Store location as we all know is a very important factor in the success or failure of a mall. And I am writing this because I was doing a case study for my Visual Merchandising class on store locations and what makes the shopping centers in our areas successful or unsuccessful. One of the shopping centers I had to visit was Ballston Commons Mall, which I have not been to since I was a little kid. When I walked around it, I was just left blank in what I noticed, especially in comparing it to other neighboring shopping centers.
A shopping center like Tysons Corner, is a perfect location, where commuters generally pass it on an everyday basis, whether to or from work. It is easily accessbile from major thoroughfares. Ballston Commons Mall, I can remember as a child, was where my mother dragged me through endless aisles of womens clothing in what used to be called "Hechts," and what is now called Macy's. But even as a child, I never really referred to this mall as Ballston Commons, but primarily referred to it as "Hechts."
Ballston Commons Mall never really made a name for itself in terms of carrying high-end name brands, luxury items, or even popular speciality retailers, such as the Gap or Express, which as we all know, can generally be found everywhere. Within this shopping center we can find countless number of places to eat, a place to get your nails done, the As Seen on TV store, and other stores that don't really leave any good impression in my mind. The popular Victoria Secret can be found there, but if your looking for that high-end appeal that the Tysons store portrays, then just forget about it. The major anchors to this mall are Macy's, Macy's Furniture, and CVS Pharmacy.
Dont get me wrong, I am not writing this to put down this shopping center. But more on the lines of wondering, "why let this mall go to waste?" I feel as though this mall has great potential in becoming a successful one especially with the growing cost of homes and people in the Arlington area. Take for example Clarendon, which use to not be such a major lifestyle center, but now all of a sudden, everyone wants to head over there even just for drinks, to dine out, or just walk around. They have definitely upgraded the area. Now, why not for the Ballston Commons Mall? The surrounding areas are not too bad, especially with these expensive high-rise apartment buildings and hotels. I agree, the further you go down Glebe Road you feel the need to hold your bag in front of you, clenching on it for dear life, but isn't it quite possibly that if this mall were to become successful in terms of upgrading it, the surrounding areas would feel the need to change as well?
Ballston Commons Mall has many great assets to it. It has the metro, which definitely makes it accessible to even those that live miles away. Also, the surrounding hotels that will most likely provide shuttle services to their guests to go to the mall. And obviously these hotels bring in many tourists, considering Washington D.C. is not too far away from Arlington. So, why has no effort been made in order to save this mall that is just going to waste?
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4 comments:
I completely agree. At times, I feel like the Ballston Mall brings down the better parts of Arlington. It is kind of weird to consider, but even some of the big restaurants don't want to be part of the mall (Melting Pot and PF Changs for example). I think the first store to go, should be that Rainbow store. Why not put something that is cleaner, more enticing, and has the potential to have better sales?! To me, the food court is the best thing about the mall, and that is definitely not what should pop into my mind first! It has the potential to be such a great mall, especially with its location!
Exactly! I do not think Ballston Commons realizes the potential that shopping center really has. There are so many businesses around there and I'm sure Marymount students contribute a lot to their sales, if they took some of those random stores out, then they could put in popular stores that would draw in more customers. They also put stores in the most random places. For example, why in the world is the Tilt Arcade in the cut next to Macy's on the top floor next to Macy's houseware items? Shouldn't they put the Arcade near the food court where most of the youner people are anyways? If they used the facility they have and just rearrange certain stores, and put in better stores, they could make a lot of money. I do not see why the owners have not realized this earlier. Perhaps it is their goal to keep it small and unknown. It has some great things like a gym, an ice skating rink, and plenty of places to eat. All Ballston Commons needs is better stores and reorganization of the placement of the stores.
I used to call it Hecht’s too! lol The mall used to be a lot better but when they started building around it, the mall started to become obsolete. For instance a lot of the shops moved into Clarendon when they remodeled it. I definitely agree with you about the restructuring of the mall though. There are stores and restaurants that you would never know were there if you didn't bother to look. Also has anyone ever seen a mall directory there? Maybe I just don't look for one because I've lived here my whole life, but I don't think I've ever seen a mall directory there, how are people supposed to know what’s there? They do need better stores though considering the movie theatre, the food court, CVS, and some of the restaurants are the big sellers. Any who if you are in the mall come visit me I work at FYE!
I totally agree...the first time I went there, I was excited because it looked promising and I thought it was a REAL mall, but I was so disappointed! I left wondering why such a prime piece of retail space would go untapped. This area has so much potential for growth and to become more upscale...I just don't understand it! Arlington is a nice area and this mall just does not match up. They could make a killing with even just the basic 'mall' stores like AE, Hollister, Trade Secret, H&M, etc...I am starting work there at Union Jacks and whenever I walk through the mall to get there it just seems so sketchy and depressing! Hopefully they can turn it around in the future.
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