Three Summer Event Ideas to Boost Shopping Centre Footfall

A significant factor in increasing footfall in your shopping centre is making the most of seasonal opportunities. We’ve talked previously about preparing for Christmas – but now it’s time to make the most of Summer.

Here are three themed event ideas designed to bring people to your premises while the weather is great. 

1) Outdoor Entertainment Hubs

When the sun’s shining, shoppers are more likely to want to spend time outdoors. But by converting unused external space into a temporary area for entertainment, you can encourage them to stay longer.

Ideas could include:

• An outdoor cinema
• Pop-up deckchair seating
• A small stage for local performers

During the Summer holidays especially, families may be looking for low-cost ways to entertain the kids. By encouraging dwell time in this way, you’ll increase opportunities for retailers and restaurants. Plus, you’ll create a vibrant beating heart of your shopping centre that will encourage visits by word-of-mouth and social media.

2) Live Mini Festivals

Summer is synonymous with festivals – but you don’t need Glastonbury sized ideas to tap into the season’s energy. Transform your shopping centre into the go-to place for fun by hosting a mini festival. An indoor atrium can be repurposed with decorative installations, food markets with local vendors and live entertainment stages. You can even think bigger outdoors, with a multi-day event based around a theme, such as:

• Beach party
• Street food
• Health and well-being

And by incorporating photo-friendly elements – from delicious pop-up food stalls to an artificial beach area – you’ll generate significant buzz. Whether it’s live music, street performers, facepainting or craft stalls – a festival offers something for all ages. And your retailers can tap into that experiential appeal, with promotional tie-ins and displays, ensuring measurable commercial impact.

3) Immersive Themed Trails

A tried and tested technique for getting kids off their screens, while keeping them entertained, is a themed trail. A scavenger hunt, with clues unlocked by QR codes can encourage exploration of less-visited areas of the centre. And it’s another free-of-charge way to ensure people move more, without requiring large logistical investment. The beauty of trails is their versatility, as they can be tailored to appeal to different age groups.

Theme tie-ins could include:

• • Summer cinema releases
  • Local celebrities and historical figures
  • Sporting events and tournaments
  • Nature and sustainability

You can partner with specific retailers who can offer small promotional rewards or discounts for participants. And you can even add interactive elements, such as augmented reality characters that ‘come to life’ on smartphones.

Make The Most of Summer Shopping

However you choose to elevate the visitor experience in your shopping centre, events with plenty of photo-worthy moments are key. Summer is the season to bring communities together, with your destination uniquely placed to create memorable moments full of excitement. And the more people are entertained, the more likely they are to stay longer, spend more and tell others – get in touch to find out how.