The Niagara Outlet Center is a 622,154 sq. ft. two-phase development on 25 hectares of land in Niagara-on-the-Lake, about 22 kilometres from Niagara Falls. This upscale retail development features approximately 100 marquee retailers and is the largest open-air outlet mall in Canada. The eye-catching structure reflects the region’s wine and entertainment culture and is easily spotted from the highway. Among the high-end retail stores, amenities include restaurants, a food court and entertainment area. The $150M project was completed in May 2014 and additions are currently in the design stage. On average, 50,000 people visit the centre every weekend, proving the viability of this marketing model and “Outlet Collections” prototype.