HADLEY — From taekwondo to go-karts, painting parties and fitness clubs, the Hampshire Mall of today is dramatically different than even just a few years ago.
The mall off busy Route 9, which next year will mark its 40th anniversary, is undergoing a dramatic transformation as its owners, the Pyramid Management Group, shift the focus from retail to businesses that specialize in entertainment and activities.
Sure, there are still retail shops and traditional anchor tenants JCPenney, Target, Dick’s Sporting Goods and soon-to-open PetSmart in the prominent spot formerly occupied by Best Buy.
But there are also an array of new “entertainment” tenants joining longtime anchors Cinemark and Interskate 91. The combined goal of these tenants is to provide a level of leisure and entertainment in an effort to keep customers coming back, says General Manager Lynn Gray.
Similar change have taken place at other malls nationwide. Mall of America in Minnesota has an underwater aquarium, a theme park and a dinosaur walk museum, for example.
“I think that the entertainment and experiential options differentiate us from our competitors,” Gray said.
As the retail business evolves, businesses move in and out, Gray said.
“Their business model has been evolving and our business model has been evolving too,” Gray said.
In the past year, the mall has undergone over 70,000 square feet of construction for new retail and entertainment options, including a mix of nationally recognizable names — PetSmart and Planet Fitness, among others — and locally-owned businesses.
During phases in this construction, many shops have moved to temporary spaces throughout the mall while some areas are renovated.
The first of these changes was the opening of Autobahn Indoor Speedway last November, which bills itself as the largest indoor European-style karting facility in western Massachusetts. Gray said Autobahn’s space near Dick’s and behind the old Best Buy has already become an “entertainment destination.”
The Autobahn has been the largest addition to the mall so far, taking up 33,000 square feet, or the equivalent to about five stores. Since its opening, other businesses in the mall have seen an increase in sales while some, like Arizona Pizza, have teamed up with the raceway to host events.
Meanwhile, PetSmart is slated to open this spring after renovations to the 20,000-square-foot space are complete. Petsmart has 25 stores in Massachusetts and offers a variety of pet supplies as well as services such as dog training, grooming and pet adoption services.
Planet Fitness is also gearing up to join the mall this fall in space near JCPenny, relocating from its current location on 335 Russell St. Clothing store Touch of Class has already relocated and opened in its new location to make room for the fitness center.
Planet Fitness has centers throughout the United States, and locally in Hadley, Chicopee and Belchertown. According to the company’s mission statement, the gym’s environment is a comfortable, “judgement free zone.”
Gray, who rejoined Hampshire Mall about a year ago after having worked there in the early 2000s, said she’s seen a “new wave” of shops between her stints.
“The evolution of the industry as a whole always shifts,” Gray said.
Sixteen years ago, Kmart, Best Buy and JC Penney were anchor stores. Today, Dick’s Sporting Goods, Target, JC Penney and Cinemark are anchors, though Gray predicts that Planet Fitness, PetSmart and the Autobahn will also have a large impact for the mall moving forward.
Other new additions to Hampshire Mall include Elite Tae Kwon Do and Wine & Canvas.
Elite Tae Kwon Do owner Jung K. Lee opened his studio in December after moving to the area four months ago from Georgia.
His studio is next to Target, and he said there has been lots of foot traffic.
“I don’t worry about marketing,” he said. “People are already here.”
As Lee teaches class, he said people walk by and watch through the window, gaining interest in the martial art.
Meanwhile, Keely Malone opened a Wine & Canvas outlet last fall, in the former space of the restaurant Ground Round, which has been closed since 2008.
For the past three years, Malone hosted paint parties at private homes, restaurants and other venues in western Massachusetts. She decided to add a permanent location to go with her mobile business.
She said since opening the studio, the nature of her business has changed.
“Since we’ve been in the mall, we’re consistently having classes,” Malone said.
But Malone said she’s also had a lot of walk-ins. Visitors can paint during open studio time for $15, with paint and canvas included.
And with the new businesses comes a new set of customers. The Autobahn hosts “Burnout Tuesday,” $10 races for students with a college I.D. as well as League Racing, a six-week competition, and family events.
Wine & Canvas hosts events on the weekend for adults, children and seniors.
Other businesses may not be new to the mall, but they too are undergoing changes.
Nail Pro, a nail salon, has opened a temporary location while a remodeled salon in the JCPenney wing undergoes construction, which is expected to start soon.
Relaxation Stop and Eyebrow Threading have also relocated to space near American Eagle Outfitters. This will free up space for Hannoush Jewelers & Gift-ology’s new, expanded store.
Caitlin Ashworth can be reached at cashworth@gazettenet.com.