Google says that a Mill Mall is
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A Mills property is a combination of traditional mall, outlet center, big box retailer, and entertainment use.
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I guess I can kind of see that. Not sure how that would be any more or less successful than an outlet mall. I feel like individual city specifics and the quality of said mall would have more to do with it. But I'm also out of my depth on this subject.
For example in Calgary we don't have a line-up of outside the city mega malls competing like you do in the US, so I figure the "type" of mega mall factors in a lot less to the success when there is....one. And Cross Iron seems packed all the time when I'm up there.