Netflix House Marking a major trend of experiential retail, a massive Netflix IP driven attraction anchored at the Galleria Dallas opened in 2025, allowing fans to step directly into immersive worlds from their favorite streaming shows. Netflix House opened the more than 100,000 square foot attraction in the former Belk department store space, illustrating a continued trend of placing entertainment in retail to overhaul vacant retail anchor spaces and drive footfall to more traditional shopping centers. LDP’s benchmarking data on the trend shows that shopping centers with branded IP entertainment anchors can pull demand from up to 1.5 hours in most instances, which is significantly farther than those without, at just 30 minutes typically. Branded IP attractions like Netflix House are shown to drive incremental footfall to shopping centers and increase dwell time and customer spend. Netflix House is free to enter, with paid experiences for specific immersive experiences. The operator is keen to use its in-house IP to swap experiences on a regular basis to keep the offering fresh and adjust to market demand, new releases and incoming Netflix titles. They’ve already swapped out Stranger Things: Face in the Dark and introduced KPop Demon Hunters: The Immersive Experience, and Squid Games: Survive the Trials. Netflix House is also open outside Philadelphia and coming soon to Las Vegas.
Branded IP attractions like Netflix House are shown to drive incremental footfall to shopping centers and increase dwell time and customer spend.
New competitive socializing attractions
Batbox Dallas (Addison) opened in October 2025, first location in U.S. with one already established in Monterrey, Mexico. Batbox fits within the growing category of competitive socializing, similar in positioning to concepts such as Topgolf, but centered specifically on baseball. Its appeal comes from transforming a familiar sport into an accessible, technology-driven group activity and pairing it with a strong food-and-beverage component. This allows the venue to attract not only baseball enthusiasts but also families, friend groups, and corporate outings. The primary experience is a series of immersive baseball simulators where guests step up to the plate and hit within a digitally enhanced baseball
Location highlight: Texas
Netflix House Dallas. Photo by Justin Clemons
areas, character experiences and sensory gardens designed to provide quieter spaces for children. Universal showcases a range of its IP within the park, including DreamWorks Shrek, Puss in Boots, and Trolls, as well as Jurassic Park, Nickelodeon’s SpongeBob SquarePants and Illumination’s Minions. The project is an interesting example of right-sized destination entertainment. Rather than relying on a huge collection of thrill rides to motivate a long-haul vacation, Universal is applying major entertainment IP to a smaller-scale, highly targeted family product. This potentially gives the concept several strategic advantages – a clearly defined targeted audience, major IP’s in a more accessible format, a mixture of programmed and unstructured experiences and destination elements (with an adjacent hotel) without the mega-resort scale. As with many new attractions, the park is likely to continue evolving following its opening, with opportunities to enhance shade, landscaping and theming in response to guest feedback and the realities of the North Texas climate.
Dallas The Dallas attractions and entertainment market is undergoing a massive, multi-billion-dollar transformation. Driven by mega-events, experiential entertainment, and a booming population, the region is shifting from a corporate hub into a premier global tourism destination. Universal Kids Resort Riding the wave of opening Epic Universe in Orlando last year, Universal Kids Resort opened in Frisco, Texas this past July. This is Universal Destinations & Experiences’ first theme park developed specifically for families with young children, representing a deliberately different product from Universal’s large-scale destination parks: a more compact, child-focused experience built around play, discovery, familiar intellectual property and family interaction. The park is organized around seven themed lands, combining rides and shows with interactive play
Impact of IP Branded Attractions
With Attraction Anchors 90 mins
Malls with strong branded attractions can attract visits from up to 1.5 hours Driving incremental visits ( 2%-4% of mall footfall) Increasing dwell time and spend
Typical Mall 15-30 mins
Source: Individual attractions and LDP
6 THE EXPERIENCE ECONOMIST: AMERICAS EDITION 2026 | © LDP
THE EXPERIENCE ECONOMIST: AMERICAS EDITION 2026 | © LDP 7
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