Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Stay on top of the latest market trends
Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.
Sports news worthy of your time
Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.
Tech news worthy of your time
Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.
Get the inside stories
Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Want a daily digest of the top Denver news?
Get a daily digest of the most important stories affecting your hometown with Axios Denver
Want a daily digest of the top Des Moines news?
Get a daily digest of the most important stories affecting your hometown with Axios Des Moines
Want a daily digest of the top Twin Cities news?
Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities
Want a daily digest of the top Tampa Bay news?
Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay
Want a daily digest of the top Charlotte news?
Get a daily digest of the most important stories affecting your hometown with Axios Charlotte
Foot traffic significantly dropped for malls in the Des Moines metro in 2020 compared to the year prior, according to cell phone data analyzed by geospatial analytics company Orbital Insight.
Why it matters: Troubled chain retailers and big-box stores were already filing for bankruptcy prior to 2020, resulting in huge mall vacancies. (Just look at Younkers.)
By the numbers: Valley West Mall led the decline, with foot traffic at just 54% of its 2019 average.
- Jordan Creek Town Center did a little better, with 59% — if you count just the mall.
- Merle Hay Mall fared best at 68%.
The state of play: Liz Holland, Merle Hay Mall's owner, credits the shopping center's diverse offerings, including Target, Game Day and Five Below, for its higher retention.
- "We have now gone from a monthly needs destination — at best — to a weekly needs destination," she said.
The future: Malls that can diversify beyond retail will continue to attract people to their huge spaces.
- Jordan Creek Town Center is bringing in Dave & Buster's and Des Moines' first H&M.
- Merle Hay Mall is proposing a 3,500-seat arena. It could be home to the Des Moines Buccaneers or even an e-sports tournament.
- Valley West Mall announced plans in 2019 to convert into a mixed-use development, including apartments.
This story first appeared in the Axios Des Moines newsletter, designed to help readers get smarter, faster on the most consequential news unfolding in their own backyard.