FASHION : Under Blue Skies, Shopping Is an Outdoor Sport
Linda Berman, owner of two stores in the Century City Shopping Center, stands against an unusual backdrop of sunlight, park benches, flowers and trees.
“This is not really a mall,” says Berman, who owns stores in several Southern California malls and lectures on merchandising nationwide. “It’s outdoors. It has a festive feel to it. And it attracts a very different kind of customer. People who do not shop malls, shop Century City.”
The people who shop Century City tend to be an upscale, fashionable lot, many of whom live in an area that stretches from Beverly Hills to Pacific Palisades. Depending on the time and day, they politely maneuver the mall in anything from zippy little shorts and Melrose Avenue chic to Chanel suits and serious business attire.
Sophisticated windows beckon with merchandise ranging from youthful, affordable garments at stores such as The Gap, GHQ, Judy’s, The Limited and Contempo Casuals to the more expensive European styling at Politix, Jess and In Wear Martinique up to the higher-end luxury of El Portal, Joan & David, the Coach Store and Mondi.
Industry insiders call the 18-acre complex--surrounded by imposing hotels, office towers and condominiums--a grande dame of shopping centers. But a decade ago, the great lady almost fell flat on her face.
Built by Alcoa on the back lot of the 20th Century Fox studios, the center opened in 1964 and was hailed as an industry front runner. But it rested too long on its laurels and slowly stagnated. Its tired image became all the more apparent with the arrival of the competition: Santa Monica Place in 1980, the Beverly Center in 1982 and the Westside Pavilion in 1985. Along with Beverly Hills merchants, they vied for the “average” Century City customer, profiled as 43 years old with a household income of more than $55,000.
In 1983, Rosenberg Real Estate Equity Funds (RREEF), a San Francisco-based pension fund adviser, bought the property and initiated a $36-million rescue operation that was completed in 1988. In the process, the name was changed to the Century City Shopping Center & Marketplace. By reconfiguring existing space, the number of tenants was doubled--drawing such new retailers as Brooks Brothers, the Metropolitan Museum of Art, Imaginarium (a hands-on toy emporium), Crate & Barrel, Godiva Chocolatier, Go Sport, Brentano’s and Linda Berman’s Raffia, which specializes in antique accessories.
But the real energizers have been AMC’s 14 movie theaters--No. 2 sales performer for the chain--and the colorful Marketplace with 25 eateries. Tables, chairs and benches were generously sprinkled throughout the mall to encourage eating outdoors. Retail sales were up 53% in June, 1990, over the pre-Marketplace figure in June, 1987.
There are 3,200 parking places in a two-level garage with improved lighting and brightly painted, easy-to-remember markers. Still, customers complain that finding a parking space on weekends is difficult.
Merchants, including Michael Ruvo, co-owner of Cottura, a store filled with hand-painted Italian and Portuguese pottery, play down the parking problem. Ruvo says whenever customers complain, he asks: “Have you tried the B level?” Usually, he says, they haven’t. If all else fails, there is a valet service.
On weekdays, auto congestion is dramatically reduced because much of the traffic comes on foot. With 20 office buildings in the neighborhood, an estimated 45,000 potential shoppers are within walking distance. Stores open at 10 a.m., but the mall really gets moving about noon, when the office crowd begins arriving for lunch.
A majority of stores cater to the business bunch. Ann Taylor, a longtime mall resident specializing in classy apparel for career women (price range: $68 for a blouse, $350 for a suit), now has competition from stores like Donna Gray, where good buys include stylish linen suits for $170 and small, quilted leather handbags for $56.
Fil a Fil, a European-based company with only two stores in the United States (the other is in New York’s Rockefeller Center), carries an unusual assortment of imported shirts, blouses, ties and sweaters for the business class. Among the styles for women is an authentic tuxedo shirt for $125. There are also French unisex boxer shorts in amusing prints for $28 and matching padded cotton slippers for $32.
The European flavor of the shopping center is unmistakable. When Mercedes-Benz dealer John Stiegler chose the site for a store specializing in Hugo Boss menswear, he had a snazzy 1951 Mercedes convertible installed as a permanent window fixture. Next door, Bruestle offers only classy German women’s sportswear. “We’re high end,” says store manager Joan Scheerf. Elsewhere, In Wear Martinique carries youthful Danish sportswear for men and women that tends to be more affordable (women’s pants average about $100, jackets, $200).
At Bernini, another menswear store with primarily European merchandise, manager Hossein Khaefi says 50% of his customers are tourists while 30% are lawyers and business executives. (Shopping center figures put the traffic at 70% residents, 18% office employees, 12% tourists.) Khaefi calls Century City “a high-class mall,” which could explain why $129 to $195 museum-quality silk ties, displayed like gems in glass cases, outsell the $59 to $79 versions hanging nearby.
Khaefi’s appreciation for “the nice people and good location” is tainted by one complaint. Sunlight streams in his windows, he says, “ruining very expensive merchandise after two or three days.”
Outdoor elements are a plus and a minus for the center. Despite renovations, some retailers complain that wind, rain and cold weather adversely affect business. But most talk of the benefits of not being cooped up inside a traditional mall.
Bruestle’s Joan Scheerf, who drives to work from Woodland Hills, says the long trip is worth it because “Century City has a party atmosphere.” Joe Richards claims his health has improved since he abandoned a public relations job to push a flower cart--and sing. “Just working outdoors is heaven. This is a lovely place to be and to feel safe,” says Richards, known for 20 years as the Singing Flowerman.
Nearby residents initially objected to the Marketplace, fearing it would bring an increase in rowdiness and vandalism. According to the Los Angeles Police Department, it has not.
Still, to increase its popularity, the center sponsors community projects. In honor of Earth Day, 1991, it promoted a recycling awareness campaign. During the Christmas holidays, nonprofit groups that perform on the outdoor stage receive a $300 honorarium. And Westwood Elementary School has been officially adopted. The center recently raised money to redesign and equip the schoolyard.
Even if they are unaware of the good deeds, shoppers tend to appreciate the grand lady. Hollywood comedian Billy Riback, who was buying trendy sportswear in Cignal, rattled off a few of his favorite things. Brentano’s, he says, “is just about the best bookstore I’ve found in L.A. The movie theaters are comfortable and clean, and the chairs have those wonderful drink holders.” As for the Raja Indian Kitchen, “it has the best Indian food in L.A. For $7.95 you can have a great meal.”
But some of the best things are free. “You can congregate outdoors, people-watch and feel like you are in a big city,” says Riback. “There are very few places in L.A. like that.”
Good to Know
Standard retail hours: Monday through Friday 10 a.m to 9 p.m.; Saturday 10-6; Sunday 11-6.
Parking: Three hours free for shoppers, four hours free for moviegoers. But you must get your ticket validated. Three-hour validations are available in stores and the information booth; no purchase is required. After your time is up, rates are: $1.50 for each additional 30 minutes with a $9 maximum. There is a 10-minute grace period. Some stores will extend three-hour validation with proof of purchase.
Valet parking service: At Gelson’s Market or Santa Monica Boulevard-Marketplace entrance. Rates: $3.50 the first three hours; $1.75 each additional hour with an $11 maximum.
Reminders:
* Always check B-level before you throw in the parking towel.
* No left turn is allowed at Santa Monica Boulevard exit. If you need to travel west, leave via Century Park West and turn right.
* See a movie before 4 p.m and pay only $4.
* Best times to be with the crowd: Any weekend. Weekdays between noon and 4 p.m.
* Best time to have the place to yourself: Weekdays between 10 a.m and noon.
