Malls as Social Hubs for Community

Malls around the country appear to be changing their tune, orchestrating community events to drive traffic in the mall buildings. The idea? Making an impression on consumers who are more reluctant to spend money.

More than that, it appears the new trend is for malls to market themselves as meeting places, or even a version of a community center. In Pittsburgh, a charity fondation held a silent auction to raise money, occupying the mall’s center court at Ross Park.

Apparently, the mall isn’t just somewhere to shop anymore. Some say it’s a “place to see what’s happening” in the community.

South Hills Village Mall in Bethel Park has had about a 30 percent increase this year in community events, said Megan Frenz, director of marketing and business development. She said she’d always tried to think of the mall as more than a place to shop.

Mindy Suhoza, marketing director at Monroeville Mall, said that while the shopping center hosts community events often, it hadn’t had a significant increase in programs this year.