Despite reports to the contrary, brick-and-mortar stores still doing OK

Whatever you read about brick-and-mortar stores, Linda Wardell is predicting it won’t be an obituary.

Speaking at the Kem C. Gardner Policy Institute’s “Newsmaker Breakfast” last week, the general manager of retail operations at City Creek Center in Salt Lake City said the 2017 shopping season has been strong — countering the idea that online shopping is hampering physical retail sites.

“I’m here to tell you today — and I’m certainly not the first person to say this — but the death of brick-and-mortar retail has been greatly exaggerated,” she said. “Based on what our retailers are telling us anecdotally, we’re having a great season.”

Wardell said people often hear that consumers hate pre-Black Friday shopping but she still sees sales then “and people are shopping in a frenzy.” Black Friday sales at City Creek were particularly strong, she added.

“I’ve spent this week figuring out how I can accommodate even more bodies in the center, which is a great problem to have,” Wardell said. “Anytime you’re figuring out how to fit more people in the center, that is a good exercise.”

One issue facing City Creek this year is that Christmas Eve — traditionally a strong sales day — falls on a Sunday, when City Creek is closed. That’s a rarity for the center, developed and managed by The Taubman Co. and open since 2012.

“We do in six days what others do in seven,” Wardell said. “What we’ve found is that, really, we’re keeping pace with the rest of the Taubman centers and doing quite well, and our sales are still growing. We feel like Saturday, the 23rd, is going to be ‘Super Saturday’ for us, just like it always would be. It probably will be a little bigger for us maybe than others, and we’re confident that we can still get it done.”

Among other topics Wardell addressed was the acquisition in early 2016 of The Gateway by Vestar.

“We’re so excited to see that The Gateway was purchased by Vestar. We know Vestar and love Vestar. They are a fantastic company, and we’re so excited that they have helped find a strategy for what is going to happen with The Gateway,” she said.

“We passionately believe in their strategy to make The Gateway an entertainment destination. We think they have the right strategy outlined for what The Gateway is going to be, and we’ve always believed that there is room for two successful destinations downtown, and I think you’ll see that happen.”

City Creek is among several retail sites trying to meet the needs and desires of both older and younger shoppers through the use of technology. Millennials, she said, show no loyalty to stores or brands, which she found refreshing, and “pick and click” options and curbside deliveries are attractive to older shoppers, she said.

“The one thing I’ll say about technology, though, is that it can be a little isolating,” Wardell said. “I think with a center like City Creek, which is designed to be experiential, it does still allow us to be the center of the community and there is a place for a retail center to sort of draw people in and give you that communal feel so that when you want to come out with all of your friends or all of your family on a night and enjoy the lights and walk through and have a good time, there is still a place for that.”

Wardell predicted that the future will be bright for brick-and-mortar retail and City Creek Center. The center will still attract premium brands, likely will see online operations move in to have brick-and-mortar space and is looking to add food options for customers.

“We just can’t put in too many seats for people,” she said. “People are just demanding more food left and right downtown, and we’re going to try to continue to meet that need.”