Interesting NYT article about malls (heavy with legal issues though).
"The water park and the dolphin show are only two of the attractions at the 5.3-million-square-foot mall, an extravaganza that also houses an indoor ice-skating rink; an artificial lake in which a full-size replica of a historic ship, the Santa Maria, and four submarines are moored; an 18-hole miniature golf course; a 447,000-square-foot amusement park. Not to mention 565 stores."
Now that, as much as you may hate malls, is at least an example of a simple strategy: bigger and bolder is better. It answers three key strategic questions: who are you going to serve, what are you going to serve them, and how are you going to do it. In this case, the answer seems to be, almost everyone, almost everything, and as cheesily as possible. Kidding aside, the strategy is a good one: if the people won't go to Vegas, bring Vegas to the people.
And at least it's pushing the mall industry forward - god knows the bland, boring malls that line the highways of the States and the UK could use the help.