Reed Midem, organizers behind real estate events including MAPIC and MIPIM, is set to launch the first global leisure event at this year’s MAPIC , a day before the main event which will take place in Cannes between November 13-15.
The full-day event will invite leisure operators of e-gaming, theme parks, music, museums, art galleries, wellness, food businesses, as well as retailers, brand owners, suppliers, urban planners, media, architects and property developers. The participants will gather to co-create new sustainable business models in order to build the lifestyle destinations of tomorrow.
Nathalie Depetro, Director of MAPIC, commented:
“As the digital revolution has caused consumer behaviors to transform, customers are now craving experiences, conviviality, socialization, education and new discoveries. Supporting prosperous leisure time will be a challenge for the entire industry, as cities and districts have to become better places to live. We are committed to embracing this change, which is why this new event is being launched at this specific time.”
THE BLURRING LINES OF RETAIL, ENTERTAINMENT AND LEISURE
This first edition of the event will consist of a full dedicated day integrating networking with a jam-packed conference program. Key topics include Emerging Leisure Concepts, Screen-Based Entertainment Concepts and IP-Based Entertainment Concepts. It will also include a total of six Learning Sessions with themes ranging from Becoming a Destination: Shopping Mall Re-positioning with Entertaining Experiences to Food & Leisure: The Winning Combination.
A keynote will be delivered by Andreas Veilstrup Andersen, Executive Vice President of Tivoli Gardens, the world-renowned amusement park located in central Copenhagen. He will speak on the topic of Leisure: The Cutting Edge of Urban Enchantment, which will explore how leisure and entertainment plays a crucial role in the attractiveness of cities.
“There is a fine line between retail, attractions and other types of leisure, and that line has become thinner over time. Things are changing rapidly, and we will see all kinds of destinations competing with each other in the future. Given that tourists and visitors are now buying expectations, experiences and memories, operators need to look at what they are offering as a whole, with a view on what the customer gets from that experience, stated Mr Andersen.
LEISURE TAKING CENTER STAGE AT MAPIC
In addition to the stand-alone leisure event, MAPIC itself will have an extensive leisure component, offering a series of leisure talks and workshops and an exclusive leisure zone. This further highlights the importance of leisure and retailtainment, which offer new opportunities and diversified new revenues in an industry where changes in consumer behavior and declining footfall has taken its toll on physical retail pure players.
As traditional anchor tenants require less space, leisure can be used to fill the surplus square footage, while offering customers something which cannot be replicated online. It also provides other benefits such as increased dwell time, increasing repeat visits, widening a center’s catchment area and differentiation from competitors.
LEISURE INCREASING FOOTFALL AND SALES
Research from Leisure Development Partners in partnership with MAPIC, published in a white paper this month, shows that bringing a leisure concept into a retail space increases its footfall by 2-4 per cent and the retail spend by between 2 and 16 per cent.
JOIN MAPIC 2019
MAPIC 2019 will bring together over 8,500 participants, including retailers, restaurant chains and leisure operators, property owners, franchise partners and investors.
To find out more about the event and reserve your sport click HERE.
To read our highlights from last year’s MAPIC click HERE