The secret to success at Mall of America is continually creating “new experiences for our guests,” explains Jill Renslow, senior vice president of business development and marketing. “We want to make not only our locals, but also our tourists have a unique experience every time they come and visit,” she adds.

That’s an ambitious undertaking for any retailer, but it is particularly challenging for Mall of America because it attracts more than 40 million guests each year. To create new experiences the mall uses a combination of constantly changing retail offerings, entertainment options, and special attractions. From new stores, to musical acts, to celebrity book signings, to fashion shows, and even two appearances by Taylor Swift, Mall of America has become the “Hollywood of the Midwest.” “The key truly is being fresh and exciting,” says Renslow.

THE BIG IDEA FOR A BIG MALL The concept of a huge mall was the result of several trends. First, covered shopping centers began to replace downtown main-street shopping areas in the United States. Second, retail developers observed that casinos were adding nongambling activities to attract entire families. Taking their cue from Las Vegas, a Canadian family, the Ghermezians, built the West Edmonton Mall as a destination venue with shopping, restaurants, hotels, and a theme park. The success of the West Edmonton Mall led to the search for another location for the destination mall concept, and soon Mall of America was under construction in Minneapolis, Minnesota!

According to Dan Jasper, vice president of communications at Mall of America, the Ghermezians are a “wonder family that are visionaries.” “They dream really big dreams, and they bring them to reality; they did that in Edmonton with the West Edmonton Mall,

Questions 1 What is the key to success at Mall of America?
2 What trends contributed to the idea for the Mall of America? How did it get started?
3 What challenges does Mall of America face as it strives to continue its success?
4 What specific actions has Mall of America taken to address each challenge?