By Tippi Rasp
Business at retail outlets, including malls, typically slows after the post-holiday sales rush — at least until warmer weather sets in and patrons get a hankering to venture outside in pursuit of warm weather attire or other seasonal items.
Except for this season, according to Oakwood Mall Marketing Director Betsy Mittelstet. Mittelstet said mall traffic is bustling, an anomaly for this time of year.
It could be the unseasonably warm weather, or patrons could be responding to a variety of new stores Oakwood Mall recently has attracted.
“We’re really, really excited about the new things coming in,” Mittelstet said.
Business is booming, Mittelstet said, of the 41,000 square-foot Steve & Barry’s University Sportswear, which opened in mid-December.
“Steve & Barry’s has been real successful, they’ve been great about pulling traffic to the mall,” Mittelstet said.
Mittelstet said the Enid Steve & Barry’s is No. 1 in its region.
Oakwood Mall is at 87 percent occupancy “which is huge for us,” Mittelstet said. A variety of new stores have moved into spaces or are scheduled to open soon. The occupancy rate represents a 30 percent increase over recent years.
Mittelstet said all stores had sales increases over the past holiday season.
One Food Court space is open and a lease is in negotiation for the spot.
Steel Lillies, a shoe store, and Anna Belle’s Kids, a children’s clothing store, both opened recently. Since last year, Glass Mountain Coffee, Maqui’s Taco and Nawlins Express opened.
Mall walkers are in full swing, and a new program called Stroller Fit is drawing mothers and their young children to the mall to participate in the exercise program, Mittelstet. The mall also is a ticket outlet for Oklahoma Storm basketball team.
But Mittelstet is really excited about the proposed indoor play area set for construction this year. Blueprints have been sent off to a company that will construct it.
The play area will be situated in the JCPenney court and will include a 30-by-30-foot area surrounded by a 4 1/2-foot tall wall. Soft seating will surround the area and will include learning panels and an area for story time. Community Development Support Association was awarded a $150,000 grant to help pay for the play area.
“It will be huge for us,” Mittelstet said, adding the pending purchase of new strollers will be another draw for parents of young children.
In addition to the new retail stores, several national chains, because of improved Oakwood Mall sales, have progressed in status, which means they are given the ability to open sister stores.
