Bold claim first: shopping centers aren’t just places to buy things anymore — they’re becoming immersive lifestyle destinations that draw crowds through experiences, not just shelves. And this is exactly what Merry Hill in the West Midlands is proving, bucking the trend of decline with a bold mix of retail, leisure, and community events.
Gyms, cinemas, and other entertainment avenues have become commonplace as operators repurpose empty department-store units. Merry Hill takes that evolution a step further by transforming into a social hub that offers much more than shopping: a diverse food court, a gym, electric darts, escape rooms, and a flagship family entertainment center. This isn’t just about keeping storefronts filled; it’s about creating shareable moments that people want to post about on Instagram and TikTok.
Since Jonathan Poole took the helm in 2021, footfall has risen by about 32%, and recent December figures show the centre running roughly 10% above the national average for similar venues. A canalside food venue opening nearby later this month is expected to boost not only Merry Hill but the wider region as well.
The recipe behind Merry Hill’s success is clear: a thoughtful blend of retail and leisure, paired with the right brand mix for local customers. Large brands investing in store refurbishments have also helped refresh the center’s appeal. New arrivals include furniture brands and the long-standing electrical retailer Harvey Norman, bringing additional variety under one roof.
XF Gym, offering activities from yoga and boxing to dance and cycling, has attracted a brand-new customer base and broadened the centre’s reach beyond traditional shoppers.
Visitors Jake and Lilly Saunders recently brought their daughter Phoebe to enjoy mini-golf and the new arcade. They highlighted that, when weather isn’t ideal, there are plenty of activities nearby so families don’t have to travel far to Birmingham. “There’s something for everyone, no matter your age or who you’re with,” Lilly noted, underscoring the center’s role as a convenient local playground.
Poole points to high-profile events as key drivers of popularity: a colossal Easter Egg display, immersive Christmas experiences for children, and ongoing campaigns that fuel social posts. “People aren’t just coming to shop anymore,” he explained. “They come for experiences, meet friends for coffee, and share moments online.” The combination of retail, leisure, events, and a dedicated on-site team creates what he calls industry-busting footfall, giving Merry Hill an edge over many peers.
Industry observers have noted that overall footfall on high streets and shopping centers has declined in recent years. Yet, venues that offer a complete package — shopping plus food, drink, and entertainment — tend to stand out as destinations worth visiting for longer, for both individuals and families.
Merry Hill’s latest addition, Carnival Golf and Games, is a 23,000-square-foot centre featuring three mini-golf courses, laser and VR games, escape rooms, and electric darts. It occupies space left vacant when Debenhams closed and represents the most ambitious project yet for the center. General manager Stefan Edwards emphasizes that the attraction isn’t just for kids; it’s designed for everyone and has already contributed to local employment, with about half of the staff sourced through nearby Dudley College.
The project’s location and momentum are seen as a signal of ongoing growth for Merry Hill. As one analyst noted, these centers thrive when they anchor themselves in the local economy, offering more jobs and more reasons for residents to visit in person rather than shop online alone.
Beyond Merry Hill, the broader region is set to gain from new hospitality initiatives. Dockworks Waterfront, developed by Digbeth Dining Club, will open on February 27 at the former steelworks by Dudley Canal Marina, beside the center. The 7,000-square-foot site, empty for around 15 years, will host up to 650 people and feature live music, comedy, and a rotating slate of street food traders — a move that locals describe as a real buzz that could transform the area’s dining and nightlife.
Cat Eccles, MP for Stourbridge, framed the development as a vote of confidence in the Black Country, highlighting the proven benefits of investment in local dining, leisure, and nocturnal economies. She hopes Dockworks Waterfront acts as a catalyst for attracting more visitors and enriching the region’s reputation as a desirable place to live, work, and visit.
In summary, Merry Hill’s reinvention demonstrates how a mixed-use strategy grounded in local demand, brand partnerships, and engaging events can revitalize a regional shopping destination. The ongoing wave of new openings and collaborations suggests a future where centers like Merry Hill remain essential social and economic hubs.
Would you prefer this kind of mixed-use center to be your standard, or do you value traditional shopping more? Share your thoughts in the comments.
