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Today, as every business is diversifying, so are malls in the UAE. Not only are they shopping destinations, they also offer healthcare services and, more recently, sports facilities.
Not only are these sports facilities popular during the summer months when most activities are confined to indoors, but they are also popular with sports enthusiasts year-round.
Currently, Safeer Mall in Sharjah, Naeem Mall in Ras Al Khaimah, Marina Mall in Abu Dhabi and Zabeel Sports District in Dubai Mall are some of the facilities where sports enthusiasts can enjoy their favorite games. These malls offer a variety of sports such as cricket, tennis, paddle tennis and table tennis.
Mall owners claim that they lease sports venues not because they cannot lease them to brands, but to offer variety and meet the needs of the country’s changing consumer behaviour.
Residents in the UAE are increasingly turning to indoor facilities as they are close to home, can play frequently without worrying about weather conditions, and can play with family and friends
“Malls are increasingly introducing different venues for the sport for a number of reasons. First, it helps generate revenue by attracting more visitors to malls. Sports facilities provide additional entertainment options that encourage People spend more time and money in malls.Secondly,it helps to increase foot traffic because people who are interested in the sport are more likely to visit the mall if the mall provides such facilities and finally introduce sports Amenities can add diversity to the tenant mix, making malls more attractive to a wider range of customers,” said Safeer Mall Leasing Manager Purushotam Tejwani.
This mall in Sharjah offers a wide range of indoor sports including badminton, basketball, volleyball, cricket, football, table tennis, karate and gymnastics.
Mohammed Naeem, general manager of Al Naeem Group, said that like every other industry, shopping malls are constantly being upgraded to adapt to the changing needs of customers.
“Today, people are looking for a multi-functional environment that provides a wide range of leisure activities as well as other services such as office, residential and cultural facilities, and shopping centers are developing accordingly. The ideal shopping center in the future will be one that meets the functional needs of people’s lives and a destination for social needs,” Naeem said.
He added that malls must be revamped and upgraded to become thriving communities where people live, work, play and dine.
“Mall shoppers are looking for more than just a few retail stores. They’re looking for a 360-degree experience that meets their various social needs. Also, the mall’s strategic location in the city makes it easy for people from nearby areas to visit. Fitness and Sports facilities are in high demand and it will be more convenient for people if there is a mall nearby.”
Mohammed Naeem added that indoor sports facilities are being rented out to cater for such events.
“It’s been said that there are only two futures – the one you inherit and the one you design. Last century’s mall and mall tenants used technology in a purely logistical and transactional way, but this century’s entrepreneurs will leverage Technology enables them to interact and communicate with consumers who have their own shopping technology,” he said.
Higher occupancy in summer
The average occupancy rate for the Safeer Mall sports facility is 25,000 people per month, which indicates the number of people using the facility in a month.
Tejwani explained that sports facilities in indoor malls are popular not only in summer, but year-round. “However, occupancy rates may be slightly higher in summer as people are more inclined to take part in indoor sporting activities to escape the heat or during the school holidays.”
The Al Naeem Mall in Ras Al Khaimah has occupancy rates of between 30% and 50% on weekdays and as high as 80% on weekends.
Mohammed Naeem said indoor sports facilities thrived in summer and people liked the convenient location year-round.
“They are more likely to frequent a conveniently located shopping center that offers their favorite sport than a distant club. Furthermore, indoor sports facilities solve all the problems and limitations inherent in outdoor courts – they allow people to play regularly. Exercise without having to worry about current weather conditions and save facility owners significant maintenance and upkeep costs.”
“The safety and comfort of the complexes and the excellent playing conditions they provide attract athletes of all ages and from all walks of life, so the facilities are always busy and thriving. Games and practices are never canceled due to the weather, allowing business owners Being able to make a profit when outdoor facilities aren’t,” he said.
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