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California malls have mixed results

California's regional malls also felt the effects of El Niño, both to their benefit and detriment. The key: whether the center had a roof. The storms largely chased people indoors to the safety of enclosed centers, while open-air centers relied on tourism to bolster sales.

"Sales actually have increased due to El Niño," said Ahnna Setterquist, CSM/CMD, senior director of marketing for TrizecHahn Centers, San Diego, which has centers throughout the state. Portfoliowide sales are up 5.9% through the first two months of 1998. But some projects did suffer, Ms. Setterquist noted.

"The outdoor centers have struggled and continue to" do so, she said, speaking in late March.

The mostly open-air Horton Plaza in San Diego did see some effects from the storm. The center's sales are down 9%, Ms. Setterquist said, though Horton is bolstered by convention and tourist business.

"While sales from local residents have slowed, tourist business is doing well. They find the enclosed portions of the center," noted Cherilyn Megill, CMD, marketing director.

In Northern California, results are much the same, said Jennifer L. Mares, CMD, marketing director of TrizecHahn's Valley Fair Shopping Center in Santa Clara.

"We are an enclosed center, so we love El Niño. Someone said to me that it's our most effective promotion," Ms. Mares said.

Customers fighting cabin fever have flocked to the enclosed mall.

"We did $636 per square foot in 1997, and in February, we were up 11% over last year," Ms. Mares said.

Not only have the storms driven people into the center, they keep them there.

"People are waiting for the rain to stop to go to their cars, so they're spending a lot of time here," she added.

El Niño also affected other TrizecHahn regions. The mild winter experienced by the Northeast helped sales at the firm's Bridgewater (N.J.) Commons, which rose 6.3% year-to-date over the previous year, Ms. Setterquist said.