Springfields Outlet Invests £1.2m into Expansion of its Leisure Offer

• £1.2m expansion of leisure facilities at Springfields Outlet in Lincolnshire
• Springfields Outlet is the leading shopping & leisure destination in the East of England
• The renamed Springfields Adventure Land will include the UK’s largest JCB Young Drivers Zone

Sanderson Leisure and Retail (SLR), which is asset managing and overseeing the running of Springfields Outlet in Lincolnshire, has unveiled plans for a £1.2 million investment into the expansion of the innovative leisure offer in the East of England. The expansion work, already underway and due for completion in early summer, will provide an extensive range of family-friendly attractions to complement the mixed-use destination’s strong retail offer. The new leisure facilities have been designed to increase footfall by appealing to a broader customer base, providing more reasons for visitors to travel from further, stay for longer and visit more often.

Ian Sanderson, who developed the scheme, now Director of SLR, said:

Springfields Outlet is the leading shopping and leisure destination in the East of England. The enlarged leisure area will build further on our reputation.  Since opening in 2004, we’ve experienced 13 years of consecutive turnover growth. FSP research has shown that Springfields Outlet has the third highest market potential sales density of any outlet in the UK. By introducing more innovative leisure attractions, we will appeal to even more families, creating a forward thinking and innovative destination which will delight tourists and customers looking for a great day out, with plenty of variety to entice them back, again and again.

Creating a unique and memorable experience, attractions at Springfields Adventure Land will include the UK’s largest JCB Young Drivers Zone, with pedal diggers, a huge JCB slide, a scaffold-themed climbing frame, and a range of unique interactive play facilities. A Tree Top Village, set in an appealing woodland setting with eight wooden towers and a massive 12 sq m suspended net will provide an exciting and memorable experience for all ages. Springy’s Beach has a covered sand play area and rockpool water stream. New facilities also include a Dino mini golf course, gold panning at Goldie’s Gold Mine, and a miniature railway and over-ground train track named Springy’s Railroad and Adventure Land Express respectively, which will provide a shared experience for all the family.

Springfields Outlet is being rebranded to create a distinctive identity to attract new, more affluent customers, with the leisure area renamed Springfields Adventure Land. The casual dining offer will also be strengthened. Springy’s American Diner will complement the new leisure development, and offer delicious American burgers, fries and shakes plus a great range of gelato-style ice-cream, with three party rooms for hire. This will boost the existing line-up across the site which includes Frankie & Benny’s, Starbucks, Caffé Nero plus The Noshery restaurant located within the Blue Diamond Home and Garden Centre.

The spectrum of leisure choices will strengthen the appeal of the existing 200,000 sq ft retail and restaurant destination that presently has annual footfall of 2.3 million. The expanded leisure offer, combined with an opportunity to secure up to 75% off RRP at the award-winning outlet centre, will appeal to customers seeking a memorable day out.

The owner, UBS Asset Management’s Triton Property Fund LP, is firmly committed to realising the embedded potential of Springfields and to further improving the scheme. Alongside improvements to the retail offer, and delivering a new leisure experience to enhance its ‘best in class’ customer experience, new leasing agents have been appointed. The award-winning team at SPACE – Retail Property Consultants will work alongside retained agents, Knight Frank. The investment into both human and financial capital will further bolster the step change at the scheme and amplify the leasing strategy.

Asset managed by SLR, market leaders in the leisure-based outlet market, Springfields Outlet is home to a number of top fashion and accessories retailers. Well-known brands include Radley, Betty Barclay, Fat Face, Next, Gap, M&S, TM Lewin and Skechers, with further premium names being introduced over the coming months.

Located in south Lincolnshire, the scheme is easily accessible, and sits close to the junction of the A16 and A17, near three major arterial roads providing easy access to Peterborough, Stamford, Nottingham, Lincoln and Kings Lynn. The catchment of 1.24 million is expected to increase by a faster rate than the UK average, up +8.1 per cent to 2025, compared to +6.5 per cent nationally.

In keeping with its name and reflecting the area’s reputation for flower growing, the 45-acre Springfields site includes a large, eye-catching landscaped Festival Garden, which won the title of the World’s Best Commercial Landscape Scheme in 2014/15.

Since launch, Springfields Outlet has an average occupancy rate above 98 per cent. The scheme includes 54 outlet stores, nine restaurants, a 58,000 sq ft garden centre and a 43-bedroom hotel.

For further press information, please contact:
Clare Forster or Chloe McNeillis at Coverdale Barclay

clare.forster@coverdalebarclay.com or chloe.mcneillis@coverdalebarclay.com

020 7434 1780