7 Shocking Ways The Mall At Rockingham Park In Salem, NH Has Completely Transformed In 2025
The Mall at Rockingham Park, often simply referred to as the New Hampshire Mall in Salem, is no longer the shopping center you remember. As of late 2025, this premier New England destination has undergone a seismic shift, transforming from a traditional regional shopping center into a dynamic, mixed-use entertainment and retail hub. This dramatic revitalization is a direct response to the changing landscape of American retail, successfully blending high-end shopping with a major entertainment anchor to secure its future as a must-visit destination in the Granite State.
The core of this transformation revolves around a massive $200 million project and an influx of market-exclusive retailers, ensuring the mall remains the region’s primary destination for tax-free shopping. From the introduction of a major casino to the arrival of first-in-state apparel brands, the changes are designed to attract not just New Hampshire residents, but also shoppers from Greater Boston and beyond, eager to take advantage of the state's lack of sales tax.
The Mall at Rockingham Park: A Comprehensive Profile and History
The Mall at Rockingham Park holds a significant place in the history of New Hampshire's retail environment, serving as a critical commercial hub for decades. Its evolution reflects the broader trends in American consumerism, moving from a department store-centric model to a diversified, experience-based destination.
- Official Name: The Mall at Rockingham Park
- Location: 99 Rockingham Park Blvd, Salem, New Hampshire (NH)
- Ownership & Management: Simon Property Group, one of the largest real estate investment trusts (REITs) in the world.
- Size: Approximately 1 million-square-foot regional shopping center.
- Opening Date: The mall first opened its doors in August 1991, becoming one of the largest shopping facilities in the state.
- Original Anchors: Historically, the mall was anchored by major department stores like Macy's, JCPenney, Sears, and Lord & Taylor.
- Current Key Anchors (2025): Macy's, JCPenney, Dick's House of Sport, and the newly established Casino Salem.
- Key Feature: Known nationally as a premier destination for tax-free shopping, particularly for Massachusetts residents.
The mall’s recent history is defined by strategic repositioning. Following the closure of legacy anchors like Lord & Taylor and Sears, Simon Property Group and local developers saw an opportunity for a high-impact redevelopment. This led to the most significant transformation in the mall's 30+ year history, focusing on creating a true mixed-use destination that includes retail, dining, and major entertainment.
1. The $200 Million Entertainment Anchor: Casino Salem Arrives
The most dramatic change to The Mall at Rockingham Park is the introduction of a massive entertainment complex: Casino Salem. This project, which officially launched in phases with a major opening on July 9, 2025, occupies the massive footprint of the former Lord & Taylor department store.
This $200 million development, backed by prominent local developers Joe Faro and Sal Lupoli, and later acquired by Churchill Downs Incorporated, is a game-changer for the entire region.
The new venue is not just a casino; it’s positioned as a full-service entertainment experience. It features various forms of gambling, including Historical Horse Racing (HHR) machines and traditional table games. The introduction of this anchor fundamentally redefines the mall’s purpose, turning it into a destination that operates well beyond traditional retail hours and attracts a new demographic of visitors.
The development is a strategic move to future-proof the property, recognizing that experiential anchors like entertainment and dining are essential for drawing foot traffic in the modern retail era. Its location, just 30 minutes from downtown Boston, makes it an accessible and attractive option for Massachusetts residents seeking a tax-free entertainment experience.
2. A Retail Revolution: First-in-State Brands and Market Exclusives
The revitalization of the mall is not solely dependent on the casino. A significant part of the new strategy involves attracting high-profile, market-exclusive retail tenants that are difficult to find elsewhere in the Granite State. This focus on premium and unique brands significantly elevates the mall’s status and competitive edge, particularly against nearby shopping centers like the Tuscan Village development.
Several major new tenants have recently opened or are slated to open, solidifying the mall’s position as a premier shopping destination.
- Anthropologie: Opened its first-ever New Hampshire store at Rockingham Park, a major coup for the mall, occupying a 7,685-square-foot space.
- FP Movement: This is the first New Hampshire location for the popular athletic wear brand, a sister company to Free People.
- Kendra Scott: A highly sought-after jewelry and accessories brand that adds a luxury component to the retail mix.
- OFFLINE by Aerie: A brand extension from Aerie, focusing on activewear and loungewear.
- Caffe Nero: An international coffee house chain, enhancing the mall's dining and social options.
- Five Below: A high-value retailer that broadens the mall’s appeal to a younger, budget-conscious demographic.
These new additions join existing high-performing, market-exclusive brands already at the mall, including Apple and lululemon, reinforcing the center's reputation for offering a curated and desirable mix of retail options.
3. The Modernized Shopping Experience and Anchor Shifts
Beyond the new tenants and the Casino Salem project, the mall's physical structure and anchor lineup have also been significantly updated to improve the customer experience and adapt to modern retail needs.
Anchor Store Evolution: The traditional anchor lineup has been completely modernized. The former Sears space has been repurposed, and the old Lord & Taylor box is now the Casino Salem. The remaining anchors—Macy's and JCPenney—have been joined by Dick's House of Sport, a massive, experiential retail format from Dick's Sporting Goods that includes interactive elements like climbing walls and sports simulations. This shift from traditional department stores to experiential retail anchors is a key strategy for driving sustained foot traffic.
Common Area Renovations: Simon Property Group has also invested heavily in the mall's infrastructure and common areas. Recent renovations have focused on modernizing the four main entrances, updating the restrooms, and completely overhauling the food court and other common areas. These design-build renovations ensure that the overall atmosphere is fresh, contemporary, and comfortable for the modern shopper, enhancing the overall appeal of the 144-store facility.
The combination of a world-class entertainment venue, a revitalized retail lineup featuring market-exclusive brands, and a modernized physical environment ensures that The Mall at Rockingham Park remains a powerful regional magnet. It is a clear example of how a traditional shopping center can successfully reinvent itself to thrive in the 21st century retail landscape.
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