Oahu mall sales
mostly lower in March

Star-Bulletin staff

Fewer visitors to Waikiki and continued caution by local shoppers caused a drop in March sales at many Oahu malls compared with the year-earlier month.

However, Pearlridge Center and Victoria Ward Centers both had slight increases in March.

And statewide retail sales equaled $1.412 billion for the month, up 18.6 percent from $1.190 billion in March 1997, according to state Department of Taxation records.

Here's a look at the major malls' results for March the most recent month available, provided to the Star-Bulletin by the malls.

Royal Hawaiian Shopping Center: Sales tumbled 25 percent, said Charlian Wright, marketing director.

"The hotel occupancies in Waikiki during the month of March decreased by approximately 7 percent," Wright said. "Eastbound visitors counts decreased by 14 percent. Honeymooners counts for March, who normally spend quite a bit during their stay in Waikiki, declined by 25 percent over March of 1997 as more newlyweds chose to stay closer to home."

She also noted that the value of the yen to the dollar ranged between 128 to 132 which left shoppers from Japan with fewer dollars to spend.

Ala Moana Center: Sales fell 16.8 percent, said Dwight Yoshimura, general manager.

"The spring festival brought in a lot of local people but again I think it's just the overall softness of the local economy and the tourist market which continues to challenge us," Yoshimura said.

Despite the decline, Yoshimura said the jewelry category showed a slight increase.

Pearlridge Center: Sales rose 1.9 percent, said Heidi DiEugenio, marketing manager.

"We had some community events in March which drew in people," she said. "A 100-foot-long mural was added where our four new theaters are going in and people came to see the artist at work. We also had fashion shows and other community events."

Victoria Ward Centers: Sales climbed 1.4 percent, said Valery O'Brien, managing director of marketing.

"We had a very big anthurium and orchid show in March," O'Brien said. "People like grass roots promotions, so we are going back to basics."

Maiden Hawaii, which sells leis and floral arrangements, and Powder Edge, which retails clothing designed for hiking and biking, are among the new stores at Victoria Ward's Kakaako properties. The centers include Ward Warehouse and Ward Centre.

Kahala Mall: Sales slipped 2.8 percent, said Laurie Hara, marketing director.

"Easter this year was in April (not March) and that had an effect on sales," Hara said. "We had strong traffic but they were not buying as much."

The Waikiki trolley started bringing more tourists to the mall in March but Hara said that wasn't enough to make up for the lower sales to isle residents.

Windward Mall: Business dropped 7 percent, said Sandi Oguma, marketing director.

"With the outbreak of negative news about more job layoffs in March, consumer spending was down . . ." Oguma said.

Despite the decline, three areas showed gains: women's apparel, personal service, and the other retail category, which includes computer software.