October 25，The latest super shopping and entertainment complex in the United States - American Dream，The first phase of the project will be officially opened。American Dream，The name is domineering enough，The tone is not small，The shopping mall that claims to subvert the world，The target number of visitors is 40 million a year。

Where do you get this confidence?

Public information display，American Dream project investment reaches US$5 billion，The total planned area is 46.50,000 square meters，The entertainment and catering industry accounts for 55% (the entertainment industry is estimated to be around 50%)，Including theme parks、Indoor Children's Park、Indoor Ice and Snow Park、Indoor water park、Aquarium, etc.，The retail format accounts for 45%，Entertainment experiences such as eating, drinking and having fun have been elevated to a very high level，Viewing now，This is a data that breaks through the historical ratio。

A trend presented or foreshadowed behind this is，With urban renewal、Changes in people’s needs、Iterations of shopping malls, etc.，Shopping centers have transcended the form of commercial complexes，More like a commercial and entertainment complex，It can be called a small leisure resort complex。

Research consulting agency AK pointed out in the "Future of Shopping Centers" report released this year， Retail real estate of the future，Whether it is a shopping mall、Experience Center，It’s still a fashion exhibition，This will be a place where people meet friends、Meet like-minded shoppers、Looking for unique experience items、A space to reconnect with your values ​​and interact with your favorite brands。

You can also say，Large commercial complex may be heading towards a destination，It is centered on large attractions，Aggregation of large-scale theme parks、Water Park、Gourmet catering、Shopping、Hotel accommodation and other businesses，Multi-level and multi-field business combination，Become a daily or weekend leisure place for local residents and even surrounding people，Entertainment-heavy、Reexperience、Obvious attributes of family, parent-child and young people customer groups, etc.。

Let’s unravel the mysteries of the American Dream Project layer by layer.

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The development of the American Dream project can be considered a lot of hardships，After 16 years，Finally opening for business。

First，The name of this project is Xanadu Shopping Center Project，Launched in 2003，2007，The project developer left due to bankruptcy，188bet app A real estate private equity fund took over，Leaved in 2009；2 years later in 2011，Triple Five Group took over，Continue construction in 2013，Another six or seven years later，Only then can one achieve the right result。

This is also related to the size of the American Dream project，The total planned area is 46.50,000 square meters，More than 5 billion US dollars were spent on previous and later investments。Two details: more than 1500 workers，Monthly cost $75 million；After Sanwu Group took over，Just modifying the engineering design structure cost $700 million。

For commercial real estate，Transportation location is one of the most critical factors，The location selection of the American Dream project is also particular。

It is located in the Meadowlands District of Western New York，Located in New York、New Jersey、Connecticut tri-state junction，8 kilometers from the Lincoln Tunnel connecting New Jersey and Manhattan, New York、20 minutes away from Penn Station, the busiest rail hub in the United States，distance from Kennedy、LaGuardia、Newark’s three major international airports total 80 kilometers。

Good traffic，And the potential customer flow is also huge。Subway system sales from New York to New Jersey exceeded $136 billion in recent years，It can be seen that the volume of passenger flow between the two places。At the same time，New York attracts more than 65 million visitors annually。

According to foreign media information，There are 20 million permanent residents within 80 kilometers of the American Dream project，Average annual income per family 9.USD 70,000，The latest data released by the U.S. Census Bureau is，The average annual household income in the United States in 2018 was US$90,000，Median $80,000。

There are consumers，These people are quite rich，So，American Dream project investors set the passenger flow target as: 40 million passengers a year。Almost the passenger flow of Shanghai Disney in 4 years。

below，We come from entertainment、Catering、Four aspects including retail and other business services，Let’s take a look at the special features of this project，And places for reference。

Entertain guests with non-stop food, drink and fun, allowing them to stay for 6 hours

From the perspective of the project itself，The overall planned area of ​​the American Dream project reaches 46.50,000 square meters，Among them, retail and entertainment entities occupy 27.90,000 square meters，includes theme parks、Performing Arts、Movie、Experience Center、Sports、Retail、Catering and other businesses。Among them，The proportion of entertainment and catering businesses is about 55% (covered area)，Exceeding the retail format ratio of 45% by 10%，Typical way to keep consumers entertained and entertained。

Let’s talk about the entertainment industry first.

There are 15 large-scale entertainment attractions in the American Dream project，Includes Nickelodeon Universe Theme Park、DreamWorks Water 188bet online sports betting Park、LEGOLAND Discovery Center、Sea World, the largest aquarium brand、World famous performing arts brand Cirque du Soleil、Cinemex, the sixth largest cinema group in the world、Indoor Ski Park、Ice rink、Mini golf course、Children’s professional experience center KidZania, etc.。

Theme park projects account for the largest proportion，Including theme parks、Indoor Children's Park、Indoor Ice and Snow Park、Indoor water park、A variety of family entertainment activities such as aquariums。Intention to attract families, parents and young people，Obviously。

Let’s talk about a few key projects.

1. Nickelodeon Universe Theme Park

This theme park owns SpongeBob SquarePants、Classic cartoon characters such as Teenage Mutant Ninja Turtles，When completed, it will become the largest indoor theme park in the Western Hemisphere，Occupy 2.70,000 square meters，35 rides in total、Roller coasters and attractions，Includes two family coasters，One of them is the tallest vertical roller coaster in the world。

This is an all-glass indoor theme park，365-day all-weather temperature control，There is a dedicated space for hosting private parties。

2. DreamWorks Water Park

The park covers an area of ​​20,000 square meters，Will become the largest indoor water park in North America，There are more than 40 slides and 15 entertainment attractions，Most of the attractions are decorated with clips from DreamWorks Animation movies，Such as Shrek Swamp、Madagas Hot Spot Rainforest、Kung Fu Panda theme area。In addition，There is also a lazy river in the park、6,000 square meters of wave pool and the world’s tallest indoor slide。

3. Indoor ski park

Occupied area 1.670,000 square meters，Estimated to open on December 5th，It’s the beginning of the new snow season。This is the only indoor non-artificial snow park in North America，12 floors high、The 244-meter-long ski slope is suitable for skiers of all levels from beginners to advanced，Private lessons also available、Ski training、Children’s camps and other activities。In addition，Surrounding stores provide retail、Equipment Rental、Ticket and other services。

4. Mini golf course

This is the first Angry Birds-themed mini golf course in North America。Building a bird island in the stadium、Three adventure parks, Pig Island and Eagle Island，And play about Fat Red、Cannonball Black、3D movies with characters such as Naughty Pig。In addition，The golf ball is also designed in the shape of a bird，The hole is designed in the shape of a slingshot from the Angry Birds game。

The introduction of this brand coincides with the release of the "Angry Birds" movie in February this year，And its tenth anniversary celebration of the game is not unrelated。

In terms of entertainment items，The American Dream project introduces world-renowned brands，is the leading IP in various fields，What I like is the market appeal and traffic drainage ability of these IPs。Considering these abilities，The customer 188bet Online Sports Betting and Casino base of many IPs will not be limited to New York or North American consumers，It will also be extended to international tourists。

According to industry organization evaluation，Ticket revenue from theme park entertainment projects is $82 million。

Sanwu Group’s goal is to maintain an average daily passenger flow of 110,000 people in the American Dream project。Compared to the average daily attendance of Walt Disney World in Florida in 2017, which was 14.20,000 people，The average daily passenger flow in New York City in 2018 was 17.80,000 people。Another goal is，Let consumers stay for six hours，Currently, the horizontal stay time of consumers in American shopping malls is only one hour。

The American Dream Project aims to achieve these goals，The challenge should not be small，its large size、Densely laid out entertainment projects，Attract tourists as much as possible，The purpose of extending tourists’ stay is very direct。

Collect global food + young fashion shopping

The American Dream project has more than 100 dining centers，Almost all kinds of food from around the world，Including Chinese hot pot and dumplings，23 of them full-service restaurants、3 food markets and 1 food court。

Among them, the Asian American department store H Mart covers an area of ​​more than 3,000 square meters，Composed of a supermarket and a restaurant，Including all kinds of Asian food from around the world、On-site bakery、New Jersey’s first Let Them Talk bar、Live music stage、Craft Cocktail、Entertainment、Weekend activities, etc.。

Munchies, a website of Vice Media (a well-known media group) focusing on food and culture，The first food hall MUNCHIES Food Hall will be built in the American Dream project，meters covering an area of ​​about 3500 square meters，Includes 18 food merchants，There are chefs performing live performances cooking various high-end dishes and other activities，Also includes various restaurants with themes such as sports。Here，Consumers can communicate、Experience and learn cooking, etc.，Revealing fast casual、The trend of social dining。

In addition，KOSHER Food Hall, the American Dream Project’s Halal Food Hall，It is the first halal food market in a shopping mall in North America，Attracting halal food lovers from New York to Miami。

Retail format，American Dream Project 350 retail stores，Saks Fifth Avenue、Luxury brand Hermès、21st Century Department Store, which specializes in high-end boutique men’s, women’s and children’s clothing and other products、Uniqlo, a fast fashion brand that attracts young people with its low-priced trend、Zara and H&M and other brands have settled in, many of which are flagship stores.

One detail is，Data display，Early August this year，The developer of this project said that 85% of the retail stores have been leased。The Saks Fifth Avenue department store occupies two floors，The area is more than 10,000 square meters。Assessed 188bet app by industry organizations，The annual rent of the department store is US$2.1 million，Approximately 12 yuan per square meter。Other luxury brands include Tiffany、Hermès、Dolce & Gabbana, etc.，And Victoria’s Secret、UNIQLO、The annual rent of stores such as Sephora is approximately 65-325 yuan per square meter。

The rents at Fifth Avenue boutiques compare very well，Because this is one of the main selling points of the American Dream project，This store is a century-old store，Relocated from the flagship store on Fifth Avenue in New York to the American Dream Project。This store has Burberry all year round、Discounts for big brands such as Hugo Boss，The biggest feature is the color of discounted products、Complete sizes and varieties，The biggest selling point is that many unique products are only sold here in limited quantities。

Comprehensive tourist services

Similar to Disney、Universal Studios、LEGOLAND，Sanwu Group turns the retail and entertainment complex into a leisure resort，Let tourists shop while shopping，Experience the water park、Ski Resort、Cirque du Soleil and other entertainment，Extend tourists’ stay to the greatest extent。Future，Sanwu Group will also build a hotel with 800 rooms near the American Dream project，Make this project more like a tourist resort。

According to the CEO of Sanwu Group，Sanwu Group has built many hotels in the shopping malls it operates，Occupancy rate exceeds 90%，The average stay time of consumers in the American Mall, another super entertainment complex operated by it, has exceeded 2.5 days，Locals stay here twice as long as traditional shopping malls。

In terms of tourist experience，American Dream adopts the latest technology in facilities in each area，Provided from smart wrist、Mobile payment，To helicopter、Online taxi-hailing、Various light transportation、Direct rail services and other services。Specifically，The project built a taxi center，And provide 30,000 parking spaces，1 of them.10,000 is an exclusive parking space。

In order to make it easy for tourists、Happy Shopping，The American Dream Project arranges special activities and attractions and entertainment projects in each area。It is reported，There are currently nine large-scale projects exceeding US$200 million within a five-minute walk of one another，This is also for tourists to enjoy entertainment、Shopping、The integrated retail experience provides great convenience。

These conveniences apply to consumers purchasing tickets、Accommodation，Go shopping、Arrange itinerary, etc.。For example, providing concierge services to consumers，No need to bring your own bag。When picking up the package，You can use the APP to choose concierge service，Concierge staff will go through all stores to pick up bags for tourists，Then send it to the three service centers set up in the shopping mall，Can also be delivered to your home within 30 kilometers。

In addition，The American 188bet app Dream project has created many check-in points in the central hall area that are suitable for spreading on the social platform Instagram。For example, museum-style interior ultra-modern decoration style、A fashionable fountain nearly 20 meters high、Garden with birds and rabbits and 7.50,000 LEDs and 2.A tree sculpture composed of 50,000 plastic leaves that can play the soundtrack of a musical, etc.。

What are your thoughts?

This introduction to the American Dream Project has triggered your thoughts.

Bloomberg Intelligence statistics show，Less than 50% of U.S. malls will survive the current wave of mall closures。

In recent years，Retail developers in Asia and Europe are also aware，Traditional single retail no longer adapts to the development trend of the current Internet era，China、Saudi Arabia、Many developers in the Middle East have also begun to introduce entertainment projects into shopping malls。

Don Ghermezian, CEO of Sanwu Group said，Retail has always been important，Retail stores have 100% survival space，But there will be contraction in the future。North America does not need thousands of brand retail stores now，These retail products still occupy a certain market in the market，Just no longer need so many retail stores。There are too many shopping malls in the United States，Hundreds more shopping malls can now be eliminated，Sanwu Group plans to build only four absolutely competitive entertainment complexes。

Ghermezian representation，When the company took over the project seven or eight years ago，There were more than 200 merchants at that time，I thought they were entering the American Dream，But later many retail merchants went bankrupt，This also allows the company to focus on changing people’s consumption habits，How to let more consumers have more fun in shopping malls。

Mentioned in the report "The Shopping Center of the Future" by management consulting firm AT Kearney，Consumers in shopping malls may share the same identity or value orientation，Not a retail brand，Gather together，such as animal protection、Peace concept、Racial or community identity, etc.。

This also means，The future of commercial complexes may be closer to the concept or form of a leisure vacation destination，The introduction of large-scale entertainment formats may become more common，Here，The entire experience chain of food, drink, accommodation, travel, entertainment and shopping will be satisfied，Their consumer area circle will also be extended from this。

The author of this article is Li Haiqiang，Zhihui Overseas Market Analyst。Some information comes from the official website of Sanwu Group、CNBC、New Jersey.com、Forbes、ENRNewYork、Crain's NewYork Business et al.