Primaris REIT is expanding its entertainment operation at Galeries de la Capitale in Quebec City with the November 6 opening of Atlas Mini-Golf, an 18-hole attraction representing an investment of nearly $1 million. The new facility occupies more than 4,200 square feet on the shopping centre’s first level, directly opposite Méga Parc, and includes a dedicated merchandise shop.
The project is part of Primaris’s effort to generate repeat visits and strengthen the relationship between entertainment, shopping and dining. In November 4 interviews with Retail Insider, Méga Parc General Manager Kim Villeneuve and Stéphan Landry, Primaris’s Director of Operations for Quebec and Eastern Ontario, described the attraction’s development, the amusement park’s events business and plans for further investment in 2028.
Management estimates that about 70% of Méga Parc visitors also shop or spend money elsewhere in Galeries de la Capitale. Primaris did not provide the underlying methodology, so the figure should be understood as a management-reported estimate rather than a measure of incremental retail sales.
Atlas Adds Immersive Mini-Golf and Merchandise
Atlas follows the fictional travels of Monsieur Tourne-Tête, the inventor character associated with Méga Parc. Its 18 holes take players through mountain, underwater, desert and aerial environments before concluding in the inventor’s workshop, with a tribute to the park’s Zénith spokeless Ferris wheel.
Villeneuve explained that customers had shown interest in bringing mini-golf back to the shopping centre, where an earlier course had operated. The new project was designed as an immersive attraction linked to Méga Parc’s existing identity, with Agence Spatiale responsible for concept and design, Les Ateliers du Carnaval creating the themed sets and Rénovations MFSR handling construction.
The attraction also includes a shop selling plush toys, memory games and other themed merchandise. Villeneuve said demand for Méga Parc souvenirs helped motivate the addition, giving the amusement business a dedicated retail offering alongside admission-based activities.
Admission is $14.95 plus tax for visitors aged 12 and older and $10.95 for children aged three to 11, with children under three admitted free. Atlas is separately ticketed from Méga Parc’s regular day pass, according to the information supplied for the opening. Further information is available on the official Atlas Mini-Golf website.
Primaris Discloses First-Year Financial Projections
Unlike an entertainment tenant leasing space from a shopping-centre owner, Atlas will be operated through Méga Parc’s existing organization. Landry said Primaris already has a team with the expertise to run amusement attractions and was able to approve the new investment relatively quickly.
A September 2025 Primaris property-tour presentation provides an unusually detailed look at the proposed economics. It projected $1.185 million in first-year revenue and $1.013 million in net operating income for the mini-golf development, alongside a merchandise counter intended to produce additional sales.
Those projections predate the opening and should not be confused with achieved revenue or profit. The implied net operating income margin is approximately 85.5%, but the presentation does not explain which operating expenses are included or whether the estimates have since changed; it would therefore be premature to calculate an investment payback period from those numbers.
Entertainment and Shopping-Centre Performance
The wider commercial case rests partly on what Méga Parc visitors do after visiting the attractions. Management estimates that seven in ten also spend money elsewhere at Galeries de la Capitale, including at shops, restaurants and the food court, although no survey or transaction evidence was supplied during the interview.
Landry pointed to the relocation of the food court and the major Méga Parc transformation as investments that helped improve the property’s appeal. He described the food court as having become a strong performer after the changes, but did not provide comparable sales data or rankings, and the impact of the amusement park cannot be separated from other redevelopment work.
He also reported average mall dwell time of approximately 76 minutes, compared with about 68 minutes previously. The measurement method and comparison periods were not established, while Méga Parc’s ungated layout means visitors can enjoy its atmosphere without purchasing admission.
Corporate Events and Repeat Visits
Villeneuve described private events as an expanding part of the park’s business. According to his figures, the operation has grown from approximately 20 private events and 10,000 participants annually to about 65 events involving more than 30,000 people in 2026.
The park also hosts children’s birthday celebrations and maintains an indoor skating trail following the removal of its former central rink. Management reported more than 6,000 family visits in the context of family programming, approximately 90,000 skating visits and about 4,000 annual passes in circulation; the precise reporting periods for some of those measures were not documented.
Together, the events, skating and pass programs give local customers reasons to return throughout the year. That recurring traffic is relevant to Primaris because Méga Parc is integrated into the shopping centre rather than operating as an isolated destination.
Galeries de la Capitale’s Wider Redevelopment
Galeries de la Capitale is a significant asset in Primaris’s portfolio. At September 30, 2026, the REIT reported approximately 1.135 million square feet of gross leasable area, 79% in-place occupancy and $27.4 million in cash net operating income for the preceding four quarters; those figures cover the broader property, not Méga Parc alone.
Primaris acquired the shopping centre in 2024 and previously identified approximately $165 million in redevelopment investment undertaken there over the preceding decade. That work included the relocation of Simons, changes to the food court and other property improvements.
Landry also discussed the repositioning of former Hudson’s Bay space, including a planned L’Imaginaire store and additional restaurants, a pharmacy, an Ardene relocation and circulation improvements. He indicated a spring 2027 opening target for L’Imaginaire and later 2027 timing for other components, while referring to an approximately $19-million project; the full scope of that amount was not independently confirmed.
Entertainment Strategies Vary by Property
Landry emphasized that Méga Parc’s operating model cannot simply be reproduced across Primaris’s other shopping centres. Large amusement parks require significant capital, specialized staff and suitable space, while different markets may support smaller recreational or service uses.
He cited pickleball at Cataraqui Centre in Kingston and Aqua-Tots swimming lessons at Place d’Orléans in Ottawa as examples of other approaches. Primaris evaluates such opportunities against local demand, property requirements and potential returns, with some attractions run internally and others operated by tenants.
The wider shift toward recreational uses in retail properties was examined in Retail Insider’s recent report on entertainment becoming an anchor for Canadian shopping centres. The trend encompasses everything from amusement parks to smaller attractions and activity-based businesses that bring customers into malls for reasons beyond conventional shopping.
Another Investment Planned for 2028
Villeneuve said Méga Parc is already working toward another investment of approximately $2 million in 2028, although the nature of the project has not been disclosed. Landry described continued reinvestment as important to keeping the park relevant to local visitors, particularly annual-pass holders and families who return frequently.
For Primaris, Atlas adds a new admission-based attraction and a merchandise business to an established entertainment operation. Its financial projections and management’s cross-visitation estimates suggest why the landlord continues investing in Méga Parc, while the actual commercial contribution of the new course will only become clear after it begins operating.
