WHY EVERYONE GOES TO THE MALL
By N. R. Kleinfield
GREG BERGAN, the man in charge, watched the shoppers filing through the jazzy angles of the Southdale Center, clutching their bulging shopping bags. From the outside, the three-level mall looked like a pile of blocks. Inside, however, everything was engineered to cause people to spend money. The spatial grandeur and the tranquillity acted as a balm to jerky nerves. Christmas ornaments festooned the central walkway, where squalling children were lined up to get their pictures snapped with Santa Claus. Shopping malls are fantasy cities in which no one lives but everyone buys. Southdale is 144 stores, 1.1 million square feet, 6,500 parking stalls, an indoor structure where the temperature is always 68 degrees - a climate-controlled, rigidly programmed selling machine. As Mr. Bergan roamed through Southdale, the hubbub registered as sales per square foot, a key ingredient of the rent formula. He looked at J.B. Hudson Jewelers, one of the prides of the mall, and saw $650 a foot. The jewelers, he pointed out, do best. Women's apparel stores, though, dominate the mall. Mr. Bergan grinned when he passed The Limited; it was doing better than $600 a foot.