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Shopping Centers Today -> May 1998
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Cybercafes come to malls
While some developers are looking for ways to compete effectively with the Internet, others are finding ways to embrace it,
Simon Brand Ventures (SBV), a division of Indianapolis-based Simon DeBartolo Group, has formed an alliance with New York-based Cybersmith to roll out the first in-mall cybercafes.
The 3,500-square-foot cybercafes will feature an average of 40 workstations, generally in the centers' common areas, and will provide a variety of marketing and informational services. Three Cybersmiths will open by the third quarter.
"This will deliver for us a new central meeting place presented in a joint fashion," said Andrew Halliday, co-president of SBV.
The main component of the cafe will be the Cybersmith Computing Center, which will allow customers to access the Internet for a fee.
"This is the perfect marriage of the content a mall can bring with high technology," said Karen Corsaro, SBV co-president.
Another section of the cafe will be a lounge for the center's MallPerks members, the frequent shopper program established at all Simon DeBartolo malls.
"It's where the members can come and sit. All of the on-line systems will have have access to the mall services area," Mr. Halliday said. MallPerks members will be able to log on, track their accounts and receive personalized messages.
The third component, a Caliber learning facility and teleconferencing center, will combine high technology with the human touch.
"Each room has seats for 12 people, who will face a monitor up front. It will allow live interaction. A moderator will be able to enter into dialogues with the audience," Mr. Halliday said.
The joint venture, which will be run by Cybersmith, will benefit both companies, the co-presidents said. Simon DeBartolo will be able to market even more directly to customers.
"It meets the needs of so many entities. It gives [Cybersmith] the kind of reach they need to reach 2 billion visitors," at Simon DeBartolo malls, Ms. Corsaro said
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