The Shops on Broadway: Bringing Placemaking and Experiential Retail to Life
A Vision for the Future of Retail & Mixed-Use Development
Aligning with Industry Trends from the ICSC Open Air Conference in Tampa
At the ICSC Open Air Conference (OAC) in Tampa, a panel of industry leaders discussed the growing importance of placemaking, experiential retail, and entertainment-driven development in the evolving retail landscape. Gerald Divaris (Divaris Group), Devin Kitchelt (The Cordish Companies), Corey Redmond (Kingsmen Xperience), and Terry Montesi (Trademark Property Company) highlighted how modern shopping centers must blend retail, dining, and entertainment to create lasting destinations.
A prime example of this strategy in action is The Shops on Broadway in Hicksville, Long Island, which is transforming into a dynamic mixed-use retail and entertainment destination. At the heart of the project is The District, an experience-driven entertainment hub featuring:
• A state-of-the-art movie theater as the anchor entertainment venue.
• 40,000 square feet of national and regional restaurant chains, offering a diverse dining experience.
• A variety of entertainment venues catering to all ages, including social gaming, immersive attractions, and family-friendly activities.
This integration of retail, dining, and entertainment positions The Shops on Broadway as Long Island’s premier destination for shopping, leisure, and social engagement.
Placemaking as a Foundation for Retail Success
One of the key takeaways from the ICSC OAC panel was the emphasis on placemaking as a retail strategy. Terry Montesi described placemaking as the ability to create an emotional and subconscious connection between visitors and a location, reinforcing a sense of community and belonging.
At The Shops on Broadway, placemaking is a driving force behind the redevelopment strategy.
The project incorporates:
• Vibrant public spaces that encourage social interaction and extended visits.
• Integrated landscaping and seating areas that create a welcoming pedestrian environment.
• Community programming, including live music, seasonal festivals, and cultural events, designed to engage Long Island residents.
These elements contribute to a destination-driven retail environment that fosters repeat visits and long-term success for tenants.
Entertainment and Experience as Traffic Drivers
Devin Kitchelt of The Cordish Companies presented case studies at ICSC OAC, showcasing how entertainment districts like Texas Live! and Battery Atlanta have reshaped retail by making it an all-day destination. The key to their success is the strategic combination of entertainment, dining, and social gathering spaces.
The Shops on Broadway applies this same strategy with The District, which is designed to:
• Feature a movie theater as a primary anchor, ensuring consistent foot traffic and engagement.
• Offer a diverse mix of restaurants, including casual dining, upscale experiences, and fast-casual options.
• Provide entertainment for all demographics, from family attractions to nightlife and social gaming venues.
By blending entertainment, dining, and retail, The District at The Shops on Broadway will establish itself as a regional hub for leisure and social experiences.
The Role of Location-Based Entertainment (LBE) in Modern Retail
The importance of Location-Based Entertainment (LBE) in retail was another key discussion point at ICSC OAC in Tampa. Corey Redmond of Kingsmen Xperience highlighted how branded attractions such as NERF Action Xperience, Squid Game: The Experience, and Animal Planet Living Worlds have proven to be highly effective in driving foot traffic and consumer engagement.
The Shops on Broadway is capitalizing on this trend by:
• Incorporating immersive entertainment attractions designed for all age groups.
• Introducing rotating pop-up experiences, creating a sense of excitement and urgency for visitors.
• Positioning entertainment as a permanent fixture, ensuring that it remains a core driver of foot traffic for retail and dining tenants.
This strategic integration of LBE aligns with the industry shift toward experience-first retail environments.
Retail & Dining: Curating a Mix for Long-Term Viability
The ICSC OAC panel also emphasized that successful retail destinations require a strong and complementary mix of tenants. Experiential retail and entertainment must be supported by high-performing restaurants and retailers to ensure sustained foot traffic and engagement.
The Shops on Broadway follows this approach by:
• Anchoring The District with 40,000 square feet of national and regional restaurant brands, ranging from fast-casual concepts to full-service dining.
• Curating retail tenants that align with entertainment and dining, ensuring a cohesive and engaging experience for visitors.
• Incorporating omnichannel retail strategies, such as curbside pickup and showrooming, to adapt to changing consumer behaviors.
By blending entertainment, retail, and dining, The Shops on Broadway is creating a well-rounded, experience-driven environment that caters to both local residents and regional visitors.
A Model for the Future of Long Island Retail
The insights shared at ICSC OAC in Tampa reinforced the idea that placemaking, entertainment, and experience-driven retail are the future of the industry.
The Shops on Broadway, with The District as its entertainment centerpiece, is implementing these best practices to create a modern, highly engaging retail and entertainment destination on Long Island.
By integrating a premier movie theater, a diverse selection of restaurants, and a mix of family-friendly and social entertainment venues, The Shops on Broadway is setting a new standard for mixed-use retail environments in the region.
For retailers, entertainment operators, and restaurant brands looking to establish a presence in a high-traffic Long Island destination, The Shops on Broadway represents a unique and valuable leasing opportunity.
• Live Music & Events – A dedicated space for concerts, performances, and seasonal activations.
• Bringing People Together – Whether it’s an esports lounge, rooftop bar, or dining with entertainment, we’re building a destination that goes beyond retail.
How That Fits at The Shops on Broadway:
• Branded Attractions & Immersive Experiences – Partnerships with top brands to deliver one-of-a-kind, must-visit experiences.
• Short-Term Activations & Pop-Ups – A rotating mix of traveling exhibits, interactive installations, and unique retail concepts.
• Multi-Generational Appeal – Whether it’s family-friendly attractions or corporate entertainment, we’re curating a mix that keeps visitors coming back.
Why Choose The Shops on Broadway?
✔ High-foot-traffic location
✔ Experiential retail & entertainment anchors
✔ Vibrant community engagement through events & activations
✔ Seamless integration of retail, dining, and entertainment.
Let’s build the future of retail together at The Shops on Broadway.
ICSC Open Air Conference Tampa
• ICSC retail trends 2025
• Future of retail real estate Long Island
• Placemaking in retail development
• Mixed-use retail trends