Hansen: In O.C., malls reflect our culture

Some malls are like a white elephant gift, awkward and cute, but Orange County malls are more like a politically correct safari, capitalizing on our desire to congregate by the watering hole — and look good doing it.

Consider Irvine Spectrum, the people’s mall in the Irvine Co. portfolio. It’s not as fancy as Fashion Island or the sugar daddy, South Coast Plaza, but it still rakes in nearly $400 million a year with a vacancy rate of essentially 0%, according to state and analyst records.

In mall terms, that means the recession is over.

Commercial real estate advisor Sperry Van Ness in Boston reported recently that Orange County is the top retail market to watch in 2015, citing low vacancy rates, increasing rents and a high annual household income.

For the city of Irvine, the growth and associated sales tax revenue is welcome news. The city relies heavily on sales tax — about $60 million last year, or more than a third of its budget.

But in order to maintain the revenue, malls cannot stand still. Irvine Spectrum has done a good job of keeping things interesting, mixing up the retail and new development.

It’s all about making shoppers happy, and perhaps what sets the tone as you arrive at Irvine Spectrum is the adjacent high-rise company Smile Brands. The headquarters and logo of the dental support group loom over the mall as if to remind everyone that it’s OK to smile and have fun.

Visitors are reminded everywhere that they’re about to enter a Hallmark shopping moment.

Seemingly every mall street points to overstuffed valet lots where the fancy cars are parked out front.

The massive parking lots, which are rarely large enough to hold everyone, are covered with big promotional signs — by the Irvine Co., of course — explaining that life in Irvine is, well, just better.

The initial impact of parking lots cannot be underestimated, because they are like comforting, concrete wombs. It’s as if you’re arriving at the airport and departing for an exotic mall location.

But this is how we like malls in Orange County — only as surreal as we allow.

At times, it’s hard to know if the Spectrum is a shopping mall or an amusement park. The Ferris wheel, kiddie train and roller rink are right next to each other, creating a playground destination. For families, it’s much easier and cheaper than going to the fair.

And it should be noted that the groundskeepers are definitely professional and highly trained, sporting walkie-talkies on their hips and displaying precision trash pickup practices. They must have a litter-free policy, because the workers can sometimes be seen diving for falling trash before it hits the ground.

This professionalism rubs off. We come equipped when we go to our malls. Moms, in particular, know what it takes to succeed. They have four-wheel-drive strollers and Costco-sized bags of wet wipes. They are exceptionally skilled at suburban Swiss-knifery.

In the spirit of efficiency, there are only a few reasons to really go to the mall:

•Get all your gifts in one spot.

•Grab one specific thing at a brand-name store.

•Hang out and giggle, if you are 14.

There’s a reason Forever 21 is still popular — teens can actually afford it.

Everywhere you look there are young women in short pony boots, even in warm weather. Officially, they are called booties (Southern California’s answer to cowgirl chic).

If you question whether this is the target demographic, count how many outside kiosks involve some kind of cellphone bling.

For any age, the food is getting more adventurous, perhaps a byproduct of the growing diversity of inland Orange County.

Say what you will about mall food, but the truth is it’s getting better. While cities like Laguna Beach officially shun chain restaurants, the modestly priced additions at Irvine Spectrum like TLT Food and Pho Saigon Pearl outshine anything along the coast for value. Put another way, the $4 sweet and spicy steak taco at TLT would probably win a taco showdown at any fancy coastal restaurant, regardless of price.

And these new restaurants are not actually chains. Both only have one other location. Sure, there are chain restaurants at the mall, but the mix is changing, thankfully.

Regardless of new restaurants or stores, malls can’t hide other economic issues that affect cities, like the gap between rich and poor.

On my recent visit, I happened to notice one of the many water fountains that anchor the plaza. Like most fountains, people throw in coins for good luck. But what caught my eye was a homeless guy discreetly trying to fish out the money. He was pretty good at it, quickly reaching in and out without attracting too much attention.

I wondered what the mall cops would have done if they saw him. I’m guessing his behavior was not approved in the corporate handbook.

Malls are, for better or worse, a reflection of our culture. They are not static. The good ones adapt and get better with age. Inherently, they need to take more chances in order to survive because the market dictates it.

Just look at the toddlers on the carousel, for example. They know what they want to ride, and it’s not the bunny rabbit. I asked the worker what the favorite animals are.

“The bears and tigers,” he said, without hesitating.

Proof that children crave a little danger and adventure, even if they’re going in circles.

DAVID HANSEN is a writer and Laguna Beach resident. He can be reached at [email protected].