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INVESTIGATION INTO THE RISE AND FALL OF MALLS IN CENTRAL ALABAMA. �������� 13 SCOTT CARPENTER HAS SPENT MONTHS LOOKING INTO SEVERAL MALLS AND SHOPPING CENTERS IN OUR STATE. YEAH, HE TALKS WITH A BUSINESS CONSULTANT AND MALL OWNERS AND RETAIL DEVELOPERS ABOUT THE CURRENT STATE OF SHOPPING. OVER THE PAST WEEK, WE’VE DISCUSSED MALLS THAT ARE NO LONGER STANDING, LIKE EASTWOOD MALL AND CENTURY PLAZA. THE EAST SIDE OF BIRMINGHAM WANTS A SHOPPER’S PARADISE, MAKING IT ONE OF THE TOP RETAIL DESTINATIONS IN THE COUNTRY. DECADES AGO. BUT WHAT REALLY LED TO THE COLLAPSE OF THESE PROMINENT INDOOR MALLS? DOCTOR BOB ROBICHAUX, A BUSINESS CONSULTANT AND RETIRED MARKETING PROFESSOR, SAYS THEY FAILED TO CHANGE WITH THE TIMES. THE EASTWOOD MALL WAS CRITICIZED FOR JUST HAVING GOTTEN OUT OF TOUCH WITH WITH THE INDUSTRY THAT THEY WEREN’T WILLING TO INNOVATE AND CHANGE THE WAY THEY DO THINGS AND BROOKWOOD VILLAGE AND HOMEWOOD ONCE THRIVING, NOW EMPTY. WHAT LED TO THE DECLINE OF BROOKWOOD TO WHERE IT SITS NOW? I THINK THAT PEOPLE’S HABITS CHANGED, AND I THINK THAT PEOPLE DIDN’T HAVE THE TIME TO MAYBE PULL UP INTO A PARKING SPACE, GET OUT OF THEIR CAR, GO INTO A MALL. AND I THINK SOME OF THE OTHER ALTERNATIVES WHERE THEY COULD JUST PULL RIGHT UP TO A DOOR THAT THEY’RE GOING TO AND GO INSIDE, BECAME MORE ATTRACTIVE. HOMEWOOD CITY COUNCILWOMAN JENNIFER ANDREWS IS REALLY REFERRING TO THE SUMMIT. THERE, AND THE OWNERS OF THE SUMMIT SAY THEIR BUSINESS IS THRIVING. THEY SAY BEING AN OPEN AIR SHOPPING CENTER WHERE CUSTOMERS CAN HAVE AN EXPERIENCE THAT SETS THEM APART. THEY HAVE STORES UNIQUE TO ALABAMA, PLACES TO EAT AND ENTERTAINMENT OPTIONS LIKE AMC THEATER. MIKE WHITE IS NOW IN THE RETAIL BUSINESS, BUT USED TO BE THE MANAGER OF RIVERCHASE GALLERIA. HE SAYS THE SUMMIT WAS UNBEATABLE. COMPETITION. THE SUMMIT PROPERTY IS, YOU KNOW, THEY’RE THEIR PRACTICE IN COMMERCIAL REAL ESTATE ON A LEVEL THAT VERY FEW PEOPLE ANYWHERE IN THE UNITED STATES ARE DOING. THEIR SUCCESS IS THEY’RE AMAZING. BUT HOW ARE THEY THRIVING WHEN ONLINE SHOPPING IS SO POPULAR? DOCTOR ROBICHAUX SAYS THEIR OUTDOOR SHOPPING CENTER FITS IN WITH TODAY’S BUSY LIFESTYLE. HE ALSO CREDITS THE SUMMIT’S ONE BAG ONLINE SHOPPING EXPERIENCE, WHERE PEOPLE CAN SHOP MULTIPLE STORES THAT ARE AT THE SUMMIT ONLINE AND GET THEIR ORDER LATER THAT DAY. THEY SET UP AN OPERATION THAT ALLOWED ALL OF THE MERCHANTS TO GO TO THAT SAME PLATFORM AND IF THERE WAS A SINGLE CUSTOMER ON A GIVEN DAY MAKING ANY PURCHASE AT MULTIPLE STORES, THEY WOULD ALL BE PLACED IN A COMMON CART SO THAT THEY COULD BE DELIVERED AT ONE TIME. THE REALITY IS, ALL STORES HAVE TO ADAPT IN THIS ERA OF ONLINE SHOPPING. EVEN SOCIAL MEDIA SITES ARE COMPETITORS NOW, LIKE THE TIKTOK SHOP. DOCTOR ROBICHAUX SAYS ONLINE SALES WERE GOING UP EVEN BEFORE THE PANDEMIC. BUT HE SAYS MALLS AREN’T DEAD. THEY JUST NEED TO REINVENT THEMSELVES. WHAT THEY’RE GOING TO HAVE TO CHANGE. THERE’S AN INDUSTRY LIFE CYCLE CONCEPT, AND MOST PEOPLE WHO STUDY RETAILING WOULD SAY THE MALLS ARE IN THE DECLINE STAGE, AND WE MIGHT BE SEEING SOME PROGRESS AS SO MANY MALLS ACROSS THE COUNTRY HAVE STARTED CHANGING. PLACER.AI, A COMPANY THAT PROVIDES LOCATION ANALYTICS, SAYS OVER THE PAST YEAR, FOOT TRAFFIC AT INDOOR MALLS IS UP 8.6%. OUTDOOR SHOPPING CENTERS SEEING A 6% BOOST IN TRAFFIC AND OUTLET MALLS UP MORE THAN 5%. MORE PEOPLE NOW GOING TO MALLS, BUT RETAILERS WILL NEED THEM TO OPEN UP THEIR WALLETS. ROBICHAUX SAYS RESEARCH INDICATES NATIONWIDE MALL SALES REVENUE IS DOWN 4% PER YEAR SINCE 2019. EMPLOYEES DOWN 5.5% PER YEAR OVER THAT SAME TIME PERIOD, AND THE NUMBER OF MALLS DOWN 3% PER YEAR SINCE 2019. NOW FOR MORE ON OUR INVESTIGATION INTO THE RISE AND FALL OF MALLS IN CENTRAL ALABAMA, JUST VISIT OUR WEBSITE OR THE �������� APP. YOU CAN FIND ALL THE STORIES WE DID OVER THE COURSE OF OUR MONTHS LONG INVESTIGATION.