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Amazing Mall of America

By Cecilia M. Miller

If I were Kansas' Dorothy my yellow brick road would be Interstate 35 and I'd be headed to Bloomington, Minnesota instead of the Emerald City. I'd be looking for the Mall of America, though, and not for the Wizard of Oz.

Mall of America
Photo Credit: Greater Minneapolis CVB

Welcome to the Mall of America, an amazing metropolis within itself. This story began in 1982 when Minnesota's professional sport teams, the Twins and the Vikings, moved from Met Stadium in Bloomington to downtown Minneapolis' Metrodome. Such a huge loss could have created devastating panic. But it didn't, and so this story becomes that of an underdog's bounteous success. The City of Bloomington became a visionary fit for longevity. They dug their heels in and have showed the world that indeed, there's no place like home!

Bloomington suddenly had 78 acres of Met Stadium-white-elephant on its hands. The property is located 1-1/2 miles from the airport and has four major highways that intersect the area. They recognized the development potential in this primo piece of real estate. They came up with four major proposals, which were: 1) office complexes, 2) condominium/residential use, 3) new convention and visitor center, and 4) mixed use for retail and entertainment. Fortunately once they decided on that fourth option they held to the vision even amidst the rampant skepticism of local media.

The Mall of America opened its doors in 1992 after construction costs that exceeded $650 million. It's a gargantuan shopping bonanza with more than 520 stores that are over 98% leased.

The Mall employs 11,000 year-round and 13,000 during summers and holidays.

It has proved itself as a lucrative economic presence bringing nearly $1.6 billion annual economic impact on this northern state. Tourism accounts for four out of every ten visits with the tourists bringing additional new businesses to the area as well. Research has found that for every dollar spent at the Mall an additional 2-3 dollars are spent in the surrounding community for gas, lodging, dining, transportation and other attractions that add more than an additional $1.2 billion in economic gravy to Minnesota.

On a national level it's impressive to note that the Mall of America is our nation's largest entertainment and retail structure. It has become the most visited destination in our country as each year it attracts more than 42.5 million people. That's right ... each year. A 1997 National Parks Service report listed the Mall as the most visited destination for US travelers.

Meanwhile the Mall attracts visitors from around the globe with international visitors accounting for 6% of annual Mall traffic. International shoppers are most noted from Canada, Japan and the United Kingdom. The New York Times claimed the Mall attracted more visitors annually than Disney World, Graceland and the Grand Canyon COMBINED.

The Mall of America offers more than just shopping, though. Mall visitors will find that it offers a plethora of multi-generation entertainment. The Mall boasts an aquarium, Lego Land, Camp Snoopy, 22 sit-down restaurants, 27 fast food restaurants, 34 specialty food stores, 8 nightclubs and 14 theater screens among its attractions. It's also notable that more than 2,500 couples have 'tied the knot' at the Mall.

The Mall has shown its propensity for innovative thinking in numerous ways.

Climate: Minnesota's weather is known for it's annual extremes in temperature but regardless of whether it's too hot or too cold outside, the Mall remains a superior destination. During the frigid northern winters, Mall visitors and miles of interior lighting produce enough warmth to keep the entire structure efficiently warm without the need for heating. Health: Walking distance around one level of the Mall is 0.57 mile. More than 3,000 individuals participate in the practical Mall Walker program. The Mall Walker of the Year in 1996 melted away 140 pounds with this window-shopping exercise program.

Waste Management: The Mall illustrates its commitment to being a good neighbor in part through its recycling program where more than 50% of annual waste is recycled each year.

Parking: The mammoth parking structures are plentiful and free. When the chill of winter sets in, the entrances from the parking garages are heated. They've creatively accommodated expectant mothers with near the door Stork Parking. Parking is also available for handicapped and motor coaches.

Guest Services: Safety is a Mall priority and you'll find patrols inside and out. The Mall also uses around-the-clock closed circuit TVs in parking areas, common areas and Camp Snoopy. Furthermore, the Mall is equipped with call boxes, help phones and pay phones with direct lines to the Safety Center.

The Mall also sponsors an ingenious Mighty Moms and Dedicated Dads program whereby teams of actual parents work in conjunction with the security officers on Friday and Saturday evenings. The parent's job is primarily one of visibility. They greet kids, advocate following the Mall rules and if needed serve as intervention. This type of responsiveness on behalf of the Mall assures that all guests are welcome and safe in this environment.

In addition, the Mall added a Parental Escort Policy in 1996 so that guests under the age of 15 must be in the company of an adult 21 years or older on Friday and Saturday evenings after 6 p.m. The Mall has spelled it out that during those times one adult may escort up to 10 kids aged 15 and younger. It's one more way that the Mall has reached out to it's guests in a welcoming embrace of inclusion for shoppers of all ages as well as the Mall tenants.

· In need of a brain? You'll find all sorts of educational value located under this gigantic roof.

· Looking for a heart? You are going to notice a sense of community and an avenue for reaching better health.

· In the market for courage? You won't need it with the great security coverage and your success at being able to find nearly anything that you're looking to purchase.

Okay, maybe this isn't Oz, but one thing's for sure, when I reached my destination I found a place to buy some gorgeous ruby slippers!/

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