Security vs. tulips: A mall director's guide

Mar 3, 2004 12:00 PM

In the past, when a mall or shopping center advertised a security system, owners feared shoppers would ask if security was an issue, and actually feel less -- rather than more -- secure. But in the days of Orange Alerts patrons want safety and security programs can actually be part of an effective brand strategy for a mall.
And for landlords concerned about costs, trial lawyer Corey Gordon offers a rule of thumb: "Spend at least as much on security as you do on tulips." As a plaintiff's attorney, he told Independent Agent magazine, "I like nothing better than a case where the property owner hired landscape architects to make their property aesthetically pleasing but didn't spend one nickel on security consulting." In fact, premises security lawsuits are among the fastest-growing segment of personal injury actions today.
Many malls experience serious crime at an escalating rate, including distraction theft, armed robbery, sexual assault, vehicle theft and hijacking, property theft from vehicles, vandalism, pick pocketing, and purse snatching. Some must deal daily with hordes of youths harassing patrons and even drug dealing. There are many steps mall owners and operators can take to increase safety. It's important that they focus on risks and vulnerabilities, rather than "threats," which are theoretically infinite. They should also distinguish between safety and security, and develop strategies to reinforce both. For example, a robust fire prevention and evacuation plan helps in case of either malicious action or disaster.
Also, they must maintain openness, convenience and aesthetics, even while recognizing financial limits and cost control. The potential benefits are real: lower losses, more protection from liability, better community relations and possibly lower insurance costs. The most valuable benefit, though, is safer, more secure and happier customers -- who stay longer, spend more, and tell friends and family about their positive shopping experience.
This article is excerpted from RETAIL TRAFFIC, a sister magazine of ACCESS CONTROL & SECURITY SYSTEMS. The article can be viewed in its entirety at the following link: retailtrafficmag.com/ar/retail_security_vs_tulips/index.htm

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