On a typical Saturday, a visit to South Park Mall can be an unexpectedly lively experience. What used to be a straightforward shopping trip has transformed into an immersive event, with live music, fashion shows, and other attractions aiming to keep shoppers coming back. It’s all part of the mall’s strategy to adapt in an era where e-commerce has disrupted traditional retail, leaving many malls across the country struggling to survive.
On a recent gray afternoon, a live DJ greeted visitors to the mall, drowning out the usual ambient music with a thunderous bassline. The center court had been transformed into a makeshift runway, complete with a red carpet and bright rainbow balloon arches. For SouthPark Mall, this is not just a one-off event; it’s part of a broader vision to turn the space into more than just a retail center.
Recognizing the need for change, SouthPark Community Partners, a nonprofit organization, unveiled the “SouthPark Forward 2035 Vision Plan” earlier this year. The plan outlines a path to creating a vibrant, community-centered space where visitors are drawn not just for shopping, but for experiences they can’t get online.
The Vision Plan centers around three main goals: creating new public gathering places, improving walkability and bike access, and expanding transportation options. Adam Rhew, president and CEO of SouthPark Community Partners, emphasizes the importance of these changes. “Public space is the infrastructure for human connection,” he says. “The more of that we can create, the more opportunities we have for people to come together and build relationships, not only with each other but with the place.”
South Park Mall’s location might be less than ideal, as it sits away from major highways, but it has maintained its status as Charlotte’s premier shopping destination. Unlike other malls in the area that have struggled—like Eastland Mall, which closed in 2010, or Northlake Mall, which has dealt with crime issues—SouthPark has stayed afloat, thanks to its high-end retailers and affluent customer base. However, the mall knows it cannot rely on these factors alone.
The rise of online shopping has forced malls to reconsider their roles. It’s no longer enough to offer a mix of retail stores; malls now need to provide experiences that draw people in. “With online shopping offering convenience and choice,” the SouthPark Forward plan states, “brick-and-mortar retail centers must create a sense of place, offering experiences customers cannot find elsewhere.”
Events like live fashion shows, food festivals, and community workshops are a few of the ways SouthPark is embracing this idea. In addition, the mall has engaged local businesses and nonprofits to ensure that events and services cater to community needs.
Despite the mall’s current success, some business owners feel redevelopment is still necessary. Exotic Imports, a store that has been at the mall for nearly 30 years, sees investment as crucial for SouthPark’s continued growth. After the mall lost its tax increment financing district designation, concerns grew that redevelopment would stall. Business owners like the couple who run Exotic Imports believe the mall needs ongoing investment to avoid the fate of other struggling malls.
Meanwhile, SouthPark’s managers continue to experiment with new ways to keep shoppers engaged. The recent success of events like the impromptu fashion show is proof that people are willing to visit for more than just retail therapy.
One of the key aspects of the mall’s new strategy is fostering a sense of community. This means not only offering unique events but also investing in infrastructure that makes it easier for people to visit and stay. “We’re looking at ways to make the area more walkable and accessible,” says Rhew. “It’s about more than just getting people into stores; it’s about making SouthPark a place where people want to spend their time.”
For a mall that has been a staple of Charlotte’s shopping scene for over five decades, the road ahead requires flexibility, innovation, and community collaboration. By continuing to adapt and embrace a broader role, SouthPark Mall hopes to remain a vibrant part of Charlotte for years to come.
The SouthPark Forward 2035 Vision Plan may not provide all the answers, but it sets a course for the future—one where retail spaces serve as hubs of community connection, rather than just places to buy things.
