Mixed-use shopping mall communities (MUSMC): A case study of Assembly Row
Date
2022-12
Authors
Pang, Caryn
Major Professor
Advisor
Sanders, Eulanda A
Hurst, Jessica
Chung, Doreen (Te-lin)
Zheng, Tianshu
Tsai, Ken
Committee Member
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Abstract
The first indoor shopping mall was built in 1956 in Edina, Minnesota (Scharoun, 2012). Since that time Americans have embraced the shopping mall as a place to socialize and shop. In the 1990s as consumer taste preferences changed the demise of the shopping mall would come to realization. However, as shopping malls began to pivot, mixed-use shopping mall communities (MUSMC) emerged. This type of property development offered more amenities and experiences such as, events, green areas, and a sense of community.
The purpose of this research study was to investigate the successes and challenges of a MUSMC, Assembly Row located in Somerville, Massachusetts. From the perspective of businesses affiliated with Assembly Row, the researcher proposed to address if these developments are feasible to build in the future or as a business opportunity to rehabilitate outdated or closed shopping malls. To determine if MUSMCs are a viable strategy fifteen semi-structured qualitative interviews were conducted from individuals with a business affiliation to Assembly Row. The findings from the interviews revealed fourteen themes from content analysis of the transcripts. Word frequency was conducted as a secondary analysis method to find patterns and trends from the most frequently used words from the interviews. Findings and analysis from the research study concluded that MUSMCs are multifunctional, are accessible, are considered a destination, and drive community development are viable.
This research study has managerial and academic implications. This study forges connections for industry professional to gain insight on the development of a MUSMC. Industry professionals should look to this research study as a reference guide to help them make business decisions as it relates to MUSMCs. Like managerial implications, those in the field of academia can also use this research study as a guide for future shopping mall research.
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Type
dissertation