Westfield Valencia Town Center Opens Outdoor Play Area and Sales Increase at Children’s Retailers

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Westfield Valencia Town Center is unique because it offers both indoor and outdoor shopping experiences and has two play areas – both created by PLAYTIME, LLC. Center managers credit the play areas with helping to increase sales at nearby retailers.

Families flock to the new outdoor play area at Westfield Valencia Town Center.

Families flock to the new outdoor play area at Westfield Valencia Town Center.

The outdoor play space has only been open a few weeks and the nearby children’s retailers tell me that foot traffic has picked up and sales have increased 3% to 50%.

Located in Valencia, CA, Westfield Valencia Town Center boasts two toddler playgrounds created by PLAYTIME, LLC. One was created in 2005 and is located inside the center. The second play area is brand new and it is outside and it has already driven more sales to nearby retailers.

Raj Chandani, General Manager, says that the shopping center attracts more than 10 million shoppers each year, so his challenge isn’t in finding ways to bring more people to the mall. Rather, he wants to keep shoppers there longer.

“The foot traffic is here,” he says. “So my focus is to get people to stay here and shop longer. The play areas are the perfect amenities. Parents come, their kids play, they hang out and grab a coffee and then go shopping.”

The outdoor play area has only been open a few weeks and Chandani reports that sales have increased as a direct result of the traffic created by the play area.

“The outdoor play space has only been open a few weeks and the nearby children’s retailers tell me that foot traffic has picked up and sales have increased 3% to 50%,” says Chandani. “We are seeing families stay longer. That’s the best part – dwell time increased.”

Because of Valencia’s intense summer heat, the play area boasts a desert theme and includes giant sun shades that span the space to provide shade. All of the soft play elements and the DuraSoft safety carpeting were designed and installed by PLAYTIME, a commercial playground manufacturer and the global provider of unique, interactive, soft play areas and playground equipment for indoor, outdoor and water play.

“In 2010, we redeveloped the shopping center and added The Patios, our outdoor lifestyle component,” says Chandani. “We wanted to attract more shoppers to the wing where the children’s retailers are located, therefore we installed a new outdoor play area. It was a perfect fit. The play space is attracting more families than expected.”

He adds, “If the children’s retailers continue at this pace then, by all means, the play area has been a success.”

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David O'Niones
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