An integrated hotel, conference centre and
health spa (as mentioned before) provides access
to a wider target market which will also avail of
the shopping facilities within the linked shopping
centre.
Integration into the local and regional
transportation system: an assessment of several
failed shopping centres recently revealed that a
destructive factor common to all was the lack of
accessibility via public transport.
Formal amphitheatre: our research into successful
shopping cent res worldw ide show t hat t he
establishment of a formal amphitheatre at which a
regular and qualitative series of live entertainment
concerts are presented draws a sustained patronage
to such centres. Once again, however, high standards
need to be set and maintained. Communities react
decisively and strongly to a centre management that
coordinates performances of a poor quality, low
standard and mediocre presentation.
Local community performances: although these
must be of an exceptional standard, inviting local
community performers to participate in events at
a shopping-centre encourages community support
and, by extension, spending.
Leisure activities: a common theme amongst
the world’s most successful shopping centres is the
integration of the positive shopping experience
and the equally positive entertainment experience.
‘Shoppertainment’, as it has become