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经济学人339:"拯救"大型购物中心

时间:2014-01-07 02:02来源:互联网 提供网友:mapleleaf   字体: [ ]
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   THE old Rackspace headquarters was stuffed to the gills. In 2007 the company, which offers cloud-computing and web-hosting services, had more than 1,000 employees in downtown San Antonio. People were crammed1 at folding tables in the hallway. They often had to go to a different building or shuttle around the lifts to talk to people in other departments.

  Rackspace公司总部的旧楼曾人满为患。该公司提供云计算和主机托管服务,2007年在圣安东尼奥市区已拥有1000多名员工。公司走廊里放了很多折叠桌,连这里都挤满了人。要是想找其他部门的人谈点事,都得跑到另一栋楼或者坐几个来回的升降梯才行。
  Still, when Graham Weston, the company’s co-founder and chairman, suggested that they move into a shopping mall, staff were sceptical. The mall was vacant. Its site, the encircled suburb of Windcrest, was slightly grotty, not least because of the huge dead mall right off the highway.
  即便如此,当公司的创建人之一兼主席Graham Weston表示他们要搬到一家购物中心时,员工们都还将信将疑。那时候商场是空置的,地点位于Windcrest这个被包围着的郊区,外观不太好看,相当重要的原因是这座空无一人的大型商场正位于公路的出口处。
  Building a campus from scratch, however, would have taken several years at least. Anyway, the place was cheap. “Nobody wants a mall any more,” says John Engates, the chief technology officer. Except Rackspace, and others like it, who have come to see a dead mall as a blank canvas. In 2008 it opened its new headquarters, and won a prize for community economic development. Now it has more than 3,000 workers on site, withplans to hire hundreds more by the end of the year.
  不过要想从零开始建立一座办公楼至少得花上几年的时间,而且不管怎么说,用现成的购物中心是比较省钱的作法。“现在已经没人想要购物中心了”技术总监John Engates说到。如今只有Rackspace,和其余像它那样把空置商城看作是一张空白画布的公司对购物中心还有好感。2008年Rackspace的新总部投入使用,还得了一项“社会经济发展”奖。如今,现场的员工有3000多人,计划到今年年底还要雇用几百人。
  Plenty of enclosed malls are, of course, still thriving. And after several abstemious2 years, shoppers are perking3 up. In February, according to the Commerce Department, retail4 sales were 1.1% higher than they had been in January—higher than expected, and a welcome sign of recovery.
  当然,还是有为数众多的封闭式商场生意很好。经历了几年节制消费,购物者们又活跃了起来。根据美国商务部的数据,2月份的零售额同比1月份增加了1.1%——比预期值高,是可喜的复苏迹象。
  But many American malls had run into trouble before the recession started, and the country’s nascent5 recovery is not likely to revive them. America’s retail sector6 is probably overbuilt; in the fourth quarter of 2011, according to the National Association of Realtors, its vacancy7 rate was 16.9%. Malls are vulnerable to systemic shocks; if an “anchor” stores closes, or if vacancies8 linger, other vendors9 quickly suffer. And many of the malls that were built in the heyday10 of the genre11 are starting to look shopsoiled. The new fashion is for mixed-use developments, or the outdoor malls that are designed to look like a friendly downtown shopping district. In some cities, people are returning to actual downtown shopping districts, as new urbanists always dreamed they would.
  但是许多美国人开办的购物中心在经济衰退期来临前就已陷入困境,而美国新生的复苏势头不太可能让他们得到复苏。美国的零售业很可能建设过度了,根据美国房产经纪人协会的统计,2011年第四季度的房屋空置率为16.9%。购物中心容易遭受系统冲击带来的影响,如果某家“锚”店停业了,或者房屋持续空置,其余的商家也很快遭殃。还有很多类似在繁荣时期建立起来的购物中心开始变得陈旧起来。新的时尚是提倡“多用途混合式发展”的建筑群,即户外购物中心要建得像个市中心的购物区。在一些城市里,人们回归故态,爱去真正的市中心购物区,这可是新生代城市规划家梦寐以求的事。
  The result is that even if Americans are heading back to shops, they may not be heading to malls. That has left many cities and suburbs with dead and dying malls on their hands: boxes of blight12 surrounded by acres of hot asphalt.
  因此,即使美国人又开始购物了,却未必会去购物中心这样的地方。这就导致许多城市及郊区出现一些停业和即将停业的购物中心亟待处理——这些毫无生气的像盒子似的建筑,周围是大片炎热的沥青地(指周围的停车场)。
  Some of these will be used as canvasses13 for graffiti. Some will be razed14. Others, happily, will find another purpose. One strategy is to turn the mall itself into a mixed-use development. The Natick, a high-end mall in Boston, has added condominiums. Another idea is to bring in unconventional tenants15. In Cleveland, Ohio, part of a mall has been given over to indoor gardens, with the idea that it might be a model for other urban agriculture programmes. Schools and universities are another settler group. The University of the Incarnate16 Word has leased part of another mall in San Antonio. Vanderbilt, in Tennessee, has leased some space to open a clinic; patients are given pagers so that they can get a snack from the food court while they wait. Hundreds of high-school students in Joplin, Missouri, are taking classes in a converted mall after the town’s high school was destroyed in a tornado17 last summer.
  其中有些购物中心将成为涂鸦者们的好去处,有些则要夷为平地,还有一些很幸运,将另作他用。有一个好办法是把购物中心改造成综合性建筑。Natick是一家位于波士顿的高级购物中心,这里增建了些公寓(condo)楼。还有个办法是引入非传统租户。在俄亥俄州的克利夫兰市(Cleveland),有家购物中心里的一块地建起了室内花园,其他的都市农业项目也许可以借鉴此案例。另一类居住人群是中小学校和大学。美国圣道大学(The University of the Incarnate Word)租用的是圣安东尼奥市的另一座购物中心原址;田纳西州的美国范德比尔特大学(Vanderbilt)租用了某购物中心的一些空地建起诊所,给就诊的患者都发了呼机,让他们在候诊时能去购物中心的美食街吃点东西;密苏里州小城Joplin的高中校园被去年夏天的一场龙卷风摧毁了,现在成百上千的高中生到一家购物中心里改造成的教室去上课。
  These projects may be more sensible than enclosed retailing18. Universities and offices do not depend on passers-by as shops and restaurants do. But turning these spaces to fresh purposes requires some expense and experimentation19.
  以上这些项目也许比封闭起来做零售更可行。大学和事务所的运营模式不像商店和饭店那样需要依靠客流量。只是要找到新用途需要耗费财力,还要多实践。
  Rackspace, for its part, has spent more than $100m gutting20 and redoing the space. Windows were carved into the walls, and skylights installed. Workers were getting lost, so the conference rooms are now grouped by category rather than numbered. If someone makes it to the game-show zone, he can usually figure it out from there. There is, at the moment, an internal debate over whether to preserve the fountains. Allan Nelson, the facilities manager, warns that overenthusiastic “Rackers” would try to go swimming in them.
  在这方面,Rackspace公司花费了一亿多美元的资金把该购物中心的内部设施全部打掉重建。在封闭的四周外墙上开了窗户,顶上装了天窗。以前的布局设计让员工经常走错方向,所以现在会议室不像以前只是编号,而是用具体的类目陈列加以区分。假设有人好不容易来到了“娱乐节目区”,那他一看周围的环境就知道身处何处。目前的内部小争议是要不要保留原有的喷泉。设备部经理Allan Nelson提醒说,要是保留喷泉,可能就会有些超级热情的公司员工跳进去一游为快。
  And the idiosyncrasies of the space have spurred some creative thinking. Freestanding conference rooms adorn21 the walkways, their glass walls cut from the old shopfronts. A loading dock has been converted into apresentation room, with a rolling industrial door so that groups can spill over outside. Workers can take a break from their desks to work at a bistro table, or check in at the human-resources kiosk, or play catch in the vaulted22 interior. “I don’t think people think about it as a mall any more,” says Mr Engates. Some might think about it as an example.
  此处原有的一些特殊风格也激发了很多新创意。和其他区域不挨边的独立会议室点缀于走道两旁,这些独立会议室的玻璃幕墙是由原来的商铺门面裁切出来的;原来的货物装卸台被改造成了一个展览室,装上了工业卷帘门便于人多时能及时走出来;员工可以离开办公桌到小咖啡馆里找张桌子继续办公,换下心情;或者到人力资源自助机的小亭子里签到;或者在屋顶呈拱形的室内玩传接球。“我觉得大家不会再把这里当成是购物中心了”技术总监John Engates说,也许有些人会把它当作此类改建的典范。

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1 crammed e1bc42dc0400ef06f7a53f27695395ce     
adj.塞满的,挤满的;大口地吃;快速贪婪地吃v.把…塞满;填入;临时抱佛脚( cram的过去式)
参考例句:
  • He crammed eight people into his car. 他往他的车里硬塞进八个人。
  • All the shelves were crammed with books. 所有的架子上都堆满了书。
2 abstemious 7fVyg     
adj.有节制的,节俭的
参考例句:
  • He is abstemious in eating and drinking.他在饮食方面是很有节制的。
  • Mr.Hall was naturally an abstemious man indifferent to luxury.霍尔先生天生是个饮食有度,不爱奢侈的人。
3 perking 1beafacd66037f0c7b4b9416f7101809     
(使)活跃( perk的现在分词 ); (使)增值; 使更有趣
参考例句:
  • The weather seems to be perking up. 天气似乎要变好。
  • She is perking herself at mirror. 她正对镜化妆。
4 retail VWoxC     
v./n.零售;adv.以零售价格
参考例句:
  • In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
  • These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。
5 nascent H6uzZ     
adj.初生的,发生中的
参考例句:
  • That slim book showed the Chinese intelligentsia and the nascent working class.那本小册子讲述了中国的知识界和新兴的工人阶级。
  • Despite a nascent democracy movement,there's little traction for direct suffrage.尽管有过一次新生的民主运动,但几乎不会带来直接选举。
6 sector yjczYn     
n.部门,部分;防御地段,防区;扇形
参考例句:
  • The export sector will aid the economic recovery. 出口产业将促进经济复苏。
  • The enemy have attacked the British sector.敌人已进攻英国防区。
7 vacancy EHpy7     
n.(旅馆的)空位,空房,(职务的)空缺
参考例句:
  • Her going on maternity leave will create a temporary vacancy.她休产假时将会有一个临时空缺。
  • The vacancy of her expression made me doubt if she was listening.她茫然的神情让我怀疑她是否在听。
8 vacancies f4145c86ca60004968b7b2900161d03e     
n.空房间( vacancy的名词复数 );空虚;空白;空缺
参考例句:
  • job vacancies 职位空缺
  • The sign outside the motel said \"No Vacancies\". 汽车旅馆外的招牌显示“客满”。 来自《简明英汉词典》
9 vendors 2bc28e228525b75e14c07dbc14850c34     
n.摊贩( vendor的名词复数 );小贩;(房屋等的)卖主;卖方
参考例句:
  • The vendors were gazundered at the last minute. 卖主在最后一刻被要求降低房价。
  • At the same time, interface standards also benefIt'software vendors. 同时,界面标准也有利于软件开发商。 来自About Face 3交互设计精髓
10 heyday CdTxI     
n.全盛时期,青春期
参考例句:
  • The 19th century was the heyday of steam railways.19世纪是蒸汽机车鼎盛的时代。
  • She was a great singer in her heyday.她在自己的黄金时代是个了不起的歌唱家。
11 genre ygPxi     
n.(文学、艺术等的)类型,体裁,风格
参考例句:
  • My favorite music genre is blues.我最喜欢的音乐种类是布鲁斯音乐。
  • Superficially,this Shakespeare's work seems to fit into the same genre.从表面上看, 莎士比亚的这个剧本似乎属于同一类型。
12 blight 0REye     
n.枯萎病;造成破坏的因素;vt.破坏,摧残
参考例句:
  • The apple crop was wiped out by blight.枯萎病使苹果全无收成。
  • There is a blight on all his efforts.他的一切努力都遭到挫折。
13 canvasses 5253681b88c7a06c50d5c4b666cc3160     
n.检票员,游说者,推销员( canvass的名词复数 )v.(在政治方面)游说( canvass的第三人称单数 );调查(如选举前选民的)意见;为讨论而提出(意见等);详细检查
参考例句:
  • He canvasses by singing, and the votes have really increased a lot. 他唱歌为自己拉票,票数还真是增长了不少呢。 来自互联网
  • Even the canvasses on the restaurant's walls are up for sale. 连餐厅墙上的绘画作品也能出售。 来自互联网
14 razed 447eb1f6bdd8c44e19834d7d7b1cb4e6     
v.彻底摧毁,将…夷为平地( raze的过去式和过去分词 )
参考例句:
  • The village was razed to the ground . 这座村庄被夷为平地。
  • Many villages were razed to the ground. 许多村子被夷为平地。 来自《简明英汉词典》
15 tenants 05662236fc7e630999509804dd634b69     
n.房客( tenant的名词复数 );佃户;占用者;占有者
参考例句:
  • A number of tenants have been evicted for not paying the rent. 许多房客因不付房租被赶了出来。
  • Tenants are jointly and severally liable for payment of the rent. 租金由承租人共同且分别承担。
16 incarnate dcqzT     
adj.化身的,人体化的,肉色的
参考例句:
  • She was happiness incarnate.她是幸福的化身。
  • That enemy officer is a devil incarnate.那个敌军军官简直是魔鬼的化身。
17 tornado inowl     
n.飓风,龙卷风
参考例句:
  • A tornado whirled into the town last week.龙卷风上周袭击了这座城市。
  • The approaching tornado struck awe in our hearts.正在逼近的龙卷风使我们惊恐万分。
18 retailing f7157e2e76f903d2893786de5cb093af     
n.零售业v.零售(retail的现在分词)
参考例句:
  • career opportunities in retailing 零售业的职业机会
  • He is fond of retailing the news. 他喜欢传播消息。 来自《简明英汉词典》
19 experimentation rm6x1     
n.实验,试验,实验法
参考例句:
  • Many people object to experimentation on animals.许多人反对用动物做实验。
  • Study and analysis are likely to be far cheaper than experimentation.研究和分析的费用可能要比实验少得多。
20 gutting 24a795fade2c480f44ce077693902df5     
n.去内脏v.毁坏(建筑物等)的内部( gut的现在分词 );取出…的内脏
参考例句:
21 adorn PydzZ     
vt.使美化,装饰
参考例句:
  • She loved to adorn herself with finery.她喜欢穿戴华丽的服饰。
  • His watercolour designs adorn a wide range of books.他的水彩设计使许多图书大为生色。
22 vaulted MfjzTA     
adj.拱状的
参考例句:
  • She vaulted over the gate and ran up the path. 她用手一撑跃过栅栏门沿着小路跑去。
  • The formal living room has a fireplace and vaulted ceilings. 正式的客厅有一个壁炉和拱形天花板。
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