Can Ross Park Mall Overcome its Closure? History Says Yes!!

Ross Park Mall has been closed since March 18, 2020. While there is no timetable for its reopening, it can reasonably be assumed it will be sometime between mid-May and mid-June, barring any unexpected setbacks in the fight against COVID-19. There may be a few capacity limits or bans on crowds when it initially emerges from dormancy, none of which will be permanent changes over a longer period of time, but there are plenty of questions about the retailers inside of it. Who survives a two-to-three month closure? Who comes back the strongest? Will Santa be available for pictures this winter? (I wouldn’t count on it, especially if another wave of cases emerges at any point). Can Ross Park survive yet another challenge, especially in a world where malls aren’t exactly thriving?

The mall has already overcome quite a few obstacles over the years, beginning in the early 1980s, when a series of objections to proposed access roads and a bribery scandal involving original developer Frank Nascone and two Ross Township commissioners stalled the project. To settle the latter, Nascone sold the property to Simon, who in turn built and opened it in two years, with the grand opening on August 15, 1986. A series of small national setbacks, including the stock market crash of 1987 and recessions in both 1991 and 2001 couldn’t shake the mall, nor could the Great Recession or the Federated-May merger, which led to the closure of a store which operated as Horne’s, Lazarus, and Macy’s. (Macy’s would then take over for Kaufmann’s at the other end of the mall). Most recently, the mall has continued to thrive in the wake of the closure of Sears and the downsizing of JC Penney. Certainly it can overcome the most bizarre economic event in recent memory, at least if it has history on its side.

For anyone concerned about the mall, there is even more confidence. Part of this has to do with something which has happened slowly over the past 23 years. Ross Park has gradually gone more upscale, notably during the recession years. Opening a Nordstrom or Tiffany in 2008 may sound like a foolish move, but it taps into a segment less vulnerable to put shopping aside: those who routinely purchase luxury goods and designer clothing. Those who have the money and the motive will continue to patronize a higher-end store, and most people who shop for pricey items prefer to see them in person in lieu of trusting an online description and a few stock photos.

Nordstrom at Ross Park has consistently been one of the chain’s best-performing stores, possibly fueled by the fact the next-closest Nordstrom stores are in Cleveland and Columbus, there is no sales tax on clothing in Pennsylvania, and the lack of competitors such as Dillard’s in the area. It also goes to speak highly of the staff of the store, from the customer service personnel to those working the floor to the crew at the two restaurants.

Macy’s relies heavily on brick and mortar sales, and its Ross Park store appears to be one of the healthier stores in the chain. It recently received some renovations and upgrades and should survive any potential closure rounds (which could impact a few other Macy’s stores in the area). JC Penney, on the other hand, seems a likely victim of the current recession. The store has already downsized at Ross Park, and if the chain does indeed file for bankruptcy, it may not exist in any form at the mall within two years.

Can a mall survive with only two department stores? Columbus’s Easton Town Center has just a Nordstrom and a Macy’s and attracts more visitors than any retail complex within a few hours of Pittsburgh. Easton, of course, relies on its diverse array of tenants. Dining options at Ross Park are limited to three sit-down restaurants and a handful of takeout eateries, whereas Easton has over twenty restaurants at varying price points, from malls staples like Sbarro to the upscale Mitchell’s Ocean Club (a perennial award winner and this author’s favorite restaurant of all time). Easton also has a large movie theater, a comedy club, a small-scale Legoland attraction, a large Barnes and Noble, and several on-site hotels.

It seems Ross Park should remake the old Sears and possibly JC Penney in Easton’s image, but that could prove challenging. With an economic downturn and both the movie theater and restaurant industries bracing for a difficult year ahead, new openings could be difficult until it is evident COVID-19 has been completely contained or is no longer a major threat. This goes beyond probable capacity and seating restrictions; the public may not immediately flock to restaurants and theaters right away, though having retail nearby may be a boon for both industries. Still, with parent companies in peril, the construction projects may be put on hold, though the new Restoration Hardware gallery still seems a good bet to get built. After all, with many people spending more time at home than usual, the desire for new furniture may intensify.

One possibility for either end is a parking garage, something Ross Park has lacked for fourteen years after losing the parking deck outside Horne’s. An even better possibility to boost shopping traffic is the addition of park and ride capabilities, already in play at South Hills Village and a good choice for commuters once offices begin to reopen.

Smaller stores will be a mixed bag. Perennial high performers like Apple or Williams-Sonoma will be just fine, but any company teetering on the edge of financial ruin is likely going to close their Ross Park location if business doesn’t pick up immediately—and it may not due to high unemployment, fear of public spaces, and a greater reliance on online shopping. This is particularly true of stores catering to the hard-hit middle class. Service industries, namely hair and nail salons, could be slower to come online, but will likely boom once everyone is tired of looking like Jaromir Jagr or Nicolette Larson. The biggest concerns among retail and service are locally and independently owned stores, so be sure to patronize them once the mall reopens.

The biggest issue may very well be the food court. Takeout restaurants have been operating during the past few weeks, but the seating areas at the food court are a concern. A likely solution: each restaurant gets spaced-out tables and is responsible for disinfecting them after each party is finished consuming food. Even then, the food court may be an area many choose to avoid due to its communal nature. Chains with locations nearby may be hesitant to reopen their mall locations right away, while those with no other presence in the North Hills, namely Five Guys, could be the winners here.

The tenant mix will change considerably over the next five years. The construction project, put on hold indefinitely, may wind up as something considerably different—maybe a drive in theater or a recreation center similar to the one being built at Southern Park Mall in Boardman, Ohio where Sears once stood. Stalwart upscale stores will remain and will rebound with gusto, and while the rest of the tenant mix may be in jeopardy, history dictates the mall as a whole will overcome this medical and financial crisis, perhaps even emerging stronger somehow in the end.

When the mall does reopen, be sure to go back. Bring your mask, not your entire fraternity, and make good choices about keeping to yourself. You’ll have earned a shopping spree, and you’ll help Ross Park write yet another chapter of overcoming challenges to remain the area’s economic hub and job creator.