A new marketing strategy is expected to increase foot traffic in Tanglewood Mall.
When Steve and Barry's went bankrupt, that left many store front windows empty creating an eyesore for shoppers as they walked past.
Now Tanglewood is transforming the space into an event hall, a new approach to attract more customers.
Marketing Director Brad Booth says its all apart of their new strategy.
"We have started going that direction over the past couple of years; looking for new ways to bring in different type of events that would bring additional foot traffic," Booth said. "Most malls these days are looking for new inventive ways to increase traffic."
In recent months Tanglewood temporarily housed parts of Center in the Square which includes the Science Museum, and continues to sponsor various expos. Booth says it gives them an edge on newer, bigger shopping centers.
"So really it is just a new way to provide a different mix of offerings to customers in Southwest County to bring them out and really give them a different atmosphere from your traditional mall," Booth said.
This new strategy not only benefits vendors at Tanglewood but local direct selling consultants like Mary Kay, Avon and Origami Owl representatives.
"The direct selling industry has grown tremendously in the last few years," Premier Designs Jewelry Representative Karyl Bailey said. "As the economy has changed, people are wanting to work for themselves.
She says mall expos like these are key to her business.
"That's why this is such a successful thing and you see a lot of these going on now," Bailey said.
Booth says it is a two-fold benefit. "This is a way for us to continue to enhance what we offer in the community by being more than just a shopping center but by being a venue for events."
It is a move that's kept shoppers coming back for forty years.