Greater Harrisburg's Community Magazine

Mall in the Middle: Like many shopping centers, Harrisburg Mall finds itself at an inflection point.

Screenshot 2015-12-27 12.17.46 Screenshot 2015-12-27 12.17.55There’s nothing like going to the mall during the holiday season. It can be fun for the retail-savvy or a pain for those who dread the crowds and lines.

This past Black Friday, Harrisburg Mall reflected both sentiments.

An older woman, bundled up in a black coat that engulfed her small frame, swiftly paced up and down the aisles of a crowded Macy’s, her arm already full of shopping bags. A group of teenagers gathered around the opening of Great Escape Theatre, their conversation drowned out by the roar of the crowds. Another woman, dragging her not-so-enthused child, gingerly glanced over the sale bins at Victoria’s Secret.

Harrisburg Mall was alive—filled with shoppers who couldn’t wait to get their hands on discounted goods. It was the sort of crowd that the mall needs throughout the year, not just during the holidays, if it’s going to survive and thrive.

The mall has had its challenges over the last several years. Formerly owned by Feldman Mall Properties, it was bought by St. John’s Properties in 2012. Before the change in ownership, the mall was undergoing a renovation, which was supposed to add a Barnes & Noble, a Panera Bread and a sports bar to its list of stores. But Feldman abandoned that project and changed its focus, becoming an apartment investment company. After changing its name, the company disposed of its retail properties, including Harrisburg Mall.

Since buying the property in 2012, St. John’s has been trying to rekindle interest among shoppers. The mall has gotten some new tenants, such as 2nd and Charles, as well as a few departures. But much of the traffic seems to continue to originate from the two anchor stores, Bass Pro Shops and Macy’s.

“We’re very fortunate to have two big anchor tenants,” said Bill Holzman, vice president of retail leasing at St. John’s.

Holzman believes in the mall’s potential. Asked whether the mall could reel in big retailers like Neiman Marcus or Saks, he said the owners are keeping an open mind.

“We are always talking to other department stores and talking to their representatives to see if there is interest,” he said. “That is on the list of folks we’re talking to.”

For malls these days, keeping an open mind is a necessity. Many malls are replacing failed retail spots with restaurants, gyms, novelty shops and other unconventional businesses. Just in our area, Colonial Park Mall has lost a number of popular retailers over the past few years, including Body Central, Wet Seal, Aeropostale and F.Y.E.

“It happens with every mall,” said Holzman. “We don’t like to see it, but it’s natural, and it’s part of the whole business.”

Over the past decade, many chains have had to close their stores as trends and buying patterns have shifted. Big retailers like Sears, J.C. Penney, RadioShack and others have shuttered thousands of stores nationwide. Many of these were staples in malls around the country.

Many retailers are still suffering from a decline dating to the 2008 recession. And, with the rise of Amazon and the growing popularity of discount retailers, such as T.J. Maxx, Marshall’s and Target, retail has become even more competitive, adding to the difficulty for shopping malls.

Retail experts have been tracking the trend. Retail historians Peter Blackbird and Brian Florence decided to take Blackbird’s hobby of tracking closed down malls and make his findings accessible to the public. The result was DeadMalls.com, a site dedicated to documenting the decline of the shopping mall. The site lists hundreds of malls throughout the United States that have succumbed to financial pressures and had to close down—including local outlets like Camp Hill Mall, Delco Plaza Mall in York and Carlisle Plaza Mall.

Is shifting the shopping mall format to include upscale retailers the answer to the changing market? Retail consultant Howard Davidowitz believes so. He predicts that only upscale shopping centers will survive.

“Middle-level malls are disappearing,” he said. “They don’t make sense.”

But some luxury shopping centers are suffering, too. So, what is the solution?

Holzman says Harrisburg Mall will continue to rely on their loyal customers and seek new retailers.

“I think every mall went through some downturns, and stores closed,” he said. “But we opened some new ones, and I think that keeps people coming back.”

 

For more information on Harrisburg Mall, visit www.shopharrisburgmall.com.

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