Ana Espinosa Segu 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

2. The malling process and the demalling process

Power on sales and consumer decision influence

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

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

Power on sales and consumer decision influence

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
2 phase (USA) Community Shopping Center
COUNTRY CLUB PLAZA OF KANSAS CITY

Source: www.boomerbabesrock.com

1 phase (USA)

3 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

T OT AL SH OPPIN G CEN T RE 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 0 3 6 9
Million (sq.m)

Open 2005- 2009 millions

12

15

18

Source: Cushman and Wakefield.

1. Norway 2. S weden 3. Ireland 4. Luxembourg 5. Netherlands 6. Austria 7. Finland 8. Denmark 9. Estonia 10. Portugal 11. UK 12. France 13. S lovenia 14. Latvia 15. Lithuania EU-27 Average 16. S pain 17. Italy 18. S witzerland 19. Czech 20. Poland 21. Germany 22. S lovakia 23. Hungary 24. Croatia 25. Malta 26. Belgium 27. Romania 28. Russia 29. Turkey 30. Ukraine 31. Greece 32. Bosnia Herz. 33. Bulgaria 34. S erbia 0 100 200 300 400 500 600 700

Gross Leasable Area (GLA) per 1.000

population

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

- Disposable city
- Generation of greyfields

- Consumers forget the city life

- Local government can not invest in city centre if it allows more and more shopping malls in the outskirts

- 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: societ locale, grande distribuzione urbanistica, Alinea editorial, Florencia.
- CATALANO, A. (2004): Future of High Street is safe as malls go to town, en Estates Gazzette, n 436/4. - CRAWFORD, M. (2004): El mundo en un centro comercial en Michael Sorky: Variaciones sobre un parque temtico : la nueva ciudad americana y el fin del espacio pblico, 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, n 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, n 1, pp 23-27.

-GUY, C. (1998): Controlling new retail spaces: the impress of planning policies in Western Europe, en Urban Studies, vol. 35, n 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, n 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/