A Custom-Made Mall : Muzak? Never! Gospel Music, Other African-American Treasures Make This Spot Special

Gospel music floats through the air at the Baldwin Hills Crenshaw Plaza. Works by African-American artists grace the corridors, and celebrities such as Rosa Parks, Earvin (Magic) Johnson and Darryl Strawberry have made special appearances.

Of the estimated 1 million residents living within a five-mile radius of the shopping center, about 80% are black, and much about the mall reflects management’s desire to draw those customers.

Magic’s 32, a sporting apparel and novelty store owned by Magic Johnson, carries a collection of licensed NBA and NFL gear, and also features rare custom-made replicas of Negro League baseball uniforms from the ‘30s and casual wear with logos from black college teams.

In addition to the fully stocked rows of books in the “African American Interest” section at the Waldenbooks store, the Blockbuster Video franchise owned by former Chicago Bulls star David Greenwood has a “Black Entertainment” section with vintage black films as well as current releases with African-American stars.

A number of stores that offer eye-catching, pricey merchandise seems to be prospering at the Plaza. The stand-outs include Kids Too, an upscale children’s clothing boutique (a girl’s navy sailor coat with a matching hat sells for $89.99) and Armando, a men’s store featuring European-cut suits and silk shirts (a printed cotton shirt with matching vest is $50). The Radiance Boutique features moderate-to-expensive women’s clothing, such as a multicolored suede jacket for $128 and silk warm-up suits for $158.

At McClendon’s Hats, a pink French porcupine pillbox sells for $69 and a purple satin drape turban style goes for $150. Carnaby, a men’s clothing store, carries imported patterned vests for $19.99 and tapestry vests for $39. Farucci displays men’s suits in literally a rainbow of colors for $99.

The 995,000-square-foot, two-level enclosed Plaza was built around the existing May Co. and Broadway department stores and opened in 1988. A joint development between The Alexander Haagen Co. and the Los Angeles Redevelopment Agency, the project began with much political hoopla. But the Plaza, which celebrated its fourth birthday in November, has had its share of growing pains.

Although the new complex is home to 90 businesses, the occupancy rate hovers at 60% of its capacity, according to mall management. Merchants say foot traffic tends to be light on weekdays unless there is a special event scheduled. Some customers have complained that merchandise in the department stores is of a lower quality than at other locations, but Leo Ray-Lynch, director of urban affairs for the mall management company, stresses that stores have been renovated and merchandise has been upgraded.

On the other hand, mall management says the Plaza is one of the largest employers of community members in the area and houses more African American-owned businesses than any other mall in Southern California.

For African-Americans who have moved away from the nearby community, this collection of stores gives them a reason to go home again and the opportunity to participate in the economic rebirth of the area.

“Although I live in Sherman Oaks now, I shop at the Plaza because I can find makeup and stockings in a variety of shades for black women and they are prominently displayed, not relegated to a corner in the back of the store,” says Denise Whethersby, creative director of Warner Chappell Music Publishing.

Tony Cox, reporter for the syndicated television show, “Inside Edition,” says, “The reason I am repeatedly drawn to the mall is the experience. Even the music is different from other malls, and when I shop there I’m investing in the community and helping to keep jobs there.” He added: “The Waldenbooks store at the Baldwin Hills Crenshaw Mall has a more extensive collection of books on African-American culture than their stores in other areas.”

To increase attendance and attract more businesses, marketing director Linda Gray implements a plethora of marketing techniques. A creatively designed holiday catalogue entitled “Rhthym of the Season” was mailed to 60,000 neighboring homes encased in a plastic CD container.

A succession of high-profile events occurs on a weekly basis. In addition to the standard fare of fashion shows (see accompanying story) and give-aways, many events are tailored specifically to the interests of the community. Last February’s Artist’s Salute to Black History Month exhibit included 90 exhibitors and 8,000 pieces of art, and drew 250,000 visitors.

One of the permanent attractions at the mall is the Museum of African American Art, located on the third floor of the May Co. department store, which features changing art exhibits and a collection of rare black dolls.

The newest additions to the mall are the Disney Store, See’s Candy and a Spike’s Joint West kiosk. This year, mall management expects to open a Gap, and an eight-plex Inner City Cinemas Theatre Complex, as well as expand many of the existing stores.

Although some shoppers may worry about security, mall management points out that there is an on-premises LAPD substation and a highly visible round-the-clock security guard battalion that oversees both the inside and the grounds surrounding the mall. The parking areas are well lighted and constantly patrolled.

Where to Shop What: Baldwin Hills Crenshaw Plaza.

Where: 3650 Martin Luther King Jr. Blvd.

Hours: Mon.-Fri., 10 a.m.-9 p.m.; Sat., 10 a.m.-7 p.m.; Sun., 11 a.m.-6 p.m.

Best Bets: Gagnier’s restaurant for creole cuisine, Kids Too for the well-dressed toddler, Spike’s Joint West and the Museum of African American Art Gift Store for unique trinkets, collectibles.