July 22, 2004

The mall’s best kept secret
Metropolis: A high-tech hub for free summer fun, shopping

By Kymberli W. Brady
Staff Writer


Hidden in the newly expanded wing of the Oakridge Mall lies a state-of-the-art shopping and entertainment experience called Metropolis—the beginning of a future network of high-tech hybrid “click and mortar” virtual stores. And we have it first.

Metropolis is not just about shopping—there’s entertainment, too. Monthly programming, coupled with live events and on-site demonstrations take shopping in a mall environment to a whole new level.

Metropolis is, by definition, “a center of business or cultural activity,” and Campbell-based start-up Argo Entertainment Group is at its core.

“This is a brand new venue that we’re bringing to malls all over the country,” says Ed Olson, Argo’s director of design and production.

“The biggest question has been, ‘what are we and what do we do?’ It’s an answer that we kind of have to keep refining.”

According to the ICSC, Oakridge sees an estimated one million visitors each month—higher than average—compared to 25 million who shopped California’s 6,150 malls each month in 2002. Oakridge breaks every demographic statistic in the country, where the average person returns on a weekly basis, compared to every three to four weeks nationwide. It’s a perfect launch pad.

Outside, the lobby features a life-sized, holographic “virtual” host—inside a one-inch thick glass display. Inside, the innovative theatrical concept hinges on the unification of a 23-foot, rear-projected, high-definition (HD) movie screen, digital sound, and individual, internet-based “smart terminal” touch screens to immerse shoppers in information and education-based presentations. Instead of hunting for products on neatly lined shelves, visitors relax in one of Metropolis’ 50 leather recliners, access a plethora of virtual information, and leave entertained.

From vacation packages and luggage to electronics and apparel, secure membership cards enable viewers to order products from their seats or have additional information sent to their home computers, while advertisers learn more about the demographics of their audience. Memberships are free, and the card is also good for discounts and special offers at 25 participating local retailers.

With a new show every 15 minutes, Metropolis’ programming coincides with the target audience. While mornings are typically filled with kid-friendly programs and live entertainment, early afternoon shows cater to the 55-and-over crowd. The selection changes again, as teens descend upon the mall around 2, followed by shows that appeal to a broader audience evenings and weekends.

“We’ve really looked at our audience,” Olson explains. “This particular mall is not a pier shopping mall, it’s a family mall, with entertainment first, and shopping second. We feel if we can provide more regular activities, we can better serve them and provide a high value.”

Free summer activities for kids
In an effort to offer free event opportunities for the summer-break kids, Metropolis recently introduced a twice-weekly schedule that caters to youngsters in the mornings and older kids in the afternoons.

Now through the end of September, Metro Kids Club features events for youngsters on Tuesdays and Thursdays, while Camp Metropolis—designed for kids 7 to14—hosts science, sports, and video gaming on Mondays and Wednesdays, with free refreshments, courtesy of mall partner Muffin Break.

Next week, Camp Metro will host Toys-R-Us to Yu Gi Oh! Game Day, for fans of the popular animated TV show and game, and Metro Kids Club will feature video presentations and appearances by the Balloon Man.

“Once people come to an event like this, they get it,” Olsen says. “They come back every week.”

Family Fun Days: San Jose Earthquakes and Antiques Road Show
Two Family Fun Days are also planned, starting with a special event with the San Jose Earthquakes on Aug. 3 from 2 p.m. to 3 p.m.

“We’ll be giving away prizes and tickets, as well as launching the new San Jose Earthquakes’ HD highlight show that day,” says Olsen. “Players Craig Waibel and Chris Brown will be on hand for a signing and mini soccer clinic, along will bring their new mascot, “Q,” to greet the kids and their families.”

The venue is part of Metropolis’ ongoing effort to create partnerships with local teams by holding live events that will enable them to reach existing fans and generate new ones.

“We want to continue to tie in with the local teams,” says Olsen. “Including the San Jose Giants, who will be coming to Camp Metro in August.”

“We are happy to be partnering with the Metropolis theater,” adds James Eastwood, marketing director for the San Jose Earthquakes. “This HD theater combines a terrific medium with a great venue, enabling us to share this great earthquakes game experience with families who have not yet taken the opportunity to see our games live at the Spartan Stadium.”

Later this year, Metropolis will host a live antiques road show, complete with appraisal experts, ready to determine whether that conquistador helmet in the garage is trash or treasure.

The Metropolis business model
The Metropolis philosophy is structured around searching for new ways to reform how merchants interface with consumers through unique marketing opportunities that use the mall environment to help retailers promote products and form tightly knit referral networks. The result is a relaxing and entertaining twist on the typical shopping experience completely funded by advertising and free to the public.

With a price tag of $10,000 for 50 shows each month, advertisers like the Los Gatos Hummer Dealership are able to reach consumers through “experience marketing.”

Included in the fee is Web access to a custom database of protected information compiled from audiences during advertiser showings, so detailed that the seats even record how long a consumer stays in the theater.

According to John Schiavo, the dealership’s vice president of business development and strategic planning, presentation is everything—as demonstrated in their drive to use heavyweights like Arnold Schwarzenegger and the San Francisco 49ers to sell their upscale vehicles.

“We feel that this is a very positive venue,” Schiavo says. “A new way to reach customers that ordinarily we couldn’t get to. I’ll be excited to see, as they branch out how we can further utilize their growth and technology.”

With Metropolis, product rollouts and “Hummer Happenings” will allow the dealership to reach consumers on a broader level. The interactive touch screens put viewers in the driver’s seat, where they can custom-design their own vehicles and take virtual test drives—something they couldn’t do before.

“This really makes sense to use as a marketing tool, an event tool, and an information gathering tool.” Admits Schiavo. “That’s the creative part of it, especially for the automotive industry.”

Private events
According to Olson, Metropolis is not just a theater, it’s an event center capable of hosting live affairs, with speakers, special guests, and entertainment. The theater can easily transform into a sophisticated, high-tech private event. Starting at $1,750, two-, four-, and eight-hour packages include full use of the facility, extensive audio, video, and lighting capabilities, a pull-out stage, company branding on the big screen, and personalized messages, agendas, or presentations on the individual touch screens, perfect for corporate meetings, workshops, seminars, and more. Arrangements for discounted rates for valet parking, located directly behind the theater, are also offered.

“We’re kind of ready for anything,” Olsen says. “We can literally create an instant store in the mall, or hold a private event. It looks instantly decorated.”

Looking to the future
Metropolis’ plans to acquire outside HD feeds for live sporting events that will enable sporting enthusiasts to venture to the mall with their families without missing the big game.

“There are a lot of men and women who wish they were home watching a game, but are here in the mall,” Olsen exclaims. “This will provide an opportunity to watch it in HD on a big screen, while mom and the kids shop. It’s like you’re there in the front row—and it’s all free.”

The Metropolis impetus stands ready to succeed in its efforts to create “virtual” harmony between manufacturers and consumers. By fusing information and education with entertainment and community involvement, it is a concept that the marketplace just might buy.

“This will hopefully become part of their weekly schedule, a real part of their lives,” Olsen says. “A destination within a destination.”

Metropolis Free Summer Event Schedule

August Camp Metro 2 p.m. - 3p.m.
9 Gravity Probe B Stanford Scientists Presentation/Snack
11 San Jose Giants Baseball Clinic and Signing
16 Video Game Previews/Snack
18 Video Game Previews/Snack
23 Toys R Us YU-GI-OH! Card Game Tournaments/Snack
25 Toys R Us YU-GI-OH! Card Game Tournaments/Snack
30 SJPD Jr. Crime Busters Safety Tips

FAMILY FUN DAY!!!
Aug. 3: Special Time: 2 p.m. - 3 p.m.
San Jose Earthquakes LIVE. Meet Craig Waibel and Chris Brown. Get autographs, meet “Q” the mascot and sign up for a free drawing for prizes!

Sept. Kids Klub 10:30 - 11:30 a.m.
2 Live Storyteller/Muffin Break Snack/Children’s Video
7 Live Storyteller/Muffin Break Snack/Children’s Video
9 Music Together/Muffin Break Snack/Children’s Video
14 Gymboree/Muffin Break Snack/Children’s Video
16 Arts & Crafts/ Muffin Break Snack/Children’s Video
21 Arts & Crafts/Muffin Break Snack/Children’s Video
23 SJPD Free Fingerprinting For Your Child/Child Safety Tips/Muffin Break Snack/Children’s Video
28 SJPD Free Fingerprinting For Your Child/Child Safety Tips/Muffin Break Snack /Children’s Video