Howard Samuels on the Evolution of Experiential Retail in "Same Wants, New Delivery" SCB Article
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In Shopping Center Business’ February 2026 feature, “Same Wants, New Delivery,” Howard Samuels, President of Samuels & Company, Inc. offers his perspective on the evolving dynamics of location-based entertainment—and the increasing demands placed on concepts to deliver sustained value and repeat visitation.
While customers are still looking for the same core elements—variety, value, and a reason to return. What has changed is the level of execution required to deliver all three consistently in a single concept.
Samuels emphasized that the most successful entertainment venues are those that continually evolve without requiring major physical reinvestment. Concepts that integrate recognizable intellectual property, refresh content regularly, and introduce new experiences in a modular way are better positioned to drive repeat visitation and maintain relevance over time.
He also pointed to a critical shift in how value is perceived. Today’s consumers are more selective about how they spend both their time and money. As a result, entertainment venues must justify not just the cost of admission, but the overall experience—including dwell time, engagement, and emotional impact.
Another key takeaway: performance is increasingly tied to location and context. Strong operators understand how their concept fits within a broader ecosystem—whether that’s a mixed-use development, a dining cluster, or a retail destination—and how proximity to social gathering points can significantly influence traffic and repeat visits.
Samuels’ perspective reflects a broader industry shift. Success in location-based entertainment is no longer about novelty alone—it’s about precision execution, continuous evolution, and alignment with how consumers actually choose to spend their time.
For those looking to understand where experiential retail is heading, the full article offers valuable insights from across the industry.