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downtown businesses, assessed
the impact of Somerset North in
much the same way.
"We realize that for six
months we'll lose some Birm-
ingham shoppers to interest, and
we also feel those people who are
Birmingham-imperative shop-
pers are going to continue to
shop Birmingham because of its
uniqueness, ambience, outdoor
dining, concerts in the park and
things they come to Birmingham
for on a regular basis.
"We're going to work harder
at attracting that Birmingham
market — Bloomfield Hills,
Franklin and surrounding areas
— on a more consistent basis
and do a better job at image ad-
vertising," she said.
Downtown Birmingham is
home to The Limited, The Gap,
Victoria's Secret and Banana Re-
public, and with the exception of
the latter, so is nearby Oakland
Mall.
Larry Sherman, owner of
Sherman Shoes and chairman of
the Principal Shopping District,
said 70 percent of respondents
in a recent survey said they'd
continue to shop in Birmingham,
even with Somerset North near-
by. The survey was part of a
wide-ranging marketing study
commissioned by the PSD.
"We compete with all the
malls, and Somerset is just one
of the malls we compete with,"
he said. "Surveys have said the
No. 1 store people visit when not
shopping in Birmingham is the
J.L. Hudson Co. The nearest has
been in Oakland Mall on one
side and Twelve Oaks on the oth-
er. Somerset North will proba-
bly have four or five stores that
are the same, but I don't think
that's a lot," he said.
Sherman Shoes, for example,
has locations in Birmingham
and Somerset, both of which
have "coexisted nicely" for over
25 years, Mr. Sherman added.
'We're not worried. We expect
they'll be some buying decisions
that may change temporarily,
but I think in the long run
there's enough uniqueness in
Birmingham," he said. "The
draw for Somerset North is go-
ing to be a very big area, proba-
bly a 150-mile draw. Our draw
is a six-mile radius. The Gap can
be successful here and in Som-
erset North, as can others."
Ms. Gotthelf said the city plans
to enhance its appeal with more
antique shops and art galleries,
and is entertaining the idea of pro-
viding a trolley service between
Birmingham and Somerset.
"We look at
ourselves as very
mid-America."
— Shelley Darmetko,
Oakland Mall marketing director
"We're going to try and work
on getting a lot of the customers
Somerset is trying to attract as
a regional destination to also in-
clude Birmingham in their shop-
ping (plans), especially if they're
coming in for the weekend," she
said.
Oakland Mall has something
else in mind. The imminent
opening of Somerset North ac-
tually presents it with an op-
portunity to distinguish itself
rather than to compete, said
marketing director Shelley
Darmetko.
"Somerset North is going to be
very upscale. We look at our-
selves as very mid-America. Our