SOUTH BAY’s MARKETING SUCKS!

And in the South Bay, of which I have been a resident for over 10 years, we have (particularly in our area):

2 Vons
2 Ralphs
2 Kohls
2 Pier 1 Imports (with a third along the way)
1 Henry’s (with a second on the way)
3 Rite Aid
3 Panda Express
3 McDonald's [Not even my favorite. I prefer Jack in the Box or Burger King. McDonald's rarely changes its menu. Burger King has better burgers than McDonald's. Jack in the Box has more variety and is always introducing something new.]

The Payless Shoe Source chain is becoming like Starbucks Coffee: one on every corner. [There are other good shoe stores that can be put in the South Bay besides Payless, like DSW.]
Does it make sense to have all this duplication? Especially when they're all relatively close to each other?

When it comes to marketing, South Bay’s SUCKS!

It would be nice to have a nearby Albertson’s or Food-4-Less. A Trader Joe's and/or Whole Foods would compliment our Henry's.

Fine-dining? Miguel's and Island's? YUCK!! More like crappy semi-casual dining. That’s why Screg and I and my friend "T" usually go West or North to eat at places in Mission Valley, La Jolla, Hillcrest or Downtown San Diego.

But where were Tower Records and Borders and Soup Plantation years ago? I guess the marketing execs ASSUMED that South Bay residents don't like to listen to music, don't like to read, and don't like to eat healthy. Well, at least a Soup Plantation opened a couple of months ago. But prior to that, the last healthy restaurant we had in the area was Soup Exchange [which folded several years ago].

And I know that we have Target, WalMart and K-Mart, but what about a Homegoods, Stein Mart, Burlington Coat Factory or Cost Plus? Give us something more besides just Kohl’s & Pier 1.

Well, one of the largest malls in San Diego County www.otayranchtowncenter.com has just opened (literally) next door. [BTW we'll also be getting a smaller shopping village www.sudprop.com/development/vwe.] This large mall has close to 100 stores and restaurants, including Barnes & Noble bookstore and PF Chang, Cheesecake Factory, King’s Fish House, Romano’s Macaroni Grill, California Pizza Kitchen & Chili’s. For all you campers, bikers and hikers, there’s REI. And for the movie goers, there's AMC theatres. I’ve been following the status of this new mall through their website and signed-up for their special grand opening offers and received a free $20 gift card at Lucy’s. [In the smaller shopping village we'll be getting a Trader Joe’s, a Border’s, Pat & Oscars, Brigantine, Pei Wei, Busalacchi’s Trattoria Fantastica, Broken Yolk restaurant and another Henry’s.]

During the grand opening, Screg and I took a leisurely evening stroll to the new mall. As we made our way thru the crowds of excited and wide-eyed shoppers, gawky teenagers, kids, whistling traffic directors(?), and dogs, who did we run into but Shogun, and Lotus. [Apparently, there was leather jacket calling Shogun's name. Or was it that bread store?]

Nothing really grabbed us. We don’t like or shop at stores like Banana Republic. We’re not into brand names nor the prices that are found within. I know that their clothes will last and never go out of style, but I’m a trendy kinda of girl that likes her outlet and bargain stores.

I decided to take advantage of my $20 gift card from Lucy’s. [OF NOTE: When we first walked into Lucy’s, I was asked by one of the workers: "Is this your first experience?" NOT: "Is this your first time shopping here?" OR "Have you shopped here before?" BUT "Is this your first experience?" WTF?] Lucy's is a work-out/active-wear apparel store for women and (I must say) a HIGH-ASS STORE! I would not pay between $60-$85 for a pair of pants or top. Ultimately, I ended up using the giftcard towards a pastel blue t-shirt off the sale rack for $20.

As with all things, the new mall hype will die down eventually. I remember when Horton Plaza, Plaza Bonita & the North County Mall were the happenin' places. I know Screg and I will be regulary beating a path to the AMC theatres.

Are the researchers and marketing execs getting it right this time? We shall see...