Oahu malls take heart
from sales in February

Star-Bulletin staff

Valentine's Day and promotional giveaways helped most major Oahu shopping centers post sales increases during February, compared to a year ago. Only the Royal Hawaii Hawaiian Shopping Center, which is dependent on tourists, showed a decline.

Statewide retail sales, meanwhile, were at $1.367 billion for the month, up 1.4 percent from $1.348 billion in February 1998, according to state Department of Taxation records. Here's a look at the major malls' results for February, the most recent month available, provided to the Star-Bulletin by the malls.

Royal Hawaiian Shopping Center: Sales fell 6 percent, said Charlian Wright, marketing director. "While visitor counts might have been increased during the month of February, visitors tended to be more value conscious than in January," Wright said. In January, the Waikiki shopping center had a 1.3 percent gain over the previous January, its first monthly increase in more than a year

Ala Moana Center: Sales rose 2.55 percent, said Dwight Yoshimura, general manager. He said that completion of the Food Court sent its sales up 20.3 percent and the addition of Robertson & Co. helped the jewelry sales rise 16.14 percent. The opening of Waldenbooks contributed to a 7.25 percent increase in the other retail category. In January, Ala Moana also had its first monthly increase (a 1.9 percent gain) in more than a year.

Victoria Ward Centers: Sales gained 14.2 percent, said Valery O'Brien, managing director of marketing. "We had a gift-with-purchase promotion for Valentine's Day which did really well," O'Brien said. "Our restaurants were up 12.6 percent and stationary and gifts (category) was up 12.6 percent." Noe Noe, a casual apparel company, will open this month.

Kahala Mall: Business climbed 4.85 percent, said Laurie Hara, marketing director. "We had good traffic and many promotions," Hara said. "Jackie Chan made an appearance and we had a chocolate sculpturing contest exhibit for Valentine's Day."

Pearlridge Center: Sales were up 9.4 percent, helped by a Valentine's Day promotion with giveaways and a vocational counseling program for high school and college students, said Marty Lastner, general manager.

The Afterthoughts jewelry store opened in March, and Mamma Ilardo's, an Italian fast food outlet, opens this summer.

Windward Mall: Business was up 1 percent, said Sandi Oguma, marketing director. "Valentine's Day was big for us and we had a promotion, "Dig for Diamonds' where people looked for a two-carat diamond in a sand pit, along with other prizes."