In Marketplace

Bayshore: Great in the summer, chilly in the winter. (PHOTO: Krista Rizzo)

In Marketplace

Mayfair: The ol' stand by still delivers. (PHOTO: Krista Rizzo)

Take the Milwaukee Challenge: Bayshore vs. Mayfair

This holiday season, it seemed like the right time to pit the two Milwaukee shopping giants head to head. Venerable old Mayfair Mall has stood as king of the hill for some time, but now the rebuilt Bayshore Town Center is ready to give Mayfair a run for its money. To be sure, both have their strengths and weaknesses. But in this latest Milwaukee Challenge, our editorial team narrowly picked Bayshore (3-2). Here's why:

Julie Lawrence
Staff Writer
Pick: Mayfair

Maybe it's because I'm a 'Tosa girl at heart, or maybe it's because I've never really been all that excited by the mall experience, but even after the Bayshore Town Center redefined what a mall can be for the Milwaukee area, I still wasn't all that taken with it.

I guess it comes down to what I, personally, need a mall to be. Basically, I don't need it to be all encompassing, as I prefer to be in and out as quickly as possible, I rarely want to dine in or around a mall and if I wanted to walk around outside, I would probably find a place as far from a mega shopping center as possible.

Quality of store options is my first priority, and while Bayshore will definitely get me with H&M and Ma Jolie, I've yet to see a major difference between Mayfair's and Bayshore's options, based on what I like. With both malls being about equidistant from my house, and with Mayfair not making me scurry around in the wind, for now -- or at least until it warms up -- my loyalties lay with Mayfair.

Drew Olson
Senior Editor
Pick: Bayshore
One of the immutable facts of retailing is that "new" doesn't always mean "improved." If you need an example, think about the focus-group fascists who reformulated the Coke recipe about 20 years ago.

This challenge, in essence, is old vs. new.

Though it has been updated several times (I'm old enough to remember the skating rink) and has the stores consumers want, Mayfair Mall is, in many ways, old. The big-box mall is being replaced in many new developments by the "new urbanism," mixed-use design employed in Bayshore's makeover.

I've shopped at malls all over the country, from Fashion Square in Phoenix to the Galleria in Houston, the Beverly Center in Beverly Hills, a number of spots in and around Dallas and Fashion Valley in San Diego.

Some are enclosed. Some are open-air. Some have different quirks about them, but they are all filled with the same shoes, shirts, Sunglass Huts and annoying teenagers. That numbing sameness permeates much of the culture these days, but we can table that "old guy" rant for another time.

As for the subject at hand …

Though it can be a bit jarring for first-timers, I like the layout of the new Bayshore. I might not like it when it's raining, sleeting, freezing or roasting outside, but I like the idea of walking outside to the different stores and restaurants. I think the people who work in the offices and live in the condos will like the vibe, too.

I have a feeling that if the people who developed Mayfair, Brookfield Square or Grand Avenue were given another chance, they would adopt this John Norquist wet dream design over a big box surrounded by blacktop.

Ask me which setup I prefer, and I'll say Bayshore. Ask me which mall I'll shop at and I'll tell you Mayfair, because it's closer to my house. As long as the shopping and dining selections are fundamentally the same, the final answer will always be convenience.

Molly Snyder Edler
Staff Writer
Pick: Bayshore

I'm not a big mall person to begin with, but if I were in the mood for a mainstream shopping experience, I would probably pick Bayshore Town Center over Mayfair. For one, it's closer to my Riverwest home, and for two, I really like getting fresh air in all kinds of weather -- including the dead of winter. Some people have shunned the new Bayshore for being a cookie-cutter consumer community that's, more or less, the same in every city, but I think Bayshore has a good selection of shops and a nice feel. I especially appreciate H&M and that the Alterra serves food. Best of all, on a recent trip, we were actually able to "window shop" the way it's supposed to be done: from the outdoors looking in.

Bobby Tanzilo
Managing Editor
Pick: Mayfair

I'll admit I was a little skeptical on Bayshore Town Center's opening day. It was cold that afternoon and I thought, "This won't fly in the Wisconsin winter." Time will tell if I was right, but even now as it's getting deeper into December, I find that I actually prefer outside Bayshore to inside Bayshore. Whether or not I prefer it to Mayfair is hard to say because the experiences are so different.

When it comes to signage and assortment of shops, both places seem neck and neck. As for bigger eating establishments, they're pretty even, too, although Mayfair's food court wins out easily.

I prefer the open-air experience to any inside mall, Mayfair included, at least when the weather is nice. But Mayfair is pretty convenient, despite the mythical parking shortage, and it's close to home. So, I think it will remain my go-to place.

But Bayshore has a few stores -- like Trader Joe's -- that are unique in the area, so I'll get there, too.

Andy Tarnoff
Publisher
Pick: Bayshore

For me (and for most men), shopping comes down to two words: surgical strike. That's why I found myself so conflicted in choosing between Bayshore and Mayfair. In most categories, Bayshore has Mayfair beat -- but the old standby was designed for maximum convenience, and it still serves that purpose.

In terms of accessibility, parking at Bayshore couldn't have been easier. On an afternoon just a week before Christmas, I had no problems getting in and out. The exit off of I-43N literally led me into a free parking garage with ample spaces. By contrast, parking at Mayfair is a pain, no matter what time of day, no matter what time of the week. Bayshore is also closer to my East Side office and usually an easier drive. Bayshore felt spacious and not at all crowded; Mayfair always feels like a zoo.

The new stores at Bayshore are more unique than its counterparts in reliable ol' Mayfair. Trader Joe's and the H&M (with men's clothes) aside, there are more interesting shops you don't find at other Milwaukee malls.

But what Mayfair's biggest selling point is gives it a huge advantage: it's indoors. I'm sure that on a lovely summer day, shopping at Bayshore is a pleasant experience. But except for the old indoors portion (which seems barely changed at all), the new mall is a twisty, largely signage-free maze that involves lots of walking around in the freezing cold. For straight-up ease of use, Mayfair, in its old-school traditional layout, gets the edge. Sure, Bayshore's "town" concept serves up the ambience of an actual shopping district -- but for that, I'd rather cruise Brady Street or the Third Ward. No matter how it looks, remember that Bayshore is still a mall.

So -- getting in and out of Bayshore is a snap. Its stores are better. But Mayfair is a more comfortable and faster experience with a legit food court. It's just about a toss-up for me -- but the proximity and the novelty factor just slightly outweighs the comfort and familiarity. Unless it's 10 below zero, I'll take Bayshore -- but just barely.


Talkbacks

northshore1961 | Dec. 21, 2006 at 12:56 a.m. (report)

Is this even a question? The stores at Bayshore are terrible compared to what Mayfair has to offer. I went to Bayshore and found the tenant mix to be unexciting and unimaginative. The whole Mall is atmosphere, which is great if I was in SanDiego, but when I go to the Mall I'm there to shop and Mayfair hands down has all the better shops.

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dianehamilton | Dec. 20, 2006 at 5:45 p.m. (report)

Bring back the rink! I used to work at McDonald's when it was above the skating rink at Mayfair. I think it was a great draw for the mall. Drop the kids for skating and go shop! And McDonald's was MUCH better when they had their own space. Now of course they're gone, replaced by Burger King... what a slap in the face! Here are my thoughts on both malls: Mayfair: Parking is bad. I don't understand the logic of building Crate and Barrel where they did. They gave up a bunch of prime spots for that and it's not even attached. BTW... The parking structure was built for the professional towers, not the mall. It was an answer to the outcry of those who work or do business in the towers and often had no place to park. Although, admittedly I thought it was stupid, too. If mall parkers had a structure to park in, that would have freed up the distant tower lots for their patrons. Mayfair's stores are better, period. I didn't find ONE store at Bayshore that was worth walking into. But I'm not a high end shopper to begin with. Mayfair's food court is better with the absolute exception of the Chocolate Factory which is near the top of my top 10 quick serve restaurant list. I LOVE that fudge topping! Mayfair has great outside restaurants, too, so I don't get why people think Bayshore's restaurants are gonna be some great draw. Bayshore: Visited once, don't know if I'll go back. Like I said, I didn't really see any stores that I usually shop at. Contrary to others, I didn't care for the parking. It appeared chaotic to me. I didn't park in the structure though, so maybe that threw me off. I also felt my spot was too far from everything and we had to walk down what felt like an alley to get to/from the car. I kind of felt like I was at Disney World while we were there, in that I kept thinking how much I would like to have my purchases delivered to my room so I wouldn't have to carry them! I had large bags of bedding items that got kinda heavy after a while. On a semi-mild day, I would probably enjoy window shopping, but it was quite brisk out when we went, and I'm no fan of the cold, so it did shorten the trip a bit. People can tell me to move or whatever, but I've lived here my entire life and have never enjoyed the cold. It won't make me move, but the reality is that it affects my choices when it comes to shopping and recreation. Hence, I'm not a huge fan of outdoor malls. Speaking of which, someone referenced Chicago's outdoor mall, but I haven't heard anyone talk about Midtown Center (the old Capitol Court). How's that doing? Is the outdoor mall concept working there? I really don't know since I won't go over there anymore after some uncomfortable experiences at Walmart and Lowe's. I do have a feeling though that the closing of Capitol Court sent some folks over to Mayfair to 'hang' with their friends INDOORS.

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TOJU | Dec. 20, 2006 at 12:36 p.m. (report)

Both have pros/cons... TENENT/STORE SELECTION -- MAYFAIR wins -- Bayshore needs a Pott Barn, Crate & Barrel, entertainment (comedyclub etc). Some stores with fun stuff. (The movie theaters they're talking about will be super expensive - who wants to pay $15 for a movie ticket?, and will have age minimums at night.) RESTAURANTS --- BAYSHORE wins because they have finally brought CALIFORNIA PIZZA KITCHEN to Wisconsin! Yeah - it's a chain, but CPK has an outstanding menu. reasonable prices, consistent quality (put your name in, get a beeper, and go wander around for a while). Or bring up a menu online and order for Take Out. PARKING -- Bayshore wins - Between the selection of garages, lots & the short term parking meters, it's easy to get in/out. You can park near the store(s) you want to minimize mall time.

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CrustyJoe | Dec. 20, 2006 at 12:28 p.m. (report)

Well of course you are going to go to the closer one. What a wishy-washy review. Location shouldn't be a deciding factor...

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chris | Dec. 20, 2006 at 10:26 a.m. (report)

Chicago has open-air malls and they are certainly NOT hurting for business. BayShore's outdoor shopping portion is tiny compared to that of its Chicago counterpart. And I completely agree with a previous poster, if you can't handle 2 minutes of cold air walking between stores at BayShore, then you may want to think of moving south...Milwaukee is not for you. Parking at BayShore is monumentally easier than Mayfair. Where was the logic in building a parking ramp at Mayfair that is at least one hundred yards (or more) away from a mall door??? No wonder it's empty all of the time!

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