Future of the Crystal River Mall
By Paul Rux, Ph.D.
“The wisest owl hears all before he flies.” - Chinese Proverb. Before decisions are made about the future of
the Crystal River Mall, this proverb invites decision makers to research all
workable options. Here is a workable option worthy of research for the Crystal
River Mall.
As the year 2,000 approached, this writer purchased a copy
of Rethinking the Future by famed
Northwestern University marketing expert Philip Kotler. In it, Kotler analyzed the coming collapse of
the middle class in America in the 21st century and how it would gut
shopping malls. Kotler’s mall fix was to
rehab their infrastructure into enclosed “360” full-service, gated communities
for seniors. Turn the empty chain stores
in the collapsing shopping malls into condos, apartments. Invite healthcare, food vendors, clothing,
and other services to become part of the mix.
Residents then would be able to literally walk to a “360 mix” of stores
and services in comfort, safety regardless of the weather.
This writer cannot believe what
he read in 2,000 has now come true in Crystal River. Kotler’s forecast and fix make sense for the
Crystal River Mall. The main economic
engine in the area is demographics:
retirees and snow birds. Turning
the tottering Crystal River Mall into an enclosed, gated, “360” service
community aligns its future with these powerful demographic and related
economic trends. Crystal River, if it
acts now, could enjoy “first-mover” advantages in the marketplace and be a
statewide model. Before investing in
other options, research this “360 Service” option for the Crystal River
Mall. Be like the “wises owl” in the
opening Chinese Proverb. “The wisest owl
hears all before he flies.”
Paul Rux, Ph.D. (University of Wisconsin - Madison) and his
wife Jane are snow birds in Crystal River for the fourth year in a row. Dr. Rux teaches trend forecasting to online
doctoral students for Jones International University and is an active member of
the World Future Society. www.paulrux.net
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