Word: mondawmin
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...Three miles from downtown Baltimore, Maryland's Governor Theodore McKeldin axed the ribbon that opened Mondawmin (from the Indian name for corn field), a 46-acre, $15 million shopping center whose 47 stores, linked by graceful promenades on two levels, expect to gross $36 million...
Parking for Women. The new centers, like many of the mammoth suburban shopping areas that have sprung up in the last ten years, are designed to siphon shoppers from an entire region. Mondawmin, for example, is the most convenient retail center for 400,000 people within a 15-minute drive. With huge free parking lots laid out so that cars are never more than a few hundred feet from stores, the decentralized centers spare their customers the fender-bending frustration of wrestling cars through downtown traffic. With an eye out for women drivers, the developers of Seven Corners have even...
Apart from convenience, the new shopping centers have become so big and diversified that they can vie on their own terms with city retail districts. Mondawmin, for example, has one of the first auto agencies to be included in a U.S. shopping center. At Seven Corners and Southdale, as in many of the new centers, two rival department stores face each other across the mall. Nearly all the big new shopping centers are planned so that specialty stores can compete, department by department, with the dominant department store in the same center. Between them, Mondawmin, Southdale and Seven Corners have...
Carnival Atmosphere. But the biggest lure of the new supercenters is what Maryland's James Rouse, No. 1 shopping-center financial consultant, promoter and part-owner of Mondawmin, calls their "personal, informal, carnival atmosphere." Frequently screened from the sight, sound and smell of traffic, their malls and walkways are bright with flowers, fountains, tropical birds. At Southdale the 82-acre shopping zone is insulated from suburban Minneapolis by a 240-acre office belt and a 176-acre lakefront residential section. Like Detroit's fabulously successful Northland center (first-year gross: $88 million), a number of the new projects...
...part-interest in six of the centers he has developed, not only decides where to build a new shopping center but can estimate in advance the revenue per sq. ft. It took him seven years and 4,000 separate mathematical calculations to decide on the exact location of Mondawmin, where the anticipated revenue is $65 per sq. ft. Rouse not only has plans for two huge new suburban shopping centers in Maryland, but will soon reverse his tried and true procedure by building two downtown centers, in Easton, Md. and Charlotte, N.C., to augment central shopping districts that have never...
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