It’s a question that probably can’t be answered, but I wondered about it anyway. What percentage of Londoners have never been to Masonville Place, the shopping and entertainment hub in the city’s north end?
I mean never set foot in the place for any reason. It has to be a tiny number -- maybe one percent or less? Even if you live in the south end of the city and scratch your mega-mall itch by wandering through the maze that is White Oaks Mall, you’ve almost certainly been to Masonville at some point in your life. The mall opened in 1985, so we’re talking more than 30 years of opportunities.
Even if you hate malls and do all your shopping at independent stores, did you never pop in to the Loblaws when it occupied the space now given over to Cineplex movie theatres? The theatres. Of course. Even if you’ve never purchased a widget or coffee inside the mall proper, you’ve probably seen a movie there. Or happily dropped off your kid for a movie birthday party. Or how about mini-golf? For the first decade or so, Masonville was home to a mini-golf course that wended its way through a third of the mall.
“I still hear from people about that,” says Masonville general manager Brian O’Hoski, who likely was in kindergarten when some lucky golfer made the first hole-in-one at the mall. I spoke with O’Hoski for this month’s Business London cover story about the latest iteration of Masonville, a $100-million renovation in two parts. It’s not just the next chapter for the popular mall, but also represents the current thinking of its owner, Cadillac Fairview, about the best way to draw foot traffic to its retail properties across Canada and around the world.
The most innovative change is still to come, in a year or so. That’s the Cineplex Rec Room, a playroom for grown-ups, with live entertainment, video and virtual reality games, and food and drink of all kinds. It will fill much of the space left when Target gave up two years into its disastrous Canadian experiment. (Target: If you like empty shelves, this is the place for you.)
In the meantime, Masonville has opened the first phase of the reno, a collection of 13 shops where Sears used to be. Even as Target was flaming out, Cadillac Fairview was buying back space from many of its anchors, Sears chief among them. The new offerings should produce at least twice as much sales revenue per square foot, according to O’Hoski. And that is what the mall business is all about – creating a world that invites shoppers to venture out of their WiFi enabled homes and shop in person, even if it’s their first ever visit.