The Mall of America and Mills outlet malls are examples of how retail and entertainment can be combined on a large scale. Americans now view eating as the number one way to unwind and relax according to a recent Salomon Brothers report on the restaurant industry. They aim to transport patrons to an exotic and entertaining atmosphere, then offer merchandise that guests can take home as souvenirs. They include climbing and play equipment, small scale rides, video arcades, games, redemption games, food and beverage and merchandise. In other areas, high-impact film technology such as Imax and Omnimax are being offered in selected shopping centers.
Entertainment is also important in many downtowns and regional development initiatives.
Downtown areas are great places to bring together retail and entertainment. In many communities, museums, sports centers and food and beverage facilities already exist and can be packaged to create a pleasurable and more interesting shopping experience. Further, entertainment facilities are very expensive to build and may only be feasible in larger market areas. Nevertheless, there are various opportunities that might make sense in smaller communities. The creation of entertainment opportunities are especially important to our small communities.