How Connecticut malls are reinventing themselves to compete in the retail world

NEW HAVEN, Conn. (WTNH) — In an ever-changing retail space, malls across Connecticut are doing what they can to keep up with the times and rethink what the quintessential mall experience looks like moving forward.

From the hum of escalators and the buttery smell of warm pretzels to eye-catching window displays, shopping malls charmed customers when they first opened in the late 20th century.

For some, those early memories tie back to long days walking the halls of The Westfarms Mall in West Hartford.

“I saw ‘Star Wars’ here; there were movies in the mall back in the mid-70s and 80s,” Ronald Torres of West Hartford said. “The mall changed throughout the years, but this mall has always been a staple in this area.”

Self-described as ‘Central Connecticut’s Premier Shopping Destination,’ the space holds over 140 stores, many of which are filled, for shoppers to choose from.

To keep its legacy strong, General Manager Carolyn Edwards and her team say they are constantly looking ahead for ways to elevate their shopping experience. Recently, the mall has leaned more towards offering unique dining options and special events to pique customers’ interest.

“I think Gen Z right now is really embracing the mall, right? After COVID, you had people who maybe weren’t socializing or coming out,” Edwards said.

Keeping a healthy variety of brands that customers can identify with is also key, from popular national retailers to high-end brands. The mall is soon welcoming Barnes and Noble and Häagen-Dazs just in time for sweet summer treats and beach reads.

“The shoppers come to support it and in turn the retailers say, ‘We want to be at that center cause that’s where the strong shopper base is,’ so it goes hand in hand,” Edwards said.

A Different Story Down The Road

Just a couple of towns over, Enfield Square has been up for conversation by town leaders. Built in the 1970’s, the space stood tall as an economic driver for the town.

Over the past decade, Economic Director Aaron Marcavitch says he’s seen a decline in revenue, followed by a full mall closure for safety reasons. A Target location, which is “anchored” to the mall, has remained open.

“All these different communities that had malls as their hubs are really looking at these as revitalization opportunities,” Marcavitch said. “It’s critical that that parcel be redeveloped in some way. We really don’t want to have a massive, vacant parcel in the core of our community.”

Gears are moving for potential new owners, who have already proposed plans to town leaders to turn the mall into a mixed-use space, including a central retail hub and apartment units.

News 8 reached out to the Enfield Square mall’s representation but was declined for an interview.

Betting on Community Over Commerce

At The Shoppes at Buckland Hills, General Manager Justin Roberts is also giving the modern-day mall experience a second look.

“Malls themselves have had to change over the years. It’s not the same environment as the 90’s,” Roberts said. “What we’ve noticed is that many of the malls that are successful do have these third spaces, places to go, things to do. It generates a lot more foot traffic.”

In addition to offering national brands, small businesses are bringing unique offerings to customers. Roberts says he’s also leaning towards something online retail can’t replicate: More entertainment spaces to fill empty storefronts. Roberts says the mall has already had plenty of success with its tenant, The Funny Bone Comedy Club.

“Community theatres, roller rinks. Things for people to do and be involved in a community,” Roberts said. “We want welcoming third spaces.”