Attracting Themed Entertainment Experiences Bring Tracy Residents Together

Repurposing a vacant retail space to a themed entertainment use provides an opportunity to create a new experience for residents. The City of Tracy’s economic development staff recently attended the Entertainment Experience Evolution (EEE) 2025 Conference to learn more about the innovative changes in retail attraction. 

Retail developers, owners, lenders, architects, and designers spent two days exploring themed entertainment at the conference. This deep dive into the challenges and opportunities to repurpose retail spaces across the country provided information on approaches and best practices to transform a vacant retail space into a themed entertainment experience.

During the networking portion of the conference, staff met with entertainment stakeholders. The connections inspired new standards for entertainment options for families in Tracy.

“Reimagining and redefining multigenerational spaces that are beautiful, immersive, and unique can signify Tracy as a destination city,” said city economic development analyst Sheena Stephens. 

A New Lease on Life

Figuring out ways to repurpose cavernous, retail storefronts has always been a challenge. What can you realistically do with 100,000 sq. feet of space?

But industry experts are coming up with an exciting array of creative solutions with an emphasis on Experiential Entertainment. It’s fueled by the idea that space typically reserved for passive consumption can be transformed into space for active participation by way of escape rooms, brand experience zones, installation art exhibits, augmented reality experiences, and interactive performances, as well as flexible co-working hubs, healthcare facilities, schools, brewpubs, dedicated space for food trucks, indoor skate board parks, roller skating rinks, and even housing.

Anything that encourages a sensory experience for participants. 

A Beautiful Gathering Space

The City of Tracy staff sees nothing but opportunity for the future of its retail landscape. 

At EEE, staff learned about the different approaches to entertainment retail development and what companies look for in terms of land, opportunity, and infrastructure when considering new locations. The insights gained provided a framework for how the City can position itself to attract experiential retailers and investors. This aligns with the city’s newly approved Downtown Vision Plan, which aims to create a beautiful gathering space that brings Tracy residents together.  

Overall, the conference was an excellent learning opportunity, with the City of Tracy looking forward to having a stronger presence next year to further position Tracy as a destination for experiential entertainment.