THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, March 22, 1996 TAG: 9603220564
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY STEPHANIE STOUGHTON, STAFF WRITER
DATELINE: HAMPTON LENGTH: Long : 106 lines
For generations, there has been a retail establishment where teens could hang out and chitchat, whether it was a soda shop, a pizza joint or a mall. But the latter doesn't particularly like the idea.
At indoor shopping centers across the nation, retailers are complaining about kids clogging up the aisles. Customers, too, are griping about youths congregating, yelling and frolicking in the corridors.
So management at Hampton's Coliseum Mall decided to make lolling teenagers not feel at home, and some teens are miffed. About a year ago, the shopping center, located off Mercury Boulevard, introduced a new code of conduct for youths and a new video security system.
According to the ``Mall Manners Guide,'' people can't fight, threaten, loiter, sit on floors, planters or trash cans. Also a no-no: ``staring at or stalking a person'' through the mall.
Apparently, the mall's initiatives are working. On Thursday, general manager Raymond Tripp proudly announced that the mall's retail sales, which had slumped in the early '90s, climbed 2.3 percent, higher than the 1/2 percent national average for regional malls in 1995.
``What is responsible for this positive change?'' Tripp asked a group of high school journalists and others.
``There are probably a lot of factors, . . but I have to attribute a large measure of our success to the physical and staffing enhancements we made to our security program in 1994 and to the Mall Manners program we established as a guide to behavior in the mall.''
Coliseum Mall is not the only shopping center with consumer-conduct rules. But in the past year, it probably has been one of the most vocal about its dislike of misbehaving kids, teens and adults.
In Mall Manners, the message is, ``Shop or Leave.'' Hanging out, chatting with friends or causing a stir is not permitted. Customers must be actively shopping, the mall's management stresses.
Some teenagers, however, feel that the underlying message is much different: If you're young and black, go away . . . please.
William Blount, a junior at Hampton High School, said he had been asked to leave the shopping center several times, even when he was shopping. He said he believed black teens were stereotyped, and that security officials were more likely to ask them to leave.
``Then, when they make you leave, eight of them escort you out,'' Blount said. ``It's really embarrassing.''
Eric Bacote, a senior at Hampton High, said he didn't understand how mall security could determine whether someone was purchasing, browsing or simply hanging out.
``I've walked through the mall, haven't gotten a chance to buy anything and was told to leave,'' Bacote told mall officials.
Ron Reid, a consultant for the mall, said the mall's policies were written to be non-discriminatory.
``I think we follow the policies . . . as closely as we possibly can,'' Reid said. ``Are there certain incidents that need to be reviewed? Yes.''
Several retailers said they are pleased with the changes they have seen at the mall since 1994.
``It has really made a difference,'' said Bruce Vann, manager of Gent's clothing store. ``The mall security is really good.''
Coliseum Mall wasn't always as pleasant a place to be.
Grady Moore, a retired businessman, remembers when the Hampton mall was ``just a gathering place'' for teens. But now, he says he goes out of his way to shop at Coliseum Mall because it has become a quieter, gentler place.
``I don't see so many teens anymore,'' Moore said.
But mall management apparently didn't get a look at Jesse Madden and her friends. After the news conference Thursday, the trio appeared to be hanging out in the halls.
``We're trying to actively shop,'' said the senior at Hampton Christian High School, who was invited to attend the meeting.
And then, to her friends: ``Do you have any money?'' ILLUSTRATION: Color photo by Martin Smith-Rodden\The Virginian-Pilot<
Hampton High School seniors Mike Smith, left, Leander Bryant during
presentation of the "Mall Manners Guide"
GUIDELINES
Mall Manners rules of behavior
1. Loitering, sitting on floors, planters or trash cans is not
permitted.
2. Physically or verbally threatening any person, fighting,
annoying others through noisy or boisterous activities, staring at
or stalking a person through the mall will not be permitted.
3. Using sexually offensive language or conduct, or in any way
creating a disturbance which interferes, disrupts or endangers the
mall's patrons will not be permitted.
4. Littering or damaging mall property with graffiti is
prohibited. Patrons are expected to use trash cans to dispose of
litter.
5. It is not permitted to run, skate, skateboard, bicycle or do
anything that may injure people or block normal traffic in the
mall.
6. Drinking or having open cans or bottles of alcohol will not be
permitted.
7. Yelling, singing or playing musical instruments, radios and
tape players without head phones will not be allowed in the mall.
8. Appropriate dress is required at all times. Patrons must be
fully clothed, and wear clothes that are not likely to cause a
disturbance, or they will be asked to leave mall property.
9. At closing time, patrons are asked to leave the mall
promptly.
KEYWORDS: CODE OF CONDUCT TEENAGER SHOPPING MALL by CNB