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You no longer have to make a
run for the border to find ethnic shopping choices
by Rich Timlen
Traditional sounds of the trumpet, guitar and
violin blare out from the authentic Mariachi band, while shoppers pick through
fresh produce, specialty herbs and chilies at the market. This may be the vision
many Americans have of a small, rustic Mexican village. But this scene can
actually be found north of the border.
The Zocalo Mall in Phoenix, AZ is just one of the many ethnic shopping
destinations that are beginning to dot the American landscape, which offers U.S.
residents a cultural retail experience. Besides the cuisine, Zocalo (which
translates into downtown center), offers a tortilla factory, comedy club, sports
bar, live music with an Internet café, an art gallery featuring Hispanic artists
and radio broadcasts with live appearances from latin stars.
While the mall is for everyone, it specifically targets the Hispanic population.
Zocalo also has multi-lingual signage and advertising, as well as on-site
childcare. Community services range from tax preparation, playrooms for kids
aged one through 12, immigration assistance, a law office, mailbox rental,
travel agency, money transfers, private phone booths for international calls,
health services, a Catholic chapel, local charities and a foreign language
school.
That Spanish influence even spreads up into the Northwest. Plaza Latina
Supermarket recently opened up in a space formerly occupied by Craft World on
West Seventh Avenue in Eugene, OR. The 11,000 sq.ft. marketplace includes a
full-service, Mexican-style meat department, or carniceria; a Mexican bakery,
produce department, tortilla oven and a take-out food counter. Its fare ranges
from Mexican to Caribbean to South American. The store’s customer profile
entails 75% from the Hispanic community and 25% of Indian, Asian and Middle
Eastern descent. All of the stores employees are bilingual.
Down in California, there are numerous ethnic projects in the works. La Curacao
Un Poco De Su Pais (A little of your country), one of the more well-known
department stores in the Latin community, is looking to expand throughout
southern CA. The concept first opened in 1981 and features tenants such as
appliance stores, electronics stores and jewelry, music and baby furniture
stores. The company is currently seeking sites in high-density Hispanic areas
and requires spaces of 100,000 sq.ft.
Another southern CA project in the works is La Alameda, a 225,000 sq.ft. power
center located at the intersection of Florence Avenue and Alameda Street in
Walnut Park near downtown Los Angeles. When the $40 million project opens next
year it will include mariachi bands, as well as several big-box tenants. Area
demographics include a population of approximately 600,000 within three miles.
Also scheduled to open next year is the $16 million Paseo Sepulveda in North
Hills, Calif.
For more information regarding Zocalo Mall, contact Brad Bayse, Zocalo Mall,
2375 East Camelback Road, 5th Floor, Phoenix, AZ 85016; 602-387-5112, Fax
602-387-5001; Email: brad@zocalomall.com; Web site: www.zocalomall.com. For more
information regarding La Curacao Un Poco De Su Pais, contact Tom Breen or Vic
Montalbo, Epsteen & Associates, 1429 4th Street, Santa Monica, CA 90401;
310-451-8171, Fax 310-395-6361. For more information regarding La Alameda,
contact Pat Gilhooly, Anthony Mansour or Damian Nelson, The Clover Co.,
310-815-8611, Fax 310-815-8612.
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