Volusia Mall, Daytona

Volusia Mall

"Daytona's neighborhood mall experience"

1700 W International Speedway Blvd  Daytona Beach, FL 32114
(386) 253-6785

Daytona’s only real shopping mall, Volusia was opened in 1974 to accommodate not only the city of Daytona but other Flagler County residents as well. It is a little over 1,000,000 square feet, one story and anchored by some of the same Florida middle class standards as the Jacksonville malls: JcPenney, Macy's and Dillard’s. It’s outward appearance is very simple: a long mass of greyish brick buildings; though an outward facing Books-a-Million and an external Applebee's restaurant (with no mall entrance) give it a bit of modern liveliness on one side.

An Historic Angle: 39-year-old Volusia Mall is one of the oldest that I have had the good fortune to be able to reach for a review on an ordinary Saturday, without having to plan for a weekend or vacation tour. (Regency Square is the oldest, dating to 1967). I would like to do further research into who manages and owns it, but as far as I can tell, some aspect of the economy has prevented the mall from doing  renovations to make it the "latest and greatest" for a modern shopping experience.
By doing a little exploring and asking a few questions, I was able to find some history peeking through.
some renovations and updates were done in the 1980's and 1990's, but it does not appear that any major ones have been since. The color scheme of the tile floors and the food court sign suggest that time frame. Looking very closely at the structure itself, there are actually elements of all three decades. The simple and a bit worn interiors of the department stores could be any of the decades, but most likely reflect whenever they were last upgraded and most of the department stores changed names and ownership through the 80's and 90's. The 70's haven't been completely erased from the mall, however. In little hidden corners and corridors, they can be found. The public hallway that features the mall office and some restrooms has a unique pattern in the wall. It is a light mint green, which is probably not the original color, but the cinder block walls have diamond-shaped pieces poking out, coming to a point in the center. It reminds me of 70's fascination with retro and geometric features in design.
In one of the JCPenney fitting rooms, there is a vintage mercury thermostat still fixed to the wall (though whether or not it works, I couldn't tell)
Sears is the original store it was 39 years ago. It looks like it has been updated a little bit, but at the same time it still seems dated. I asked one of the more seasoned employees if she knew the history and she confirmed that this was always a Sears. I asked if any of the original employees loved their job so much that 39 years later they were still here, but she said they'd all retired. It was worth a shot.
She did know a random fact: she said that someone told her that when the forest was cleared away to build the mall, about a dozen feral cats were released to kill all the rodents and other pests that could have interfered with it.  

The mall office is only open from 9-5 during the week days, the same as my working hours, but some day I hope to have to opportunity to go back and dig up historical information from the mall's first years.

Who it’s for: Daytona, like Orange park, is home to about an equal population of both African American and Caucasian residents. Both can be seen strolling the mall at about a 50/50 ratio. As far as economic classes go, this mall is another portrait of the average American middle class shopping experience. The stores here merchandise on a middle to lower price point basis, making it practical for most anyone.

Its best assets: It is the only mall in the area that has a Macy’s. It also has an outward-facing books-a-million (like Orange Park) that has a mall entrance inside. In the center court, though it may be temporary, there is a recreation zone with giant bungee-trampoline bouncing and a climbing wall activity for children.
On the more unusual side, near the food court the mall actually has a small family owned bar that has taken one of the smaller store fronts. It is a German pub and cafe, complete with decorative beer steins hanging all over the walls. I have never seen a bar in a mall before.

Other great retail: The mall is anchored by JcPenney, Macy's, Dillard's, Dillard's and Dillard's. Yes, you read right. For some reason, the mall has three Dillards. They appear to be women's Dillard's, Men's Dillard's and Juniors/Children's Dillard's. The mall is one floor but the departments stores are two. All three Dillard's occupy both floors. Among the well-known brands within the mall are PacSun, Buckle, Hollister, Victoria’s Secret, New York & Company and many more. The corridors closest to some of the anchors feature some local stores such as brow art, e-cigarrettes, a few boutiques and there are also military recruiting centers near the Macy's.

What it lacks: Since it is a middle class mall, you would not want to shop here if you were in the market for designer stores like Gucci, Coach or LaCoste. Dillard's and Macy's offer a few top tier brands but your best option would be to either go to Orlando or up to Jacksonville. At some point, it would probably need to have a bit of renovation to bring its appearance up to date.

Signs of decline: Minimal-Moderate. The mall is somewhat dated but is mostly occupied and busy during peak hours.

Rating: 3.5/5

www.volusiamall.net

Center Court. This view is of a veterans' memorial, but there are also

a few attractions for children. Originally, there was a large fountain here.

Photo at top: the mall entrance between the Books-a-million and Applebee's.

Comical side note: the man on the bicycle pictured by the mall entrance walked his bike inside the mall, past two guards who stared at him, and disappeared into the crowd. I tried to follow to see where a man with a bike would be going at the mall, out of sheer curiosity, since there is no bike store that I could find. I don't actually know where he went. He seemed to completely vanish behind a group of teenagers at the center court area.

St. Augustine Prime and Premium Outlets

St. Augustine Prime and Premium outlets

"Discount Designer"

St Augustine Premium Outlets

2700 State Road 16. St. Augustine, FL 32092

www.premiumoutlets.com/outlets/outlet.asp?id=55

St Augustine Prime Outlets

500 Prime Outlets Blvd St Augustine (904) 826-1311

www.staugoutlets.com/

St. Augustine (where I reside) is in between towns that sport large shopping malls, but it does have 2 gems of its own: the “twins” as I call them. More like fraternal twins, they are an indoor and outdoor outlet mall that are directly across the highway from each other and can be accessed from going either left or right off the same exit. I believe they date back to the 1990's. Outlet malls carry fashions at discounted rates, and can be known to carry favored items that had been discontinued in the full-price retail stores months before. Prime is the newly renovated indoor mall and Premium is the sprawling open-air shopping center.

For the historians: I don't know much about the "twins'" early days, but a fresh bit of history was just made in 2008. When two malls open near each other, there can often be a bit of "sibling rivalry" that starts with one being the favorite and one being less popular, and ends in a switching of roles.
When I moved to St. Augustine in 2005, the outlets were probably only about a decade old. The Premium outlet was the more popular mall. Open air, facing the highway, passersby could see what it had to offer. Some of the stores, like JCrew and Gap have always been there, but at that time, a few other more higher tiered stores were located there too, such as BCBG Maxazria.
The Prime outlet, called "Belz" at the time, was a dull grey structure with no outward windows or much decor, that had the names of some of its tenants posted on the outside wall. It was not much to look at. It was very slow inside, even on busy days. In 2008, all of that changed.
A major upgrade was announced. The mall received a complete makeover. Added onto the side that faced the highway (and looked toward the Premium mall on the other side) were an entire series of store fronts that looked a little like a mini version of the other mall. In the middle, blocking the main entrance from highway view, a free standing department store was constructed. The entire mall received a new more uniform design and paint job and some top tier outlets moved in. Just before the Holidays, the department store was occupied by a Saks Fifth Avenue off Fifth, and some of the outside stores became Gucci, Hugo Boss, Juicy, Cole Haan, Michael Ors, Escada, Dooney and Bourke, Bebe and a few of the Premium's stores moved across to it including the BCBG. A few hundred new jobs were created that year. (Including one for me)
Though the mall never really does the same volume of business as the larger outdoor mall, it was a supercharged year for Prime. In 2009, the economy really took a turn for the worse and many of the employment opportunities ended. (Including mine at that time) Those new stores are mostly still there, but Escada failed and has become menswear store after menswear store. After their first year in Prime, some of the stores also stopped carrying the same caliber of merchandise. I remember having a conversation with an employee in a Sak's department store in Orlando. This person told me that the first year and the first holiday season in a top tier outlet brings some choice merchandise for great prices, but after the first six months to a year, the incoming shipments only bring the less popular, most clearance-worthy items.
Present day, as far as I'm aware, Premium is still doing the higher volume sales.

Who they’re for: Both malls can accommodate retail needs of all types of people from various social classes and cultures. Since they are located directly by a major highway that spans the eastern seaboard at an exit that leads to the Nation’s Oldest City (a tourist hotspot), about 75-80% of the shoppers are from out of town and even out of country. There is not a concentration of any one kind of demographic here. You will see locals with both high and low incomes and from all races, and you will see large touring families of Asians, Indians, Germans, Swedish and more. The international guests can purchase fashions at a much better price in USD than back in their home countries.

Their best assets: Prime Outlets offers a Saks 5^th Avenue Off 5^th, which is an unusual opportunity to get pricey designer Saks merchandise at 20-80% less than retail value.

Premium is home to the major athletic merchandise companies including Nike, Adidas and Reebok, which are also marketing their goods at maybe 20-60% off retail value.

Other great retail: For prime, it’s Guicci, Michael Kors, Cole Haan, Hugo Boss and Kenneth Cole. There are also some more middle-range stores including Guess and Nautica and many youth/young adult lower pricepoint stores such as Charlotte Russe, Rue 21 and Papaya. And many more. For Premium, most all of the stores are at a middle or lower pricepoint including Gap, JCrew, Ann Taylor, Converse, Maidenform and many more. Of the two, Premium seems to offer more goods for children making it more of the “family” mall. There are also multiple car dealerships and a Gander Mountain on the premises, as well as restaurants and a family game center called “Adventure Landing”.

What they Lack: Party supplies and greeting cards. Premium had a shop for this, but it closed in 2010. Also, being outlets, the merchandise is on kind of a “hit or miss” basis. An outlet version of a standard store may or may not carry a certain item or line of items that can be found at  the original store. Also, much of it is “last call” and will not be restocked again once it is gone.

Signs of decline: moderate: some shuttered stores in Premium, but nearly half of the left wing in Prime

Rating: 3.5/5

Fun fact: There are essentially 4 kinds of outlet stores.

Here are some from St. Augustine.

1)      Stores that offer a lesser line than their regular store. The merchandise is made of cheaper material and is often more simple in design. Example: PacSun outlet

2)      Stores that offer defective merchandise that is discounted. Example: American Apparel Factory Store

3)      Stores that offer last year’s looks at a lower price. Example: Hugo Boss Factory Store

4)      Stores that offer part of the standard line from the regular store at a discounted rate. Example: Kenneth Cole Outlet

Regency Square Mall

Regency Square Mall

"becoming a piece of Jacksonville history" 

9501 Arlington Expy #100  Jacksonville, FL 32225
(904) 725-3830

Found in the Arlington district of Jacksonville, Regency Square Mall dates back to 1967.  At the time of its construction, it was the idyllic middle class suburban shopping experience. Over time, as Jacksonville developed and shifted, the neighborhood became predominantly lower income. The mall’s decline reflects it. The mall’s unusual layout consists not only of a few anchors on each end, but a Belk in the middle with exits back into the mall on both sides. One side of the mall consisted mostly of stores found in every mall such as Aeropostale or Old Navy (now closed) and one side consisted mostly of independently owned and operated stores. Present day, the longer wing of the mall on the opposite side of the Belk from the food court is almost completely vacant.

For the historians: nearly 50 years old, Regency Square has changed quite drastically from what it was. In March of 1967, it opened as a highly anticipated experience in choice retail. Some of the most popular department stores, shoe stores, apparel stores and menswear stores debuted at Regency.
This was also an era that fully enclosed, climate-controlled shopping malls were still a fairly new concept.

All articles were found at the Jacksonville Public Library 

and are owned by The Florida Times-Union

The mall's glory days as the original structure were in the 1970's. The success lead to the mall having an entire wing added to it in 1981, on the other side of what was May-Cohen's (now Belk). This is how a department store ended up being in the middle of the mall, giving it entrances to the mall on both sides.

It continued to shine through the 1980's, even doing fairly well in the 1990's. The opening of the Jacksonville Landing in 1987 took some of its business, but department stores continued to merge and upgrade, a movie theater was opened on the premises, and Old Navy came on board in the later 1990's.

It was not until the turn of the millenium that the growing crime rate in the area began to affect that mall more and more noticeably.

Who it’s for: As stated above, the mall mostly entertains the African American neighborhood around it and some other ethnicities as well. About 75% of the guests are other ethnicities then Caucasian. The mall does offer stores that are favored by all types of people though.

It’s best assets: A Dillard’s Outlet store with major clearances on once full-retail-price Dillard’s goods. This mall also has an arcade for children and teens to enjoy.

Other great retail: Anchors Belk, JCPenney, Sears, Dillard's clearance. Smaller stores Express, Victoria’s Secret, Aeropostale, Pacsun and several more. There is a food court with several eateries to choose from as well. 

What it lacks: This mall has seen much decline in the past two decades. The wing that was added in 1981 is now almost completely empty. Nearly 2/3 of this entire shopping center is vacant, classifying it as a burgeoning dead mall. Many of the vacancies used to be locally owned stores for African-American interests, however. There are still a few popular corporately-owned stores and most of the anchors are in tact, but you would no longer find Old Navy, Forever XXI and many others that you can find in the more lively Avenues Mall.
Regency is also noted for its crime rate. It is not a particularly safe area for a single white female to venture alone, especially at night.

Signs of decline: major

Rating: 2/5

www.regencysquaremall.com

Orange Park Mall

Orange Park Mall

"The typical middle class American shopping experience, west of the river"

1910 Wells Rd  Orange Park, FL 32073
(904) 269-9413

Located in the south part of Jacksonville that is east of the St. John’s river, it is the epitome of the typical American mall experience. This fairly large one-story Simon collection mall was built in 1975.

Who it’s for: The middle class. It is located in a part of town that is a mix of Caucasian and African Americans. The shoppers seem to be about a 50/50 population of the two. The retail fair consists of such stores as Old Navy and Charlotte Russe, and typical Florida middle class anchors Dillard’s, Sears, Belk and JcPenney.

Its Best Assests : AMC 24 Theaters and Books-a-Million built into the mall.

Other great Retail: Express, American Eagle, Buckle, Bath and BodyWorks and many more. This shopping center also includes a tiny post office.

What it Lacks: It has many options for shoppers of all walks of middle class life, from teen years to families but being a middle class icon you would not want to look here if you were seeking high fashion designer goods. Stores like Louis Vuitton and Coach are found in a place like the St. John’s Town Center.
Signs of Decline: minimal-moderate. Some shuttered stores. 

Rating: 4/5

A crowded Saturday in the food court. This is typical of both Orange Park and the Avenues.

The difference is the carnival-like attraction in the center. Notice the little girl flipping through the air 

on bungee cords? 

 Center of the mall is home to the Dillard's. Both it and the Belk have these upper level windows overlooking a sea of lounge chairs. 

 Right as I snapped this picture, a man cut across my line of vision. I decided not to retake it because he poses as an excellent candid advertisement for the fact that the mall got a mini-Moe's.

www.simon.com/mall/orange-park-mall

The St. Johns Town Center

The St. Johns Town Center

"Jacksonville's upscale outdoor mall"

Town Center Pky Jacksonville, FL 32246

Opened in 2004, St. Johns Town Center is a sprawling open-air shopping center near University of North Florida in Jacksonville. It sports everything from bargain stores like Ross to high fashion stores like Louis Vuitton. The dining options also range from fast food like Chick-fil-a to fine dining like Cheesecake Factory and PF Chang’s. It is surrounded by condos, banks and business offices. It is still not fully completed.

"Nordstrom and more coming 2014" says the banner on the fence that surrounds a large lot on the undeveloped part of the St. John's Town Center property.

Who it's for: The mall features many shops that accomodate a more affluent population, but it features many stores and shops that accomodate middle class as well. People of all cultures and nationalities can be found shopping here as can people of all life stages from teens to parents with young children to retirees.

Its best assets: Jacksonville’s only Apple store, Urban Outfitters, Anthropologie, Puma, Lulu Lemon, Guess and many more specialty and high fashion stores like this.

It is also home to the only Cheesecake Factory, PF Changs, Ted’s Montana Grill, Bahama Breeze, Maggiano's, Whiskey River and Mimi’s Café in the area, plus several other specialty restaurants like these.

Its very versatile collection of stores can suit anyone’s needs. There are specialty stores for Home and décor, pets, discount clothing, office supplies, food and beverage needs, gaming, technology, babies, children and a wide range of fashion.

Other Great Retail: Target, Ross, Famous Footwear, DSW, Dillards, Hollister, Abercrombie, Dick’s Sporting Goods, Barnes and Noble, Starbucks, Buckle, American Eagle, Aeropostale and many more.

What it lacks: This mall doesn’t seem to lack anything as far as shopping needs. The only major drawback is that it’s open air, with no covering over the sidewalks outside most of the stores. This makes it not ideal for when there is rain or extreme cold and heat.

Signs of Decline: Minimal/None

Rating:  4.5/5

www.simon.com/mall/st-johns-town-center 

The Avenues Mall

The Avenues Mall

"Jacksonville's family mall" 

10300 Southside Blvd, Jacksonville, FL 32256-0798

A two-level indoor mall located in Southside Jacksonville. It is home to 150 stores including anchors JcPenney, Dillards, Sears and Belk. It holds a standard food court. It was opened in 1990.

Who it’s for: It accommodates almost everyone including families with children and many different cultural backgrounds. There is a balanced mix of products and fashions for budget shoppers and upper class shoppers alike, but most of it caters to a middle class family demographic.

Its best assets: A shuttered department store became home to a massive two-story Forever XXI store in late 2010. This mall is also home to a regionally large Victoria’s Secret that takes up three smaller storefronts and has an exclusive collection of Pink brand merchandise.

Other great retail: American Eagle, Charlotte Russe, PacSun, Buckle, Ann Taylor, New York and Co, Express, Jos A Bank. and many more…

What it lacks: Books and toys. There was a Borders up the road until 2010. Now if someone wants to buy books they have to go all the way to San Jose Blvd (Mandarin) or St. John’s Town Center . This mall needs a Books-a-Million or Barnes and Noble either in it or on the premises. There is also no toy store. The old Toys R Us was closed to make way for a bowling alley. For a family with small children, this would be a disappointment. Most every mall has toys.

Signs of decline: Minimal

Rank: 4.5/5

www.simon.com/mall/the-avenues