What Can "U" Do?

Did you know that there was a mall attached to Southern Season? No kidding! How many of you find yourself in that mall on a weekly basis? Yeah, not too many. What it is about University Mall (“U Mall”) that keeps us away?

A few weeks ago, I was privileged to have a frank conversation with some of the folks over at U Mall about this issue. They want to reach out to parents more, and they found me through my blog.

It was an interesting conversation and, like the Cat in the Hat, I ask you, “Well, what would you do [if they] asked you?” I felt flattered to be helping direct business in our fair city, but also a little stumped. What is the problem, exactly?

U Mall took a big loss to families when The Children’s Store moved. Yet it remains a great indoor space to walk and spend rainy days, music lessons are still offered there, and the My Fairy Godmother shop is as cute as can be. And, of course, parents love Chick-fil-A (chicken nuggets, table mats, and kids toys). But really, couldn’t U Mall be better for us parents? Isn’t there a huge market of stay-at-home parents looking for weekday thrills and activities?

Some thoughts I had: U Mall doesn’t have a kids play space a la Southpoint Mall, nor any of the kid eye-candy shops like Build-A-Bear, PB Kids, and Barnes & Noble. There aren’t a lot of errands a parent can complete here. There aren’t any storytimes at any of the shops.

Yet the new management at U Mall is working hard to reach out to parents immediately. In fact, starting in June they are beginning an all-new Sweet Carolina Summer Concert Series. Held on Thursday nights, these will be a family affair. And while U Mall recognizes the issues I mention, they suffer a Catch-22: no foot traffic, no big retailers :: no big retailers, no foot traffic.

So what’s a mall to do?

My colleagues and I determined during our conversation that the answer is : coffee!! What we are really lacking in Chapel Hill and Carrboro is a coffee shop where moms and dads can stay, hang out, meet up with other parents for some much-needed adult time, yet still have a safe place for kids to play. Ever been to Bean Traders in Durham? They provide this. In the back is a gated, padded area with kids toys. Southpoint Mall provides this with their play area and Panera espresso bar. Parents, wouldn’t you be at U Mall so much more if you could caffeinate, socialize, and have your child play? And, honestly, what parent doesn’t need a caffeine pick me up?

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