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• MARKETING Still Standing Michigan's Westland Shopping Center celebrates 50 years by PAUL VACHON that has stood the test of time. city's grande dame of retailing with • t's a sweltering summer day in Since its 1965 opening, Westland — a mammoth 25-story store down• I Westland, Mich., but in the air- through a combination of strong, town — was initially hesitant to open conditioned comfort of the city's community-centered management and suburban branches. That changed in eponymous shopping mall custom• favorable demographics — has suc• 1948 when Hudson's executives were ers move from store to store, seniors cessfully ridden the changing waves approached by architect Victor Gruen, enjoy coffee in common spaces and a of retail. who showed them renderings of his slow-moving tram resembling an old- Like virtually all shopping malls, concept for a modern suburban mall. fashioned locomotive transports kids Westland owes its existence to the ir• A four-level Hudson's store would to the play area. resistible post-war tug of America's be surrounded by a collection of out• Welcome to Westland Shopping suburbs. After World War II, De• buildings each containing a pod of in• Center, a traditional enclosed mall troit's J.L. Hudson Company — the dependent specialty stores. These early concepts included open air courtyards and walkways accented with sculp• tures and colorful landscaping. Company president Richard Webber (successor to founder Joseph Low- thian Hudson) listened, examined de• mographic data showing the outward migration of Detroiters and decided that his company had to capitalize on this new opportunity. Webber envisioned four regional malls, each with directional names — Northland, Eastland, Westland and eventually a Southland. BUILDING A COMMUNITY Northland, in the northwestern suburb of Southfield, Mich., was the first to be constructed and represented a $30 million investment. Hudson's (through its real estate subsidiary Shopping Centers Inc.) opened the center in 1954 and it became an in• stant success: First-year sales totaled $42 million, far exceeding the com• pany's expectations. Eastland, in the northeastern com• munity of Harper Woods, followed in 1957 to similar good fortune. In addi• tion to racking up impressive sales num• bers, these developments also moved the company into the lucrative commercial real estate business. As sole owner of the properties, Hudson's was landlord to the bevy of specialty tenants. By the early 1960s semi-rural Nankin Township — a community on the far 42 STORES October 201 5 NRF.COM/STORES • MARKETING western fringe of metro Detroit — was Over the decades, Westland made While retail consultant Ed Nakfoor still experiencing the hum of post-war strenuous efforts to stay current with commends the mall's marketing efforts growth in both its population and its changing retail trends. As custom• to date as "spot on," he points out local economy. Combined with the ers' shopping patterns became more some potential pitfalls. company's prior suburban experiences, segmented, the Kroger store closed "The area surrounding Westland re• these trends persuaded Hudson's ex• and relocated in 1975. The footprint mains stagnant in terms of population ecutives to proceed with Westland. became the site of a new wing hosting growth," Nakfoor says. Company president Joe Hudson a JCPenney; Kohl's and Sears stores "The customer base that lives close (Webber's nephew and a great nephew were added in 1987 and 1997, re• to Westland — like all groups — is of the founder) gave the go ahead, spectively. These additions expanded becoming more mobile. Customer much to the appreciation of officials in Westland to over 1 million square feet, loyalty only goes so far, and eventu• the unincorporated community abut• a size approaching that of other malls ally Westland's clientele may migrate ting the cities of Livonia and Dearborn in the area. to newer, flashier destinations offering Heights. For this project, Gruen had At the same time, many small chains trendier stores. Stores like these gener• modified his original concept, designing exclusive to southeast Michigan saw ate a higher level of foot traffic, which an enclosed center offering air condi• their fortunes decline with the rise of in turn benefits all the outlets in a tioning and shelter from the elements. newer venue." The dramatic new venue opened The mall's intended focus Put simply, Nakfoor questions in July 1965 to rave reviews, and as a "town center" was whether the ever-transient Millennials the move proved fortuitous for all will honor the town square concept of involved. At the time, officials in Livo• right on the mark, and the shopping. nia were considering annexing Nan• original concept continues Chris Brochert, whose company kin. But construction of the new mall, to define Westland's core Lomax Stern has developed several in precisely the geographic center of identity. retail properties near Westland, points the township, provided a substantial to the area's considerable strengths. addition to the local tax base, and ubiquitous national brands. Today, "The community surrounding prompted Nankin to petition its voters familiar names like Aéropostale, Westland has a very dense popula• to incorporate as a city, thus preserv• American Eagle Outfitters, Express tion — there's approximately 365,000 ing its independence. In April of 1966, and Victoria's Secret are plentiful at people within a five-mile radius. That the citizens gave their approval. Westland. Chain restaurants such as translates to a higher level of sales per In recognition of the mall as both A&W and Longhorn Steakhouse offer square feet. Demographics like these an economic asset and a community convenience to customers and encour• are why Westland has survived and meeting spot — a post-war suburban age longer shopping visits. even flourished over the years." version of a town square — the newly Clearly, the mall's intended focus Brochert's assessment may prove incorporated city chose to name itself as a "town center" was right on correct. A June 2014 article in Sci• after its shopping center, and West- the mark, and the original concept entific American cited a report from land, Mich., was born. continues to define Westland's core the Center for Real Estate and Urban Like its siblings to the north and identity. The mall's recent 50th an• Analysis at George Washington Uni• east, the Westland of the 1960s was niversary celebration offered a variety versity, suggesting that in most of the different from shopping venues of of family-friendly activities including 30 largest U.S. cities — including De• today — both economically and cul• face painting for children, presenta• troit — suburban sprawl has peaked turally. Back then, shopping was a tions of Motown and big band music, and future development efforts are leisurely yet formal activity. Women swing dance lessons and an open being directed toward creating dense, frequently wore dresses and heels, dance party. The south concourse fea• walkable urban areas. men typically sported coats and ties. tures oversize exhibit doors, making Such a trend, if it actually material• On the original tenant list, sharing possible displays of large items such izes, will have enormous impact on space with the 350,000-square-foot as cars or boats. Today Westland the the economic dynamics of greater De• Hudson's were numerous boutiques shopping center endures as the epicen• troit, and on venerable shopping desti• and shoe stores (including many ter of Westland the city. nations such as Westland. STORES well-known Detroit-area retailers), specialty merchants offering widely POTENTIAL AND PITFALLS Detroit-based Paul Vachon writes for various varied merchandise, a local bank's Despite this success, the constant trade publications, in addition to feature branch office and even a full-service flux of the industry may make West- stories for consumer magazines and books Kroger store. land's long-term survival a challenge. on Michigan history and travel. 44 STORES October 2015 NRF.COM/STORES .

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