Designing Food Halls for Dwell Time: Why Programming Is the New Anchor of the Guest Experience
Across the US and abroad, developers and operators are reimagining food halls as destinations where food, entertainment, community, and culture intersect. The goal is to create an environment where guests want to stay longer, return more often, and bring others with them.
That concept will be front and center at the upcoming Future of Food Halls Conference on April 15 at The Market at Malcolm Yards in Minneapolis, where Andrew Colicchio of Colicchio Consulting will moderate a panel titled “Designing for Dwell Time.”
In a recent episode of the Behind the Tab podcast, Colicchio shared insights on how thoughtful design, intentional programming, and strong operational planning are transforming food halls from transactional spaces into cultural hubs.
Food Halls Are Not Food Courts
One of the most important distinctions Colicchio makes is that a successful food hall is fundamentally different from the food courts many people remember from malls. Food courts are transactional. Guests arrive with a specific purpose — grab food and leave. Food halls are experiential. “The word that comes to mind with food courts is transactional. You’re in and you’re out. That’s not what a food hall is.”
Instead, the best food halls are designed around engagement and community interaction. They provide multiple reasons for guests to stay, explore, and interact with the space. That key difference results in a meaningful financial impact. Longer visits lead to higher guest spend and stronger vendor/merchant performance.
The Power of Programming
According to Colicchio, one of the most overlooked drivers of food hall success is programming. Programming includes activities like:
- Live music
- Comedy shows
- Watch parties
- Social gaming
- Private events
- Community gatherings
These experiences transform a quick meal into an evening out. “Programming drives dwell time. A meal becomes a meal and a drink, and maybe another round of drinks with more friends. Suddenly you’ve doubled or tripled the time someone spends there.” That increase in dwell time has significant operational impact.
In many food halls, the beverage program drives margins. It’s intuitive. The longer guests stay, the more opportunity there is for food and beverage sales. Programming also creates emotional connection. When guests associate a venue with memorable experiences — a concert, a trivia night, a celebration — they are far more likely to return.
Designing for Experience from Day One
One of the most common mistakes Colicchio sees in new food hall projects is treating programming as an afterthought. Instead, it should be considered during the earliest design phases. “If you have a 20,000-square-foot space, you need to think early about how some of that space can support programming and additional revenue streams.”
Several physical design factors play a critical role in enabling programming:
- Ceiling height and sightlines - Live entertainment and visual engagement require clear views and open space.
- Acoustics - Music and performance programming must be supported by thoughtful sound design.
- Operational flow - Programming areas must connect naturally to food and beverage areas — particularly the bar.
- Flexible furniture and layouts - Spaces should be adaptable for multiple event types.
When these factors are considered early, programming becomes a multiplier for the business model rather than an operational headache.
Real-World Examples of Food Hall Programming Success
Across the country, new food hall projects are already embracing this model. One example Colicchio highlights is Roswell Junction in Georgia, which pairs its food hall with a 250-capacity rock club. The space hosts concerts on weekends and private events during the week — creating consistent activity and repeat visits. “People in the market think, ‘What should we do tonight? I’m sure Roswell Junction has something going on.’” Another example, Relish Food Hall & Pickleball blends social gaming with food hall dining. They incorporate pickleball courts and group gaming concepts, encouraging guests to stay longer and engage with the venue beyond the dining experience. These concepts are becoming increasingly common as developers look for ways to activate spaces across all day parts and weekends.
Programming Is Strategy, Full Stop
Perhaps the biggest myth Colicchio hopes to challenge at the Future of Food Halls Conference is the idea that programming is simply a marketing tactic. It’s not. It’s a core operational strategy. “The most successful food halls treat programming as a key part of the business model. If the space isn’t designed to support it, it can become a liability instead of a multiplier.” When done correctly, programming supports every stakeholder in the ecosystem:
- Vendors gain increased traffic and sales
- Operators increase bar revenue and repeat visits
- Developers enhance the value of their real estate asset
- Communities gain a gathering space
The Future of Food Halls
As hospitality continues to evolve, food halls are increasingly becoming cultural anchors within mixed-use developments and urban communities. They’re places where people gather not just to eat, but to experience something together. That evolution is exactly what the Future of Food Halls Conference aims to explore — bringing together operators, developers, consultants, and hospitality leaders to share ideas shaping the next generation of these spaces. If Colicchio’s perspective is any indication, the future of food halls will be defined by one key metric: Dwell time. Because when guests stay longer, everyone wins.
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