Malls get creative to draw more shoppers

0 Comments | USA TODAY, July, 2008 | by Sarah Butrymowicz and Jayne O'Donnell

Feel like riding a roller coaster before you hit the shoe department? Want to catch a jousting match after browsing for jeans?

One-stop shopping has taken on new meaning as malls, seeking fresh ways to revive declining business, have hit on a new strategy: Why not blend retail shopping with full-blown entertainment?

Consumer confidence is near record lows and many stores' sales are way down, so retailers and mall owners are pursuing fanciful new ways to lure shoppers. The more people they can attract, and the longer they can keep them there, of course, the more likely they are to buy.

As entertainment becomes more central to the shopping-mall experience, malls have sought out venues and stores that promise to draw crowds and are willing to bear some...