"What Main Street Can Learn From the Mall" by Steven Lagerfeld

1.  List the criteria Robert Gibbs uses to evaluate a Main Street.

            Gibbs evaluates a Main Street based on how the different aspects of its design influence shoppers. For example, the way benches and tables are displayed can either attract or scare off shoppers. If they are grouped together too closely, squeezing between them could result in physical contact with other customers, which often dispels female shoppers. Certain arrangements also invite teenagers and loiterers, who discourage shoppers from approaching as well. Another aspect of design that Gibbs considers in evaluating a Main Street is what he calls the price-point-to-aperture ratio. Storefront displays that are too large and cluttered usually indicate that the store sells less expensive items, whereas smaller, tidy, and more eye-catching displays convey an image of higher quality – which is the case with stores like Tiffany’s. Gibbs also says that overly decorative items outside of the store, such as planters, fancy light posts, and sparkling paving stones, must be used in moderation. Too much of them can distract shoppers as they pass the store – the shoppers spend the eight seconds as they walk by staring at these decorations instead of looking at the window displays, which more often than not helps the store lose potential customers. Additionally, more intricate sidewalk materials and designs are sometimes more difficult to clean, leading to a more dirty appearance over time, which will undoubtedly repel shoppers.

2.  Think critically of Gibbs’ argument.  Do you think “Main Street” should be a mall?

            I do not think Main Street should be a mall. I believe that the main appeal of downtown shopping areas is how different they are from traditional shopping malls. Malls are usually large, crowded with people, and – as nice as the mall is – very much a sterile environment. Downtown areas mingle retail with restaurants, entertainment, and the city’s style and history to create an overall pleasant community feel. This is not nearly as present in a mall. However, this is not to say that shopping malls are bad, but simply that, as a shopper, I would like the option to either go to a shopping mall or an area like Main Street rather than be confined to one specific style of shopping.

3.  Make your own checklist to judge a Main Street.  What things do you think are important?

            I think the most important things to consider when judging a Main Street are:

• An area that is aesthetically appealing – has attractive but not distracting decorations (such as plants, flowers, signs, etc.) and is clean and tidy
• Variety of destinations – a balanced mix of stores (larger, more well-known brands and smaller, more “homey” stores), restaurants, entertainment, and necessities (banks, offices, etc.)
• Convenience – proximity to methods of transportation (parking lots, streetside parking, bike racks, train stations, bus stops, etc.)