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MIDDLE-BROW CENTER SETS ITS SIGHTS HIGHER

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With some help from a giant sandcastle, a waterfall cascading into a wishing pond, a carpeted play area and an enormous holiday card to Persian Gulf soldiers, Santa Anita Fashion Park in Arcadia has fashioned an image composed of equal parts whimsy and civic-mindedness.

Mall planners say such marketing tactics, plus a $10.5-million face lift two years ago, have boosted sales at the 16-year-old mall.

“The sandcastle promotion . . . and a number of events in conjunction with the castle have helped to build shopper loyalty,” said Linda Burnett, the mall’s marketing director.

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But others say the middle-brow Santa Anita Fashion Park is lagging behind the increasing spending power of the West San Gabriel Valley--an area encompassing affluent San Marino and exclusive neighborhoods in Arcadia, Pasadena and South Pasadena.

Four department stores--three clustered on one end of the long, narrow mall--are complemented by chain clothing shops such as The Limited, Windsor Fashions and Casual Corner.

The mall has few luxury or out-of-the-ordinary retail offerings--such as a Coach leather store or a Laura Ashley shop--that mall planners acknowledge would help it attract more well-heeled customers. One exception is Vroman’s bookstore, a branch of the Pasadena establishment popular for its large and eclectic selection.

“Santa Anita is more successful than average, but not as successful as they could be, given where they are . . . given the spending power around it,” Arcadia Councilman Robert Harbicht said.

When the mall opened in 1974, Arcadia was a predominantly middle-income city, and chain stores in the mall reflected that. During the 1980s, as upper-middle class and wealthy families flocked to the area, home prices soared, sometimes into the millions.

But the mall shops--with contracts running for 15-20 years--stayed put.

Mall executives say that as the leases run out, they plan to upgrade Santa Anita by bringing in higher-priced stores, and possibly a Nordstrom department store. In some cases, the mall has even attempted to buy out retailers before their leases expire.

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However, the upgrading effort may prove difficult with the current retailing slump, conceded Bill Doyle, senior vice president of development for The Hahn Co., which owns the mall along with Santa Anita Realty Enterprises Inc.

And some stores continue to fare well enough to resist temptations to sell out. “The frustration is, (some) tenants are doing enough business to make money for them,” Doyle said.

SANTA ANITA FASHION PARK ARCADIA * Year opened: 1974 * Retail square footage: 984,000 * Anchor stores: Robinson’s, JC Penney, The Broadway, Buffums * Number of stores: 140 * Estimated 1989-90 sales tax paid to city: $1.47 million * % of city’s sales tax revenue--27% * Memorable feature: Giant sand sculptures that change seasonally.

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