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Phase I opened in 1976 and Phase II opened in 1983. |
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Center features 250 stores. |
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Anchors: Macy*s, Nordstrom, JCPenney, Mervyn's and Robinsons-May. |
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1.4 million-square-foot super-regional mall in Los Angeles County, California. |
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Donahue Schriber's Glendale Galleria management team found an opportunity to transform an
underperforming section of the mall by capitalizing on the spending power of the growing
"Generation Y" demographic, specifically focusing on 8- to 18-year-olds. |
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At 62 million strong nationwide, this demographic has a substantial amount of disposable
income and influence on family purchase decisions. |
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Focus groups revealed that Glendale Galleria's teen shopper visits the center an average
of 80 times per year -- compared to the national average of 54 -- and spends an average of
$2,700 to $3,000 per capita, per year. This group is the center's second most productive
consumer group generating sales that represent 20 percent of the center's total volume. |
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The Zone opened in July 2000 as a first-of-its-kind merchandising concept. |
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This $2.5-million project is a 15,000-square-foot retail district within Glendale
Galleria where tenants appealing to the Gen Y consumers are clustered. The atmosphere
is very different from the rest of the mall -- catering to the target audience in a
high-energy style. |
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Ideas from teen focus groups provided the groundwork for "the vibe" of the design
elements incorporated into The Zone. Inspired by the teens' strong feelings for water,
the architect utilized uniquely designed blue-tone terrazzo flooring that gives the
sense of flowing water. |
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The Zone includes a lounge area featuring the "Z Station" -- providing the latest in
teen entertainment, such as frequent live broadcasts by KIIS-FM and flat-screened TV
monitors that broadcast The Zone's own "Channel Z" customized programming. There's
even a large message board where shoppers can post messages for friends. |
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In the first six months, additional revenues of $180,000 were generated through
strategic partnerships -- and that section of the mall saw a 25 percent jump in sales. |
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The Zone has generated national and international publicity valued close to $4
million. KIIS-FM provided $500,000 in free airtime plus entertainment giveaways
in 2001, thereby expanding Glendale Galleria's geographical draw. |
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Cross-shopping has increased with The Zone shoppers visiting other Gen Y retailers
and food merchants throughout the mall. |
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