“Is active indoor entertainment ready for shopping malls?”

The active indoor entertainment industry is going through big changes. You're seeing it in your business as more and more guests want unique experiences they can't get at home. They're looking for places where they can be active, have fun, and make memories with their friends and family.

Meanwhile, shopping malls are moving beyond retail. Mall owners are actively seeking entertainment options that bring in visitors and keep them staying longer. This creates a perfect opportunity for entertainment operators like you.

You're already great at creating these experiences. Your venue is proof of that. You understand what makes people come back again and again.

But when you think about growing your business, especially into high-foot-traffic venues like shopping malls, you probably see some big roadblocks. Space requirements, costs, and staffing needs might make you wonder if growing your business inside shopping malls and other small retail properties is even possible.

Let's look at what's really happening in both industries right now, and what this means for your business growth plans.

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Why it's getting tough to grow your entertainment business in traditional ways

Whether your indoor entertainment venue is bringing in steady profits or you're working to boost your numbers, one thing is clear - when business is good, it is natural to start thinking about growth. Your guests love the active experiences you offer, and birthday parties keep your weekends busy. This success naturally makes you want to expand, but there are some real challenges to solve first:

1. Let's talk about space first. Running an active indoor entertainment center means you need lots of room - and not just any room. You need high ceilings for trampoline-based attractions and traditional bouldering walls. According to industry standards, trampoline parks typically require ceiling heights of at least 5.2 meters (17 ft). In Central Europe, most indoor playgrounds range between 1,000 m² and 4,500 m² (10764 ft² and 48438 ft²) , with an average size of about 2,500 m². Finding buildings like this in good locations is getting harder. Most spaces that fit your needs are often far from city centers, which means fewer people can easily reach you.
   
   
2. Then there's insurance. If you run an active entertainment venue, you know exactly what we mean. Insurance rates keep climbing up. Small venues now pay up to $159 per month just for $1-2M in coverage. That's a big bite out of your profits, especially when you're thinking about adding more attractions.
   
   
3. The biggest cost? That's the staff you need to operate your venue smoothly. During the IAAPA Expo Europe 2024 in Amsterdam, industry leaders shared a trend that you might relate to as operators and owners: on average 29% of your revenue goes to employee wages at indoor leisure venues. This isn't just about paying salaries but also about training new staff, dealing with turnover, and making sure you have enough people to keep everything running safely. When you're operating a large space with multiple attractions, you need many hands on deck.

These challenges might make you wonder if expanding is worth it. But there's an interesting shift happening in the retail world, especially in shopping malls, that could open new doors for your business. Let's look at what's changing in malls and what it means for entertainment businesses like yours.

What's happening in shopping malls right now?

Shopping malls are going through major changes. They're looking for new ways to bring in visitors, make them stay long, and keep them coming back. The numbers tell an interesting story that matters to both mall owners and entertainment businesses.

1. Empty spaces are becoming more common in European malls. In countries like Germany, Netherlands, Finland, and the UK, vacancy rates have gone above 15%. Most other European countries aren't far behind, with rates between 10-15%. Each empty store means lost revenue for mall owners - but it also means space that could be used in new ways.
   
   
2. People aren't visiting malls like they used to. Recent data shows European malls have seen 5.8% fewer visits in 2023 compared to 2019. Of course, online shopping plays a part in this, but there's more to the story. People want reasons beyond shopping to visit malls.
   
   
3. Here's where it gets interesting for you: malls that add entertainment options are seeing big results. When malls bring in entertainment attractions, people stay longer at least 30-50% more. More time spent means more money spent, not just at the entertainment venue, but at nearby shops and restaurants too. Integrating indoor playgrounds into existing facilities such as cafés, restaurants, or hotels offers an excellent opportunity to diversify the offering and improve the customer experience.

This is why mall owners are actively looking for entertainment businesses right now. They need attractions that bring in different types of visitors and keep them coming back often.  

But what if there was a way to combine your entertainment expertise with the high foot traffic of shopping malls? What if you could run a profitable venue without needing massive spaces or large teams? This is exactly why we created ValoPark.

How ValoPark makes indoor mall entertainment easy

Think about food courts in shopping malls. They're a must-have in any successful mall, a place where people gather, eat, and spend time together. Now imagine bringing that same concept to active entertainment. That's what ValoPark does. It's a 'Fun Court' that brings active entertainment to malls in a way that works for both operators and mall owners.

For operators: scale your indoor entertainment business with confidence

You don't need to search for massive buildings that are typically far from the city, anymore. ValoPark fits in spaces from 400 to 1000 sqm (4500-10500 sqft) with just a 3.5m (12ft) ceiling height. This means you can finally open your venues where people already spend their time, with lower rent and setup costs.

Run your venue with just 2-4 employees thanks to automated systems. Our 24/7 service support keeps everything running smoothly, while lower insurance costs (thanks to ValoPark’s selection of attractions) help protect your profits.

ValoPark brings modern entertainment to a wide audience. Active people get their dose of physical activity through our mixed-reality games while gamers enjoy the immersive gaming elements that make every visit exciting. Families love how ValoPark combines movement with fun, mom-approved games that kids love to play!

 Plus, dedicated party rooms add significant revenue through group events, birthday parties, and corporate bookings. This modern mix of sports and digital entertainment creates experiences that people can't get at home.

For mall owners: its the anchor your mall needs

ValoPark's compact design means you can turn available retail space into a modern entertainment destination. Its unique blend of physical activity and digital gaming helps you attract different types of visitors, increasing foot traffic as well as dwell time at your mall. The interactive, social nature of ValoPark makes it perfect for Instagram and TikTok, helping spread the word about your mall on social media and promote your offerings.

Just like food courts bring people in for meals, ValoPark brings them in for something unique and modern. It's a social space that gives people more reasons to spend time at your mall and keeps them coming back - exactly what you want from an anchor attraction.

See ValoPark in action and meet our team

ValoPark is already making waves. Valo Motion has already launched a proof-of-concept site, ValoHalli, at Valo Motion’s HQ in Helsinki, Finland, which has been running successfully for 18 months. The first ValoPark installation in Dubai is also complete and will open to the public soon.

You can meet our team at two upcoming events:

1. For North American operators and mall owners: Join us at IAAPA Expo 2024 in Orlando, Florida from November 19-22. Visit Booth #4879 at the Orange County Convention Center to try our proven suite of award-winning mixed-reality attractions - ValoArena, ValoJump, and ValoClimb. some text
   • Mark your calendar: On Wednesday, November 20, from 12:20 PM to 12:45 PM, we're hosting a special press conference at our booth. We'll officially introduce ValoPark to the North American market and show you how it can transform mall spaces into thriving entertainment zones.
     
     
2. For European operators and mall owners: Come see us at MAPIC 2024 from November 26-28. You'll find us at booth P-1.L 5, where we'll show you everything ValoPark has to offer.some text
   • Don't miss our presentation: "ValoPark: The entertainment anchor— Why you need a modern Fun Court in your mall" by Eldad Givon at the Pitching Stage on November 26th from 11:30 AM to 12:30 PM.