"If you build it, he will come." The mysterious voice Kevin Costner hears in the movie Field of Dreams is often misquoted as saying, "If you build it, they will come."
But it's the misquoted version of this promise that drove the movers and shakers who created the Outlets of Little Rock, the first outlet mall Little Rock has seen since the decades-ago failure of an earlier version built a bit farther west on Interstate 30.
News about the mall -- a neighbor of Bass Pro Shops at the conjunction of Interstates 30 and 430 -- generated considerable excitement and anticipation. But as opening day drew closer and the list of stores was gradually revealed, some people expressed their disappointment.
"No Macy's, no Saks Outlet or Kenneth Cole Store," fumed a reviewer who gave the mall three stars (out of five) on its Facebook page. "Give us more options. Something we don't [have to] go to Memphis or Dallas for. There aren't any stores better than what we have."
Added another commenter: "Even something as simple as a Ralph Lauren outlet. Kate Spade. Michael Kors. Something." A one-star giver mourned that the mall had "no ... Harry & David [or] Nordstrom."
Others were more positive. "I am happy to have such a Fabulous Outlet Shopping Center so close," wrote a reviewer who gave the place five stars. "Very exciting time for Little Rock. This is only the beginning; I see much more coming our
way!!!"
So far, people have voted with their feet -- in the mall's direction.
"We're very pleased" with the visitor numbers, says general manager Teresa Richards. Although she can't share figures, the stores "are exceeding their plans for sales and traffic." And, she adds, there are plenty of new stores to the area -- Under Armour, Brooks Brothers and Cole Haan, for instance. "The shoppers are excited to see stores we haven't seen in Arkansas yet."
Even some stores that already had a presence in Arkansas offer the difference of reduced prices at the Outlets, Richards says.
Preceded by a preview party the previous evening, the mall certainly opened to much fanfare on Oct. 16: an 8 a.m. continental breakfast buffet for selected invitees in the food court and at 9:30, an outside grand opening and ribbon-cutting ceremony that included city and state officials as well as the developers.
The mall has the usual earmarks of an outlet promenade: sleek, chic, beige exterior, storefronts greeting one another across wide, partially covered walkways; a frequently occurring mix of benches and comfortable, padded outdoor seating, placed patio-style. There are several bathroom stations; however, visitors on a busy day should expect the typically undersize women's restroom complete with long line. The food court is mysteriously small, but Auntie Anne's/Cinnabon, the Beef Jerky Outlet, TCBY and a couple of candy retailers can be found throughout the complex. (The Old Navy outlet store didn't open until Saturday. Banana Republic, American Eagle Outfitters, Nike and Tommy Hilfiger stores are on the "opening soon" list.)
On opening day, myriad signs scream various discounts and bargains. Store associates make it a point to be polite and attentive, being sure to tell me to "have a nice day" when I leave. I wonder how polite everyone will be during high Christmas-shopping season.
The second Saturday of the mall's operation is a foretaste of Christmas shopping season. The gray, drizzly day doesn't dampen the crowds. We are grateful to come upon someone exiting a parking space on the back row.
Here are a window-shopper's observations of several stores at the Outlets.
Under Armour
My husband, Dre, and I delve into the Under Armour store to see what made it such a draw on opening day and, according to Richards, one of the most popular destinations at the Outlets of Little Rock. Not surprising, as this was the store in which a goodly number of the ribbon-cutting ceremony watchers piled at the end of the program.
Arkansas was recently named the most obese state in the nation, but one wouldn't think it by the people shopping here. Divided into men's and women's sections, the place is brimming with everything for the person who wants to look like an athlete. It's bustling with customers; the checkout lines are formidable.
The prices aren't too bad as performance wear goes: $44.99 for a men's V-neck shirt Dre wants; $49.99 for a pair of men's leggings. In the women's department, $34.99 for performance capris. A shirt to go with them, crewneck, $34.99. Women's cargo pants, $74.99, but there's a 30 percent off bottoms sale this day. I notice that there's also 30 percent off selected jackets and tops. We make a mental note to return for Dre's shirt ... and, we hope, catch a short line.
The Beef Jerky Outlet
First of all, I would never have dreamed there was even a Beef Jerky "inlet." That being said, this store, too, appears to be popular -- probably because of its sheer novelty. During my two visits, the store is experiencing the perfect storm of its small size and lots of visitors.
Buffalo, bison (also available in snack bites), venison, elk, gator and even kangaroo (!) jerky can be found here in small amounts. And what the heck is biltong? (Oh, it's a traditional South African cured-meat snack.) But the beef and turkey jerkys, in numerous "flavors," take center stage: honey barbecue smoked, peppercorn smoked, jalapeno. The cherry maple turkey resembles licorice. I try some crawfish-flavored beef jerky, tasty but spicy. My husband likes the turkey jerky.
Jerky prices seem a bit north of outlet-y: 4 ounces, $8.99; 8 ounces, $16.99; 16 ounces, $29.99; and 2 1/2 pounds, $68.99. Too exotic/expensive? They've got the regular convenience store jerky in here for $2.
There are also various jerky sticks -- pork and alligator sticks. Pork and ostrich sticks. Wild boar with pork. Need something to go along with all that jerky? Plenty of cheese, nuts, colored popcorn and chocolates. Along with various sauces and seasonings.
"You guys ought to have a bacon section," I tell a store representative.
Brooks Brothers
We venture into Brooks Brothers, which is advertising suits at $299, and are duly impressed with the quality of the merchandise. Here, a fella can also fork over $399.50 for a supple leather bomber jacket. Or go on the cheap and get slacks for $69.50 and a shirt for up to $94.50. (There's a "buy one, get one free" special this day.) Dre vows to return for wardrobe items; it has been his dream to shop at Brooks Brothers. By the way, you need not be a man to shop at the big BB: The store offers a limited amount of women's items in misses sizes that look very Dress-for-Success-like.
Lindt Chocolate Shop
This isn't the store for me to visit while in the midst of a reduced-sugar challenge. It's a sugary David to a no-sweets-eating Goliath. There are unlikely flavors of chocolate bars ($5) one would not dream of here: lemon, pineapple, coconut, strawberry, black currant, pomegranate, Arabica Intense, Intense Mint. There's chili chocolate, even. Buy four bars, get one free. Need more chocolate? How about an oversize Swiss Gold chocolate bar, $9.50? And uh-oh, Lindor Truffles galore reside here, boxed and bagged all kinds of ways -- including a Master Chocolatier gift box of truffles and pralines, $48 -- and truffles by the pound to make one gain pounds. But at least there's enough dark chocolate to give health nuts an excuse for darkening the door. Hey, that reduced-sugar challenge has gotta end sometime.
Other stores explored or noted:
Uniq: I couldn't believe I'd never shopped this store at Park Plaza. This might be a new favorite destination: A specialty shop reminiscent of the quirky gift establishments found on Central Avenue in Hot Springs ... and which looks like it was decorated by Joanna and Chip Gaines of the HGTV show Fixer Upper. The store is a hodgepodge of various gewgaws. Big letters of the alphabet reside alongside Razorback gift items, clothing and (mainly country-style) home decorating accents. And there's a full-size carriage for decoration in the back of the store. I admire a fringe purse of "vegan" (read faux) leather, $48.
Torrid: Not your mother's plus-size shop. Bold, sassy pieces. Foot gear on display (thigh-high boots, platform wedges, cage sandals, some seriously studded pumps) that actually dwarfed my own size 9-wide feet.
Express Factory Outlet: We venture into the men's side of the youthful-customer-courting Express Factory Outlet, where everything is marked 40 percent to 50 percent off. Here, too, my husband sees an item or so that he'd like to come back for. I marvel that there are men's sport coats made of ponte knit.
Kitchen Collection: Another well-trafficked destination, this store brims with pots, pans, gizmos and wismos ... All the stuff we like to buy for our kitchens before realizing we don't have room for it.
Restoration Hardware: Another of the mall's most popular destinations. I'd wondered why people were getting excited about a hardware store. Ohhhhh. A hardware store with fixtures, furniture and home accents that look like they're straight from the pages of Architectural Digest! I totally get it now.
The Outlets may not have all the destinations many had hoped for; the prices may not exactly be bargain-basement. But I'm reminded of the prediction of a five-star-conferring reviewer on Facebook. "Just happy to see the Outlets get off the ground," he wrote, offering another variation of words spoken in Field of Dreams: 'If you build it, people will come' ... for reasons they cannot understand. People will come."
Style on 11/03/2015