Temporary Tenants Make a Permanent Impact

At the heart of every bustling open-air shopping center lies a delicate balance. Landlords want steady tenants, predictable rents, and a sense of permanence. But sometimes, what really brings that center to life isn’t a long-term anchor store — it’s the flicker of something seasonal, fresh, temporary. That’s the thought behind the creation of Big V Property Group’s ancillary income program. Generating incremental revenue by capitalizing on the intangible strengths of our portfolio of market dominant shopping centers, ancillary leasing is an increasingly important part of how Big V Property Group creates value for our investors. For landlords, temporary tenants are a strategic force capable of weaving vitality, experimentation, and even local culture into the retail fabric.

Consider the RIM, a premier open-air shopping center in San Antonio. Recently, it has seen a remarkable reinvention thanks to Powergate Presents, a live-entertainment company that revived the space once occupied by The Rustic. Now rebranded as That Venue at the RIM, this spot has become a hub not just for concerts, but for immersive seasonal activations. Rather than letting that space sit empty, the landlord leaned into a temporary but powerful tenant whose draw is more experiential than transactional. Powergate’s programming — from high-energy concert nights to interactive holiday moments like a Christmas pop-up — has brought a different kind of currency to the property.

“Over the years, we’ve hosted events all across San Antonio, often in areas where the nightlife scene isn’t quite as refined. Partnering with the RIM has been a true game changer for us. Located in a high-end part of town, the RIM has given us a chance to bring our events right into the backyard of a more upscale clientele, allowing us to create a polished, elevated experience.

The support we’ve received from the RIM’s team has been outstanding—they’re a breeze to work with—and the neighboring businesses have been incredibly welcoming. We’ve actually driven more traffic to them as well, creating a thriving little ecosystem where guests enjoy the restaurants and shops before heading to our events.

In short, the RIM has not only helped us boost our own brand awareness and foot traffic, but it’s also allowed us to tap into a clientele that might not have engaged with the typical San Antonio nightlife. It’s been a win-win all around.” –  Moe Kassim, Founder/Owner Powergate Presents.

This is precisely why holiday pop-up tenants matter so deeply for landlords. The physical storefront is more than a place to sell goods — it becomes a stage, a marketing engine, and a traffic driver. As Powergate hosts concerts and themed seasonal events, foot traffic surges. Shoppers arrive for music and community, but they also browse the surrounding retail, stop into dining spots, and linger in the open-air environment. For the property owner, every guest becomes a potential shopper; every show becomes an anchor.

Temporary tenants like these also provide a kind of flexibility that traditional retail leases cannot. Instead of signing a 10-year lease, the landlord can partner with Powergate on short-term activations that shift with the seasons. This model allows for both innovation and risk management. If a holiday market or immersive experience succeeds, it becomes more than a one-off. It can become part of a longer-term strategy or even incubate into a permanent concept. And because the commitment is limited, space that might otherwise be difficult to lease long-term — like end-caps, underutilized back corners, or converted entertainment venues — suddenly has value again.

Furthermore, by embracing a company like Powergate, the landlord taps into a modern branding machine. Powergate brings its own audience, its own marketing channels, and its own cultural relevance. The RIM doesn’t just benefit from the rent: it benefits from association with concerts, nightlife, and experiential programming. That kind of activation strengthens the identity of the center and signals to other prospective tenants that this is not a static retail property—it’s a living, breathing place.

There are challenges, of course. Short-term tenants require more hands-on management, build-out, and turnover. The venue must be maintained, reprogrammed, and reactivated for each season or event. But many landlords find that trade-off more than worthwhile. The buzz, the foot traffic, and the energy that Powergate brings help sustain the center in a way that traditional retail might not.

In this way, seasonal or temporary tenants are not just fillers for holiday gaps. They are strategic partners in the long game. For open-air shopping centers like the RIM, working with an entertainment-focused operator like Powergate Presents has become a powerful tool—not just for boosting short-term revenue but for reimagining what retail real estate can be. When a landlord can turn a former restaurant venue into a concert destination and holiday pop-up hub, they’re not just leasing space — they’re cultivating a destination. And in a retail world defined by change, that destination is everything.