How an Ice Rink Transformed the Mall of Dilmunia: A Success Story
In today’s competitive retail environment, malls are constantly seeking innovative ways to attract visitors and stand out. For the Mall of Dilmunia, the introduction of a permanent ice rink was a game-changer, addressing challenges like seasonality, inconsistent foot traffic, and the need for differentiation. Now home to Funscape’s Entertainment offering, the largest ice rink in the Kingdom of Bahrain. This ice attraction has quickly become a centerpiece for recreation, events, introduction to skating lessons and family fun, redefining the mall as more than just a shopping destination.
Retail Challenges
Mall of Dilmunia was focussing on high quality entertainment offering already in concept design phase, in cooperation with the main architect and various attraction specialist consultants, e.g. A.S.I, Ice-World and Walltopia. Hence Mall of Dilmunia and faced the challenge of differentiation in a competitive market as the retail landscape in Bahrain is highly competitive, with many malls offering similar experiences. To stay ahead, the Mall of Dilmunia needed to distinguish itself and offer something unique and exciting that would attract both locals and tourists. Without a distinctive draw, the mall risked becoming just another shopping destination in a crowded market.
The Solution: Funscape World’s Ice Zone
To address these challenges, the Mall of Dilmunia decided to take a bold and innovative approach by introducing Funscape World’s Ice Zone, the largest permanent ice rink in the Kingdom of Bahrain. This world-class attraction has proven to be the perfect solution to the challenges faced by the mall.
- Unique Attraction:
The ice rink has become the central attraction at the mall, offering something truly unique that visitors can’t easily find in other shopping centers. By providing a family-friendly activity that appeals to people of all ages, the rink has drawn in both local visitors and tourists, creating an exciting atmosphere for everyone. - Increased Foot Traffic:
One of the most immediate benefits of the ice rink has been the significant increase in foot traffic, particularly on weekends, holidays, and special occasions. People who come to skate often end up shopping or dining at the mall as well, boosting sales for retailers and restaurants. - Year-Round Entertainment:
Unlike many seasonal attractions, the ice rink offers year-round entertainment, providing a cool escape even during the warmer months. The rink has become a place where people can enjoy an all-weather activity, offering consistent entertainment throughout the year. - Brand Differentiation:
Perhaps most importantly, the ice rink has allowed the Mall of Dilmunia to differentiate itself from other malls in the Kingdom of Bahrain. The introduction of this unique attraction has not only set the mall apart but has also attracted media attention, solidifying its status as a leading entertainment hub.
Choosing the Ice-World aluminum system and leveraging their expertise for the installation of our ice rink was a pivotal decision for our destination. From the initial design phase, their professional support was invaluable, providing guidance that greatly benefited both our team and contractors. Over the past few years, the ice rink has proven to be an outstanding attraction, delivering a tangible return on investment within just two years—even during the challenges of the COVID-19 pandemic.
Hesham Al Haddad, Head of Organization FunScape, Mall of DilmuniaUnlock the Ice Rink’s Impact for Your Mall!
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