As mall traffic plateaus, centers plan upgrades to lure shoppers

The latest data on shopping malls as reported by the International Council of Shopping Centers (ICSC) indicates that shoppers' average number of trips to the mall have stagnated at 3.4 trips per month in the 2000-2001 period. Time spent per visit has remained constant at about 75 minutes per trip. But shoppers are spending more at $65.10 per trip in the 2000-2001 period, up 8 percent from the 1998-1999 period. Mall developer Simon Property Group said other retailers have replaced seven of its top 10 tenants from a decade ago, as many went out of business. With more competition these days, many malls are re-designing themselves to be more appealing to shoppers. For example, Garden State mall has renovated to the tune of $200 million, adding slanted levels instead of stairs for ease of navigation, a racetrack aisleway and skylights. General Growth's Tucson mall underwent a $100 million renovation that gave stores windows facing outside and added booths instead of tables and chairs in the food court. According to the developer, sales are now at $400 per sq. ft. in Tucson, double the previous $200 per sq. ft. before the renovation.