal levels.” Entertainment destination Grapevine Mills is one of many malls across the country that have adapted to oer a more fami- ly-friendly and entertainment-fo- cused experience. Mark Hunter is the managing direc- tor for retail asset services for the Americas at CBRE, a global company in commercial real estate services and investment with oces in Dallas. According to Hunter, The Mills malls—which include Grapevine Mills and its nationwide counterparts such as Katy Mills and Arizona Mills—were among the rst large shopping cen- ters to add entertainment oerings to their lists of tenants. Hunter said adding entertainment oerings can help to extend the length of stay of customers, who may then spend more money during their visit. “[The shopping centers and malls] started o with mega theaters, and that evolved into many other types of entertainment concepts, whether that be skate parks, NASCAR, virtual reality,” he said.

According to a November report from Placer.ai, a rm that utilizes location data from mobile devices to track commonly used routes to a destination, guests traveled to Grapevine Mills from all over the metroplex.

KEY:

FRISCO

121

LEWISVILLE

2499

Grapevine Mills

CARROLLTON

ROANOKE

Common route frequency for November 2021:

190

SOUTHLAKE

FARMERS BRANCH

345-1,000 120-344

635

COLLEYVILLE

114

64-119 36-63 <35

DALLAS

183

EULESS

IRVING

360

SOURCE: PLACER.AI COMMUNITY IMPACT NEWSPAPER

ARLINGTON

MAP NOT TO SCALE N

Entertainment options can help prolong visits to Grapevine Mills. In November, 30% of visits were two hours or longer. COME TO SHOP, STAY TO PLAY

Minutes spent in Grapevine Mills per visit in November

100K 150K 200K 250K

of visits lasted 150+ minutes

of visits lasted between 15 and 29 minutes

22%

0 50K

A STANDOUT DEST I NAT I ON

When compared to neighboring shopping centers and similar malls in the metroplex, Grapevine Mills has strong foot trac.

Grapevine Mills: 927.1K Stonebriar Centre: 855.6K Galleria Dallas: 712.8K NorthPark Center: 1M Number of visits in November:

“MOST OF THE STORES THAT WE HAVE SUCCESS IN ARE IN TOURIST AREAS. . . . WE PICKED THIS MALL BECAUSE THE TRAFFIC COUNT HERE WAS FAR SUPERIOR TO MOST

The Shops at Willow Bend: 263.1K

Music City Mall: 165.2K

OF THE MALLS WE LOOKED AT.” STEVE ZETTLER, OWNER OF BEEF JERKY EXPERIENCE

Alliance Town Center: 636K Southlake Town Square: 595.3K

The Shops at Highland Village: 303.2K

Town Center Colleyville: 169.5K

SOURCE: PLACER.AICOMMUNITY IMPACT NEWSPAPER

COMMUNITY IMPACT NEWSPAPER • COMMUNITYIMPACT.COM