IRVINE, CA—In our ongoing discussions on the future of the mall and their reincarnation, locally based Howard Wong, director of retail leasing at Passco Cos., notes that the mall is evolving and the bottom line is that real estate is based on location, location, location. And even if a mall is in a great location, it needs to be transformed to be sure it is geared toward the dominant demographic to thrive.

“The malls built in the 60's, 70's and 80's were geared towards the baby boomer generation. These malls no longer function today, since the largest group of consumers, the Millennials, has now surpassed the baby boomers in size,” says Wong. “This generation wants to live in an environment where they can work, shop and play, and want to fully embrace a social environment in all three sectors.”

According to Wong, this generation does not want to drive long distances, which is standard for traditional malls that were seen as a destination, and were originally developed based on the growth of the suburban communities. “The Millennials are diverse. They are tech-savvy, and are certainly buying online, but they do still find value in seeing and touching a product in person.”

Social lifestyle is also important to Millennials, he says, “and malls have the opportunity to create an enhanced gathering space for this generation. Dining has also become a new form of entertainment for this generation, and one they value.”

In response, mall owners are changing their platforms, increasingly adding additional sit-down dining, as well as quick service food and trendy eateries to attract consumers, says Wong. “This strategy also attracts consumers on a weekly or even daily basis, as opposed to the traditional mall format that focused on department stores, which attracted customers only seasonally. As large department stores continue to close, we are seeing landlords taking this opportunity to reposition theses large spaces. Landlords are increasingly focusing on retailers that will drive more consistent, and daily traffic to malls, and in addition to dining, they are now adding retailers such as specialty supermarkets and fitness centers.”

In addition, Wong says, most Millennials are seeking an urban lifestyle. “To meet this demand, many malls are now capitalizing on their property's size by becoming mixed use centers, adding residential, hotels and/or offices.”

Malls will never completely die, Wong concludes. However, in order to thrive, he says, “owners must focus on integrating the demands of the growing millennial market, focusing on dining and entertainment in order to create the urban lifestyle and mixed use environment that Millennials desire.”

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Natalie Dolce

Natalie Dolce, editor-in-chief of GlobeSt.com and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.