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MALL OF AMERICA Source of Wallpaper: www.hangingoffthewire.blogspot.com Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) [email protected]

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Page 1: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

MALL OF AMERICASource of Wallpaper: www.hangingoffthewire.blogspot.com

Ana Espinosa SeguíHuman Geography DepartmentUniversity of Alicante (Spain)[email protected]

Page 2: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

CONTENTS OF THE SEMINAR

Page 3: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

“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)

Page 4: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

-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?

1. Definition of the shopping mall or shopping centre (USA versus Europe)

Page 5: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Page 6: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

Source: http://www.icsc.org/srch/lib/euro_standard_only.pdf

Page 7: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Page 8: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

2. The malling process and the demalling process

1. Innovation

2. Accelerated Growth

Life cycle theory in retail

3. Maturity

4. Decline

Source: own elaboration based on Davidson et al, 1976.

Po

wer

on

sal

es a

nd

co

nsu

mer

dec

isio

n i

nfl

uen

ce

Evolution of time

Page 9: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

2. The malling process and the demalling process: the beggining

Life cycle theory in retail

Source: own elaboration based on Davidson et al, 1976.

Po

wer

on

sal

es a

nd

co

nsu

mer

dec

isio

n i

nfl

uen

ce

Evolution of time

Mal

ling

urba

n

spac

esD

emalling

Page 10: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

* 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.

SOME QUESTIONS FOR DISCUSSING WITH YOUR PARTNERS…

Page 11: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Page 12: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Source: www.cartoonstock.com

- Shopping malls become the Main Street of many suburbia areas

- Lack of spaces for socialisation in suburbia “That's the Only Place Where You Can Hang Out” (Vanderbeck & Johnson, 2000)

Page 13: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

Street mall

Source: www.boomerbabesrock.com

1º phase(USA)

2º phase(USA)

3º phase(USA)

Community Shopping Center

PLANNED SHOPPING MALL

Source: http://www.tripadvisor.es/

COUNTRY CLUB PLAZA OF KANSAS CITY

Source: www.informationduniya.blogspot.com

Between 1910-1

930)

Between 1920-1

950)

From

1940

Page 14: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

Sun City suburbiaSource: google maps.

Page 15: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

http://www.icsc.org/srch/rsrch/scope/current/num_shoppingcenters06.pdf

Page 16: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

* 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?

SOME QUESTIONS FOR DISCUSSING WITH YOUR PARTNERS…

Page 17: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Page 18: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

TOTAL SHOPPING CENTRE GLA (Million sq.m)

0 3 6 9 12 15 18

MaltaBosnia &

LuxembourgBulgaria

SerbiaEstonia

SloveniaCroatiaGreece

LatviaSlovakia

LithuaniaBelgiumHungaryFinlandIreland

SwitzerlandDenmark

Czech RepublicRomaniaUkraineAustria

PortugalNorwaySwedenTurkey

NetherlandsPolandSpainRussia

ItalyGermany

United KingdomFrance

Million (sq.m)

Open 2005- 2009 millions

Source: Cushman and Wakefield.

Page 19: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

0 100 200 300 400 500 600 700

34. Serbia33. Bulgaria

32. Bosnia Herz.31. Greece 30. Ukraine29. Turkey 28. Russia

27. Romania 26. Belgium

25. Malta24. Croatia

23. Hungary 22. Slovakia

21. Germany 20. Poland 19. Czech

18. Switzerland 17. Italy

16. Spain EU-27 Average

15. Lithuania14. Latvia

13. Slovenia12. France

11. UK10. Portugal

9. Estonia8. Denmark

7. Finland 6. Austria

5. Netherlands 4. Luxembourg

3. Ireland 2. Sweden 1. Norway

Source: Cushman and Wakefield.

Gross Leasable Area (GLA) per

1.000 populatio

n

Page 20: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

Source: www.dutycalculator.com

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.

Page 21: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es
Page 22: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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)

-

Page 23: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

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

Page 24: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

- 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.

Page 25: MALL OF AMERICA Source of Wallpaper:  Ana Espinosa Seguí Human Geography Department University of Alicante (Spain) Ana.Espinosa@ua.es

- 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/