Mall of America

10 Pages Posted: 21 Oct 2008

See all articles by Elizabeth A. Powell

Elizabeth A. Powell

University of Virginia - Darden School of Business

Sheila McMillen

affiliation not provided to SSRN


The Mall of America's public relations manager considers whether to institute an escort policy aimed at curbing the disruptive behavior of some teenagers who frequent the Mall. Support for the policy is mixed. Mall visitors and merchants are generally in favor of the policy, while teens, some community residents, and activists argue that it is too extreme. To make a decision, mall officials must evaluate the policy from the point of view of multiple stakeholders.




More and more mall managers are being put in the position of being baby-sitters or day-care operators. The issue of how to deal with large numbers of teenagers is something our industry has been grappling with for over five years, and it's a delicate balancing act. Malls are in the people business, built to provide a safe, comfortable environment so that customers will come to tenants for the purpose of spending money. They're not supposed to be a haven for teenagers.

—Mark Schoifet, International Council of Shopping Centers

The Mall of America is a national tourism destination—we get more visitors each year than Disneyland and the Grand Canyon combined—and we need to protect the mall's image as a safe, fun place.

—Teresa McFarland, Public Relations manager, the Mall of America

. . .

Keywords: corporate communication, community relations, diverse protagonist, female, human relations, diversity in the U.S. workplace, discrimination, racial

Suggested Citation

Powell, Elizabeth A. and McMillen, Sheila, Mall of America. Darden Case No. UVA-BC-0129. Available at SSRN:

Elizabeth A. Powell (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-982-2730 (Phone)


Sheila McMillen

affiliation not provided to SSRN

No Address Available

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