I'm somewhat impartial to this argument. One one hand, I live in Orlando and it seems everyone is trying to get the Branson Landing to become (think International Drive). I agree it is nice to have alternatives after a certain time.
On the other hand, a lot of people come to Branson to get something a bit different and don't mind that it provides a moment to unwind in the room after 10pm with the family.
Branson is a huge vacation destination, if shops don't succeed, then it could mean that people just don't want to come there for that. Just look at most of the Outlet venues (except for possibly the Tanger). I am inclined to think that people would rather enjoy the walk along the river and have a nice meal....or camp...or enjoy the beauty of the Ozarks...than shop at Hollister.
(On a side note, it was incredibly hard to describe to my father exactly what Hollister was and why it was named that since less than a mile away is....Hollister).