The need to include an element of leisure in a retail scheme is nothing new. However, the mix and type necessary to increase footfall is changing and, as the retail sector faces ever more pressure, landlords and developers need to adopt a more strategic view.

The provision of an extensive food and beverage offer has been shown to impact the dwell time and customer spend. If you look at newer retail schemes across the UK, the percentage of food and beverage is significantly higher now than it is in first generation developments.

This is particularly the case at out-of-town shopping parks. At Hampshire's recently opened Whiteley Shopping Centre, for example, approximately 22 per cent of floor space is dedicated to food and beverage. Compare this to the 1991 Teesside Shopping Park in Stockton-on-Tees where the average dedicated floor space is around five per cent.

Historically, however, the main leisure anchor at retail parks and shopping centres has always been a cinema.To a certain extent this is still the case but the ‘holy grail’ is now something that can complement that cinema and drive daytime footfall.

Westfield London might just have the answer in KidZania, reportedly opening this year. KidZania differs from the other kidsplay operators by combining education and entertainment, allowing children to role-play adult experiences in a 'city' built to scale.

Securing a unique operator such as KidZania is essential for landlords looking to diversify their leisure offer. Not only will it help ensure a scheme is trading at its full potential, but it will create an established destination the customer won’t forget.

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