Pickleball is making its way into local malls, taking the place of vacated stores like Bed Bath & Beyond, Old Navy, and Saks Off 5th. While this might appear to be an unconventional approach, the transition offers advantages for both mall proprietors and pickleball enthusiasts.
In a bid to revitalize their spaces and draw foot traffic beyond the customary anchors and clothing outlets, malls are seeking new tenants. This transformation is in response to evolving consumer preferences, as people yearn for enjoyable social experiences following a period of limited gatherings due to the pandemic. A shift has occurred in spending habits, with a preference for experiences such as theaters, arcades, and amusement parks, rather than material goods.
According to a recent report by real estate investment firm JLL, malls are adapting to these trends by diversifying their tenant mix and incorporating a wider array of activities to attract visitors. This includes offerings such as skydiving, virtual golf, and even breweries.
Concurrently, pickleball has emerged as the fastest-growing sport in the United States. The game, blending elements of tennis, badminton, and ping-pong, originated in 1965 but has experienced a remarkable surge during the pandemic. The Sports & Fitness Industry Association, a trade group, reported a staggering 159% increase in pickleball players over three years, reaching 8.9 million participants in 2022.
As a result, demand for pickleball court spaces has escalated. These spaces are being sought after by both game enthusiasts and developers keen to construct courts. Although the sport has gained immense popularity, its rapid expansion has presented challenges. Public parks, recreation departments, retirement communities, and country clubs are grappling with limited space and resources as they aim to accommodate the game's growing popularity while ensuring harmony with other activities and interests.
To address these challenges, pickleball is finding a new home in malls, presenting a win-win opportunity. Players can engage in matches and subsequently enjoy dining or shopping experiences, creating an all-encompassing visit that benefits both the players and the mall owners.
An illustrative example is Pickleball America, a group set to transform an 80,000 square-foot anchor space within a former Saks Off 5th retail store in Stamford, Connecticut. This venture, scheduled for this summer, is slated to become one of the largest indoor pickleball venues in the country. Similarly, outdoor malls like The Meadows at Lake Saint Louis are repurposing former Bed Bath & Beyond spaces to accommodate pickleball clubs.
This trend is not confined to specific regions. Former retail spaces, like that of a Burlington store in Shore Mall, New Jersey, or an Old Navy location in a New Hampshire mall, have already embraced pickleball facilities.
Furthermore, a new concept called Camp Pickle is on the horizon. It integrates pickleball with culinary and beverage options within a nostalgic camp culture setting reminiscent of the 1940s. Camp Pickle is set to debut in Huntsville, Alabama, with plans for expansion into Atlanta, Dallas, and Minneapolis in the following year. This innovative approach encapsulates the merging of physical activity, leisure, and entertainment, capturing the essence of a burgeoning trend that marries pickleball with a unique mall experience.
