LOOKING TO THE '90S: MALL MONITORING GROWING COMPETITION

CAPE GIRARDEAU -- Until a generation ago, Gordonville Road passed through dairy farms dotting the undulating hills on the west side of Cape Girardeau. The scenario started changing 30 years ago when Interstate 55 was built over the pastures, and more so two decades ago when the four lanes of Route K snaked eastward from the interstate, replacing Gordonville Road as a major artery. Major hotels, doctors' offices and a medical center soon sprouted in the area, replacing the farm houses, sheds and barns.

Ten years ago the region's first major shopping mall opened along Route K.

Drury Industries, headed by Charles Drury, formed a partnership with May Stores Shopping Centers Inc. of St. Louis to develop the multi-million dollar project. The half-million square foot retail center started attracting shoppers immediately from the Southeast Missouri and Southern Illinois region.

West Park Mall officials blew out ten candles on its birthday cake earlier this month. If they made any wishes while extinguishing the candles, they are not revealing them, in hopes they will come true.

Mall manager Rollin Hunsicker's wish list could include several entries, such as an easy solution to the increased competition developing in Southern Illinois, securing a fourth anchor store, and a solid 90 percent plus occupancy rate.

He indicated West Park Mall is at a crossroads, being a decade old. One consideration is that the ten-year leases with the original tenants are coming due. "Some of the original ones would expire in January, 1992," Hunsicker said. "It is a significant number. We figure the ones who have met with success will renew." Mall management is actively seeking potential leasees.

At last report, West Park Mall had an 83 percent occupancy ratio, which translates to one of every six square feet being vacant. Current activity to fill empty slots with tenants should bring the ratio to above the 90 percent level.

According to Hunsicker, a sporting goods store, Champs, is opening later this month near center court. Lerner is expanding into the former York Steak House space and where General Nutrition Center is now, allowing the women's apparel store a total of 13,000 square feet. GNC is relocating to a another site in the mall and will reopen April 1. Carimar, an upscale costume jewelry shop, is opening later this spring on center court.

West Park Mall is monitoring its growing competition in Southern Illinois, where 20 to 25 percent of the mall's customers originate. The University Mall at Carbondale is expanding another 50 percent and the Illinois Center at Marion will be opening this fall.

"We will not give up the Illinois customers easily," Hunsicker said. "We will continue to appeal to them."

The Marion mall is gaining a Sears store, which is relocating from the Carbondale mall. The Marion mall will also have a Dillards store, and Sam's Wholesale Club, a Wal-Mart company, is opening next to the Illinois Center.

Montgomery-Wards is occupying the former Sears site at University Mall at Carbondale.

Although West Park Mall has experienced ten years of shoppers, plans to renovate and remodel it are on hold until plans for the fourth anchor store are definite.

Previously announced plans for Sears to move to the mall from the Town Plaza are now on "indefinite hold." Under original plans, Sears would have opened this spring. Sears officials in Chicago are mum on the reasons why Sears is not relocating here but is relocating in Southern Illinois from Carbondale to Marion.

West Park Mall's neighbor to the east, Wal-Mart, is relocating west to the far side of Interstate 55 on Drury property. Hunsicker said the new super store will have a positive effect on the mall by creating a larger draw and expanding Cape Girardeau's trade area.