MALLS TRY TO KEEP KIDS HAPPY, PARENTS BUYING.

Byline: Brent Hopkins Staff Writer

With the opening today of a children's play area, Northridge Fashion Center will join a growing trend of malls becoming more of a destination than just a shopping center.

Many malls now welcome farmer's markets one day a week to keep customers coming while at the same time creating areas like The Zone at the Glendale Galleria for teenagers or play areas, like the Westfield Shoppingtown Promenade in Warner Center and now Northridge, are trying.

The San Fernando Valley, long known for its mall culture, is far more competitive than most markets, with 10 major shopping centers within driving distance - a fact that is pushing shopping center operators to try to strengthen their images as a place to go for more than just shopping.

Northridge Fashion Center will fire the latest salvo in the competition today, opening a 1,520-square-foot children's play area.

Already known as a family-oriented center for its affordable department stores and kids' specialty retailers, Northridge will solidify its reputation with the addition of the lower-level playground near Macy's and Old Navy.

``It all fits into the idea of getting people here for a reason other than shopping,'' said marketing director Joey Char. ``First, it's about getting good stores, but you also want amenities and services that will give parents a reason to come to the mall.''

Free to shopped-out parents looking for a place to unleash their children's nervous energy, the play area has a nice little ancillary benefit: Without a child to contend with, mom's more likely to buy.

Annette Beale, a Northridge bookkeeper who regularly frequents the center with her children and mothers' group from the YMCA, praised the new area as her kids played on its soft foam dolphins in a brief preview.

``This is going to be excellent. The other moms from the YMCA can watch the kids while we shop, then we can trade.''

West Hills Hospital and Medical Center donated the play area, so the mall got a major attraction without sacrificing store space and only the expenses related to removing the fountain and mini-railroad that previously occupied the space.

``Anything to make the day easier for those of us with small kids,'' said Katherine Saavedra, a Reseda mom shopping with her young daughter Ana. ``We're always looking for things we can do with her, and it'll be easier to shop once you've met your kids' needs.''

Westfield Shoppingtown Promenade in Woodland Hills found the same to be true with its play area near Maggiano's restaurant. General Manager Jim Bess said while the area hasn't become a destination, it does a nice job of keeping shoppers in the mall.

``It's something for the kids where parents can sit and relax. If a mother can let her kids unwind, she tends to stay a little longer.''

While family dollars are a sure bet in any economic climate, the Glendale Galleria latched onto the emerging teen market to differentiate itself.

Two years back, it opened The Zone, a teen-themed shopping area that has grown to more than 30,000 square feet.

With flashy video displays, bulletin boards plastered with Polaroids of young shoppers and edgier urban retailers, the site has become a hub for kids on the prowl with disposable dollars. Throughout the summer, the mall has run a string of promotions designed to lure more young consumers, with its recent Ultimate Summer Jam drawing an estimated 5,000 young buyers.

Though teens' buying power pales in comparison to their parents', Annette Bethers, Glendale's senior director of marketing, sees The Zone as more of a long-term investment.

``The Generation Y consumer group is an extremely powerful one. If you gain their loyalty now, they will be larger than the baby boomers. We feel it's really important to go after them, because it will pay off down the road.''

The Zone has helped transform a flagging slice of the mall into one of its busiest spots. Though confined to a relatively small portion of the gigantic Galleria, the space's sphere of influence extends to far corners of the site.

``It definitely spills over into other stores, which is how we designed it,'' Bethers said. ``We wanted a gathering spot where teens would feel comfortable to come with their friends. They meet up there, then they move on to Forever 21, American Eagle and Rampage. It definitely helps the whole mall.''

Not all malls rely on the promotions, but most know the importance of a consistent image. Westfield has aggressively brought all of its properties under the Westfield Shoppingtown banner to add a perceived level of quality.

Still, some malls are resisting the trend.

Sherman Oaks Fashion Square draws the hard-core under its slogan of ``100% Pure Shopping.'' Since the mall draws from an area with a median household income of $87,486, mall management banks on the power of its Bloomingdale's and Macy's rather than additional promotions to attract buyers.

``Even when we bring events and side attractions in, many people don't want to bother with the outside distractions,'' said Shana Yao, the mall's marketing director.

``They come with a purpose in mind. For everybody these days, convenience is a key factor. People know they can come here and do their shopping and go to the stores they want all at one time.''

CAPTION(S):

2 photos

Photo:

(1 -- color) Marcella Walizazah, 3 1/2, of Northridge, slides down the new Hollywood Hills slide at the Northridge Fashion Center. Northridge is only one of several local shopping centers that are offering areas for children and teens in hopes of building customer loyalty.

(2) Marcella Walizazah climbs toward older sister Zoliaka as they play with the soft dolphins inside the Northridge play area.

John Lazar/Staff Photographer