Main Street vs The Mall

“What Main Street Can Learn from the Mall” by Steven Lagerfeld:

1. List the criteria Robert Gibbs uses to evaluate a Main Street.
  

There are a couple of criteria for design Robert Gibbs uses in his evaluation. First, he states that the decor of a street is important. Decoration like trees and planter boxes might look nice, but they are harmful to shopping when they prevent shoppers from seeing the shop windows or signs. The structural elements of a street is also important according to Gibbs. Designers should think twice before putting benches on the streets for they may draw loiters which in turn may repel shoppers. While trying to be visceral, the decor or the structure should not be disadvantageous to the function of the street as a whole.
Gibbs further touches the point of drawing loiters when he talks about dealing with the public's fears. A visible police presence should be ensured, Gibbs says. Also the benches and other a like features of the street should be either rearranged or removed so that they do not encourage loitering. Thus also, keeping the sidewalks clean. Furthermore, he believes lighting has an effect on the feeling of security along the presence of security/police.
Similar to Underhill's right side point, Gibbs names a "no-left-turn rule". This means that prospective shoppers should not have to take a left turn to enter the shopping center; this turn is against traffic and is repelling.
He also states the location of a shop depending on its kind is particularly important and gives a lot of examples. He underlines the point that clothing stores should not be next to restaurants or on the north side of the street. In addition, since retail stores; shoppers might be impulsive on their decisions to shop, since retails stores are not destinations like restaurants, they should be the ones located in high-traffic areas.
Gibbs also mentions that an average shoppers walks past a shop in about eight seconds, and that this should be kept in mind as a criteria.
Lastly, he highlights the importance of reflective elements of a shops display.

2. Think critically of Gibbs’ argument.  Do you think “Main Street” should be a mall?

I believe Main Street should not be a mall. As Gibbs states mall shopping is "out", and street shopping is "in". People had enough with huge tasteless shops and now want to move to outdoors and enjoy shopping with tasteful surroundings. There is a newly opened outdoor mall in Izmir, Turkey. The mall is constructed with cobblestone streets accompanied with decorations such as trees and benches. So far, it has been a great success. I believe inter shopping level between malls and main street should be the next trend.
  

3. Make your own checklist to judge a Main Street.  What things do you think are important?

I would add all the criteria Gibbs points out. However, I would re-evaluate his points with respect to cultural elements since these criteria might require adjustments depending to where they are implemented.