THE DARK SIDE OF WHITE FLINT:
PART 15
Welcome to The Dark Side of White Flint, a frank and candid examination of the not-so-wonnerful, wonnerful, wonnerful side of urbanizing the suburbs.
Click here to read Part 14, and follow links back through the series.
In this installment, another update on White Flint Mall:
White Flint Mall owner Lerner is now indirectly acknowledging the short-term damage its aggressive demolish-and-replace-with-a-city plan has wrought on the last remaining mall tenants, and on its public relations with the community. Sort of.
New signage has been posted outdoors near the Phase 1 demolition site, which has been graded flat for whatever comes next. The signs mention a few of the remaining businesses.
A new marketing slogan - "One Place to Celebrate the Weekend" - fizzled out shortly, when the mall's most popular anchor tenant The Cheesecake Factory said, "we're out of here," and quietly planned its move to the growing Westfield Montgomery Mall. Oops.
With a public relations debacle underway, and a lawsuit from Lord & Taylor filed in court, Lerner actually began to backtrack on its urbanization fervor. We can bring back Bloomingdale's, and other old mall anchors, they said. Never mind that backers of a mini-Manhattan vision for White Flint would have mocked such a statement in the past. Department stores like Bloomingdale's, they say, are fading into the past along with indoor malls, the automobile, trees and backyard barbeques. Apparently Lerner didn't get their memo. The old mall tenants can come back! It will be like Wheaton Plaza in reverse! Indoor mall to outdoor mall. Doesn't exactly sound like 14th Street or "NoMa" to me.
Could it be that most suburban Americans actually aren't that keen on putting their coat and scarf back on each time they move from one store to the next on a shopping trip?
Competitor Westfield, currently reinvesting a boatload of cash into revitalizing Montgomery Mall, operates even larger enclosed malls in other places like Southern California. Clearly, the traffic at those malls, like that at Montgomery Mall, suggests the American indoor mall is here to stay.