No Longer an “Outlet” for Reckless Behavior: Why the GSP’s New Age Policy Could be Harmful

by Naomi Roth

As of April 28, 2023 the Garden State Plaza has required children 17 and under to be accompanied by an adult age 21 or older after 5:00 pm on Fridays and Saturdays. All supervising adults are required to have valid IDs and to chaperone underaged visitors at all times. Police officers and mall security guards are now responsible for checking IDs and escorting unaccompanied minors to “waiting zones” near the movie theater, the west side entrance, or the food court where they can wait for their parent/ guardian to pick them up. The mandate does not include the mall’s AMC theater or restaurants, and according to mall officials, department store policies “will vary.”

In a public statement, the Plaza revealed that the measures are intended to reduce the “increase in disruptive behavior” by “younger visitors” and provide a more enjoyable, safer shopping experience. Social media platforms such as TikTok have only amplified these “disruptive” incidents, with a recent video in March –with over 1.2 million likes –showing several people entering a brawl between two women. In another episode, teens caused widespread panic among shoppers after claiming they had seen a gun, which police later discovered was untrue.

But what are the hidden costs of this new “pleasant and safe environment”? A survey of 153 River Dell students revealed that malls are the second most popular “hang-out” spot, with the Garden State Plaza being the most frequently visited one for 65% of students. However, among those affected by the new policy, 50% of students claimed that they are now less likely to go to the Plaza due to the age restriction. As a result of this inconvenience, some students have started going to other malls in the area such as the Willowbrook Mall in Wayne,

New Jersey, or the Bergen Town Center.

The biggest threat, however, is posed by New Jersey’s largest mall – the American Dream. According to Forbes, a report by a Silicon Valley-based mobile analytics firm showed that the Plaza has “more to lose” if the American Dream continues to draw in shoppers who previously frequented the Plaza. If teens – like River Dell students – are deterred by the policy, then the Plaza could face a significant loss in revenue if shoppers begin to migrate. Regardless of whether this occurs, though, the Plaza’s overall loss in clientele would merely be compounded by the fact that the retail sector is suffering. From rising inflation to the growth of e-commerce –which, by 2026, is expected to make up roughly a quarter of global retail sales –the appeal of in-person retail is declining. For malls, the safest approach would be to usher in as many shoppers as possible.

But maybe the Plaza is doing just that. In conjunction with the Plaza’s reports, many students in the survey conceded that the Plaza attracts disruptive troublemakers. One student even expressed that there are “too many teenagers left unattended at the mall who just cause havoc and fights.” Thus, sacrificing some of their clientele may be a clever business move, as adults – who conveniently have more money to spend – may be more likely

Source: www.njbiz.com to go as either a supervisor for their teens or as a solo shopper.

While the Plaza will enjoy more mature, deeppocketed patrons, teens, especially those that have not caused disturbances, will still find it difficult to accept this greater good.

71% of survey respondents disagreed with the policy, and some consider it an ageist approach to resolving an issue perpetuated by the young and old alike. It seems contradictory that as a symbol of modernity, one of the largest malls in New Jersey is denying entry to its most trendy shoppers.

“I understand why they have the policy in place, but even though I understand it doesn’t mean I have to like it,” one student points out.

Whether the Plaza’s decision will be helpful or harmful remains to be seen, but for now, the mall has cast itself as yet another finger-wagging adult in teens’ lives.