CHRISTMAS is a time of traditions and so I recently made my annual trek to Ala Moana Center, which I normally avoid like the plague. ’Tis the season to
visit Ala MoanaI think its a state law that everyone has to visit Ala Moana at least once in December. There have been years when I vowed I would not go, only to find my car sucked off the roadway into the crowded parking lot as if with a magnet.
It's not that I don't like the stores, it's just that I don't like being among large groups of people. Some of my least favorite words are jostle, push, shove, bump, shoulder and elbow, all of which describe the experience of walking from Sears to Liberty House on a moderately busy shopping day. I'm a big guy, but I'm apparently invisible. You wouldn't believe how many people simply try to walk right through me.
At one time, Ala Moana was the largest mall in the world. It was ahead of its time. Then it was beside its time. Then it was behind the times. Then it tried to catch up with the times and cater to upscale tourists. Then the tourists began to stay away in droves. Now it's entered its newest phase, which apparently involves wooing back locals and installing many large roofs. The second floor mall area now is kind of dark and gloomy, like shopping in a construction area.
One of the main reasons to go to Ala Moana Center today is to visit the Neiman Marcus store. It's something like a trip to the zoo, where you see many expensive, exotic animals that you couldn't afford to buy, even if you wanted to. I was a bit intimidated. I was sure the store would be filled with snooty salespeople looking down their noses at local rubes tromping through the fine china saying, "Golly, Joe Bob, lookee here at all this high-falootin' eatin' gear!"
I was wrong. The salespeople were more than courteous, even though it was clear my daughter and I weren't going to be making any major purchases. Yes, there are writing pens for $5,000. But there are some affordable items, like a carved wooden tree ornaments for $7. They even convinced me to sign up for an "InCircle XIV" card. For every dollar you spend, you accumulate one InCircle "point." If I accumulate a mere one million points, Neiman Marcus will fly me and six friends anywhere in North America on a Lear jet. So, I'm looking forward to that. In fact, I immediately snapped up two small pieces of chocolate candy for my daughter, which I think is worth nearly three points.
The most stunning thing about Neiman Marcus are the some 100,000 handmade, silk and feather butterflies on display around the store. Some 30,000 yellow, orange and purple butterflies hang above the escalators. It looks like something Walt Disney might have designed under heavy medication. The butterflies aren't for sale, they apparently are the only things in the store that aren't. My daughter suggested that after Christmas they sell each butterfly for a couple of bucks and give the money to charity. I'd buy a few if they doubled the InCircle points.
Neiman Marcus also is the first business at Ala Moana Center to take advantage of the view. From its Mariposa Restaurant, diners can look out over Ala Moana Park and the ocean. What a concept. It's amazing that it took this long for someone to realize the scenic possibilities of this prime piece of near-beachfront real estate. Until now, all the restaurants offered, at best, a view of the parking garage.
I have to say that with the hoards of tourists gone and the stores mostly empty because of the tough economy, shopping at Ala Moana was quite enjoyable this year. Who knows, I might have to go back before Christmas and actually buy something.
Charles Memminger, winner of
National Society of Newspaper Columnists
awards in 1994 and 1992, writes "Honolulu Lite"
Monday, Wednesday and Friday.
Write to him at the Honolulu Star-Bulletin,
P.O. Box 3080, Honolulu, 96802
or send E-mail to charley@nomayo.com or
71224.113@compuserve.com.
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