“If you build it, they will come” not only worked in the movie Field of Dreams but also applies—big time—to Mall of America®. Located in a suburb of Minneapolis, Mall of America (www.mallofamerica .com) is the largest completely enclosed retail and family-entertainment complex in the United States. “We’re more than a mall, we’re a destination,” explains Maureen Cahill, executive vice president at Mall of America. More than 100,000 people each day—40 million visitors each year—visit the one-stop complex offering retail shopping, guest services, convenience, a huge variety of entertainment, and fun for all. “Guest services” include everything from high school classrooms to a wedding chapel.
1. Why has Mall of America been such a marketing success so far?
2. What
(a) Retail
(b) Consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?
3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b) Evaluate
(1) Retail stores,
(2) Entertainment offerings,
(3) Hotels on these criteria.
4. What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors?
(a) From the local metropolitan area
(b) From outside of it?