As department stores close, malls finding new ways to attract customers

KINGSTON, Mass. — It's called Kingston Collection – don't call it a mall.

What was a retail mecca is now being rebranded as an entertainment destination, marking a new strategy in getting people to spend their time and their money at places like it.

“What we've created here is a destination that's unlike anything on the South Shore,” said Wynn Schoeneck, general manager of the Kingston Collection.

The Kingston Collection was once known as the Independence Mall, but a few years back the space began taking on a new identity.

“I think what customers are saying today...not just in Kingston but anywhere, is they want something different,” said Schoeneck.

And instead of it just being the typical department stores and mall pizza and Chinese, there’s a little something fun for everyone.

For kids, there’s a play land, a go-kart course, trampoline park and an inflatable jump park. For adults, there’s an “Escape the Mystery Room”, a movie theater and even cooking classes.

At Bar Rustic, Chef Elizabeth Bramwell also hosts a cooking show from inside the restaurant.  She says Bar Rustic is part of Kingston Collection's plan to lure customers, and let them linger.

"It's incredibly family-oriented and instead of an excuse to get out of the house, it's a destination," she said.

Industry experts say that is what consumer is looking for and companies that don't respond may not survive. According to some predictions, one-third of U.S. malls will close in the next several years.

But Schoeneck says it doesn't have to be that way.

“I think you'll start seeing more and more developers trending toward this model,” she said.

Around the country Macy’s and Sears are closing stores in malls, including some in Massachusetts. Macy’s said the store closures is part of the company’s restructuring.

Cox Media Group