From June through August, Gemini Park Bielsko-Biała recorded an average footfall increase of over 4% year-on-year (YoY), while Gemini Park Tychy achieved a growth rate of 5.5%. These results are particularly impressive against the backdrop of a broader national trend characterized by declining footfall. This success is the result of a cohesive synergy between leasing and marketing strategies, offering customers a powerful tenant mix bolstered by a comprehensive “retailtainment” program. Cinemas, play areas, outdoor events, workshops, and pro-sale campaigns combined to create a unique shopping experience that effectively attracted visitors.

Permanent entertainment: the pillar of summer attractions

A core competitive advantage of Gemini Park centers remains their diverse range of permanent entertainment venues catering to various demographics. In Bielsko-Biała, attractions include Cinema City, the region’s unique recreational-educational Park w DECHE!, as well as the Rajska Wyspa and Fun Park play areas, and Crazy Carts electric go-karts. Meanwhile, Tychy continues to draw families with its Multikino cinema and Hip-Hop play center.

These offerings have yielded measurable financial results. Turnover in the entertainment sector at Gemini Park is significantly above national benchmarks, with tenants reporting consistent YoY growth. In July alone, entertainment turnover per sq. m. increased by 25% YoY at Gemini Park Bielsko-Biała and 19% YoY at Gemini Park Tychy.

“A permanent entertainment offering is the cornerstone of our strategy. It ensures that we can provide diverse leisure options regardless of weather conditions – a factor that proved critical this summer. Our blend of indoor and outdoor attractions is a strategic asset. We have long positioned our center as the most family-oriented destination in the region and a key point on the Beskid Śląski tourist map. It is a natural meeting place for residents and tourists alike, which is why we prioritize the quality and variety of our entertainment portfolio.” says Marcin Ochmański, Marketing Director at Gemini Park Bielsko-Biała.

Events and promotions: driving customer engagement

Beyond permanent attractions, Gemini Park centers hosted a series of special events to activate the local community. The season kicked off in Bielsko-Biała with an outdoor screening of “Madagascar,” followed by the “Summer Start” pro-sale campaign. This event, which challenged participants to estimate the weight of a vacation suitcase, drew crowds with prizes including ITAKA travel vouchers and tickets to Energylandia. During the event weekend, the center saw a 11% YoY footfall spike. The season culminated in the “Back to School w DECHE!” finale on September 1st, which offered free park admission and ice cream coupons, resulting in a 30% increase in attendance compared to the previous year.

Gemini Park Tychy successfully implemented two original projects: “Wakacjada” and “Summer at Gemini.” The former consisted of nine weekly contests themed around tenant categories, with 65 prizes awarded. The latter provided daily creative and educational workshops for nearly 2,000 young residents of Tychy, offering a high-value alternative for spending summer in the city.

“Special events and campaigns are now essential tools for driving footfall and, more importantly, building emotional engagement. They transform shopping centers into experiential spaces, which directly benefits all tenants and enhances the asset’s competitiveness. Well-planned reward programs and themed events foster long-term loyalty, ensuring Gemini Park Tychy remains both a premier retail destination and a preferred leisure hub for families.” emphasizes Aleksandra Zawodzińska, Marketing Director at Gemini Park Tychy. 

The results from the past three months confirm that entertainment and special events are not merely supplementary features, but vital pillars of growth for Gemini Park. By integrating retail functions with the role of a local social hub, Gemini Park continues to strengthen its market position and drive value for its tenants.