In an era when online shopping has transformed consumer habits, Texas retail developers are finding innovative ways to draw shoppers back to physical spaces. One standout approach: integrating experiential elements like interactive fountains and themed environments that immerse visitors and encourage lingering.
“Since the pandemic, there has been a significant shift towards creating experiences for retail shoppers, to give consumers a compelling reason to visit a brick-and-mortar store that they can’t get online,” said Sarah Shores, Vice President of Administration at Outside the Lines, Inc. (OTL). Shores shared that OTL’s water features and show fountains, seen in high-profile Texas retail centers, are designed not only to beautify but to transform these spaces into destinations.
“We’re seeing outdoor centers and even older shopping malls invest and reinvest in amenities, including water features, to help create a unique and immersive experience consumers won’t find from behind a screen at home,” Shores explained.

Texas’s strong retail performance, with major cities such as Austin, DallasFort Worth (DFW), Houston and San Antonio boasting occupancy rates above 95%, underscores the sector’s adaptability. Developers have increasingly turned to experiential features to meet shifting consumer expectations.
At TexasLive! in Arlington, for example, OTL’s fire-enhanced fountain has become a prime gathering spot, doubling as a popular location for social media photos. Such immersive elements, Shores noted, are powerful tools for retail centers, creating experiences that bring visitors back again and again. Advanced technology like artificial intelligence (AI) further amplifies the value of these experiential features, elevating the in-person experience while delivering actionable insights. OTL’s Aquarius Interactive™ system, for instance, has added an AI-driven layer to water installations like the Illuvia fountain at EpicCentral in Grand Prairie.
“Aquarius Interactive™ is activated when guests walk by or near the fountain, and the fountain reacts with changes to the water jets and lights,” Shores said. This AI interaction, which tracks movement, position and size of visitors, enhances engagement by responding dynamically to guests’ presence. Shores emphasized that the AI aspect not only draws in crowds but also captures valuable data on foot traffic and dwell times, helping property managers tailor the space to consumer behavior.
This seamless integration of technology into the physical retail environment is echoed by Leisa Barger, Chief Marketing Officer at Weitzman, who champions data-driven approaches across the company’s Texas retail portfolio. “Data is today’s currency, and my team and I live by this mantra,” Barger stated, noting that data analysis and advanced customer tracking have become essential tools for retaining tenants and understanding shopper preferences.
AI-driven analytics, Barger added, are pivotal for crafting marketing strategies that enhance tenant engagement and maintain high occupancy across Texas. “It’s all about leading your shoppers to where you are as seamlessly as possible,” she said, pointing to search engine optimization (SEO) as one of the most effective tools in reaching consumers. “In some cases, we’re delivering upwards of 100% increases in search and online viewers due to the success of having a highly strategic team implement exciting new SEO search strategies.”
The emphasis on digital marketing has further strengthened Weitzman’s position in Texas’s retail market, especially in grocery-anchored and mixed-use centers. During the pandemic, when foot traffic waned, Weitzman evaluated the digital presence of its 3,500 tenants and assisted those with limited online visibility.
“Small retailers who worked with our team to improve their digital and e-commerce capabilities saw their traffic rise 25% to 28% on average after implementation,” Barger siad. By bolstering tenants’ online engagement, Weitzman has helped secure Texas’s status as a retail leader, even as digital shopping continues to surge.
Experiential development and AI-enabled analytics are transforming Texas retail in ways that go beyond traditional tenant mixes. Shores sees AI’s role expanding beyond fountains, envisioning future applications like interactive lighting that guides visitors through stores or personalized paths to highlight specific products.
“This technology can add another layer of engagement and excitement for consumers without them even realizing it’s there,” Shores said, underscoring how AI not only enhances the customer experience but also delivers data that helps developers and retailers refine their offerings. These advanced AI and digital strategies will be integral in meeting shifting consumer demands, according to Shores and Barger, who both believe Texas’s retail landscape is well-positioned for growth thanks to its commitment to creating environments that resonate with communities while leveraging data to optimize every aspect of the consumer journey. Shores summed it up: “When retail properties offer an amenity that is both entertaining and social-media worthy, it’s a win-win.”