ABSTRACT
Shopping centres can no longer rely on shopping alone to attract customers. The international retail sector is facing mounting pressure from online shopping, forcing a notable shift among large, Destination Shopping Centres to invest in the creation of unmissable experiences, using events as a key strategy. Destination Shopping Centres, seen as artificial mini-cities, endure increased competition and have therefore augmented their offering – encouraging their ‘guests’ to spend time, as well as money, in their spaces. This chapter will examine the range of events that sit within this postmodern retail environment, and illustrate how a portfolio of vibrant, engaging, entertaining and temporary event experiences enliven often generic and sterile shopping centre spaces. Specifically, international retail event tourism is examined, with the Dubai Shopping Festival and Hong Kong amongst the case studies examined.
