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Malls ramp up the cheer

Centers deck halls with big displays to lure shoppers

By Joyzelle Davis, Rocky Mountain News (Contact)

Published November 22, 2008 at 12:05 a.m.

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Lonnie Hanzon, Wizard in Residence for the Museum of Outdoor Arts, stands in a "teleport" designed to bypass holiday airport lines in a display at Cherry Creek North.

Photo by Barry Gutierrez / The Rocky

Lonnie Hanzon, Wizard in Residence for the Museum of Outdoor Arts, stands in a "teleport" designed to bypass holiday airport lines in a display at Cherry Creek North.

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If the forecasts have it right, this is going to be a Wal-Mart Christmas.

ShopperTrak RCT, a Chicago-based research firm, predicted Wednesday that shopper foot traffic to malls will plummet 9.9 percent this holiday season from last year, marking at least an eight-year low.

Nearly 70 percent of shoppers say they plan to shop at discount retailers this holiday season, according to the National Retail Federation, while 58 expect to go to the department stores that typically anchor shopping centers.

But malls are fighting back by going to new lengths to turn themselves into entertainment zones to lure holiday crowds. Denver-area shopping centers are hoping that people will spend a few hours soaking up museum exhibits, amped-up decorations and holiday window displays, carolers and other often-free amusements - and perhaps pick up a few gifts as long as they're at the mall.

"When times are tough, people look at what's important in life - and that's spending time with their families. They are looking for memorable events and experiences that bring them together," said Stephanie Jackson, director of marketing at Belmar in Lakewood, which this year is featuring a Dated Holiday Sweater Night and Recessionista Night among its events.

From a grand Santa parade featuring baton twirlers and a firetruck today at Park Meadows to an exhibit that features more than 100 preserved human bodies at Colorado Mills, malls are willing to try just about anything to attract crowds.

Cherry Creek North this year has 20 special events, including candlelight shopping nights with extended hours on Thursdays to free hayrides. Previous holiday seasons focused on weekend events, said marketing director Christina Brickley.

Shopping centers, of course, have always ramped up their offerings during the holiday season. Nearly three-quarters of centers offer special amenities during the season such as free gift wrapping, pet nights with Santa and refreshments for early morning shoppers, according to the International Council of Shopping Centers. Malls across the country each year spend anywhere from $500 to $156,000 on holiday decorations, according to the group.

But this year, shopping centers are trying extra hard to put on a festive face in spite of the economic malaise.

"We understand that people are going through tough times, and we hope we can make (the holidays) a fun experience," said Jean Gordon, marketing director at the Denver Pavilions downtown.

Colorado Mills this month opened the Bodies Exhibit: Anatomy in Motion, in the space vacated when restaurant and entertainment center Jillian's shuttered last year.

Tickets are $18 for adults and $12 for children. Mall management said it didn't deliberately time the exhibit, which runs through February, to coincide with the holidays but hope exhibit-goers will linger at the mall afterward to take care of some holiday errands.

"Especially during tough economic times, it's great to be able to provide our shoppers with these new offerings," said Carol Winiger, director of marketing for the mall.

Lights, choruses and more

Just a few of the holiday events planned at metro-area shopping centers:

* Northfield Stapleton: Symphony in Lights holiday show, featuring 250,000 lights choreographed with Trans-Siberian Orchestra, starting tonight through Dec. 31.

* Cherry Creek North: Thursday night candlelight shopping nights starting Dec. 4, featuring extended store hours, candles lining the sidewalks and strolling choruses.

* Denver Pavilions: Offering free gift wrapping and free delivery of a gift to any downtown Denver office or residence

* Belmar: Date Night Tuesdays featuring two-for-one ice skating and two-for-one entrees at participating restaurants

* Park Meadows: Santa arrives on a firetruck surrounded by carriages, bands, pom squads, baton twirlers and performers today at 9:30 a.m.

* Aspen Grove: Offering horse-drawn carriage rides each weekend starting Nov. 28 and holiday carolers

*Colorado Mills: "Bodies Exhibit: Anatomy in Motion" runs through February. Tickets are $18 per adult, $12 for kids.