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Valley Briefing

Born to Shop : Scenes from Valley Malls

July 28, 1993

Malls are a way of life in the San Fernando Valley region. And statistics prove it.

Figures compiled by the malls show that mall-goers are generally younger in the San Fernando, Santa Clarita and Antelope valleys. They often out spend mall shoppers in other parts of the country as well. Meanwhile, popular culture--remember Frank Zappa's "Valley Girl"?--has portrayed the Valley of the Malls, where teen-agers and commercialism mix.

Such spending is a boon for cities. Each mall is required to give its host city 1% of its sales tax revenue. And last year malls generated $3.9 billion in sales tax statewide.

The Typical Mall Crawler

Valley mall visitors tend to spend more time and money in their malls than those in other areas. Shoppers at one of the Valley's biggest malls, the Glendale Galleria, spend almost twice the national average.

National average

Shoppers: 64% female

Age: 38.9

Spends: $54.10 per visit

Time: 72 minutes per visit

Stores: 2.6 per visit

Purchases: In 1.3 stores per visit

Mall visits: 3.2 times a month

Glendale Galleria averages

Shopper: 60% female

Age: 38.9

Spends: $99 per visit

Time: 82 minutes per visit

Stores: 2.6 per visit

Purchases: In 1.4 stores per visit

Mall visits: 3.4 times a month

How old are they?

Valley mall shoppers tend to be younger than those across the country.

National mean: 39.5

Valley average: 36.7.

Valley Malls

Facts and figures on the Valley's largest malls.

FALLBROOK MALL

* Opened: 1986

* Size: 1.2 million sq. ft.

* Number of stores: 120

Occupancy rate: Not available

* Typical shopper : Goes to 1.8 stores, spends $61 in average of 77 minutes per visit. Median age is 42.5, 63.5% are female.

SHERMAN OAKS GALLERIA

* Opened: 1980

* Size: 508,000 square feet

* Number of stores: 87

Occupancy rate: 87% * Typical shopper: Median age of 36, spends $62 in 61 minutes per visit, visits two stores. Goes to the mall 1.8 times a month.

FASHION SQUARE SHERMAN OAKS

* Opened: 1962

* Number of stores: 140

Occupancy rate: 98% * Size: 826,066 sq. ft

* Average daily traffic: 18,000; 49,000 weekends

* Typical shopper: Is 36, spends $78 and two hours per visit. Almost 60% are female and 24% go to the mall once a month, 23% every two weeks.

NORTHRIDGE FASHION CENTER

* Opened: 1971

* Size: 1.6 million sq. ft.

* Number of stores: 212

Occupancy rate: 98%

* Average daily traffic: 50,000

* Typical shopper: Spends $60.88 and 73 minutes per visit, goes to 3.2 stores. Average age is 38.7, one-third go to the mall once a month and 68% are female, 32% male.

GLENDALE GALLERIA

* Opened: 1976

* Size: 1.3 million sq. ft. 34.5 acres

* Number of stores: 270

Occupancy rate: 95%

BURBANK MEDIA CITY CENTER

* Opened: 1991

* Number of stores: 90

* Size: 1.2 million sq. ft.

Occupancy rate: 70%

* Typical shopper: Most are married, own a home and have average family income of $57,300. Most are female, average age 33.

TOPANGA PLAZA

* Opened: 1964

* Size: 1.04 million sq. ft.

* Numbers of stores: 156

Occupancy rate: Not available. * Typical shopper: Is 31 and goes to five stores per visit.

ANTELOPE VALLEY MALL

* Opened: 1990

* Size: 860,000 square feet.

* Number of stores: 120

Occupancy rate: 86% * Typical shopper: Shoppers have not been surveyed, but the mall targets households with 3.3 people, income of $44,550 and average age of 39. VALENCIA TOWN CENTER

* Opening date: 1992

* Number of stores: 96 (plus 10-screen movie theater)

* Size: 790,000 square feet, 65 acres

Occupancy rate: 86% * Typical shopper: Shoppers have not been surveyed.

PROMENADE AT WOODLAND HILLS

* Opened: 1973

* Size: 605,000 sq. ft.

* Number of stores: 68

Occupancy rate: Not available * Typical shopper: Is 38, average income of $86,000; half have kids, 65% are college-educated, 62% are working women, half are professional. Average transaction is $150.

Sources: International Council of Shopping Centers, Stillerman, Jones & Co., individual malls. Researched and written by JULIE SHEER / Los Angeles Times

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