Why Iowa’s largest mall is growing, while other US malls are dying.

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Did you know many national retailers designate one central Iowa mall as their top 5 retail location by revenue? Did you also know as malls across the country are dying, one Iowa mall is growing rapidly? Randy Tennison, General Manager of Jordan Creek Town Center tells us what he’s doing differently, fun Holiday plans, and why they’re at 99% occupancy!

Tennison gives the rundown of new stores opening for the Holidays like Urban Outfitters and Madewell and gives an outlook of employment challenges for the 2023 Holiday season, and explains why Jordan Creek is a travel destination for neighboring states. He also explains the Holiday activities unique to this massive Iowa mall mecca.

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Brick and Mortar Retail In Iowa

Tennison offers insights into the evolving retail landscape in Iowa. Despite the rise of online shopping, Tennison notes a post-pandemic resurgence in brick-and-mortar shopping. He attributes this to people’s desire for tactile experiences and social interactions, which are absent in online shopping​​.

Randy Tennison, General Manager of Jordan Creek Town Center

Jordan Creek’s success, Tennison explains, stems from offering more than just shopping. The mall focuses on creating an encompassing experience, including food, entertainment venuues like an aquarium and theater, and activities like yoga events in stores like Lululemon and Athleta​​.

Retailers at Jordan Creek are blending online and physical experiences, encouraging customers to visit stores for pickups, returns, and trying out products. Tennison emphasizes the importance of this omnichannel approach in modern retail​​.

Tennison discusses improvements in inventory management post-pandemic, leading to fewer supply chain issues. He also highlights the economic stability and growth in the Des Moines area, contributing to the center’s success and making it a top location for many national retailers​​.

Why Major Brands Are Coming to Iowa

With attractions like Top Golf and a robust lineup of retailers, Jordan Creek is drawing visitors from across the Midwest, transforming West Des Moines into a regional shopping destination​​. A destination that people across the state and surrounding states come to visit.

Randy Tennison, GM of Jordan Creek Town Center joins Justin Brady in the IowaPodcast.com studio

Jordan Creek, inclusive of its various districts, generates over half a billion dollars in annual sales, reflecting its significant impact on the local economy​​, but they are facing a few challenges as they prepare for the Holiday shopping season: staffing.

Jordan Creek is now 99% leased as it accommodates new national tenants and further expands its offerings​​, but that growth means they need to staff-up amidst staffing shortages across the country.

Tennison explains how he has been interacting with brands to help them hire more Iowans and increase pay.

Jordan Creek Town Center Tree Lighting and Fireworks

The Jordan Creek Town Center tree lighting, fireworks and Santa’s arrival happens on Friday, November 17th at 6pm – 7pm. This Jordan Creek Town Center tradition includes live music by Lutheran Church of Hope, who will begin playing Holiday favorites in Jordan Creek’s amphitheater at 6:00 p.m. During the concert finale, Santa will throw a fireball across the lake magically lighting the Blue Spruce followed by fireworks signaling the official start of the holiday season at Jordan Creek Town Center. 

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