Jill Renslow, Chief Business Development & Marketing Officer, Mall of America

Invest: spoke with Jill Renslow, chief business development and marketing officer at Mall of America about why events are the main driver of business, the practice of releasing ladybugs in the Mall as pest control for their diverse plant population, and the “shop, dine, stay, and play mentality” that makes for a fresh and diverse shopping experience.

What are some notable achievements for Mall of America over the last two years?

We pride ourselves on our exceptional leasing activity and serving as a hub for flagship stores and first to market concepts. Over the past two years, we have welcomed approximately 30 new tenants, which has allowed us to continue expanding our vast offerings for our guests. Mall of America is a destination. Our reputation and expertise over more than three decades drives brands to come to us. This fuels our leasing activity and provides our visitors from around the world a variety of unique experiences. 

What is the key to the immense success of the Mall of America? 

The key to our success is keeping it fresh and exciting. We want our guests to have a different experience every visit, with a surprise around every corner. It isn’t just the retail, but the food, attractions, entertainment, and hospitality including two connected top tier hotels. It helps to reinforce the shop, dine, stay, and play mentality. 

How do events contribute to the Mall’s success? How does it help drive tourism in the region? 

A key differentiating factor is how we lean into events to entertain our guests. That not only adds value, but drives traffic, media attention, and visibility for our brand. I started in the events department as an intern. The events caught my attention, as we call ourselves the Disney of the Midwest, and the diversity of our events is important. It ranges from cultural celebrations, community activations, and celebrity appearances and performances. Our guests can enjoy an unparalleled mix of more than 350 events a year, there is truly an event for everyone. We love seeing the joy and excitement on our guests’ faces. Relationships and partnerships are the key to keeping ourselves fresh and on top of what is happening. Those relationships are with music labels, promoters, entertainment venues, influencers, or publishers. These stakeholders make it possible for us to bring exciting opportunities to the Mall. A recent relationship that is important to us is Minnesota Sports and Events. There is a special emotional connection with sports fans whether that be gymnastics during the Olympic trials last year, the Super Bowl, the Final Four or the upcoming World Juniors Championship. This allows us to give fans a great first impression, and to attract them back for work or play. 

How does the Mall maintain a balance between profit and community? How does the Mall incorporate sustainable practices into its operations? 

Community components directly impact the long-term success of the Mall. Leading with our heart and delivering with purpose is important. Over 100 of our annual events are community oriented, including fundraising efforts, campaign awareness, or initiatives that are important to the community. Our ownership is philanthropic, and it is in our organization’s DNA. In 2023, we launched the Mall of America Community Foundation, which is focused on education, mental health, community wellness, and financial stability. Through the years, we have been able to make an impact by donating to local organizations helping the people in our community. 

Additionally, we have a commitment to sustainability, and Earth Month is the perfect time to share our story. People find it hard to believe that at 5.6 million square feet, we don’t have central heat. Instead, we have 1.7 square miles of skylight which gives us passive solar energy. Throughout the Mall, we have 30,000 live trees and plants, which brings the outdoors in. We also use ladybugs as a natural pesticide for our plants. We will be releasing 140,000 ladybugs into the plants in Nickelodeon Universe on Earth Day.

How does the Mall value its internal team and foster a positive work environment? How does it ensure they are part of important decision-making processes? 

Our team is the magic to our success. We have a dedicated, passionate team who love to connect with our visitors. Our mission and vision are to create love moments for every guest at every visit. We empower our team to do that. We still have team members from 30 years ago, and we promote their talent and allow them to develop their careers here. We give them the tools they need to be successful and that differentiates us as a leader in this industry. It is important that they are part of the decision-making processes, so they can partake and support initiatives and feel heard and supported. We always want them to feel like they have a direct impact on our overall success, and that requires open lines of communication.

How are you adjusting to unique consumer preferences and market dynamics? 

It is mostly about listening, and we are engaged on social media with over one million followers. We want to address their concerns and be transparent. This is invaluable feedback that will help us improve. For example, parking in our ramps used to be an issue. We listened and made the decision to install park assist light indicators, which dramatically improved the parking experience. Despite the rise in online shopping, we have found in-person shopping is a critical element for social interaction that people want. We are motivated by instant gratification and social moments, and we want to differentiate what is online with what is available in-person. 

What are some exciting new developments or projects that we can expect from Mall of America in the coming years? 

We have a big project we are working on with the city of Bloomington – which is a water park. This will be a world-class water park that provides a resort experience for people of all ages. The water park will be connected to the Mall on the North side of the building. It will serve as a regional attraction, and a massive economic driver for the area. 

How do you envision the role of malls evolving in the future? 

It is important that malls look at themselves as more than a shopping venue. From day one, we have always been more than a mall, but also an entertainment destination. It is more important than ever that shopping centers diversify and have entertainment components. We are nearly 65% retail and 35% food and beverage and entertainment attractions. We also have a medical clinic, office towers, and hotels, and we are always looking for what is next. It is important that we connect with the community and bring in thriving components that reach our guests. Our traffic is 40% tourism, and we need to reach that broader audience by being bold and trying new things. Consumers don’t always know what is possible so we take the opportunity to deliver fresh immersive concepts that our guests can experience firsthand.