15 years ago, the Shopping Arena opened a shopping complex the likes of which Eastern Switzerland had never seen before. Critical voices wondered whether such a concept would work in the region. Today we know: It works - and how. In 2022, the Shopping Arena celebrated an all-time sales record of CHF 230 million. At this temporary peak, there was a change in personnel. The previous center manager and "founding father" Marc Schäfer retired and handed over the management of the Shopping Arena to Fabienne Diez, the previous Head of Marketing.
The shopping center as an economic factor
In 2022, the Shopping Arena attracted more than 4.25 million visitors. That is a good ten times more than another attraction in eastern Switzerland - the Säntis summit - attracts on average every year. Of course, the comparison is meant to be taken with a wink. But it shows how important the shopping arena is for eastern Switzerland. Hundreds of jobs depend on it. For many a local company, it is the most important mainstay and for some, such as the Kuhn bakery or the Männerwerk, the starting point for expansion. "Companies from the region played a big role for us from the very beginning. They give us a clear profile, and we are very proud that various success stories started here," says a delighted Fabienne Diez. "We still maintain the goal of giving local entrepreneurs a great performance on the Shopping Arena stage today. In November 2022, Oliver Scheuber opened the Arena restaurant with us and we look forward to the innovative ideas of this young St.Gallen talent."
"Companies from the region played a big role for us from the very beginning."
Fabienne Diez, Center Manager of the Shopping Arena
The Shopping Arena is a meeting place
One secret of success is the mix of offerings. "There has to be something for everyone," emphasizes Fabienne Diez, "because not all formats always run equally well, because needs and general circumstances can change quickly. Since stores can't just be replaced overnight, we want to offer a good mix that has something to offer our customers of all ages and from all walks of life at all times." The last major renovation, with the new stores of Coop, Aldi and the Müller drugstore, has given the Shopping Arena another powerful boost.
The gastronomy has also been almost completely reorganized in recent years. The two Kuhn outlets were joined in 2019 by Kafi Schatz, which has built up a following with its coffee specialties. Since its opening in 2020, the Coop Restaurant has been attracting families in particular who want to take a short break from shopping with its fresh cuisine at attractive prices and the popular, generously equipped children's corner. The Arena restaurant, designed in the style of a sports bar and welcoming guests since November 2022, has got off to a successful start. In the future, regular events will make the Shopping Arena a "place to be" in the evenings as well.
"We want to offer something to customers of all ages and from all walks of life."
Fabienne Diez, Center Manager of the Shopping Arena
Soon with 96% green energy
The fact that a center the size of the Shopping Arena requires a lot of energy will not change. Wincasa, which is responsible for operating the Shopping Arena, is more than aware of this responsibility. Ronny Hofmann, Real Estate Area Director at Wincasa also responsible for the Shopping Arena, knows about various steps: "Over the next few years, we will invest around eight to nine million in integrating the Shopping Arena into the district heating project "Wärmenetz GSG". In combination with various other measures, we will be able to cover a good 96% of the total energy demand from sustainable sources once the project is completed."
The Shopping Arena is also a trendsetter when it comes to e-mobility. Since 2022, the 56 electric charging stations in the recently completely renovated underground parking garage, which is protected from wind and weather, have been a much-used service. With this investment in sustainable mobility, the Shopping Arena offers the largest e-charging structure in Switzerland, even surpassing the previous leader, Zurich Airport.
"Shopping Arena has the largest e-charging structure in Switzerland, surpassing even Zurich Airport."
Ronny Hofmann, Real Estate Area Director at Wincasa
The future has just begun
The Shopping Arena is not only known for its attractive shopping offer. The many events that take place in and around the arena also attract many visitors.
This article was created in collaboration with the Shopping Arena.