mall of america source of wallpaper: ana espinosa seguí human geography department university of...
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MALL OF AMERICASource of Wallpaper: www.hangingoffthewire.blogspot.com
Ana Espinosa SeguíHuman Geography DepartmentUniversity of Alicante (Spain)[email protected]
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
“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?
1. Definition of the shopping mall or shopping centre (USA versus Europe)
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
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.
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Evolution of time
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
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nd
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nsu
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dec
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Evolution of time
Mal
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emalling
* 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…
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
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)
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
Sun City suburbiaSource: google maps.
http://www.icsc.org/srch/rsrch/scope/current/num_shoppingcenters06.pdf
* 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…
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)
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.
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
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.
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/