Shopping malls are interesting spaces as they are devoted to consumption and yet often operate like public spaces (though they are not). One Texas mall owner has some interesting ideas for his renovated mall near Dallas:
Odessa businessman John Bushman wants to turn the mall into a community space where people can find some “peace and love” in the Ten Commandments, hear some local musicians perform live and take in a giant wave of a 30-foot-by-60-foot American flag outside.
All of Bushman’s other businesses — hotels in Texas, Colorado and New Mexico, other shopping centers and a Chickn4U restaurant in Odessa — display the Ten Commandments engraved on 800-lb stone tablets. In Dallas, he owns the MCM Elegante Hotel and Suites on W. Northwest Highway…
He wants Vista Ridge to be a “wholesome family place” and he said, this time of year that includes Santa who will arrive at the mall on Saturday with free family photos to the first 100 customers. The mall has new Christmas decorations…
Bushman agreed it’s unusual for a mall to display religious messages. But he thinks it will work in the big city as well as it does in West Texas.
Only in Texas? Only in America? Perhaps it is fitting to mix essential tenets of the Judeo-Christian tradition with America’s other great love: shopping.
More seriously though, shopping malls are going to extra efforts these days to bring in visitors and shoppers. This is one way to go: provide family-friendly entertainment and regularly host community groups and events. The second option is mentioned later in the article by a local detractor (who seems to think this strategy is not one befitting of a nicer suburban area): go for upscale stores and trendy restaurants to create a vibrant and glamorous scene.
If shoppers had the opportunity to go to a mall like this with giant Ten Commandments versus shopping elsewhere, how many will go out of their way (in practice and not just intentions) to go to the mall with the religious objects? How much will this boost sales?