Can the Mall Make a Comeback?
For decades, shopping malls were more than just commercial zones. They were social hubs, cultural hotbeds, and even fonts of information.Time was, if you wanted to know the next hot game's release date or keep up with current trends, you headed down to the mall and marinated in the zeitgeist.
If you've read this blog for a while, you know we've discussed sociologist Ray Oldenburg's concept of the Third Place—a setting distinct from home and work where people can network and build relationships. And from the late 1970s through the early aughts, the mall was the Third Place par excellence.From arcades and bookstores to pizzerias and music shops, malls offered something for everyone. We went there to hang out with friends, meet new people, and even get paid.Related: The Idea of a MallToday, the American mall is a shell of its former glory–a victim of fiscal, cultural, and generational decay. Yes, big box stores and e-commerce cut into malls' profit margins starting in the 1990s, but economic pressures weren’t the only culprits.By the early aughts, the demographic changes begun in the 1960s had made themselves felt, alienating key groups like young men. Arcades vanished, replaced by impersonal online gaming. Meanwhile, stores tailored to broad audiences gave way to niche retailers.
The 2008 financial crash delivered the final blow to many malls. As anchor stores shut down, smaller tenants followed. The result was Dead Mall Syndrome: once-bustling centers of activity reduced to pale shadows.This decline mirrors broader trends in American life, including rising social isolation and the loss of free association. While malls replaced traditional gathering spots like churches and men’s clubs, they too became victims of an increasingly atomized society.So the questions facing us now are:
- Can the decline be reversed?
- Would we want to reverse it if we could?
First things first, is there a way for malls to make a comeback?Related: After the Mall: Can We Build a New Third Place?While the hurdles are high, they might not be insurmountable. Here are a few suggestions for how we might restore a semblance of the mall's former majesty:Experience-Based EnterprisesTo compete with the convenience of online shopping, malls must offer experiences that can’t be replicated online. Think entertainment venues, gyms, or workshops. Events like live music, craft shows, and themed festivals could draw crowds, a portion of which could become repeat business.My local mall is already trying some of these tactics, including a VRcade, a mini golf course, arts and crafts fairs, and even comic book conventions. They do indeed seem to drum up foot traffic.Reinvent the Third PlaceMalls could reclaim their role as Third Places by adding public gathering spots. Cozy seating, free Wi-Fi, and open areas for casual meetups could make malls attractive as social destinations once again.Again, my local mall has been trying this approach. They placed new tables and chairs in quiet nooks and added small group seating in the center aisles. Time will tell if it helps.Capitalize on NostalgiaA key to any business is knowing your market. And it doesn't take a million-dollar study to identify malls' core demographic: Gen X and Y men.That means regaining success involves bringing back features that appeal to those men. Updated arcades, gaming stores, and hobby shops are all essential. And now that the former mallrats are middle-aged, shopping venues will also need amenities for their families. But that need itself is an opportunity. Recall that McDonald's went from huge to colossal by marketing to kids in the 80s. So stock the arcades with all-ages games families can play together, and add an ice cream shop or playground to keep the kids happy while Dad browses Spider-Man back issues.Think LocalInstead of relying on national chains, malls could prioritize local businesses. This approach would not only restore some of the local flavor that's been lost to gray goo corporatism, it would foster sorely missed solidarity.Consider Mixed-Use DevelopmentMany successful malls overseas have integrated residential, office, and retail space. Adding apartments, hotels, or offices could help stabilize revenue while creating a built-in audience for mall retailers.It's probably just me having a Gen Y moment, here. But I must admit the notion of living at and working from the mall sounds appealing. It's reminiscent of the old arcology idea cyberpunk authors once promised us.Tighten Security to Rebuild Social TrustTo address the root issue of crumbling social trust, malls should invest in visible, proactive security.Because local law enforcement can't always be counted on, these security forces would need to be private. And I don't just mean mall cops. They'd need the obvious presence of uniformed personnel from serious security firms to send troublemakers a clear message. Once again, my mall's arcade brought in private security to get gang activity under control, and it seemed to work. And while the expense is an issue, it's just the cost of doing business these days.
The mall’s decline reflects more fundamental social rot. But it also highlights the ongoing need for Third Places. While rebuilding the cultural cohesion of the past may seem daunting, the mall—reinvented for the 21st century—could once again become a cornerstone of American socioeconomic life.By refocusing on their core customer base and adapting to subsequent chagnes since their heyday, malls might just find a way to thrive in our post-digital age.So maybe we don't need a new Third Place. Just maybe it's been there all along, waiting to make a comeback.
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