Bluewater remains one of Europe’s biggest shopping and retail destinations but has had to change with the times to keep people coming back.

More than two decades since first opening, reporter Alex Langridge sits down with the shopping centre’s current boss and its leisure partners to discuss how much the blueprint for its success has changed.

When it first opened in 1999, the large complex built in an abandoned chalk quarry in Greenhithe, near Dartford, focused mainly on events and big name stores such as John Lewis and House of Fraser.

It had a far smaller leisure offering than is present today, but with major developments in the industry and changes to consumer habits – including the growth of online shopping – Bluewater has had to change up its strategy to maintain a winning formula.

Centre director James Waugh, told KentOnline: “People want to do more than just shop.

“This was happening before but even more so after the pandemic as people want to come out and spend a day out.”

He added: “What we are finding are people might come for one thing such as an activity then end up spending a day here.

According to the book ‘Bluewater: Vision to Reality’, by journalist Michael Evamy, throughout the late 80’s, the original developers’ plan was to build a regional shopping centre.

In May 1990 planning permission was granted for “1.5 million sq ft of retail and and 125,000 sq ft of leisure facilities”.

And although it was always the plan to be “more than somewhere to shop and eat”, it was not envisaged that leisure offerings would grow as much as they have, and the outdors would become as important as inside.

Mr Waugh explained: “When it first opened, it was very much about being a shopping destination but it has moved on since then as people are looking for more to do.

“Our unique selling point has always been the land around us. We have 50 acres of lakes and parkland. It is not just about what is in the triangle, but the space around it, such as these nature areas.

“I think it has been a progression. There has always been activity going on inside the building but we have steadily increased the things to do outdoors.”

Bluewater, which is managed by property developers and investment company Landsec, attracts millions of visitors per year.

It now has around 300 stores, more than 50 bars, restaurants and cafes, and 13,000 free car parking spaces.

The quarry-based shopping centre also boats a nature trail, cinema, adventure mini golf, Gravity trampoline park, Gravity climbing wall, dinosaur theme soft play and seasonal events The Beach and winter wonderland.

In 2021, it introduced adventure park Hangloose with the opening of one of nine attractions – England's longest and fastest zip wire – despite criticism from local residents over predicted noise levels and safety concerns.

Speaking at the time, managing director Brian Phelps, hit back at the critics and dismissed notions it would become an “amusement park”.

Since then, it has opened a series of adrenaline-pumping activities including Europe’s biggest swing featuring a 46-metre drop over the chalk cliffs, and Britain’s only outdoor sky dive machine.

Earlier this month, the adventure brand launched its fourth attraction at Bluewater, SkyTrek – a treetop obstacle course which sees visitors suspended 15 metres in the air tackling ropes, walkways and zip-wires.

Site manager at Hangloose Adventure Bluewater, Chris Lane, said: “The first year we opened was on the back end of the pandemic and we could see people really wanted to get back out.

“But that has continued, people do want to come out and try these actives. We are seeing an upward growth.

“This year has been a little different with the cost of living crisis, we are quieter than previous years and we completely understand why that is but the general feeling is people want to get out more after covid.

“Leisure is definitely going to be a bigger part of industries like shopping centres going forward I believe.”

And in recognition of its growing popularity as a leisure destination permission has recently been granted by Dartford council to increase its visitor capacity to 125,000 per year, having previously been restricted to 50,000 people.

“We always had the plan to expand and we have a lot more activities we want to put in here,” Mr Lane added.

“Each activity brings more customers. We are aiming to build a hub of amazing, world class activities which brings people together.”

But as shoppers look for even more, Bluewater has continued to keep up and have put in plans to continue to increase its leisure offerings.

Earlier this year, visitors were told to “watch this space” as plans were approved to erect a huge sports air dome in the middle of a car park.

It will include a full five-a-side football pitch which can be sub-divided into two smaller ones, a small food and drink area, a retail area to buy merchandise and a number of football-related skill games.

Last month, further plans were revealed for an entertainment hub, which could attract the likes of Putt Shack and Ninja Warrior.

Bluewater put forward proposals to convert 10 shopping units into leisure facilities with space for restaurants and bars as it continues to shift away from its traditional shopping portfolio.

The submitted planning and leisure statement states the aim is to broaden Bluewater’s appeal to its customers and allow it to “respond directly to trends and challenges” within the retail market.

It added: “The leisure element could comprise of uses that include interactive and immersive games; sport activities; family entertainment; or soft play.

“A number of these uses are often termed competitive socialising where there is a mix of leisure and food and beverage uses.”

Mr Waugh said: “Bluewater was always going to expand. These plans are not hard and fast and leisure is not going anywhere.

“What we are trying to do is to encourage more people to spend time here. We are incredibly proud of what we have done.”

And it seems other shopping centres across Kent are starting to realise that leisure is the way forward such as Lockmeadow entertainment complex in Maidstone which is looking to attract more customers.

Currently, it is home to an Odeon cinema, Hollywood Bowling, Gravity trampoline park, and there are plans for a virtual reality experience.

Two empty units have also been put up on the market with a brochure saying they could be turned into "competitive socialising”, which could range from darts, snooker and pool to shuffle boarding.

It comes as Maidstone council announces a public consultation to gather the views of people in the town about what attractions and activities should be brought to the complex.

Cllr Claudine Russell, lead member for communities, leisure and arts, said: “We want to make sure the centre is providing the kind of entertainment the local community would like to see and enjoy.

“We would love to hear from everyone, whether you have visited Lockmeadow or not please give us your views.”

Despite the ongoing trends towards more leisure-based destinations, Bluewater boss Mr Waugh insists retail is here to stay.

“You cannot replace proper retail,” he said.

“People still want to come out to the shops, they do not always want to order online or if they do many people collect in stores.

“We are a destination and retail will always play a part in that.”