West Park Mall going strong despite some vacancies, according to economist, sales figures

The southeast side of West Park Mall took another shot recently. Even before The Pasta House Co. left after 24 years for a more central location in the city, the nearby anchor store that once housed Steve & Barry's has been vacant since 2008. Since 2001, that space has been occupied by a store for about three years. A clothing store called PacSun and the Playmoors video game club also recently closed its doors in Cape Girardeau.

So what is to become of the mall?

Mall management and a local economist remain optimistic about the mall's future. Management gives few clues as to how much activity, or how serious the negotiations have been to find tenants for that end of the mall. In the past, a cluster of empty stores in one section of the mall eventually gave way to renovated spaces and successful franchises such as Old Navy and Barnes & Noble.

A new pet business on the southeast side of the mall, as well as national trends, suggest overall mall traffic is anything but dead.

Vicki Lantz, owner of Parakeet Jungle that leases space across from the former Pasta House location, said the restaurant's closure has not hurt business as much as she thought it might.

The former Steve & Barry's discount clothing business was an anchor store that is now vacant at West Park Mall. (Fred Lynch)

"We were busy when we moved in during late November and, while it slowed down some in January, things are picking up again," Lantz said. "I've relied on word-of-mouth some but have relied largely on the mall traffic. That's what has kept me going, and I'll be around here as long as I'm making money."

Reggie Reed, manager of Kirlin's Hallmark, said that while the store could have relocated to an outdoor shopping center, it's also chosen to stay at the mall because of the foot traffic.

"Strip centers and other locations may work for some, but for us we wouldn't get that same pull as we would if we weren't in the mall," Reed said. "We have a loyal customer base that has grown through the years, and we owe a lot of that to our being here."

While most individual stores in the mall won't divulge individual sales performances, the International Council of Shopping Centers reported an increase in sales at mall-based apparel stores. The 6.4 percent increase in January was the best performance since March 2007, which saw a 7 percent gain. Macy's reported a 3.4 percent increase and American Eagle saw a 10 percent rise in sales. However, J.C. Penney reported a 4.6 percent decline in sales.

Erin Hershkowitz, spokeswoman for the International Council of Shopping Centers, said she expects shopping malls to thrive in the future, especially in colder climates. She said malls are finding new ways to remain competitive, especially when they face increasing competition from outdoor shopping centers.

Locally, mall management has gotten creative with the vacant spaces.

In 2009 the mall temporarily leased out the 80,000-square-foot Steve & Barry's space for Little Lamb's Children's Sale and the Cape Girardeau Comic-Con.

As for new stores moving into the mall, Susan Godorov, a corporate mall spokeswoman, did not have any new activity to report.

"Like all mall owners and operators, we are carefully considering tenants and uses that would be a good fit for the mall as well as serve the local community," Godorov said. She said management continues to work with potential local, regional and national tenants to fill the anchor property, as well as looking at nontraditional uses such as events.

She also reported that 88 percent of its 512,042-square-feet of available space was occupied.

Local economist Dr. Bruce Domazlicky, director of the Small Business and Research Center at Southeast Missouri State University, thinks malls will always fill a niche.

"I think people will always be drawn to the convenience and comfort that malls offer," he said.

"Of course, malls will always face serious competition from strip shopping centers [and] discount stores such as Walmart and Target, but in the long run I believe they will fill an important niche in American retailing."

Open on March 5, 1981, West Park Mall still has a few of its original tenants including J.C. Penney, Kirlin's Hallmark, Radio Shack and General Nutrition Center. But like other shopping centers across the U.S., West Park Mall has seen tenants come and go through the years.

The Mall continues to implement new ideas such as test marketing new floor graphics placed outside Macy's department store and a contest for budding entrepreneurs that included six months of space rent-free. Godorov said West Park Mall was chosen because of its "diverse demographics."

The mall will host a new business seminar at 6 p.m. Feb. 17 where attendees will learn the costs and benefits of leasing a kiosk or space inside the mall. Seminar speakers will also discuss information about starting a new business. Reservations for the complimentary seminar can be made by calling 339-1333.

"For many people, their dream is to run their own business, be their own boss, and offer a new product or service to the community," wrote West Park Mall general manager John Dickey in a prepared statement.

"However, in this tough economy, many believe that starting their own business is too risky and requires too much capital. They can start at West Park Mall."

bblackwell@semissourian.com

388-3628