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Come for the roller coaster, stay for the shops: Can malls be fun again?

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Come for the roller coaster, stay for the shops: Can malls be fun again?

Mall of America’s amusement park is one of the ways the shopping center lures tourists and locals to make a day of their visit.

Jenn Ackerman for NPR


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Jenn Ackerman for NPR

In the bleary predawn hours, it’s hard to tell Mall of America from any other high-end shopping center. Workers wield mops, hammers and forklifts. Under dim lights, Cinnabon bakers stretch and roll buttery dough. Around 7 o’clock, mall walkers silently swarm the building, meticulously tracing every nook of the perimeter.

But then, you grasp the scale.

Mall walkers count in the dozens, speed-stepping past towering unlit Christmas trees and 11-foot nutcracker statues. One lap around the mall is just over a mile. Local shopping malls vary in size, of course, but Mall of America is at least three of them stuck together. Maybe seven. Arriving in Minneapolis by plane, you first see it from the sky.

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At 10 a.m. — opening time — a caravan of yellow buses releases a horde of middle-schoolers on a field trip. Like a shock wave, they push to the center of Mall of America, where roller coasters loop around a carousel, a zip line, a SpongeBob-themed jumping gym. The amusement park, Nickelodeon Universe, is a top reason locals visit.

“I feel like most of the time, we just go on rides,” says Sarah Matteen, whose 6-year-old daughter, Maeve, just went on her first big-kid ride: the soar-then-plunge Splat-O-Sphere. Now, Maeve is clinging behind her mom’s leg. “She said she had lots of butterflies.”

And now that’s over, what will they do?

This photo of the exterior of Mall of America shows a low, wide building with two taller buildings behind it. The front of the low, wide building displays large ads for Ulta, Sephora, Sea Life and Pandora, among other entities in the mall.

The exterior of Mall of America in the Minneapolis suburb of Bloomington, Minnesota.

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In this photo, two women and a teenage-looking girl hold shopping bags as they walk on a catwalk-like bridge linking various areas of Mall of America.

Shoppers stroll inside Mall of America on a catwalk-like bridge connecting stores, food spots and the amusement park.

Jenn Ackerman for NPR

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“Probably go to a couple of different stores,” Matteen says. Will she buy something? “Probably.”

This was exactly the goal when Mall of America developers, back in 1989, decided to stick five football fields’ worth of roller coasters and playgrounds in the middle — with stores encircling them.

It was rare then; it’s still rare now. But the idea behind it — dubbed “retailtainment” — is a strategy many believe could save the American mall.

After a tipping point, malls try to be destinations

People don’t visit malls like they used to. For two decades, shopping centers have lost sales to the Internet. Foot traffic at indoor malls is 5% below what it was before the COVID-19 pandemic, according to tracking firm Placer.ai.

At the same time, malls have sprawled so much that per capita, Americans still have four times more retail real estate than Europeans, says retail expert Mohit Mohal.

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“At some point of time, you know, you reach a tipping point,” says Mohal, who advises malls and retailers at the consulting firm Alvarez & Marsal. Growing by adding locations no longer works, he says, so: “Malls have now been asking, how do I create a compelling value proposition?”

That’s how the mall becomes home to gyms and salons, golf simulators and pickleball courts — not just shops but stuff to do, reasons for people to return. There are even hotels, offices and apartment complexes so a shopper may never have to leave the vicinity.

People sit in individual seats that soar up high and whirl around on an amusement park ride at Mall of America.

Passengers soar and whirl on a ride named after the Teenage Mutant Ninja Turtles at Nickelodeon Universe, the amusement park inside Mall of America.

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Plenty of malls cannot afford this change. Some are too far gone to try. Some grapple with theft or other crime, deciding to resort to limits like curfews.

But of those with a chance to make it for the long haul, many are trying to turn back time — to when a mall was more than just a place to return an online order, but a destination for the day.

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They’re adding activities that “traditionally — 20 years back — people would have not gone to a mall for,” Mohal says. “And that is helping revive the traffic in the mall.

“I don’t think it’s the silver bullet, nor would I say that malls are dying, but I would say malls are evolving,” he adds.

If you build it, they will come — and shop

By lunchtime, Mall of America is teeming with toddlers toting Build-A-Bears, babies bouncing in strollers, adults studying store maps. A girl, around 10 years old, dangles from the top of a human claw machine.

The mall started out 80% retail and 20% entertainment, but now the split is closer to 60% and 40%, says Jill Renslow, one of the executives running this place. There’s a Sea Life aquarium, mini golf, arcades, escape rooms and a psychedelic fun house called Wink World. Gleaning from sister malls — New Jersey’s American Dream and Canada’s West Edmonton Mall — Mall of America is now building a water park.

Something stands out, however, talking to mall visitors around these spots: Many say the only things they bought or would buy that day, besides tickets, are snacks at the food court. How does that make sense for the rest of the mall, for the stores?

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This photo is a portrait of Mall of America executive Jill Renslow. She's wearing a black shirt and light brown patterned blazer. She's standing next to a railing, and behind her is a multistory atrium of the mall.

Some 32 million people visit Mall of America each year. “We’re 70 and sunny every day,” jokes Jill Renslow, one of the executives running the mall.

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“The longer time that [people] spend in a space, typically they’re going to spend more money,” replies Renslow, chief business development and marketing officer. “But even if they don’t on that first visit, they’re going to come back because they had a great experience. … We’re along for the ride for the long haul.” 

Mall of America doesn’t disclose financials as a privately held company, but Renslow says retail sales are up 5% so far this year. Visits are up 4%, she says. That’s nearly the reverse of the drop in foot traffic at malls nationwide.

Grabbing a bite turns into a ride — or two

Being a tourist destination certainly helps. Some 32 million people come every year. In a Minnesota winter, “we’re 70 and sunny every day,” Renslow jokes.

Almost on cue, a couple rolls full-size suitcases at the edge of Nickelodeon Universe: Janelle Mayfield and Evan McManus of Louisville, Kentucky.

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“We literally just landed,” Mayfield says.

They jumped on the light rail at the airport and discovered it drops them directly at the mall. With a few hours to kill before Airbnb check-in, they thought they’d grab a bite — but found themselves between a log chute and a climbing wall. A roller coaster thunders overhead, heading for a loop.

“I’m wanting to, as soon as the Airbnb opens up, drop off our luggage and then come back,” Mayfield says, laughing.

The mall’s gravitational pull has worked once again.

Dreaming up reasons for people to visit

The strategy, it seems, hinges on a simple premise: Just get people in the door.

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Mall of America throws 300-some events a year: the largest gathering of people dressed as Teenage Mutant Ninja Turtles, a 67-foot-tall real gingerbread house, hair-bedazzling before Taylor Swift’s concert, wrestling matches, even a rave.

In this photo, Dan Jasper peeks out from behind a large brown door that's partially open at Mall of America. Two conifer trees are on the left side of the photo.

Dan Jasper, who’s in charge of leading visitors on tours of the mall, steps out from behind the scenes of Nickelodeon Universe.

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In this photo, Dan Jasper stands next to a giant jack-in-the-box. On the right side of the photo is a tall nutcracker soldier. In the background stand multiple tall metallic Christmas trees.

Dan Jasper says he first visited Mall of America the week it opened in 1992. He’s now a senior vice president who has been with the company for over 19 years.

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“We brainstorm. We go, ‘What can we do? What would be fun? What would grab the attention?’” says Dan Jasper, a senior vice president. “We had a bride and groom get married in Sea Life, in the shark tank, in scuba gear. … Shark knocked her veil off, live on national TV.”

One time, they got singer Ed Sheeran staffing the Lego store. Renslow says the staff constantly tracks upcoming concerts, music and movie releases.

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This also means a never-ending hunt for uncommon stores and pop-ups: a spa for children, a shop of Japanese snacks and toys, a physical space for a TikTok brand.

“There’s always been construction here for the whole 16 years I’ve been here,” says Andrew Stokke, a housekeeper, leaning on his cleaning cart at the foot of a roller coaster tower. He points in every direction: “This is brand-new. That’s brand-new. It’s constant.”

In this photo taken from above, looking downward, shoppers carrying shopping bags walk through Mall of America. On the right is a kiosk displaying cellphone cases and other small items for sale, and on the left is a Minnesota Vikings-themed store.

Shoppers walk through Mall of America, the largest shopping mall in the United States.

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This, of course, takes a lot of money and staff. Renslow acknowledges this and the fact that Mall of America’s size, history, reputation and private ownership give it power that few other malls enjoy. She also calls change the key ingredient and staleness the enemy of survival.

“You can’t fall by the wayside of just doing what you’ve always done,” Renslow says.

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It’s the mall’s job to reinvent itself to draw people in — then it’s up to the stores to turn those visitors into shoppers.

Lifestyle

Shy on the dance floor? Virtual reality ‘partners’ aim to help you find your groove

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Shy on the dance floor? Virtual reality ‘partners’ aim to help you find your groove

Entrepreneur David Huang tests out a VR headset while conducting demonstrations of the social dance lesson app Dance Guru at the Augmented World Expo in Long Beach, Calif., June 17, 2026.

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Wedding season is in full swing, bringing with it a familiar sense of dread for anyone who fears the dance floor.

But relief may finally be at hand with the help of a new app, Dance Guru, and a virtual reality (VR) headset.

The social dance instruction app transports users to a spacious, digital dance studio. Waiting inside is a computer-generated coach: a handsome, male avatar wearing a shirt open to his navel. He speaks with a slightly gravelly English accent.

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“Watch me now,” he instructs at the start of a waltz lesson — which NPR tried out at the Augmented World Expo in Long Beach, Calif., an annual conference showcasing the latest developments in virtual and augmented reality.

The avatar then demonstrates a basic box step.

From there, the lesson becomes interactive. The coach tells the user to hold his hand while an electric pinging sound tracks the student’s foot placement.

“One, two, three, four, five, six,” the virtual teacher counts down.

When the user stumbles, he remains remarkably patient. “Do not worry, foundations take time. Let’s try that again. Work on grounding your steps more intentionally.”

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Solving the beginner’s dilemma

Dance Guru creator David Huang said he came up with the idea for the app a couple of years ago out of frustration.

“I always wanted to learn to dance and I was always terrible at it,” Huang said. “And I always ended up stopping midway through the lessons.”

He soon realized that many beginners hit the exact same roadblocks.

“Private lessons are too expensive, and you feel like you’re always forgetting the dance steps,” Huang said. “You cannot find a partner to dance with. So I figured maybe I can create something like this.”

The Dance Guru platform currently offers tutorials in salsa, bachata, waltz, and cha-cha, in both lead and follow modes. To make the digital instruction feel authentic, Huang used motion-capture technology to record the movements of real-life dance teachers — with their permission.

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Building on the legacy of online tutorials and video games

Dance Guru belongs to a small but growing wave of apps using VR to demystify social dance. At a nearby booth, conference attendee Victor Chen is testing out a competing app called Trip the Light. It currently offers salsa lessons, as well as freestyle options, where a user can dance with a partner without having to learn specific steps.

Trip the Light's booth at the Augmented World Expo included posters of the app's virtual instructors. Real-life performers, who gave Trip the Light permission to motion capture their movements, were used as a basis for these avatars.

Trip the Light’s booth at the Augmented World Expo included posters of the app’s virtual instructors. Real-life performers, who gave Trip the Light permission to motion capture their movements, were used as a basis for these avatars.

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“A lot of times when you’re trying to learn a choreography, it’s watching a YouTube video and you have to pause it, rewind, and play it,” Chen said. “If you were to have a virtual avatar dancing in front of you and correcting for any parts that you missed, it might be a lot easier.”

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How to have the best Sunday in L.A., according to Deidre Hall

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How to have the best Sunday in L.A., according to Deidre Hall

For half a century, Deidre Hall has taken on every kind of disaster in the drama-packed town of Salem, Ill., as a star of “Days of Our Lives.”

There was the time — actually, it happened twice — when her character, Dr. Marlena Evans, was famously possessed by the devil and even levitated.

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In Sunday Funday, L.A. people give us a play-by-play of their ideal Sunday around town. Find ideas and inspiration on where to go, what to eat and how to enjoy life on the weekends.

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Or the time a serial killer, who was actually Marlena under hypnosis, seemed to kill several beloved characters. The long-running show’s storylines have become legendary, and in March, while promoting “Hail Mary,” actor Ryan Gosling even gave Hall a shout-out, admitting he was a fan, praising the hard work of soap opera actors and calling her an “OG acting inspiration.”

But Hall’s real life in Santa Monica is much quieter than her character’s, and she likes it that way.

“When I bought my house in Santa Monica, I didn’t realize how great it would be to live near Montana Avenue,” says Hall, 78, about the popular shopping spot. Every day, she walks to the main street with her golden retriever, Riley, and enjoys Pilates, art and good food along the way. “The owners of the Farms Market even keep dog biscuits, so guess where the dog wants to go every time we walk — the Farms, of course,” she says, laughing.

When she isn’t filming the daily soap opera, which airs on Peacock, Hall enjoys raising monarch butterflies, exploring the shops and restaurants on Montana, and hosting movie nights at home with her two sons.

Here’s what a perfect day in L.A. looks like for her.

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This interview has been lightly edited and condensed for length and clarity.

7 a.m.: Breakfast and dog walk

I usually kick off my day with a protein shake, feed our golden retriever and take her out for a walk. She’s a phenomenal girl. When we adopted her, her name was Riley, but I did think about naming her after Mrs. Hughes from “Downton Abbey.”

10 a.m.: Church and garden time

After I walk the dog and go to church, I like to spend some time in my yard. I’m not a natural gardener, but I really enjoy it. I started raising monarch butterflies because my identical twin sister, who played my twin on the show, planted a butterfly garden. Monarchs are amazing because they are transitional. Every year, they travel from Mexico to southern New England, but it’s getting harder for them. Their numbers have dropped by about 80%. To help, I plant milkweed, which is what they need to survive. I buy my milkweed from the Staghorn Garden on Wilshire Boulevard in Santa Monica. Julie, who owns the nursery, is delightful and has a wide variety of milkweed. The monarchs always seem to find my garden. Julie was raising some caterpillars too, and she cared a lot about them. We talked about how important it is to help the butterflies. That’s why I do this. Sometimes I get milkweed with eggs already on it, and Julie knows her butterflies are going to a good home.

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1 p.m.: Walk to Montana Avenue for some lunch

I live near Montana and love taking long walks, going to Pilates and trying out the great restaurants nearby, like R+D Kitchen and La La Land. I’m a big fan of the waffles at the Courtyard Kitchen. Just a few days ago, I had a chicken salad on raisin bread with an Arnold Palmer, and it was delicious. It is right on Montana and has a nice outdoor seating area. It’s one of my favorite spots. La La Land always has a long line in the morning, which is perfect if you want coffee. They serve coffee, doughnuts, croissants and avocado toast. There’s plenty of outdoor seating, and you can even bring your dog.

2 p.m.: Peek inside a clock shop

There’s a small clock shop on Montana Avenue that’s closed on Sundays, but if you walk by, you’ll see all kinds of clocks — standing, table and wall clocks. The owner is great at fixing them. Once, I bought a wall clock from MacKenzie-Childs, but it didn’t work. And I was really upset because it matched everything else on my countertop. I brought it to the owner and said, “I love this, but I can’t make it work.” He fixed it right away. His name is John, but I call him Geppetto. And we all know why. He really does have a magic touch.

2:30 p.m.: Visit a neighborhood art gallery

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Ten Women Gallery is run by 10 artists, all of whom show their work there. I was drawn to some watercolors there, bought a few cards and spoke with one of the artists. She told me, “You seem to love watercolors,” and mentioned that the artist who painted them, Pamela Harnois, lives in Los Angeles and teaches nearby. I got Pamela’s name and found out she taught at the Brentwood Art School. I was so inspired by her gift that I started taking private lessons with her on Saturdays. That gallery is where I discovered my love for watercolor painting.

3 p.m.: Grab some ice cream at Rori’s

The other day, my longtime girlfriend wanted to get ice cream and told me, “We are walking to Rori’s Artisanal Creamery.” It’s a small shop on Montana near Lincoln. They make everything themselves, using local ingredients from grass-fed cows with no added hormones. The place is family-owned and probably has the healthiest ice cream you’ll find. They switch up their flavors often, but my favorite is the salted caramel.

6 p.m.: Family dinner and movie night at home

R+D Kitchen is always packed, so my sons, who are 31 and 33, do the cooking. They come over, and together we make salads and cook dinner. There’s a neighborhood grocery store called the Farms, off Montana, a small family-run place that has everything we need. Everyone knows each other there, and people bring their dogs. We try to have movie night every Sunday. Sometimes the day changes, but we always make sure to have one night a week where we cook a meal and sit down as a family. Keeping that tradition has become really important to us. My sons are great cooks, which is funny because they definitely didn’t get that from me. [Laughs]

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9 p.m.: Take Riley for one last walk and visit neighbors

After dinner, I take my dog for a walk. It’s a great way to meet neighbors. We always go around the same block. We’ve met so many people, and since she’s a golden retriever, she loves meeting everyone.

10 p.m.: News, knitting and bedtime

I am a news junkie, so I usually watch whatever is on the news before I go to bed. I have a long-standing passion for knitting. Lately, though, the news would make me drop a stitch.

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Iris van Herpen Reaches for the Stars

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For Iris van Herpen, couture is a laboratory as much as a runway. Our chief fashion critic, Vanessa Friedman, takes us inside this Dutch designer’s latest Paris show — from sci-fi-inspired gowns to an audacious attempt at a dress made of charged plasma.

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