Ana Espinosa Seguí
Human Geography
Department
University of Alicante (Spain)
Ana.Espinosa@ua.es
MALL OF AMERICA
Source of Wallpaper: www.hangingoffthewire.blogspot.com
CONTENTS OF THE SEMINAR
1.Definition of the shopping mall or shopping
centre (USA versus Europe)
2.The malling process
3. The demalling process
4.The consequences of malling and demalling
urban spaces
1. Definition of the shopping mall or shopping centre (USA versus Europe)
“A shopping center is a group of retail and other
commercial establishments that is planned,
developed, owned and managed as a single
property, typically with on-site parking provided.
The center's size and orientation are generally
determined by the market characteristics of the
trade area served by the center”
International Council of Shopping Centers (ICSC)
(http://www.icsc.org/index.php)
1. Definition of the shopping mall or shopping centre (USA versus Europe)
-What does “planned, developed, owned and
managed as a single property” mean?
- And what does “center's size and orientation
determined by the market characteristics of the
trade area” means?
- Why is the unique management so important?
- Which types of shopping centres or shopping
malls can you classify? According to which
criteria?
U.S. Shopping Center Definitions
(according to ICSC)
1. Malls: Regional or Super regional
2. Special purpose: Airport retail
3. Open-air centres:
- Strip /convenience
- Neighborhood
- Community
- Lifestyle
- Power center
- Theme /festival
- Outlet
Source: http://www.icsc.org/srch/lib/2010%20S-C%20Classification.pdf
Source: http://www.icsc.org/srch/lib/euro_standard_only.pdf
Any other classification?
According to which criteria?
1.- According to the preexistent offer: opposition or
complement of a urban shopping area
2.- According to its location: suburban, interurban or on the
edge of urban areas
3.- According to the agents involved in the process (only
private or private/public): private investors or private
investors with the help and advice of public representants
who want a mall as part of a bigger urban management plan
Power on sales and consumer decision influence
2. The malling process and the demalling process
Life cycle theory
in retail
3. Maturity
2. Accelerated
Growth
4. Decline
1. Innovation
Source: own elaboration based on Davidson et al, 1976.
Evolution of time
Power on sales and consumer decision influence
2. The malling process and the demalling process: the beggining
Life cycle theory
in retail
Source: own elaboration based on Davidson et al, 1976.
Evolution of time
SOME QUESTIONS FOR DISCUSSING WITH YOUR PARTNERS…
* Shopping malls or shopping centres were
born in Western countries in a particular
social, cultural, economic and urban
context. Describe their features in more
detail.
* Describe the state of the society, economy,
retail offer and city shortly before the
malling process.
The malling process began with…
- Suburbanisation of wide territories
- The increasing mobility of citizens
- Rise of the number of cars per household
- Advertising era
-The lack of service centres in the new suburbia
- The traffic congestion in urban centres
- The growing distance between retail activities and houses, which
slowed down the act of purchasing consumer goods.
- Popularisation of the “One Stop Culture” concept
The malling process began with…
- Mass society / mass consumption demanded a larger market
with a larger assortment
- Producers needed a large net of distribution for their higher
production
- Lack of spaces for socialisation in
suburbia “That's the Only Place
Where You Can Hang Out”
(Vanderbeck & Johnson, 2000)
- Shopping malls become the Main
Street of many suburbia areas
Source: www.cartoonstock.com
Street mall
2º phase
(USA)
Source: www.boomerbabesrock.com
1º phase
(USA)
Community Shopping Center
COUNTRY CLUB PLAZA
OF KANSAS CITY
3º phase
(USA)
PLANNED SHOPPING
MALL
Source: http://www.tripadvisor.es/
Source:
www.informationduniy
a.blogspot.com
Sun City suburbia
Source: google maps.
http://www.icsc.org/srch/rsrch/scope/current/num_shoppingcenters06.pdf
SOME QUESTIONS FOR DISCUSSING WITH YOUR PARTNERS…
* Was it the same structure in every Western country?
* Are there any differences between the malling
process in Europe and USA?
* Did every Western country have the same patterns
in the malling process?
And the malling process continued with…
- In Europe “This shopping centre growth corresponded with
rising incomes, increased consumer mobility and the emergence
of new retail chain stores” (ICSC)
Source: The importance of shopping centres to the European economy, 2008, ICSC
TOTAL SHOPPING CENTRE GLA (Million sq.m)
France
United Kingdom
Germany
Italy
Russia
Spain
Poland
Netherlands
Turkey
Sweden
Norway
Portugal
Austria
Ukraine
Romania
Czech Republic
Denmark
Switzerland
Ireland
Finland
Hungary
Belgium
Lithuania
Slovakia
Latvia
Greece
Croatia
Slovenia
Estonia
Serbia
Bulgaria
Luxembourg
Bosnia &
Malta
Open 2005- 2009 millions
0
3
6
Source: Cushman and Wakefield.
9
Million (sq.m)
12
15
18
1. Norway
2. Sweden
3. Ireland
4. Luxembourg
5. Netherlands
6. Austria
7. Finland
8. Denmark
9. Estonia
10. Portugal
11. UK
12. France
13. Slovenia
14. Latvia
15. Lithuania
EU-27 Average
16. Spain
17. Italy
18. Switzerland
19. Czech
20. Poland
21. Germany
22. Slovakia
23. Hungary
24. Croatia
25. Malta
26. Belgium
27. Romania
28. Russia
29. Turkey
30. Ukraine
31. Greece
32. Bosnia Herz.
33. Bulgaria
34. Serbia
Gross
Leasable
Area
(GLA) per
1.000
population
0
100
200
300
400
500
600
700
Source: Cushman
and Wakefield.
THE DEMALLING PROCESS IS…
“To convert an indoor mall into an open-air shopping center
where stores have street-level access, and which may also
include non-retail buildings (such as apartments)”
(Source: wordspy.com)
It can be also the
transformation of old
fashioned shopping malls
for introducing other
services.
Source: www.dutycalculator.com
The consequences of malling and demalling urban spaces
- Growth of suburban
centralities
- Lighten the pressure of the
Main Street
- Approach of shopping
activities to suburban
consumer residences
- Increase of retail space for
consumers and offer
- Reinvestment in the city
centre or at least, in other
spaces with more centrality
- Recycle old shopping malls
for other uses
- Reduction of retail
competition for the city
centre
(if there is a public/private investment
in the city centre)
-
The consequences of malling and demalling urban spaces
- Large dependence on private
mobility
- Scarce use of the city
centre for shopping and urban
public spaces
- Incentive to revalue housing in
suburbian areas
- Consumers forget the city life
- Local government can not invest
in city centre if it allows more and
more shopping malls in the
outskirts
- “Disposable city”
- Generation of greyfields
- Demalling shows the quick
speed of changes and need
for innovations of the retail
sector, irrespective of the
urban patrimony or the mix of
uses of the city centre
- BAAR, K. (2002): “Legislative tools for preserving town centres and halting the spread
of hypermarkets and malls outside of cities”, Institute for Transport and Development
Policy, Nueva York.
- BEAJEAU GARNIER, J (1977): “Geographie du Commerce”, Editorial Masson, Noisiel.
- BOTTINI, F. (2005): I nuovi territori del commercio: società locale, grande distribuzione
urbanistica, Alinea editorial, Florencia.
- CATALANO, A. (2004): “Future of High Street is safe as malls go to town”, en Estates
Gazzette, nº 436/4.
- CRAWFORD, M. (2004): “El mundo en un centro comercial” en Michael Sorky:
Variaciones sobre un parque temático : la nueva ciudad americana y el fin del espacio
público, Ediciones Gustavo Gili SA.
- DAVIDSON, W.R., BATES, A.D. and BASS, S.J. (1976), “The retail life cycle”, Harvard
Business Review, Vol. 54 No. 6, pp. 89-96.
- DAWSON, J. (1980): Retail Geography, Halsted Press, Londres.
- DAWSON, J. (2000): “Retailing at century end: some challenges for management and
research”, en International review of retail, distribution and consumer research, nº 10.
-FARELL, J. (2003): One Nation under goods: malls and the seductions of american
shopping, Smithsonian Books, Washington.
-GRANSBY, D.M. (1988): “The coexistence of High Street and out-of-town retailing from
a retailing perspective”, en The Geographical Journal, vol. 154, nº 1, pp 23-27.
-GUY, C. (1998): “Controlling new retail spaces: the impress of planning policies in
Western Europe”, en Urban Studies, vol. 35, nº 5-6, pp 953-979.
-KOWINSKI, W. (1986): The malling of America: an inside look at the great consumer
paradise, William Morrow editors, Nueva York.
-LOWE, M. (2005): “The regional shopping centre in the inner city: a study of retail-led
urban regeneration”, en Urban Studies, vol. 42, nº 3, pp 449-470.
- LOWRY, J. (2011): “The life cycle of shopping centres". Business Horizons.
http://findarticles.com/p/articles/mi_m1038/is_n1_v40/ai_19369689/