New Strategy Enables Coventry Mall to Reinvent Itself

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The Coventry Mall in North Coventry Township is working on reinventing itself by focusing on events, writes Natalie Kostelni for the Philadelphia Business Journal.

The mall was acquired last year by Pennmark Real Estate Investors and Developers for $15.6 million, a fraction of its 2004 sale price of $106.5 million.

Now, the owner is determined to repurpose it as a new town square of sorts, and has hired a full-time events coordinator.

“I try to be creative and different,” said Nichole Bartholomew, who filled the new position. “I had a Nerf gun battle on Father’s Day. It was a huge hit. Some people came up from Maryland just to see it.”

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The popularity of these alternative events is growing, and the mall now hosts around 20 of them each month. Among the many different-themed events are an Elvis Dance Party and a Pumpkin Scavenger Hunt.

However, Pennmark still wants to keep retail at the heart of the property. The owner has already invested $5 million on fitting out space for new tenants, and plans to spend an additional $5 million as more lease commitments come in.

Read more about plans for the Coventry Mall in the Philadelphia Business Journal here.

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