Omar MatianoShannen AvilaChyanne WaltonNakia Paysinger

Table of Contexts IntroductionLocationHistorySurvey and QuestionsSecurity System Conclusion

Introduction • Today we will be focusing on the Northridge Fashion

Center and discussing the significance of the space along with the history and experience on our trip there.

Brief Description: -There is no themein this space.-Stores individuallyplay music of theirpreference.

Location The Northridge Fashion Center is located 9301 Tampa Ave. Northridge, CA 91324

• The location of the Northridge Fashion Center is located less than one mile away from CSUN making it the ideal place for students to go.

• This Fashion Center was not placed her coincidental because the owners know that teenagers are always up to the latest fashion and will try to convince them that what they NEED is what is in the stores.

• The climate of Northridge is always almost sunny making almost everyday a day to hang out with friends. What better way to catch up with friends than to hang out and watch a movie.

History Within• The 2-level, sixty million dollar complex was built on

a 72 acre plot. The mall opened in 1971• Encompassing one hundred and seventy stores and

services and two parking garages, NORTHRIDGE spanned 1,373,000 leasable square feet and was one of the largest interior mall in Southern California.

• Work got underway on a twenty million dollar expansion of Northridge fashion center in April 1987

• The Northridge mall did not always look as good as it does right now.

History cont..• Unfortunately, the Northridge temblor of January 17, 1994

caused severe damage to the mall.•  During the reconstruction process, the mall was updated

with new barrel vaulted skylights, elevators, escalators, marble walls and flooring. In addition, a 15-bay Food Court was installed on the Upper Level.

• Dallas-based MEPC American Properties had the misfortune of acquiring Northridge Fashion Center just one month before it was nearly leveled by the 1994 earthquake. After investing over one hundred million dollars into its reconstruction and renovation, they sold the mall to Chicago-based General Growth Properties, in April 1998.

Who is this place for?#1

• This Fashion Center is designed to create revenue through the distribution of products. This place is revolved around money so if you have money and are there to spend it then chances are you would most likely be welcome. I believe that the prime target that they want to aim for is the middle class teen population.

#2• The space is located in

a college town therefore teenagers and young adults are the ones who usually visit the space.

Survey • Our group decided to go conduct our research at

the Northridge mall around 4 p.m. We did this timing with the intentions of finding people of all ages and cultures. In doing surveys we had to be patient because not everyone that we asked said yes.

• We interviewed a total of 24 people till we were confronted by the security guard and told not to survey people where we were then escorted out of the building.

Questions that were asked:Age EthnicityAnnual IncomeLocationHow often do you visit the Northridge Fashion Center. What is the racial population that you often see here at Northridge?Have you ever witnessed discrimination?How far people travel to get there.Safety

Question #1:Age

• 18-24= 13/24= 54%• 25-34= 3/24 =13%• 35-44= 7/24 =29%• 45-54= 1/24 =4%• 55-64= 0/24 =0%• 65+ = 0/24 =0%

• Based on the research that we conducted we concluded that the majority of the people that go to the mall around this time were teenagers between the ages of 18-24 with 54%.

18-2425-3435-4445-5455-6465+

Question #2: Ethnicity The majority that visited the mall on this particular day and time was Latino with 37%Black/African American 4 = 17%Asian/Asian American 4= 17%Latino 9 = 37%White 3= 12%Other_______ 4= 17 %

Question #3: Annual Income

$ 20,000 & under: A total of 5 people were recorded

21,000-30,000 : A total of 3 people 31,000-40,000: A total of 2 people41,000-50,000: A total of 3 people51,000-60,000: A total of 4 people61,000-70,000: A total of 2 people71,000 & Above: A total of 2 people

Why were the majority of the people that we asked of low income? • Well, since the majority of the people that

we surveyed were teenagers, we can conclude that these people are working and going to school at the same time.

• This means that they are working part time jobs and might be only be getting paid minimum wage.

Annual Income and Ethnicity Annual Income(Grand)

Black/Africa American

Asian/Asian American

Latino White Other_____

$20 and Under

1 2 2

$21-30 1 1 1$31-40 1 1$41-50 1 2$51-60 1 1 2$61-70 1 1$71 or Over

1 1

Question 4: location• Where are you coming from?• The majority were local residents around the San

Fernando area that did not have to travel far to get here

• With the exception of people that came from Israel, Philippines, Memphis, San Francisco and New York

• 19 of them were local residents born in the area

Question # 5• How often do you come to the Northridge Mall?Rarely 7Often 8Regularly 5 First Time 4

0123456789

• The majority of the people(33%)that we surveyed said they came to the mall often. They liked the vibe of the place and the entertainment is worth their visit. Following that, about 29% percent of the people said that they rarely pay a visit to the mall not necessarily because they don’t like it but because they are not really interested in fashion. For 17% of the people it was the first time that they had visited the mall. The people were visiting friends/family that reside around the area and heard the Northridge mall was a good place to visit and lastly 21% said that they shop at the Northridge Mall regularly.

Ethnic Population

Question 6• What is the racial ethnic population you often see

here at Northridge Mall? For this question we got various types of answers.

The majority of the people said that they saw diversity meaning that they saw different types of people from all backgrounds.

Some people claimed they saw Whites as the majority, while others said Latinos and so on.

Question 7• In this particular space, have you ever witnessed/experienced

discrimination? If so, please explain/describe. • 20 people said that they have not witnessed/experienced

discrimination in the store before and feel like they get treated just like everybody else shopping at the mall.

• The other four people said that they have. Here are their response“Yes, against the poor” further elaborated, if a person does not look like he/she is not rich then they are not welcome at particular stores.“Yes, the security guards” The security guards stare at people like they are going to cause harm to people. They sort of racial profile you just because you don’t look like certain people.“Yes, by the way people look” If people don’t dress or look a certain way then they are looked down upon. “Yes, the feelings, looks, unrecognized”

Traveling to the Mall

Question 8: How far do you travel to the Northridge mall?• How far do you travel to the Northridge Mall?Less than 1 mile 2-5 miles 10-20 miles More than 21 miles The majority of the people that attend the Northridge mall are local residents, a total of 5 people recorded that they traveled less than one mile. 13 of them said they traveled 2-5 miles, 5 traveled 10-20 miles and only 1 traveled more than 21 miles to get there. The majority of the local residents go to the mall because it is time convenient, meaning they can walk their .

Safety/Security

Security • Security and surveillance makes it seem like the

malls are safe. As soon as you enter the store you may be on the securities radar.

• A client will hire a Security guard for various reasons. It may be to watch over the property and be a deterrent to anyone who may want to steal, trespass or damage the property. A bodyguard is security that watches over the client, and makes sure no one gets too close to the client.

• Cameras are placed throughout the store to spy on people and see if anyone suspicious is up to no good.

Question 9: Safety

• Do you feel safe?Yes 23/24 No 1/24 96% of the people that we surveyed said that they felt safe at the Northridge Mall. This means that they did not feel any threat having to worry about having someone hurt them. Only 1 person said that they did not feel safe because they did not like how security guards treat some people.

ConclusionDoes the space reflect socioeconomic concerns?• The space does reflect socioeconomic concerns

because it marks an individuals culture, income, and/or social position in the community.

• The space has survived throughout the years because of its loyal customers such as the college town students.

• Overall the mall has proven its community that not even an earthquake can keep it from getting rebuilt and succeeding in consumerism.

Work Cited• “Northridge Fashion Center” Mall Hall of Fame. 26 January

2010 Web. 19 February 2014• Wilcox, Gregory. “Northridge Fashion center is getting a

makeover.” DailyNews. 9 February 2012. Web. 20 February 2014

• Lumpkin's, Peter. Southern Baptist and Racial Diversity. 4 July 2012 Photograph.

• Security Guard Vector. Free Vector.27 April 2013. Photograph

• Road to beauty, clouds, destination, grass. March 2013. Photograph.

• Wilson Mark.US misprinted 30 Mill.” Getty images. AFP. 14 August 14, 2013