Matt DuPlessie |
CEO, Level99 in Providence Place mall
1. This is the second Level99 located in a shopping mall. Did you see opportunity for expansion as more retail stores closed? Level99 is looking at all kinds of real estate – urban, suburban, freestanding, or in shopping centers, existing spaces and ground-up builds. We are not exclusively a mall concept, but there are a lot of opportunities in 40,000-square-foot, previously big-box retail locations. So, we have a lot of mall opportunities to look at.
2. How do you envision the future of Providence Place given changes in the consumer economy? Many shopping centers are benefitting from a diversification of offerings, and particularly the addition of entertainment. In a day and age when you can order nearly anything from clothing, to food, to electronics online, delivered right to your door in hours, experiences [such as] Level99 bring hundreds of thousands of people out each year precisely because you can’t get this at home. … You have to get up off the couch, put down your phone and come out for this.
3. How did you decide on Providence? Providence residents are mentally, physically and socially active – it’s a great demographic fit for us. The artistic character of the city is a great match for the Level99 experience. We worked with dozens of regional Rhode Island artists to transform an empty JCPenney into an open world of exploration, discovery and play. Young adults ages 21-39 are our sweet spot, and Level99 is a great fit for the growing population of Providence.
4. Why do you think the combination of recreation and hospitality is a good business model? Engaging live-action entertainment and elevated craft dining go together like burgers and fries – [it] is just the perfect pairing. The savvy, socially and physically active Rhode Island consumer really loves the creativity and challenge they find at Level99 – this is an opportunity to do something real and social. … And with Night Shift craft beers on tap, a stellar house cocktail program and our chef-driven all-scratch kitchen, people stay with us all evening to play, eat and play some more.
5. Is there anything unique about Level99 Providence that speaks to Rhode Island culture? Talent in food and beverage and local art are two great examples. With Johnson & Wales [University] and RISD [Rhode Island School of Design] around the corner, an active culinary scene and collections of incredible artists, there are wide sources of talented people joining the Level99 organization and making us better.
