Ron Newman
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Linkthe Globe said:No holiday twinkle here
Without the Basement, Downtown Crossing fears a retail disaster
By Jenn Abelson, Globe Staff | November 21, 2007
Filene's Basement in Downtown Crossing was always a big part of Nina Braun's holiday shopping tradition, the place she scored countless finds, like a $35 Coach wallet for her mother, marked down from $200.
But since the historic Basement was shuttered in September, Braun has not returned to the beleaguered retail district. She plans to take her holiday shopping elsewhere this season, to the high-end shops on Newbury Street, the new Filene's Basement in the Back Bay, and the Northshore Mall in Peabody.
"Now that the Basement is gone, I can't think of why I would need to go over to Downtown Crossing," said Braun, who lives in Boston.
Downtown Crossing, once a retail mecca that attracted families every weekend, has struggled for years to reinvent itself amidst the departure of department stores, persistent vacancies, and suburban competition.
The final blow may be the loss of Filene's Basement, which was the city's top shopping attraction. The disappearance of shoppers like Braun has merchants in Downtown Crossing bracing for what could be one of the worst holiday shopping seasons in memory - and city officials scrambling for ways to bring shoppers back.
To that end, the city said yesterday that it's planning to spend $100,000 on new marketing and programs to help lure shoppers during the holiday season to Downtown Crossing. A temporary market selling wreaths and Christmas trees will open in December on Summer Street, along with a petting zoo nearby. The city also is bringing Santa to the area on the weekends and offering free candy canes and hot cocoa.
The Boston Redevelopment Authority is also starting to run advertisements in local media, including the Globe, to market Downtown Crossing. The BRA has signed up a dozen restaurants and retailers to take part in promotions, such as two appetizers for the price of one with an entree or a free dessert at local restaurants and 10 percent off purchases over $25 at retailers.
And on Tuesday, Mayor Thomas M. Menino and the BRA will present final recommendations for branding strategies for Downtown Crossing, an initiative that was started last year.
Preliminary plans, revealed this year by the city's consultants, called for expanding the pedestrian-centered shopping district while creating an urban oasis filled with sidewalk cafes, bicycle taxis, and food markets.
"Mayor Menino cares deeply about the merchants in Downtown Crossing and he knows the next six weeks are critical for them," said Susan Elsbree, a BRA spokeswoman.
Meanwhile, some Downtown Crossing retailers are struggling to keep their doors open. Some are reducing staffs and store hours because of the slowdown in business since Filene's Basement closed. Other merchants have slashed inventory as much as 50 percent because they are expecting so few shoppers.
"This will be the worst Christmas season ever," said James Adler, who sells Boston and Red Sox merchandise at three pushcarts in Downtown Crossing, including one sandwiched between the empty Filene's Basement and the former Barnes & Noble store, vacant for more than a year.
"I've ordered about 50 percent less merchandise," he said, "and now I have to reinvent myself. Most vendors are going to try to make it through, but we don't know if we can."
If retailers can make it through the holiday season, they will see changes in the shopping district. Downtown Crossing will turn into a construction zone in January as demolition begins for a massive redevelopment project that will convert the Filene's complex into condominiums, a hotel, offices, and retail space. Filene's Basement plans to return to Downtown Crossing in spring 2009.
But that will do little to help retailers that are struggling now. And the city's promotions, events, and expansion plans may not be enough to immediately lure back some shoppers who have long made a holiday tradition of going to Filene's Basement at Downtown Crossing, where streets that once bustled with shoppers and big department stores are now lined mostly with vacant storefronts and low-end chains.
After all, the century-old Basement pioneered the concept of bargains when it devised a system of automatic markdowns, with merchandise discounted on a set schedule that customers could track.
The coveted automatic markdowns were what drew Braun to Downtown Crossing every holiday shopping season.
"The automatic markdown game turned the stress of holiday shopping into a 'winner takes all' entertainment," she said, listing other deals, including a $40 Italian leather photo album, originally priced over $100, and a Kenneth Cole handbag, discounted to $35 after weeks of markdowns.
While other Filene's Basement stores have opened - including one this year in the Back Bay - only the Downtown Crossing location maintained the famed automatic markdowns, drawing loyal shoppers, tourists, and suburbanites to the area.
Sue Camies, who is visiting Boston this week from the United Kingdom, decided to stay at the Hyatt Regency specifically because of its proximity to the Basement. Camies said she was shocked to find out the store had closed, because it was still being promoted on British Airways' website. Now, she plans to amuse herself with restaurants and shopping excursions elsewhere in the city.
Would-be Downtown Crossing shoppers like Camies have lots of other options. Several major shopping centers in Greater Boston have opened in the past year, including Patriot Place in Foxborough, with unusual destination stores like the outdoor retailer Bass Pro Shops. And the Natick Collection recently unveiled its expanded center, with 100 new upscale shops. On the day after Thanksgiving, traditionally the start of holiday shopping, an elaborate schedule of events is planned in Natick, including free yoga sessions, a swing orchestra, and a "Wine, Women, and Shopping" giveaway at the ritzy Stuart Weitzman shoe and handbag store.
But shoppers aren't the only ones who notice all the new choices.
"People need a reason to come down here, and without Filene's we can't compete with other shopping centers like Natick," said Karl Volker, who owns Super Socks on Winter Street in Downtown Crossing and sells Boston sweatshirts, hats, gloves, and other merchandise.
Volker has cut his workers' hours by 30 percent since Filene's Basement closed, and he expects sales to drop as much as 50 percent this holiday season.
"It looks like it will be one of the worst seasons," he said.
Jenn Abelson can be reached at abelson@globe.com.
Anybody with eyes could see this coming ten, twenty, thirty years ago.