Mall of America

What Mall of America does

Mall of America is a 5.6 million square-foot retail and entertainment complex in Bloomington, Minnesota, opened in 1992 and operated by MOAC Mall Holdings LLC. The property combines a 500+ store retail and restaurant tenant base with owned and licensed attractions including the indoor Nickelodeon Universe theme park, SEA LIFE Minnesota Aquarium, Crayola Experience, FlyOver America, The Escape Game, and others. It serves roughly 32 million visitors annually across tourists arriving via the adjacent Minneapolis-St. Paul International Airport, Twin Cities–area local shoppers, and families, and supports multi-language site experiences and a WeChat presence targeting international visitors.

The company monetizes through a diversified stack: recurring tenant rent (with percentage-rent exposure to gross sales), attraction ticket sales via tix.mallofamerica.com, parking including a $12/night long-term product, hotel booking commissions through a 50+ partner network, gift cards and coupon books via its e-commerce storefront, and corporate partnerships anchored by PepsiCo as official beverage partner. Supporting technology includes a facial recognition security system, interactive digital directories with accessibility widgets, an official mobile app, real-time parking availability feeds, WiFi, and the MOA Insiders loyalty program. Owned entities include MOA Entertainment Company LLC and North Pad Development LLC, and the property is developed and managed in conjunction with Triple Five Group.

The business is private and structured as an LLC with no public ticker; no venture or institutional investor information is disclosed. Strategic positioning emphasizes experiential retail and tourism over pure goods retail, evidenced by recent tenant additions (Build-A-Bear x Hello Kitty, CardVault by Tom Brady), major traveling exhibitions (Vatican Unveiled), and accessibility initiatives via a partnership with nonprofit Fraser. The customer base is heavily diversified across 500+ tenants and three primary visitor segments, though owned-attraction revenue and corporate partnership revenue carry moderate concentration risk in a small set of anchor brands and venues.

Name

Mall of America

Legal name

MOAC Mall Holdings LLC

Website

https://mallofamerica.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Mall of America operates a 5.6 million square-foot retail and entertainment complex in Bloomington, Minnesota, serving 32 million annual visitors across tourists, Twin Cities locals, and families with 500+ retail tenants and owned attractions including Nickelodeon Universe and SEA LIFE Aquarium.

Ownership category

akta.pro rank

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Retail Tenant Rent: Mall collects rent from 500+ retail stores, restaurants, and attractions operating within the complex.
2. Attraction Tickets: Tickets sold for Nickelodeon Universe theme park and other attractions including SEA LIFE Aquarium, Crayola Experience, FlyOver America, The Escape Game, and more.
3. Hotel Booking Commissions: Online hotel reservation platform offering preferred hotel packages and earning commissions on bookings through reservations.mallofamerica.com.
4. Parking Fees: Parking revenue including daily, long-term ($12/night), overnight, and valet parking services.
5. E-commerce Sales: Online sales of merchandise, gift cards ($25-$250), and coupon books ($9.99) through the MOA gift shop.
6. Corporate Partnerships: Revenue from exclusive program partners including PepsiCo (official beverage), signage opportunities, custom brand activations, and event hosting.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mall of America operates a 5.6 million square foot shopping and entertainment complex in Bloomington, Minnesota, housing 500+ retail stores, 50+ dining venues, and major owned attractions including Nickelodeon Universe theme park, SEA LIFE Minnesota Aquarium, Crayola Experience, and FlyOver America. The company earns revenue from tenant rent, attraction ticket sales, parking, hotel booking commissions, corporate partnerships, and e-commerce sales of gift cards, merchandise, and coupon books.

Product overview

Mall of America is a 5.6-million-square-foot shopping complex in Bloomington, Minnesota, serving as a mixed-use retail and entertainment destination. The company operates a unified platform combining physical retail (over 500 stores), attractions (including Nickelodeon Universe, SEA LIFE Aquarium, Crayola Experience, and FlyOver America), dining (50+ eateries), and digital services. Key digital products include the MOA Insiders loyalty program, the official mobile app for navigation, gift cards, and coupon books. Additional services encompass parking facilities, sensory-friendly accessibility resources, and event services like birthday packages and tours. The company generates revenue through tenant retail sales, attraction admissions, food and beverage, parking fees, and loyalty program memberships.

Differentiator

Problem solved

Functional benefit

Brands

• Nickelodeon Universe: Indoor theme park featuring rides and attractions themed to Nickelodeon characters.
• MOA Insiders
• SEA LIFE Minnesota Aquarium
• Crayola Experience

Products and services

• Nickelodeon Universe Indoor theme park featuring dozens of rides and Nickelodeon characters, located within Mall of America. Open to general public visitors and tourists.
• SEA LIFE Minnesota Aquarium Aquarium with 1.3 million gallons of water and a 300ft underwater tunnel, featuring thousands of sea creatures, touch tanks, and rescued sea turtles. Open to general public visitors.
• Crayola Experience Colorful family attraction featuring hands-on creative activities and art experiences using Crayola products. Targeted at families and children.
• FlyOver America Immersive flight simulation experience that takes visitors on a virtual journey over iconic American landscapes. Open to general public visitors.
• MOA Insiders Loyalty Program Rewards program allowing members to earn points on shopping, dining, and entertainment at Mall of America, with a premium tier offering 5x points and free ride days.
• Mall of America Gift Cards Gift cards available in denominations of $25, $50, $100, and $250 with a $4.50 activation fee, valid for in-person purchases at participating retailers inside the mall.
• MOA Coupon Books Annual coupon books featuring over 250 offers for savings at MOA stores, restaurants, attractions, and local hotels, priced at $9.99.
• Mall of America Parking Services
• MOA Mobile App Official mobile application for navigating the mall, finding stores and attractions, planning itineraries, and staying updated on events.
• So Much More Podcast Official Mall of America podcast featuring behind-the-scenes stories from inside MOA, available on Apple Podcasts, Spotify, and iHeart.
• MOA Tours Guided tours of Mall of America providing insider access and behind-the-scenes experiences for groups and visitors.
• Birthday Party Packages Customizable birthday party packages available for booking at Mall of America attractions, targeted at families.
• Hotel Booking Reservation Platform Online hotel reservation platform offering preferred hotel packages with 50+ partner hotels near Mall of America, earning commissions on bookings.
• Sensory Friendly Resources

Quantifiable outcome

• Record Black Friday foot traffic reported in recent years
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• FrasercoreStrategic or Co-development Partner · 9 April 2026Partnership with Minnesota-based nonprofit Fraser to expand accessibility and sensory-inclusive initiatives. Includes accessibility widgets on digital directories, calm areas for guests, sensory improvements at Nickelodeon Universe, and specialized training for all team members.
• PepsiCocoreGTM or Marketing PartnerOfficial beverage partner of Mall of America and Nickelodeon Universe. PepsiCo branding appears throughout the property.
• Radisson Blu Mall of AmericacoreChannel Partner/ Reseller/ DistributorPreferred hotel partner directly connected to Mall of America. Part of 50+ hotels within 10 minutes offering shuttle service and special packages.
• JW Marriott Minneapolis Mall of AmericacoreChannel Partner/ Reseller/ DistributorLuxury hotel partner adjacent to Mall of America. Offers Marriott Bonvoy membership benefits and is marketed as part of MOA travel packages.
• Bloomington Minnesota Travel & TourismmajorGTM or Marketing PartnerTravel partners offering bundled hotel and attraction packages at 45+ hotels near Mall of America. Promotes MOA as part of Bloomington getaway packages.
• Schmitty & SonsminorChannel Partner/ Reseller/ DistributorPreferred bus partner for transportation to Mall of America. Handles motor coach transportation needs for groups visiting the mall.
• Triple Five GroupcoreStrategic or Co-development PartnerOwnership/development company behind Mall of America. Responsible for new developments and proposals.
• 50+ Hotel PartnersmajorChannel Partner/ Reseller/ DistributorOver 50 hotels within 10 minutes of Mall of America offering courtesy shuttles to/from the mall and airport. Part of preferred hotel program with special vacation packages.
• Archdiocese of St. Paul and MinneapolisminorStrategic or Co-development PartnerHosting Vatican Unveiled exhibition at Mall of America from January 10 to February 1, featuring approximately 300 Vatican artifacts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• American Dream: East Rutherford, NJ mega-mall owned by Triple Five Group that pairs indoor theme park (DreamWorks Water Park, Nickelodeon Universe) with retail and attractions. Most direct comparable to MOA's entertainment-anchored mega-mall format.
• King of Prussia Mall: Largest mall in the US by retail space and a top tourist-draw shopping destination in the Philadelphia region. Directly comparable on tenant breadth and tourism positioning, though with a more traditional retail mix.
• Sawgrass Mills: One of the largest outlet malls in the US (Sunrise, FL), operates as a regional tourist shopping destination similar to MOA's role for the Twin Cities. Comparable on scale and tourist draw though lighter on attractions.
• Destiny USA: Syracuse, NY entertainment-focused mega-mall featuring Wonderworks, indoor go-karts, and an aquarium. Closest US peer to MOA in size and attraction mix outside of Triple Five properties.
• West Edmonton Mall: Triple Five-owned mega-mall in Alberta with Galaxyland amusement park, World Waterpark, and SEA LIFE. Functions as a comparable destination entertainment-retail hybrid and shares common ownership with MOA.

Emerging players

• Universal CityWalk: Universal's entertainment-retail-dining promenade adjacent to Universal Studios. Comparable as a co-located entertainment/retail complex targeting similar tourist and family demographics.

Broad incumbents

• Simon Property Group: Largest US shopping mall REIT operating 200+ properties. Broad incumbent peer for mall operations, tenant economics, and real estate strategy, even though Simon's portfolio is overwhelmingly traditional retail.
• Unibail-Rodamco-Westfield: Global operator of destination shopping centers (Westfield brand) including flagship tourist-draw malls. Comparable on operating large-format tourist retail destinations, though more concentrated in Europe and traditional retail.
• Walt Disney World Resort / Disney Springs: Disney Springs operates as a Disney-owned entertainment-shopping-dining complex that competes with MOA for tourist time and spend in Orlando. Broader Disney parks (Magic Kingdom, etc.) compete for theme-park visit occasions.

Others

• Triple Five Group: Private developer and owner of Mall of America, American Dream, and West Edmonton Mall. Functions as parent/strategic operator rather than peer, but is thematically central given its portfolio mirrors MOA's entertainment-mall thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Customer concentration

• Xx.com/mallofamerica
• YouTubeyoutube.com/user/OfficialMOA
• Facebookfacebook.com/MallofAmerica
• Instagraminstagram.com/mallofamerica
• LinkedInlinkedin.com/company/mall-of-america

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mall of America