There has been much speculation in these parts over the viability of the two massive malls under construction at the Tsawwassen First Nation. A relative backwater when it comes to retail therapy, South Delta will be pushed to the forefront of the region two years from now when the 1.2-million-square-foot Tsawwassen Mills and the 550,000-square-foot Tsawwassen Commons are scheduled to open their doors.
I don't share the skepticism of those who feel the two malls are too far removed from Lower Mainland population centres to be economically viable in the long run. With a mom, five sisters and a wife, pretty much all of whom get visibly excited by the prospect of a clothing bargain, I have visited my share of shopping malls over the years, and I can tell you with a great deal of certainty that if a mall offers something truly unique, shoppers will travel great distances.
That's why I was interested to sit in on the keynote speech by CrossIron Mills general manager James Moller at last week's Delta Chamber of Commerce workshop to provide updates on the various economic development projects in the works at the TFN. CrossIron Mills is the five-year-old Calgary mall that Tsawwassen Mills is being modeled after, so the experiences there should be pretty similar to what will unfold here beginning in 2016.
Not only did what Moller have to say make a lot of sense to me, but I was living proof to back up some of the statistics he threw around, including the fact that 57 per cent of shoppers come from beyond 20 kilometres to visit CrossIron Mills.
Given I've driven in excess of 20 kilometres to reach many a mall, and figured there are plenty of other people out there doing the same, I could identify with that statistic, one that blows a hole in the theory proffered by naysayers who think the location of the TFN malls will be their undoing.
Moller told the crowd that CrossIron shoppers spend an average of two hours per visit, which makes sense given they've driven quite a distance to get there. It also reinforces the notion that the "hybrid" shopping centre (a mix of outlet and regular priced goods under one roof) is indeed a destination.
If Tsawwassen Mills was going to be your typical suburban shopping mall, I'd agree with those who say it's doomed for failure, but it will be unique enough to draw shoppers from all over the Lower Mainland and beyond.
You're welcome to check my odometer if you don't believe me.
