The Hills Are Alive: A Look at the Outdoor Shopping Center

Edric Jazmin
Jermanie Jones
Junyan Zhou
LAR 579 | Human Use of the Urban Landscape
Spring 2013

TABLE OF CONTENTS

I. PROJECT STATEMENT
II. METHODOLOGY
a. BEHAVIOR MAPPING
b. INTERVIEWS
c. QUESTIONNAIRE
d. VIDEO DOCUMENTATION
III. SITE DESCRIPTION
IV. SITE HISTORY
V. RESULTS
VI. DISCUSSION
VII. CONCLUSION AND IMPLICATIONS
VIII. APPENDIX A - PHOTO DOCUMENTATION
IX. APPENDIX B - BEHAVIOR MAPPING CHARTS AND GRAPHS
X. APPENDIX C - QUESTIONNAIRE
XI. APPENDIX D - QUESTIONNAIRE CHARTS AND GRAPHS

PROJECT STATEMENT
The exploration of North Hills Shopping Center begins with several questions aiming to
study the effectiveness and usefulness of the plaza. How effective is the plaza during certain
times of the day? What kinds of functions does the space provide on a regular basis? What are
the reasons people are travelling to the plaza? With many malls today having stores situated on
the inside, there was interest in studying the outdoor shopping center, in regards to whether
being more in contact with nature would provide a better experience in the space. The study
also intends to compare the intentions of the site amenities with its actual functions listed by
the users of the site. Three students at North Carolina State University chose the topic of
outdoor shopping centers based on their knowledge of human-environment behavior learned
over several months.

METHODOLOGY
To effectively answer the research aim for the project, several methods of research
were utilized to analyze both internal and external factors of the site. The methodologies listed
below provided both quantitative data and qualitative data that would be measured and used
to make specific observations and conclusions about the site.

BEHAVIOR MAPPING
To better understand the functions of the site and its popularity between users, a
behavior mapping study was instructed. The study consisted of multiple visits to the site over
several days and tracking the users by hand onto a computer-generated base map. The
behavior mapping allowed the research students to locate the user on the site as well as their
behavior. The site was subdivided into six sub-zones to further distinguish different amenities
offered at various locations. Zone one consisted of the central area of the plaza, the artificial
turf lawn and the surrounding sidewalk. Zone two was made up the sidewalk and number of
stores adjacent to the movie theater to the southeast. Zones three and four consisted of the
northern and southern sidewalks. Most of the storefronts in these zones were of restaurants
and provided additional outdoor seating. Zone five
Behavior mapping was at multiple times during the day, at late morning and early
evening. During the study, three people scanned one subzone at a five minute duration,
totaling for eighteen rounds of observation.
For various purposes, the group of research student looked at different aspects of the
user, including: gender; the number of people in a group; age; and their activity. Studying their
attributes would provide better understanding as to why people might possibly like outdoor
shopping centers as opposed to indoor shopping centers.

INTERVIEWS
Informal interviews were conducted to users of the site at random, asking questions
pertaining to the frequency of visit to the site and so on. The interviews were conducted face-
to-face along with answering a prepared questionnaire. Interviews were not administered to
children but observation was conducted and also listed.

QUESTIONNAIRES
A questionnaire was administered to the same people who were asked to be
interviewed for this research project. The questionnaire consisted of a series of questions that
asked of the users' personal information, following with reasons of travelling to the site and
their method of transportation. The questionnaire continued to ask for the frequency of visit of
the site as well as personal satisfaction to the site. Again, questionnaires were not administered
to children.

VIDEO DOCUMENTATION
Casual observation is important when first learning about the site and looking for any
patterns or interesting behavior that is worth researching. The research students visited the site
on multiple days and during different times of the day. One instance was coincidental when the
students visited the site during a special event. Special attention was noted to compare the use
of the site on a regular basis and the site during special events. Video documentation allows for
the researchers to focus on one person at a time rather than focusing on the whole amount of
users at the site.

SITE DESCRIPTION
North Hills Shopping Center is located in Raleigh, North Carolina adjacent to Six Forks
Road. The site in particular is defined by several boundaries on its sides, including the movie
theater, retail stores, and restaurants on several sides of the plaza. In the middle of the plaza
sits an artificial turf lawn with both fixed seating and movable seating around the edges.


Figure 01. North Hills Shopping Center today.

SITE HISTORY
North Hills Shopping Center became the first two-story mall from Washington, D.C. to
Atlanta, Ga during the late twentieth century. What started out as a midtown development
grew to be a part of several neighborhood subdivisions that encourages healthy living and
walkability. In 1967, North Hills became a regional landmark and continued to act in this
manner until other shopping centers opened up in the area. Between the years 2001-2004,
North Hills was closed for future renovation. The goal of the new urban development was to
attract a younger audience to the mall.

Figure 02. North Hills before renovation.
RESULTS
As part of the behavior mapping study, several patterns of behavior were noticed. A
majority of users in all zones were found in groups of more than one. Usually these groups
involved starting families with either one to two children accompanying the adults. There was a
fair ratio of males to females using the site. However, a majority of adults appeared to be using
the site with very little amounts of children and teenagers using the site. The majority of
activities people seemed to be doing were either passing through the site or eating food.
Playing was also a type of activity that proved to be favorable, at least in particular zones.
Feedback from the questionnaire supported the data received from the behavior
mapping. For instance, 53% of users were between the ages of 23-27, while 47% of users were
either younger or older than the mentioned age group. 70% of users visited the site more than
once a week, having some people even go to the site on a daily basis. The site satisfaction
received mixed feedback as both males and females commented on both their positive feelings
and negative feelings to the site. Several positive comments include that it was "safe, offers a
unique variety of vendors and great atmosphere, gyms, and great shopping and food options."
Negative feedback included "the lack of police presence, more comfortable outside seating
options, lack of open space and runner-friendly trails."
Video documentation of the site proved to be very useful as a tool of comparison
between low levels and high levels of activity use. The number of users and types of users
changed dramatically between the two levels of activity.

DISCUSSION
The use of the outdoor shopping center proved to fulfill several purposes. First, being
outside allowed users to be more exposed to open air and nature. This connection to nature
was easy to achieve when a large space of artificial turf lawn was used as the 'green space'.
Why the use of real grass for this space is questioned, but maintenance of the lawn turf is well
maintained over a long period of time. Many children welcomed this space as a place to play,
run around, and interact with other children. Parents were able to oversee their children from
benches located around the perimeter of the turf lawn. The placement of these benches
provided security to children as parents were more aware of their childrens' actions.
Second, many users walked along the sidewalk and responded fairly well to the design
of the street sidewalk. The scale of the shops was well-adjusted to the human figure, providing
overhangs when necessary. Sidewalk width was extremely important, as the width was mostly
maintained around the perimeter of the site. The width of the sidewalk allowed for outdoor
seating, plantings, light fixtures, and more amenities. Many of the outdoor seating options
provided shade during warmer months. Crosswalks between streets were also managed
carefully as there were several curb bump-outs and elevated road beds to help slow down the
speed of cars when passing through the site.
Not only was the site useful as a transition space, it was useful in gathering people to
stay. Many features on the site allowed for users to site, lie down, or stand comfortably against
an object. As stated before, many families were attracted to the open space in the middle of
the plaza as it provided means of safety.

CONCLUSIONS AND IMPLICATIONS
North Hills Shopping Center was well used during both levels and low activity and high
activity. The plaza space seemed to provide user-friendly settings that welcomed all types of
users. The research statement provided several goals for this research project. The intentions of
the site were to attract a younger demographic audience by instilling design techniques into the
layout of the space, materials, and the social atmosphere of the space. The functions of the
space seem to match the intentions of the site according to casual observation of users and
various research methods of interviews and questionnaires.
A comparison between the outdoor mall and the indoor mall can provide concrete
evidence that a connection with nature is needed today. Crabtree Valley Mall, Cary Towne
Center, and Triangle Towne Center are prime examples of indoor malls that are used today.
South Point Shopping Center provides a similar layout to that of North Hills, where various
shops are located outside, while it still offers a selection of shops indoors as well.
In order to promote healthy living, one of the factors must be that the environment
must be safe for all types of users. This includes offering a variety of places to go to as well as
being within a certain proximity. North Hills has begun to grow as an urban development,
attracting all kinds of users. In the future, North Hills has the potential to become a shopping
center where it meets the criteria for living a healthy and sustainable lifestyle.

APPENDIX A - PHOTO DOCUMENTATION


Figure 01. North Hills Shopping Center.


Figure 02. North Hills Shopping Center, facing west.


Figure 03. Outdoor seating outside Starbucks.

Figure 04. The Farmer's Market is a special even that occurs every Saturday during the summer.

Figure 05. The plaza in use during the Farmer's Market.


Figure 06. The sidewalk adjacent to the movie theater.

Figure 07. A couple sitting on the benches on the plaza.


Figure 08. The movie theater behind the plaza.

Figure 09. The plaza in use during low levels of activity.


Figure 10. North Hills Shopping Center seen from the entrance.


Figure 12. The plaza in use during high levels of activity.


Figure 13. Seating outside of Starbucks.

APPENDIX B - BEHAVIOR MAPPING CHARTS AND GRAPHS

Figure xx. Behavior Map showing activity in regards to sub-zones.

Figure xx. Data from Zone 1.
Figure xx. Data from Zone 2.

Figure xx. Data from Zone 3.

Figure xx. Data from Zone 4.


Figure xx. Data from Zone 5.


Figure xx. Data from Zone 6.


Figure xx. Graph showing male-to-female ratio users.


Figure xx. Graph showing ratio of users of different age groups.


Figure xx. Graph showing the amount of people together or alone when at the site.


Figure xx. Graph showing the different kinds of activity people do at the site.

APPENDIX C - QUESTIONNAIRE

1. What is your gender?

2. What is your age?

3. How did you get here?

4. Why are you here?

5. How often do you visit the site?

6. Do you like the site? If so, why? If not, why not?

APPENDIX E - QUESTIONNAIRE CHARTS AND GRAPHS


Figure xx. Graph showing responses from question 1.


Figure xx. Graph showing responses from question 2.


Figure xx. Graph showing responses from question 3.


Figure xx. Graph showing responses from question 4.


Figure xx. Graph showing responses from question 5.