April 8, 2004

Mixed reviews loom over ‘new’ Westfield Shoppingtown Oakridge

By Jeanne C. Lewis
Staff Writer

As the six-month anniversary of West-field Shoppingtown Oakridge’s $140 million redevelopment opening arrives, a discrepancy looms between young, middle-aged and older shoppers regarding the store choices, parking and security. Many patrons are excited about the new stores, restaurants, food court and the Century 20 movie theaters, which are now available at the mall, while others are expressing concerns.

“I have concerns about the parking, there’s not enough, and also the need for security in that area and as you enter the mall,” Fernanda Colon said as she watched her child in children’s playtown. “And if you’re not under 25 years old, there are few shopping choices other than Macy’s and Sears.”

The twenty-somethings and teenagers are ecstatic about the women’s apparel stores. The small chain retailers are busy with their young clientele even during early morning weekday hours. Macy’s new construction is almost completed and Sears is quiet except for tools and the home improvement section.

“Our business has picked up since we moved across from the food court,” a clerk said at Victoria’s Secret as she sorted through a stack of colorful bras, which the retailer is known for.

Charlotte Russe, a women’s clothing store catering to the younger crowd, had a line of customer’s buying short skirts and midriff blouses, happy with their purchases and the new shopping center.

“We come here all the time. To buy and just to hang out and see our friends at the mall,” the young women chimed in together.

The numerous teenagers in the mall on weekends are a concern for adults. A security guard stated that on weekends, groups of young people congregate at the front entrance harassing the officers who walk by with “hey, rent a pig” and profanities. Asked to disperse or be escorted to the office, the teenagers leave with no problems.

Professional Security Consultants has a staff of 21 with seven officers on duty per shift at the shopping center.
“We’re just walking the mall right now,” a middle-aged woman said accompanied by her husband. “There are no clothes for me here. If I want something new, I still go to Valley Fair. But, I do like all the new restaurants.”

“I only come here to go to Sears and shop for tools, maybe a pair of Levi’s,” her husband said. “And I don’t appreciate having to pay $5 for valet. I’m here to spend money shopping or eating. I shouldn’t have to pay to park. And the parking situation is a whole other matter. I saw an accident happen in the garage.”

Last year, the city reduced the parking spaces required by 200 due to public outcry from citizens to prevent the Oakridge Lanes bowling alley demolition. When Target is finished this fall, there will be even more traffic in the parking lots. The city will review the parking situation at the mall in three years

On a Saturday afternoon, the ground level lots of the mall are full. The parking garages are filled to the second level, with the third level half occupied and the fourth level empty except for three cars. The turns on the parking garage are difficult to maneuver in the designated area (especially in an area known for SUVs) and should be driven with caution. The aisles between the rows of cars are small and allow for only one full-sized car or truck to pull out of a space while other drivers wait.

Random interviews with mature shoppers at the mall resulted in the same complaints: parking problems, valet fees, security concerns and lack of adult clothing. Advantages were the much-needed restaurants and theaters. The young adults were thrilled with their choices in clothing and a place to see a film and hang out with their friends.

“We at Westfield Shoppingtown Oakridge are actively pursuing the right matches for our customer’s needs,” Lynne Rice, senior marketing director for Westfield Shoppingtown Valley Fair/Oakridge said on a phone interview regarding customers’ concerns. “We have the parking spaces required by the city for the square feet of the center. We also have security and the San Jose Police Department Substation on the premises.”

Westfield Oakridge’s commitment to being a premier family entertainment and shopping experience is evident throughout the mall. Century 20 theaters features Cinemamas on Tuesdays at 9:30 a.m. Babies are welcome with baby-safe sound levels, changing tables, microwaves for bottles and children under 3 free. There is also an arcade on the second level next to the movie theater.

Children can enjoy Children’s Play Town, an indoor area for the youngsters, under the watchful eye of their parents or caregivers. Kids Play Park features a colorful double-decker Victorian Carousel, the only one Westfield has existing outside its malls. The placement occurred because of the two large protected oak trees near the site (thus the name Oakridge). A wall of 762 vivid tiles painted by Almaden, Santa Teresa and San Jose school children line the walls inside the play area.

Westfield Oakridge has received commendations from the city for their community service and fund raising for nearby schools and nonprofit agencies in 2001, 2002 and 2003. The documents line the walls of their management office. There are certificates of praise from the Salvation Army and San Jose Police Department Substation. Westfield leases the space at Oakridge to SJPD for a mere $1.

Rice said Macy’s 70,000-square-foot expansion features an expanded mens’ department and a larger ladies’ apparel department and should ease patrons’ concerns regarding adult clothing selections. Michael’s crafts and Walgreen’s will be demolished and in their place a new 36,000-square-foot building will house Ethan Allen home furnishings, Jos. A. Bank mens’ clothiers and an unnamed restaurant. When Target opens, it will include well-known designer brands of Isaac Mizrahi and Mossimo.

There have been some casualties since the mall’s expansion: La Rochelle Cellars, Papyrus, KB Toys, Footaction, Shamiana have all closed, among others. Most of the owners and clerks are quiet about the reason for closing; others say high rents are a factor and not enough foot traffic. But there is a steady supply of new merchants ready to take their place. According to Rice, several women’s’ fashion retailers are being considered to replace outgoing businesses.

Westfield Shoppingtown Oakridge has introduced a wide variety of retailers to the south bay. Metropolis Shopping and Entertainment is the first store of its kind featuring a high definition big screen television. Entertainment includes a Nasa space show, Hummer and Nissan 350 short films. Shopping is limited to children and golfing items at this time. Arco Entertainment in Campbell created the store.

Nuvo International laser skin center is on the southeast side of the new addition. It features skin rejuvenation, laser hair removal, botox, microdermabrasion, vein therapy, tattoo removal and facials. Business is so good that they will be enlarging soon

“I just had a microdermabrasion. My skin feels so good.” A fresh-faced woman said as she left the skin center.
As Seen on TV is a shop for those who didn’t telephone in on that got-to-have item on an infomercial. Every gadget, device and great idea that has been shown on late night television is there.

A new restaurant will be added soon. Buca di Beppo Restaurant will be opening featuring Italian specialties on the menu and a fun atmosphere.

Westfield Oakridge’s concierge features free Kiddie Kruzzers and infant strollers, balloons, package carry-out, giftwrap, gift cards and other services.

“We are a work in progress at this time,” Rice said “and we are listening to our customers’ concerns.”

Photos by Jeanne C. Lewis