Playground →
Two distinct audience neighborhoods pull on Mall of America's similarity graph: Minnesota sports franchises on one side, and a regional beverage brand on the other.
The Minnesota Timberwolves sit at the top of the top 10 at 0.81, followed immediately by Caribou Coffee at 0.80 and the Minnesota Vikings at 0.80. These three are tightly bunched within two hundredths of a point, which is what gives this graph its two-peak character: one cluster is Minnesota professional sports teams, the other is a Minnesota-rooted consumer brand. The Minnesota Twins extend the sports cluster at 0.72, and the Minnesota Wild appear further down at 0.65, making four of the top 10 neighbors Sports Teams by subcategory. Caribou Coffee is the lone Beverages brand in the top 10 and the only non-sports entity in the upper tier.
Below those peaks, the remaining neighbors shift toward individual Athletes — Cris Collinsworth at 0.71, Stefon Diggs at 0.69, Kirk Cousins at 0.68, John Elway at 0.68 — alongside a Journalist in Tom Pelissero at 0.69 and an Alcohol brand in Molson Coors at 0.68. No other Destinations subcategory appears in the top 10; Mall of America's nearest audiences are shaped entirely by regional sports fandom and adjacent consumer brands rather than by other destination entities.
The shape here is a Minnesota-anchored sports audience with a secondary pull from regional food and beverage — two overlapping but structurally distinct communities that together define who this audience looks like.
