South Bay malls turn to open-air shopping during COVID-19

AS COVID-19 SHUT down malls, Westfield Valley Fair reinvented shopping with an open-air market.

A row of red and white popup tents beckon customers to peruse the latest fashion, watch an art demonstration or grab a snack from a food truck. Luxury brands like Cartier, Tiffany & Co. and Versace offer viewings by appointment in cabanas inside the mall. This is Westfield Valley Fair’s solution to the state shuttering malls on July 15 due to a rise of COVID-19 in Santa Clara County.

“Participating retailers are thrilled because it keeps guests thinking about their brand,” said Sue Newsom, senior general manager at Westfield Valley Fair. “Everyone’s trying to do the best we can to service the customer and keep businesses going. This was a way for us to do it thinking outside the box.”

The market, open 1 p.m. to 7 p.m. Friday to Sunday, was Newsom’s brainchild. The idea came to her one day during a conference call with executives. The open-air market started July 24 with seven retailers and now it boasts close to 30. Newsom said the longer the malls are closed, the more people will come out to the open-air market.

Newsom said the market, which offers everything from accessories to beauty and athletic wear, has been a positive experience for both customers and retailers alike.

“There’s just a great synergy and vibe,” Newsom said. “People have enjoyed it. It’s been really nice to see that excitement.”