I am not sure when the Billion Dollar Idea began to coalesce in my brain. After the first few years of the twenty-first century it was becoming obvious to me that the rapid consolidation of the number of large retailers … Continue reading →
I am not sure when the Billion Dollar Idea began to coalesce in my brain. After the first few years of the twenty-first century it was becoming obvious to me that the rapid consolidation of the number of large retailers had drastically diminished the prospect for sales of the AdDept system. So, I was constantly on the lookout for ways to apply TSI’s assets in a potentially profitable manner.
Here is a list of what I thought that the company’s most valuable assets were:
The ability to deliver high-quality custom programming expeditiously.
The proven ability to design functional databases.
A good understanding of all forms of advertising except for Internet advertising, which was still experimental and rapidly evolving.
A good understanding of retail concepts.
A growing understanding of U.S. newspapers.
The market that I had long coveted was the development of a universal database for storing medical histories. Because of the complexities involved in such a task, most software developers would shrink from it. However, even then I could see that there must be many billions of dollars at stake. Maybe TSI could claim at least a small share, which would, of course, not seem small to us. However, in order to make any sensible plans, the company would need some sort of entrée into the market. That is, we would need client #1 first, and I could not imagine how that might come about.
So, I tried to think about where we might use our knowledge of advertising and newspapers. At this point I should explain the sources of profit for newspapers. The revenue from subscriptions and single-issue sales never came close to covering the costs of newspapers. Newspapers have always relied strongly on income from advertising, which mainly came from three sources:
Sunday newspapers were jammed with inserts.
Display ads within the text of the newspaper were called “ROP”1, which stood for “run of press”. These ads were billed by the amount of space used, either in pages (or fractions thereof) or in column-inches. Advertisers might pay extra for color or for prime positions, such as in the sports section or the back page of the main section.
Classified advertising included help wanted and personal ads.
The preprinted flyers that were stuffed into some issues of the paper were called “inserts”. They were billed by the size (number of pages or weight) and the quantity, and the distribution in thousands of copies. Some large papers allowed for selection of distribution by zip code or some other method.
Later, as their circulation numbers dropped, a third option called “polybags” was embraced by many newspapers . These were plastic bags that served as flimsy raincoats for inserts that were delivered willy-nilly to people without subscriptions.Sometimes the inserts were enclosed within an abbreviated edition of the paper that often contained news of mostly local interest.
TSI’s department store clients were almost always the largest purchaser of ROP ads in each of their newspapers. The AdDept installations had required us to learn how to handle the most complicated contracts and ROP strategies. Inserts seemed relatively simple to us. We knew almost nothing about classifieds.
One aspect of inserts struck me. They had nothing to do with the contents of the newspaper. Whereas the ROP ads had to be fitted into the spaces not taken up by news and other articles,2 the inserts were totally independent of the paper’s content and of one another. Therefore, the inserts could just as easily be delivered by any other organization with the infrastructure to do so.
The newspaper’s advantages was that it was contracted by the readers’ subscriptions to deliver the papers anyway, and so the papers incurred only minimal additional costs. The printing was done elsewhere. The inserts were just stuffed into the middle of each copy of the newspaper. For the newspaper they were almost pure profit.
On the other hand, many advertisers ran exactly same insert in a very large number of newspapers. ROP ads could be sent electronically to the papers, but the inserts needed to be physically delivered. That process must necessarily be both expensive and subject to errors.
It seemed to me that any organization that had a large number trucks and drivers in every market could potentially compete with the newspapers for the insert business provided that:
The trucks and drivers were available every Sunday, the day that inserts were ordinarily delivered.
The inserts could be packaged in an attractive manner so that they were bound to be opened and read.
By minimizing the number of locations to which the advertiser must deliver, shipping costs for them could be held to a minimum.
Key advertisers could be persuaded that they would receive both lower shipping costs and more targeted marketing for the same cost.
A foolproof system could be devised for online ordering that would automatically do billing or Electronic Funds Transfer. To my knowledge TSI was the only company that had developed a sophisticated system for ordering of newspaper advertising.
It seemed to me that three organizations could surely meet the first four criteria: Federal Express3, United Parcel Service, and the U.S. Postal Service. Adjustments would be necessary, but all of the requirements are close to their core business. I was pretty sure that, with the proper hardware, TSI could handle the fifth item. At least I was willing to consider making such a commitment.
I thought a lot about how such a project could come into being. I would need to set up a meeting with a high-level executive at one or more of the organizations. This was a big stumbling block. Over the years I had dealt with a large number of influential people. Most of those relationships were quite good, but none of them, at least to my knowledge, had much to do with any of those organizations or any other group with a large number of trucks. I could put a letter in the mail, but when no one responded, then what?
I fantasized about getting a meeting with Fred Smith, the founder and CEO of FedEx. I had heard that as a young man he had had a difficult time persuading people of the practicality of his concept of a central hub in Memphis for deliveries all over the country. It was based on a paper that he wrote for an economics class at Yale.4 My idea—of advertisers bringing their inserts to the nearest FedEx office instead of bringing them to every newspaper—was no more off-the-wall than his had been, and he was now worth billions.
I could envision workers wearing red and blue delivering “FedExtra” packages all around the country on Sunday mornings. People would tear open the packages like Christmas presents.
If I did manage to get someone to take a meeting, I would need to make a compelling presentation. It was hard for me to figure out how I would do it. I would need to downplay the difficulty of implementing a delivery system and emphasize (1) the large amount of revenue that was potentially at stake and (2) the importance of a customized ordering system (which we had sort of developed with AxN).
I just could not visualize how I could make this work. I was confident of my abilities to assess whether a system that a potential client described could be feasibly implemented by TSI. However, in this case I had to convince the prospective client that it had the wherewithal to implement part of the system but not a critical aspect of it. If I were in their shoes, I would either dismiss the idea out of hand, or I would ask for more time and then call my IT department to see if they could handle the fifth step.
I was not even sure that I could convince anyone of the feasibility of the project. None of the groups that might be able to pull this off were accustomed to dealing with advertisers who used print media. They would need to locate the people who buy the service from the papers and convince them one at a time of the superiority of the new approach.
Someone would need to provide the capital. I certainly did not have it. I did not even have knowledge sufficient to indicate that $X of capital would be required, and it could likely be made back in Y years. That is what people generally want to hear at the first meeting.
I had a strong suspicion that the companies that distributed flyers that contained lots of manufacturers’ coupons would be key. The other companies would probably want their flyers to be in that package because that was the one that frugal buyers would seek out. We might need to give the coupon distributors a discount.
UPS workers were Teamsters. Gulp.
I could anticipate other difficulties as well. Both the USPS and UPS were heavily unionized. Making deliveries on Sunday would probably be a very big deal. FedEx was not as heavily unionized, but its pilots were, and this project would likely affect them a lot. I could foresee that it would provide the shipping company with a lot of business, but it might complicate its relationship with its labor force. We could be of no help in that regard.
One good aspect was that the project could be rolled out market by market. There was no need for a national launch. When the second market was launched, presumably the national advertisers from the first market would be happy to participate. Only the local advertisers would need to be recruited.
So, I put a lot of thought into this idea but no effort beyond a little research. I still think that the project could probably have been done. I needed to find a partner who had worked at a large newspaper and was familiar with both the difficulties of working with the advertisers and the difficulties involved in obtaining the flyers and assembling them. Together we might be able to construct a presentable business plan. Unfortunately, I never met such an individual and for several years I had my hands full with AxN and AdDept.
A big concern for me at the time was that, if the project succeeded in wresting the insert business away from the newspapers, many of them would go out of business, and the country would lose its major source of investigative journalism. In retrospect it seems risible that I would suppose that turning trees into pulp would always be the principal source of information for people.
When I started thinking about the project I was in my late fifties. A few years later my penchant for finding new worlds to conquer abated.
1. Although ROP is a true acronym and the periods were almost never included when it was written, I never heard anyone pronounce it as a one-syllable word. It was always called “are oh pee”.
2. On a visit to the Springfield Union News/Republican I learned that actually the papers were often laid out the other way—the ads were placed first, and the text was placed in the empty spaces that remained. The editor told me that they once had held a space open for an missing Filene’s ad that right up until the very last minute before press time.
3. I was able to locate no reliable information (both advertisers and newspapers were vague) as to how much money was spent annually on inserts. $20 billion per year was my best estimate.
4. Smith’s paper received a C. The concept must have seemed outrageous in the mid-sixties.
AxN was an Internet-based product developed and marketed by TSI. It allowed advertisers to send insertion orders (reservations for advertising space) to newspapers. It also managed communication between the two parties that culminated in the newspaper rep confirming the order. The process that Denise Bessette and I employed in designing and creating AxN, including the division of labor, was described here. Details of the system design are posted here.
Part 1 of the marketing of AxN is posted here. The narrative concludes with the signing of a contract by representatives of Belk1, the department store chain based in Charlotte, NC, to purchase AdDept, TSI’s administrative system for advertising departments of large retailers. Part of the plan for the installation was to use AxN for insertion orders. At the time none of the other AdDept retailers were using AxN yet.
In the previous thirty or so AdDept installations the scheduling of newspaper advertising in AdDept had almost never been very difficult. It was always the first part of the project that we got to work smoothly.
I encountered an unexpected problem in that area at Belk. The company had recently consolidated the administration of four of its divisions into the office in Charlotte. Each of the four previous newspaper coordinators was now working in the office there and managed the advertising for the same papers that they had before. Usually, I trained the manager of the coordinators or just the AdDept liaison about how the programs worked. He or she trained the individual coordinators. In this case there was, at least initially, no manager. I was expected to train each of the coordinators separately. Most of them had been scheduling ads manually and ordering them over the phone. Some had never even worked on a computer before. Worst of all, all four soon realized that there was no way that Belk would need four coordinators when AdDept was up and running. There was not much incentive to cooperate.
Eventually these issues were all resolved, but the delays that the process caused meant that the rollout of AxN would be postponed for a month or two. That was a headache, but it actually proved to be something of a blessing for TSI. It gave Denise and me some time to develop a plan for getting the newspapers aboard. Here is a list of the most important items:
TSI’s accounting system would needed to be changed to accommodate the newspapers as customers. Because the client file used a three-digit number as the identifying field, this task involved a significant amount of programming.
Belk would provide TSI with a list of its newspapers. For each we needed the contact name, phone, email, and address. These would be entered into TSI’s accounting system as (potential) customers. The three-character codes organized them by state. We also needed the name and contact information of the advertising rep at the paper.
I wrote a letter to be sent to the newspapers. It would be signed by someone at Belk but mailed by TSI. The purpose was to ask them to participate in a three-month test period of AxN with no charge. Afterwards they would be asked to continue to use the system with a monthly fee roughly equal to the price of one column inch of advertising. One full-page ad in a broadsheet contained over 120 column inches.
Each newspaper would be sent the AxN: Handbook for Newspaper Users, a copy of which is posted here. TSI would also provide telephone support, but we hoped that it would seldom be needed. We knew how to make systems that were easy to use.
At the same time the newspapers would be sent a contract for the test period. It emphasized that there was no charge for three months and that TSI was not acting as an agent for Belk. It also limited TSI’s responsibility to making a good-faith effort to address all reported problems in an expeditious manner.
After a week or so someone representing TSI would need to call the newspapers that had not returned contracts.
As soon as signed contracts were received, a TSI employee would activate the papers on the company’s accounting system and on the AxN database. Then he/she would notify the appropriate coordinator at Belk to change the field on each variation of the newspaper’s record on the pub table in AdDept.
I would carefully monitor the processing of the first batch of orders. The system had never been stress-tested.
A second letter (from me) and a permanent contract would be sent to the paper after two months. It emphasized that either side could cancel the contract at any time with one month’s notice. The language about agency and responsibility was the same as in the contract for the test period. The starting date was at the end of the test period. There was no ending date.
When the contracts were returned the client records in TSI’s accounts receivable system were marked as active, and the newspapers were billed for the first month or quarter (their choice).
After a week or so someone representing TSI would need to call the newspapers that had not yet returned contracts.
This was by and large a good plan, but it had one rather obvious flaw. None of TSI’s current employees was suitable to play the role of “someone representing TSI” in steps 6 and 11. The programmers, including Denise, were far too busy with request for custom work in AdDept. The slot of marketing director at TSI was empty. I did not trust the administrative person to do this. That left only me, and I was notoriously bad at interactions by telephone. I have always hated talking on the phone, and people can often sense my discomfort. Besides, I wrote all of the new code. It was unquestionably a bad idea for the developer and the sales rep to be the same person. The sales person needs to know how to work with the potential customers, not the machine.
Denise devised a great solution to this problem. She informed me that one of her husband Ray’s cousins, Bob Wroblewski, sometimes did similar work for companies on a commission-only basis. She also came up with a sliding scale of commission rates. It was high in the first year and decreased in subsequent years. After three (or maybe five—I am not certain) years, there would be no commission.
We invited Bob, who lived in Rhode Island, to come to TSI’s office in East Windsor to discuss the matter with us. He liked what he heard, and I was favorably impressed with his experience and communication skills. He agreed to take on the job for Belk’s papers. After that we would assess how well the arrangement worked for both parties.
In reality it worked very well indeed for all of us. Bob was able to persuade all of the papers to agree to the test period. On that fateful day that Belk sent its first batch of insertion orders to TSI my recollection is that more than one hundred papers were involved. The AxN programs flawlessly handled the orders and wrote the appropriate records on the data files. Emails were then sent to all of the newspaper reps. Very little time lapsed between the sending of the emails and the reps signing on to look at the orders. That surprised me a little.
Then a terrible thing happened. TSI’s trusty AS/400 locked up! No one—not even TSI employees—could do anything. I signed on to the system console, for which the operating system always reserved the highest priority. I was able to examine several job logs, and I determined that one of the steps that was being executed as soon as a rep looked at an order was performing an unexpectedly high amount of disk processing and using an inordinate amount of memory. I killed the interactive jobs for all of the newspaper and made sure that no one else could start a new session until the problem was addressed.
This was one of the tensest situations that I had faced in my career. I had to fix this problem, and fast. The step that I had determined was jamming the system would not be necessary until the rep decided to print the order or maybe it was the option to download the order as a csv file. I changed the code on the fly so that the onerous step was postponed until it was necessary. I hoped that that would spread out the activity so that the system was not overwhelmed right after a new order was processed.
There was no time to test what I had done. I removed the routine from the initial opening of the order and installed it in the routine that might be executed later. We then sent an email to the papers with an apology and a request that they try to sign in again. This worked much better, and, in fact, AxN never had any notable performance problems again.
After Belk had been running successfully on AxN for a few months, we decided to take our show on the road. Bob and I flew to California to meet with employees from two AdDept clients, Robinsons-May2 and Gottschalks3. We enjoyed a pretty good relationship with both of them, and I wanted them to feel comfortable about working with Bob. I think that we spent only one afternoon at each location.
I don’t remember the details of the travel arrangements. We must have rented a car and driven from the L.A. area to Fresno. I don’t remember where we stayed or what we ate. I only remember that I was limping when I got off the plane, and I explained to Bob that I had tendinitis in my IT band. He said something like, “Don’t we all?”
Robinsons-May was quite interested in what we were doing with AxN, but they did not go crazy over it. When I later asked them to let us approach their papers, however, they quickly agreed, and Bob was eventually able to sign up almost all of their papers, including the L.A. Times and the Los Angeles News Group, which included the Daily News and a group of suburban papers.
Some IT guys attended our demo at Gottschalks. They uniformly thought that our approach was great. However, the newspaper manager in the advertising department, whose name was Stephanie Medlock, had never used the faxing feature, and I never persuaded her to use AxN either.
The trip was worthwhile. The people in both advertising departments had an opportunity to meet Bob, and he had a chance to see what it was like in an advertising department. Bob I got to know each other a little better, and Bob got a better idea about how AxN fit into the process. However, I don’t think that he ever comprehended why it would be very difficult for us to approach advertising departments at places like Home Depot or Walmart—who did not have AdDept—about using AxN.
Jenifer, Ali, Denise, and Bob at L&T’s office in Manhattan. This was the only photo of Bob that I could find.
Bob also accompanied Denise and me on a trip to Lord & Taylor4, the May Company division with headquarters in New York City. We took Amtrak and a taxi. I did not have any recollection of that trip at all until I found the photo that Bob appeared in. I don’t know when we went, but it must have been before 2005, the year in which I purchased my Cascio point-and-shoot camera for our second trip to Italy and stopped purchasing disposable cameras.
We met with Jennifer Hoke and Ali Flack, the two newspaper coordinators. I know this because I wrote their names on the reverse side of the photo that I found.
On the morning of October 14, 2003, I served as a pall bearer at a funeral in Passumpsic, VT, for Phil Graziose, the husband of my wife Sue’s good friend, Diane Robinson. After the funeral I drove to Providence, RI, for the wake of Bob’s wife. I have only attended perhaps a dozen wakes and funerals in my adult life. It was stunning to do it twice in one day.
Bob continued to represent us in dealings with newspapers until we ran out of prospects. From the beginning it was a mutually beneficial relationship. Bob earned a good amount of money in commissions, and the AxN product complemented AdDept very well right to the end.
Over the years Bob and I had very few interactions other than the ones that I have described. Neither Denise nor I ever monitored his conversations with the newspapers. I always suspected that he may have overstated how important AxN was to the retailers who paid for the newspaper ads, but what do you want? He was a salesman.
1. The people and events involved in the installation of AdDept at Belk and TSI’s relationship with the company are described here.
2. Robinsons-May was the May Company division based in North Hollywood, CA. My adventures in Tinsel Town are recounted here.
3. Gottschalks was an independent chain of department stores based in Fresno, CA. The company’s AdDept installation—including one of the worst experiences of my life—is discussed in some detail here.
4. The twenty-year relationship between TSI and L&T is explored in the blog entry posted here.
In the fall of 2002 I received a call from Bob Bowden, the IT Director at Belk, a chain of department stores that was (and still is in 2023) based in Charlotte, NC. He said that the company was closing its four regional divisions and bringing all the administration into Charlotte. He also told me that Belk was an AS/400 shop, and he was very happy to learn that we had developed software on that platform. He asked me to schedule a trip to Charlotte to demonstrate the system and to talk with the people in the advertising department. One of those people was Ellen Horn. I already knew Helen from the time that she was employed at Hecht’s (introduced here), but that was nearly a decade earlier.
A direct flight to Charlotte to 2 hours and 5 minutes.
This call was a godsend for TSI. The pool of prospective AdDept users had shrunk dramatically over the dozen or so years that we had been marketing the product to large retail advertisers. Moreover, our existing clients had at that point curtailed their desires for custom programming. TSI’s programmers were still busy, but the future did not appear as bright as before. Furthermore, we were without a marketing director, and our most recent efforts at mailings had turned up nothing. Best of all, Belk already had AS/400’s. Hardware costs would therefore be minimal, and we did not need to worry about convincing anyone of the critical importance of a relational database or the viability of the AS/400.
The AmeriSuites Airport hotel in Charlotte. I am pretty sure that it is no longer in business.
I immediately made arrangement in late October for a trip to Charlotte, a city with which I was somewhat familiar because of the time that I had spent there working with the Cato Corporation (introduced here). There were several direct flights on US Airways between Hartford and Charlotte.
I stayed—because of Bob’s recommendation—at the AmeriSuites hotel that was directly across the street from the headquarters building. Belk had a discounted rate there. The hotel had a shuttle service to and from the airport, and so I did not need to rent a car. That was fine for the first trip, but after the installation and the contract I rented a car so that I did not feel imprisoned.
I sent them a tape of the AdDept system and the sample data that I would use in the demo. Bob had told me that Belk had a nice theater in which I could make my presentation. People from the IT, Advertising, and Accounting departments would be in attendance. As usual, I spent the first day talking with users. In the morning of the second day I made adjustments to the demo system and tested everything that I planned to show.
Travel to Belk was easy. US Airways had several direct flights daily from Bradley International to Charlotte. Belk’s headquarters was a short drive from the airport.
I have been able to locate copies of fewer of my notes written for TSI’s employees, especially Denise Bessette, TSI’s VP of Application Development than I thought likely. I discovered notes from fifteen trips, as well as many outlines of programming projects. However, there are two big gaps in the notes that I brought back to TSI’s office. There are no reports dated between March of 2003 and December of 2006, and the last set is for February of 2009. I am almost certain that I made trips in 2004 and 2005, and I am absolutely positive that I visited Belk several times after 2009. Unfortunately, I have needed to rely on my memory for both of those periods.
Belk was unlike any other AdDept installation. The spacious and modern headquarters that stood in the midst of dozens of trees was about to be deluged with employees transferred from the other four divisions. It would undoubtedly be true that many of them would be superfluous in the consolidated setting. After all, cutting expenses, especially payroll expenses, was the usual motivation for the move. In the case of the advertising department, at least, the introduction of AdDept was bound to streamline many tasks.
AS/400 model 720.
One thing about the AS/400 setup at Belk really surprised me. Here is what I wrote:
AdDept resides on an AS/400 model 720 running V4R5. The system is also used for the Lawson accounts payable and general ledger systems and J.D. Edwards systems that are used for co-op billing and job costing. They hope to eliminate the J.D. Edwards system. They plan to upgrade the system in 2003. Dean Hajnas, who works for IBM, is the system operator for the AS/400. IBM manages the system for them. All requests for new user profiles and changes to user profiles must go through IBM. Belk employees are not allowed to touch the hardware.
That’s right; the Belk IT employees had absolutely no control over their own hardware. They had outsourced the management of the system to IBM. Quite a few IBM employees worked full-time in the Belk complex.
I met with a large number of people on the first visit, most of whom were new to me.
Ellen Horn’s title is media manager. Greg Case1 and Jennifer Lennon2 are ROP coordinators. I think that Bob Alexander3 is, too, but he was out. Debbie Edwards does broadcast, but I think that she works for Ellen. Steve Kelly4 is the Business Manager. Steve Yeager5, who is responsible for the massive network of spreadsheets, and Jan Adams work for him. I am not sure who is responsible for what. Tim Scott6, Miriam West (print production), Sherry Webb, and Amy Petrone attended the direct mail meeting. The last two run the data base marketing (Harte Hanks) system.
Ellen, Greg, Jennifer, and Steve Yeager have usable user profiles. They use PComm (like the May Company). They have one printer, which is everyone’s default – PRTA209. It was out of toner on Thursday.
The project manager for the AdDept installation worked in the IT department. Her name was Pat Cagle.7 If we needed something fixed in the system specs, the operating system, or the hardware, we dealt with her. She knew next to nothing about advertising.
I am pretty sure that this is Ellen Horn.
I remember that on one of the first visits Pat gave me a form on which I was asked to describe the AdDept system. I tried to get out of it, but she insisted. I composed a few paragraphs and gave them to her. I never heard about it again. What we ended up doing probably bore little resemblance to my essay.
The headquarters building had quite a bit of security. Passage through some doors required an employee badge; others required special badges. When visitors first arrived, the receptionist made a badge for each person who had an appointment, but the visitor’s badge did not allow them to go through the secure doors, and they still had to wait for an employee to come down to the reception area to escort them. Anyone who went out had to go through this again.
The alternative—which I admit that I sometimes employed—was to wait for an employee to come in or out and sneak through before the door closed. I occasionally just stuffed my badge in my pocket. Nobody ever demanded to see it. I always turned the badge in at the security desk before going back to New England.
Mt. Airy.
I learned a little about the company’s history. Belk at the time had more than 200 stores and used 180 newspapers. Their biggest markets were Charlotte and Raleigh. Their stores were also in a large number of small markets, including Mt. Airy, NC, Andy Griffith’s home town and the model for Mayberry. I later learned from Steve Yeager, who kept a copy of a book about the company’s history on his desk, that it was a privately-owned corporation dominated by men named Belk. Over the years they made partnership deals with other retailers, most of whom they eventually bought out. That part of the operation, which began in 1888, had ended, but there were still a sizeable number of high-ranking executives in the building with same four-letter last name. Belk had that, but almost nothing else, in common with the Cato Corporation.
I can find no notes for it, but I must have made another trip to Belk after the one in which I collected specs for the Design Document and the detailed proposal. I remember another meeting in the theater in which I demoed the AdDept system. It was attended by a Vice President in the Accounting Department. Although I no longer recall his name, he made quite an impression on me. When I mentioned that I would not be able to come to Belk on a specified date because I had minor dental surgery scheduled, he said that I could come anyway, and he would do the job in the evening. I asked him if amateur dentistry was one of his hobbies. He only smirked.
Later, when I talked about using a fax card on the AS/400 for insertion orders, he volunteered—with no prompting—a question about whether the Internet could be used for transmission of the orders. That was how the subject of AxN was first mentioned at the first retailer to use it in an operational setting! The design of AxN is described here. The story of its marketing begins here.
I undoubtedly stayed at the AmeriSuites that day as well. It might have been on that occasion that I had my first opportunity to eavesdrop on Italians speaking their native tongue. There were very few people at the hotel. When I went to breakfast, the hotel’s restaurant was empty except for a small group of Italian men. I was not very far along in my study of the Italian language (introduced here), but I was delighted at my success at following a substantial portion of the conversation of my fellow diners. My wife Sue and I by that time had already scheduled our first trip to Italy for May of 2003. That journey has been described here.
The first Belk store was called New York Racket.
I remember trying to train the four ROP ladies from the divisions that had been discontinued. There might have been a fifth person supervising them. I made the long trek from the Advertising Department to the area that had been set aside for them. I have no records of any of their names, but I was required to give personalized training to each of them one at a time.
What is wrong with this picture? No, not the old photo; I mean the scene I depicted in the above paragraph. In the first place it surely would have been more cost-effective to have me conduct an ROP class that included all of them or, if that was not feasible, to train one person and let that person train the others. What kind of business pays an outsider $900 per day plus expenses to provide individual training for inexperienced clerks?
That was not the worst part. All of these ladies had moved to Charlotte so that they could continue doing the jobs to which they were accustomed. My training emphasized how fast ads could be entered and how fast and easy everything else was after that. The unfortunate result was that they all had to be comforted and assured that there would still be a place for them in the Belk organization. Maybe so, but I don’t think that it was in ROP.
I remember that shortly after these training sessions someone, perhaps Steve Kelly, asked me how many employees were required to manage ROP in other AdDept installations. I told him that it was hard to say because some also produced advertising schedules and some also verified charges from newspapers. However, I could think of no installation that had more than a couple of people.
By the time of my trip to Belk in February of 2003, data entry was in full swing, and I needed to make sure that everything was going smoothly.
It was sleeting on the evening that I arrived in Charlotte. I must have rented a car because I remember that the short drive from the airport to the hotel was horrendous. The roads had not been treated at all, and everyone was driving at less than 15 mph (and could not get up hills) or more than 50 mph (and was skidding this way and that). I was one of the few drivers on the Billy Graham Parkway who was doing a safe moderate speed. This kind of weather occurred at least once a year in New England. The temperature was above freezing; if the roads had been treated, they would only have been wet. Even if they weren’t, most New England drivers would compensate in a reasonable manner.
This is what a “state of emergency” looks like in Charlotte, NC.
I made my way around all of the idiotic drivers to the hotel. There I found out that my reservation had been moved to another AmeriSuites hotel several miles away in Arrowood. When I protested, the lady informed me that the entire city was in a state of emergency. I got in my car and drove south to Arrowood.
The next morning I drove to Belk. I reported in my notes what I found: “Belk did not open until 10:30 on Monday because of ice on the roads. Many people came in later than that. Some key players did not make it in on Monday at all.”
I mused to myself that I should have driven down to Charlotte in a truck filled with salt. I could have made a fortune on the black market.
I accomplished very little on that trip. The only good thing about this trip was that I found a better hotel for future trips.
The first priority in 2003, of course, was to get all of the ads entered into the AdDept database for the season that started in February. The people in the Advertising Business Office tried to run parallel financial closings for February and March. I spent a lot of time creating queries for them/ I worked most closely with Russ Taylor8 and the controllers, Karen Pardue9 and Debbie Morris10.
Eventually this installation included many interfaces with other applications, most of which also running on AS/400s. The implementation of the first interface involved the uploading of quantities for their direct mail and insert pieces. There were several disconcerting entries about it in my notes from the March trip:
I wrote a program for handling the direct mail quantities file, a sample of which I did not receive until Tuesday. It is DN172, which is option 1 on BELKDM.
I wrote instructions for uploading the quantities file and sent them to Steve Kelly, Steve Yeager, and Pat Cagle. Steve Yeager forwarded his copy to Tim Scott.
Tim Scott said that it takes six hours to run the query to produce one file for a month which shows direct mail quantities by store by month. Tim and his two employees cannot use the system while the query is running! As of Friday, there were still no quantities.
Belk must come up with a process for getting the store quantities file to the IFS. They do not have Client Access.
One of the early finance meetings at Belk. The short woman at the far end of the table is Karen Pardue. On her left are Steve Yeager and Steve Kelly. I think that the blonde with the big red mug is Debbie Morris. I don’t recognize the others.
Client Access was an IBM program that provided both terminal emulation and the ability to transfer files from or to a PC client. IFS stands for Integrated File System. Version 4 of the AS/400 operating system provided for storage of several types of files, including PC files, on the system. I cannot imagine a query on the native file system of an AS/400 taking hours. This is what the system does best. I wonder what system Tim Scott’s program was on.
I found nine files that contained lengthy outlines of closing issues that were dated April 15 through 17 of 2003. I evidently spent a week at Belk trying to close to close February and March in AdDept. There were still a lot of open issues on both files for Friday.
In May there are five .prn files (probably output files from queries on some system) that are labeled “Your CoQuery Mabelk”. They appear to have one line per store. I have no recollection about any of them, and the formats do not look familiar.
Denise Podavini.
There are no other files of my notes until 2006. I cannot explain the gap, but there was a huge change in attitude when Denise Podavini11 took over management of the Advertising Business Office in December of that year.
My notes from the visit in December of 2006 are fragmentary, but I also found several documents dated in that month in a folder called “Month End” in the Belk folder. Two of them were FAQs. The first, which was less than a page in length, explained the steps involved in setting up store allocation percentages for each pub in every media. The second, which was a little longer, explained how AdDept approached the challenge of allocating costs to stores. I have posted it here.
The others were specific “game plans” for Belk. One was a nine-page document that outlined the procedures for allocating all advertising costs at Belk. It had five “tracks”: I have posted this impressive document, which includes a few action items, here. The other two dealt with the difficult but critically important (but uncomfortably complex) process of making sure that all of the systems and processes involved were in sync. They have been posted here and here.
I should emphasize two things. 1) The processes described in these documents required that all ads in all media and all expenses and credits be recorded in AdDept. 2) All of the interfaces between AdDept and the other systems must have already been designed, constructed, and at least to some extent tested. Therefore, a great deal of interaction between Belk and TSI must have occurred in the years between 2003 and 2006.
At any rate the pace definitely picked up speed under Denise’s leadership. The January 2007 meeting involved a new project called the Printer-Shipper Report. Vee Hefney12 and Kari Bates13 produced this report in order to indicate to the printers and/or shippers the quantity of copies of each direct mail or insert piece to be produced and delivered. TSI had already delivered AdDept’s version of this report, but on this trip I gathered specs for changes to it, for a method of automating delivery of the information to the advertising records area, and for several related projects.
Special events was usually the last area of an advertising department that I dealt with. The people there managed unique in-store promotions like celebrity appearances and trunk sales by vendors. During the July visit to Belk I met with Leigh Ann Lyle, Rochelle Franklin15, and Bridgett Barbee15, who were involved with this area. Sixteen years later I can summon forth only a dim recollection of these meetings.
I also spent a lot of time with Denise Podavini on this and every other visit. I returned to the office with a fairly long list of requests. By this time we had produced forty-two programming quotations for Belk in addition to those listed in the Design Document and initial proposal. Most of the quotes had been accepted, delivered, billed, and paid for.
The October trip was notable for two things. It was the first mention of the application that someone had developed for managing vendor contracts in Lotus Notes17. Sanjay Singh18, an IT employee, said that he would provide the layout of a file that we could import into AdDept. The other notable item was that the top item on the to-do list was Belk’s fifty-ninth request for custom programming.
My visit in May of 2008 centered on co-op. The fact that I still needed to do setup work in this area five years after the installation puzzled me when I researched it. Perhaps the use of the Lotus Notes program for co-op contracts affected the progress. Although several problems were uncovered, we must have dealt with them. The last line on my update report is “Everyone was very appreciative of the work. They can definitely see the value of this project.”
We did not receive requests like the following every day:
The Lotus Notes database will at some point in the not too distant future be replaced with something. So, they would like the BELKLNI menu to be called BELKCOOPI, and they would like all references to Lotus Notes to be changed to co-op contract database or something like that.
By this time Belk had acquired most of the Parisian (introduced here) stores. TSI had to deal with several problems involving the transition.
I made two trips in June. The first one dealt mostly with issues in the interface with the co-op contract database. I also spent a fair amount of time cleaning up the co-op transactions and reconciling the co-op accrual entry for May. Denise P. and I had to make several changes to the .csv file for the journal entry to be uploaded to Lawson. The last entry in the notes for this trip had very good news.
I ran the actual cost accounting by store for February through May in order to check the results of DACAJOBST. I could not find any problems. In all cases the total media and production costs seem to match and the store breakdowns seemed reasonable.
I came back later in the month to help with the reconciliation of co-op for June. The list of open issues after that visit contained only five items, and three of them were requests for new programming.
The topic for the first visit in September was the merchandise cost accounting system, which required another interface with the sales system. This one was for sales by department by month. It was very challenging to try to reconcile the results of the merchandise allocation program with the results of the program that allocated costs to stores. I don’t think that I ever attempted this at any other installation. Nevertheless, after quite a number of adjustments, I reported that “July matched the store cost accounting in media, production, and co-op.”
The last entry on the Issues page of my notes was short but powerful: “I got the specs for a gigantic use tax/sales tax18 project.” My write-up of the project’s specs can be found here.
I came back the next week to help finish the cost accounting reconciliations and discuss the details of the use tax project. Denise P. needed something to address the immediate problem of calculating the use tax liability in each jurisdiction.
I wrote five queries in ADVQRY for Denise P. so that she could estimate their use tax liability for this season.
BOOKS092 creates a file with all direct mail and insert ads that have printing costs. It must be run first.
BKMED092, BKPOST092, and BKOTH092 calculate the costs for media, postage and other for all the ads in the file created by BOOKS092. The results are stored in files.
BKALL092 ties the four files together to print the report.
I think that this was the first time since the Amtrak rides to Macy’s East back in the eighties that I visited an AdDept client on two consecutive weeks.
The use tax project was installed in January of 2009. It seemed to go pretty well. One issue that was reported exemplifies how complicated this project was.
Request #9519 stated: “At month end, if the ad ran in that month or a previous month, the sales tax amount will be moved to the (liability) account specified on the sub-account. Thus, sales tax will be treated like every other sub-account.” This is not quite correct. They will have one sales tax sub-account, but there are sales tax liability accounts for each store. One store’s account will be associated with the state. The amount should NOT be allocated to stores when the month end program is run. Instead, a store should be specified on the sub-account, and 100% should go to that state.
I also spent more time reconciling the store and departmental cost accounting. At this point they were using both of them extensively.
Of course, they needed to project the cost of use tax when they were planning. The last entry for the visit was this question to Denise B.: “Denise P. needs the projected use tax for her reports. Is that ready? She hopes to have the projected costs by store the first week of February.”
The last file of notes that I have is dated at the end of February, 2009. I am almost positive that I returned to Belk several times after that, but I have no record of any of those trips.
At some point after this Denise P. told me that Belk planned to outsource the buying of newspaper space. I told her that this would have a dire, perhaps even catastrophic, effect on TSI’s financial position because most of their papers subscribed to AxN, and very few of them were used by any other AdDept client. She asked me how much money we would be losing. I told her. I was shocked when she promised to make up the difference. Evidently they expected to save a lot of money—most presumably in payroll—by outsourcing.
I didn’t think of it at the time, but this demonstrated quite a different point of view from when Belk promised to keep all five of its ROP coordinators back in 2003 and gave each of them personalized training in how to use AdDept to schedule newspaper ads.
Life in Charlotte: I happened upon a restaurant that I really liked called Skyland Family Restaurant. It was near one of the major north-south streets, South Blvd., but it was facing a side street. I drove past it once or twice even after I knew where I was going. After I discovered Skyland, I went there at least once on each trip. I am happy to report that it still seemed to be open for business in 2023.
The restaurant was owned by a Greek family. Everything that I ever ordered there was abundant, good, and inexpensive. My favorite was the pork chop meal. They also provided free refills on iced tea.
Several interior walls of the restaurant contained large water-color paintings that depicted unusual things. I am sure that I took some photos with my Canon point-and-shoot camera. However, I could not find them. The photo at the left is from the Internet.
I always ate by myself, and it was never very crowded. I suspect that they did more business at lunch time than in the evening. While waiting for my order I usually read something, usually the latest issue of Acquerello Italiano.
One occasion in 2008 stands out among my memories. A group of men were meeting in the back room, which was to the left of the area visible in the above photo. They were discussing in a serious and energetic manner what they could do to help Congressman Ron Paul of Kentucky win the Republican nomination for president. I had heard of Ron Paul, of course, but I did not take him seriously. Subsequently, I came to understand that he was a heroic figure to many Libertarians.
I went to several other restaurants. I have no complaints about any of them, but for me the experience at Skyland was both unique and very enjoyable.
After the first trip I always rented a car. I stayed at the AmeriSuites a couple of times and at Hyatt Place—also within walking distance of Belk’s headquarters—at least once. I went for a run almost every evening that I was in Charlotte. On the occasions that I was near Belk’s headquarters I ran around the park-like complex in which Belk was located and along the major road to the southeast of it, West Tyvola.
For most of my later visits the Hampton Inn in Arrowood, a neighborhood about five miles south of Belk, was my base. Even if it had not offered both free breakfasts and Hilton Honors points, I would have preferred it. The rooms were nicer, the service was better, and fairly often they had some free food in the evenings. It only took me ten or fifteen minutes to get to Belk, and there were some good places to eat in the vicinity.
I ran around a business park that was less than a block from the Hampton Inn. It wasn’t as nice an experience as running in a real park, but it sufficed for my purposes.
The only other type of recreation in which I participated was bridge. On one evening I played with Denise’s father20 at the Charlotte Bridge Club. I am pretty sure that it was in 2010 because I remember that I had just become a Live Master. We had a mediocre result. I made a few mistakes.
He told me that Denise never had any interest in the game, but he was teaching her daughter how to play. He also mentioned that he knew Simon Kantor, whom I had once played against back in New England.
The Work Environment: The headquarters building was spectacular. The most annoying thing, as I described above, was dealing with security. The parking lot was huge. I usually got there early enough to take one of the slots reserved for visitors, but if they were full, I might need to walk quite a distance from my car to the front door.
It was also a pretty good hike from the advertising area to the cafeteria and the IT area, but I did not need to make those trips more than once per day. The cafeteria was worth the trek. The food was quite good, as was the selection. The prices were quite reasonable.
The Dragon Buffet
Once on nearly every trip Denise P. and I would go out for lunch. I always paid and billed it back to Belk. Her two favorite places were O’Charley’s and a Chinese restaurant called Dragon Buffet.
O’C’s was OK, but DB was my favorite because they allowed diners to serve themselves and take as much as they wanted. I generally had consumed two bowls of Won Ton soup and then some ginger chicken wings. I think that there were also free refills on iced tea.
These were all legitimate business lunches. There was no booze, and Denise and I talked about almost nothing except business. As soon as we had finished eating we returned to the office.
Back in 2003 I cannot say that I had a lot of respect for the people with whom I worked at Belk. However, after Denise P. was brought in, my opinion improved a lot. It may be that she sheltered me from some people who might frustrate me.
One peculiar thing that I remember about the advertising department was the fact that Ellen Horn always had a Golden Retriever in her office. Evidently she was training them to be emotional support dogs.
There also seemed to be a paucity of printers. I remember that on quite a few occasions I walked a considerable distance to pick up a report and then had to wait for someone else’s job to finish. When I was doing reconciliations, I often needed small reports fast. This was frustrating.
The beautiful headquarters building is vacant in 2023.
Epilogue: Belk survived intact longer than almost all of the regional department store chains with whom TSI dealt. However, in 2016, a few years after my last trip to Charlotte, the company had redesigned its headquarters. Because I always thought of Belk’s digs as better than any of the other department stores, this news surprised me. Imagine my shock when I read that in 2021 Belk decided to close this location entirely. Evidently they expect most people to work remotely and some to be stashed away in stores. I don’t understand how this could possibly work. Where, for example, are the computers?
That last decision was not made by the Belk family. In 2015 the company was acquired by Sycamore Partners. For the first time ever it would be run by someone not named Belk. The new CEO was not even a man!
On January 20, 2021, Belk declared bankruptcy, but the next day it emerged with an approved plan. This website claimed that in May of 2023 Belk still had 294 stores. That seems incredible to me. I wonder how many of those are “outlets”.
Greg Case.
1. According to LinkedIn Greg Case still was working for Belk in 2023, as were quite a few of the people whom I could locate on LinkedIn. His profile page is posted here.
5. For the first part of the installation I worked with Steve Yeager a lot. I remember that he said that he was originally from somewhere in Massachusetts. I am not sure how he ended up in Charlotte. I also remember that he had a fancy car of some sort (as opposed to my ten-year-old Saturn). He told me that he liked the way that he looked in it. I found Steve’s LinkedIn page here.
8. I had not encountered anyone like Russ Taylor. Someone once asked him if he had graduated from the University of South Caroling. He answered solemnly, “Yes, I am a cock!” He also used to sneak out every so often for a cigarette break. His LinkedIn page is here.
9. I worked with Karen Pardue on virtually every trip until she moved to another position. Her LinkedIn page is here.
10. Debbie Morris assisted Karen Pardue. In 2008 she assumed management of co-op. Her LinkedIn page is here.
11. TSI had a long and productive relationship with Denise Podavini, who was born and raised in New England. I found her LinkedIn page here. It still lists her as directing the financial aspects of the advertising department, but I wonder if, given the drastic changes at the company, that is still accurate.
12. I remember Vee quite well. I briefly met with her on several trips. Her LinkedIn page is here.
Kari Bates.
13. Kari Bates eventually took over Vee Heffney’s job. Her LinkedIn page is here.
14. Rochelle Franklin’s LinkedIn page can be found here.
Bridgett Barbee.
15. Bridgett Barbee’s LinkedIn page is available here.
16. I was mildly amused to hear at one of the later meetings that the IT people, or more likely employees of an ambitious software vendor, were investigating the feasibility of replicating in Lotus Notes what AdDept did. IBM had purchased Lotus Development Corporation in 1995, primarily to get its hands on Lotus Notes, a product designed to make it easier for workers to collaborate. I had done a little research on that software. I could have told them that they would be crazy to try to use it as a comprehensive multi-user database. They would be sending a boy to do a man’s job. After a few months they came to the same conclusion.
18. According to Denise P., nearly every jurisdiction expected Belk to pay use tax on certain aspects of the cost of creating a direct mail catalog or an insert. The rates and what portion was taxable varied by jurisdiction. It seems incredible to me in retrospect that this had never been an issue in the previous six and a half years of the installation at Belk, and—even more mind-boggling—no other AdDept client had ever mentioned this issue. I have no idea how this could be possible. Almost all of the AdDept clients were in precisely the same business as Belk, and most used direct mail as much as Belk did.
19. I am pretty sure that we quoted and delivered more programming requests for Belk than for any other client. The request numbers were well into three digits when we closed TSI in 2014.
20. I think that Denise P.’s father’s name is David Wroblewski. I searched the American Contract Bridge League roster for players in Charlotte with lots of masterpoints and a Polish name. His was the only one.
In the second half of 1999. after my sister Jamie Lisella had left TSI (explained here), the situation at the company was simultaneously the most exciting and the most perilous of its entire experience. On the one hand, business was very good; our services were much in demand, and the relationship problems of the previous few years were pretty much behind us. We had a good staff that could produce great code on a reasonable schedule. We also had plans to move into a new office in East Windsor that we were designing to fit our needs (described here).
However, the company did face some serious issues.
TSI had no marketing director, and we had done no marketing of any note for at least a year.
TSI no longer had an administrative assistant. I had take over these tasks, and I had better things to do.
The size of the potential market for new sales of our primary product, AdDept, an administrative system for retailers, was dwindling, mostly do to mergers and consolidations in the retail industry. Another factor was the fact that AdDept was already installed in a large number of locations.
The computer that we knew best, the AS/400, had limitations that made it difficult to sell to companies that were not familiar with it. Specifically, the screens and output were not considered “modern”.
The Internet posed a serious challenge. At the end of the century every business could see aspects of the opportunities that it offered, but few could see a clear pathway to using it profitably.
My partner, Denise Bessette, and I discussed these issues fairly often. We knew that we were understaffed in critical areas. Although a good case could be made for getting a new marketing director forthwith, the previous marketing person, Doug Pease, had left the company a few years earlier because I asked him to stop selling new AdDept systems for the simple reason that our existing clients were so demanding that we were struggling to keep up with their requests for new programming. It seemed to me that we should address our other problems before we hired someone to generate more sales.
I was aware that René Conrad was frustrated with her position as planning manager at Kaufmann’s in Pittsburgh (introduced here). I had great respect for René and her work. In the wake of Jamie’s departure I discussed with Denise the possibility of asking René to work for TSI. Denise was receptive to the idea, but there certainly were a lot of detail that needed to be put in order.
After talking with René over the phone a few times in August of 1999 I sent the following letter to her:
I have been thinking a lot about this. I also met with Denise. As usual, she had some good ideas. It seems to me that there are three things we need to address: 1) a job description that we all can live with; 2) a solution to the relocation problem; 3) a suitable compensation scheme. You may have other issues, too. If you do, I would greatly appreciate it if you would tell me as soon as possible.
1) Job description
You asked me if this was Doug’s job. The answer is no. We hired Doug to sell AdDept systems. We hoped he would be able to do other things, but the only other one that he was accomplished at was setting up time and action plans and agendas. In the last five years we have taken an immature product with a small client base and made it into a comprehensive administrative system used by a large portion of the most powerful and successful retailers in America. What we really need now is someone with insider knowledge to help us shape our company for the next 10-15 years. This is the primary role we would like you to pay. We realize full well that this is much less structured than what you are used to. We hope you would look forward to the challenge and can adjust to this type of environment. The second most important objective would be to relieve some time pressure from Denise and me. I hope that you would be able to relieve me of some of the training time either by eliminating the need for it by improving our documentation or by taking some of the trips yourself. The other side of the coin is that neither Denise nor I can afford to take on new unbillable responsibilities. The case in point is supervision of the administrative assistant. Jamie did this work for such a long time that she required very little oversight. I don’t see how we could afford to hire you if you did not supervise this person. I don’t see how this job can be performed from anywhere except our office, certainly for the next few months. You will have an awful lot to learn about how our company works. You know all about Kaufmann’s and a little about the other May divisions, but we have 17 other clients. We work very closely together at TSI. I don’t see how this could be done by phone. We also do not have the infrastructure for remote use of our system. We have a dial-up connection through the network, but it uses phone lines.1 We would spend a fortune on long distance if someone had to dial in to our system, and, of course, that is the only way to dial in to our customers. Setting up an internet connection is expensive, and we would probably have to hire someone to do it. It also drags security issues in as well.
2) Relocation
I don’t exactly know how to sell you on Connecticut. Our new office promises to be very nice. You will have the biggest office with three windows. We will make sure that you have whatever you need to be productive. I have made a commitment to everyone to make the work environment so nice that people will love to come to work.
As I said, we have no death marches.
I think you will like working with our staff. If there was any negative feeling in our office, it left with Jamie. We are in the process of hiring an administrative assistant.2 If you don’t like the person we hire, you can get someone else.
The area is pretty nice. The weather is certainly no worse than Pittsburgh’s.
We are two hours from Boston, which is full of activity. We are only three hours from New York by train. Vermont is only 1.5 hours. The long island shore is an hour or so.
You will have to make new friends. That is never easy.
We would REALLY like you to come see what we have to offer. Denise is eager to show you Northampton, MA (about 20 minutes north), where she went to school.
3) Compensation
I am pretty confident that the compensation issue can be worked out without much difficulty. I told you about how much Doug had been making. I neglected to tell you that 2/3 of that was in commissions. I think that we need to revamp the compensation scheme somewhat. Doug concentrated on new AdDept sales. It took him a few years, but eventually his efforts outstripped our ability to support the new customers. I get the distinct impression that you aren’t interested in that kind of job. We want to sell AdDept systems, but we think we need to develop other sources of income as well.
We propose that you receive 35% of the profit on hardware sales; 10% of the revenue on AdDept sales (assuming I take all the sales trips by myself); 20% of AdDept module (e.g., CAPS interface) sales; and 50% of “project management” income. The last would be defined as any trips (at $900 a day) that you get customers to agree to let you take. If you can persuade them to pay you without taking a trip, all the better.
You will be part of the process of developing new products or services. We will negotiate with you what percentage you get.
The starting base salary would be $50,000. e will agree to pay you an additional $2,000 per month as salary in lieu of commissions for the first twelve months. If your commissions were $500, $4,000, $800, and $3,000 in the first four months, you would be paid $2,000, $2,500, $1,500, and $2,300.
We have done no marketing in more than two years. Nevertheless, in the next year I think that one AdDept sale is almost certain (Carson’s)3 and one is likely (Dick’s)4. It is possible that Dick’s will happen very soon, in which case I will have to pay Jamie commissions. There are two almost certain hardware sales (Carson’s and a box for Saks Inc.). At least three or four customers could definitely use faster boxes, and the new 170’s are very attractive.
Adapting to life in a small company will not be easy for you. On the other hand, I think that the profiles of TSI and René Conrad mesh well. We are stable, free of debt, and full of kindred spirits. We need a smart, aggressive, well-connected person. You’re it.
Have you seen the W.C. Fields movie, “The Bank Dick”5? Fields’ character Edgar Soucè (accent grave on the last syllable) has a prospective son-in-law named Og Oggleby who works in a bank. Fields is trying to talk him into embezzling money to invest in shares of stock in The Beefsteak Mine. The pitch is “You’ve got to take a chance when you’re young.” Soucè explains, “My uncle Huffnagle, a balloon ascentionist, took a chance. While he was aloft in his balloon one day, he espied a haystack 2,000 feet below him He took a chance. He jumped out of the balloon and aimed his flight at the haystack.”
“Gosh,” says Og. “Did he survive?”“Uh, no,” says Soucè. “But that’s the point. If he’d been a younger man, he might have. You’ve got to take a chance when you’re young.”
We contacted René, and arranged for her to fly to Connecticut and spend some time talking with us in our new office. We bought a round-trip plane ticket for her and arranged for her to stay at the nearby hotel, which was, I think, a Best Western at the time.
I picked up René at Bradley on, I think, a Saturday morning in December 1999 or January 2000. Denise drove in from her house in Stafford. We tried to explain that the situation at TSI was very positive, but we wanted to hire someone who could help us face the issues of the twentieth century. René’s biggest concerns were the fact that she was used to fixed goals and rewards for meeting them and whether her presence would be required in Connecticut. Unbeknownst to me she had strong ties to Pittsburgh and was not impressed by the social scene in the Hartford-Springfield area.
A few days before Denise and I left for our trip to PartnerWorld in San Diego I received a letter from René in which she declined our offer. It was disappointing but not surprising. When we got back from San Diego, I wrote up my thoughts for Denise’s consideration and then on February 7 I set this letter to René:
Denise and I were disappointed but not very surprised to receive your letter. I think that the three of us would have had an enjoyable and successful time working together, but there is more to life than work. At least, I think I read that somewhere.
We both gave careful consideration as to whether the job could be performed remotely. We also examined whether there was a feasible arrangement that involved two weeks here and two weeks there. The thing is that we want someone we can work closely with, and we just don’t see how that would be practical without the person being in the office. Denise and I often have impromptu conferences, and I think that the close sharing of ideas has helped the company immensely. Our primary objective is to find someone with slightly different experiences and a somewhat different outlook to join in the process.
We are still convinced that you would have been the best person for the job, but we accept that we now have to look elsewhere. We both look forward to working with you.
We did not get to work with her for long. In 2002 the May Company moved the administration of the Kaufmann’s stores to the headquarters of the Filene’s division. René began working with a local non-profit theatrical organization, about as different from TSI as imaginable.
TSI did not get to add Dick’s, which is also in Pittsburgh, to its client list until 2004. On a training trip I met up with René. She showed me where she worked, and we had supper together.
What if?: It is difficult to say how different things would have been if we had hired her. In the short term there might have been very positive results. I wrote on February 17, “It occurred to me in a fit of melancholy at 5 PM on Friday that René Conrad could probably have forestalled the Cato fiasco. She could also probably have taken the Meier & Frank trips, or at least one of them.”
On the other hand, she could not have helped us much with the May Co. It is almost impossible to imagine getting much more work from them. Perhaps she could have penetrated the barriers that Macy’s set up, and we could have continued our relationship with them after the grand consolidation. Even if she did, how would it have helped us.
I don’t think that she could have helped much with AxN. Denise came up with a great solution to the problem of marketing it to newspapers. I cannot imagine what René she could have figured out a way to use the connections we established between advertisers and newspapers for some other purpose that was valuable to one or the other.
While working on this project I contacted René through LinkedIn. Her page is here.
1. In 2023 it is strange to read about concern about telephone charges. At the time we used MCI for long distance. Every month our bill was in the thousands..A few years later our network and Internet connections made it feasible for employees to sign on to our AS/400 from home through a local carrier. In fact, one of our programmers, Michael Davis (introduced here), did this from Pittsburgh after changing from local employee to remote contractor. Denise worked from her home on Cape Cod during the last year of so of TSI’s existence.
2. The administrative assistant whom I hired was Nadine Holmes (Introduced here).
3. I can hardly believe that I was ever “almost certain” that TSI we would get Carson’s (introduced here as P.A.Bergner). Steve VeZain must have told me or Doug something that I later repressed.
4. The Dick’s Sporting Goods installation has been described here.
5. I planned to insert a link to this routine, which I consider the best comedy sketch ever, on the Internet, but I could not find it posted anywhere.
An interesting, if spooky, place to exercise during the pandemic. Continue reading →
For decades the big attraction of living in Enfield has been the easy access to almost every variety of retail store and restaurant. The concentration of these establishments in Enfield began with the construction of the Enfield Square mall and eventually spread out a few blocks in every direction except east, where I-91 blocked further expansion. As far as I know, no one celebrated the the fiftieth anniversary of the mall in 2021. Frankly, there was not much left to celebrate.
History: The potential of the property occupied by the mall was first appreciated by the May Co., one of TSI’s biggest clients and the parent company of the Hartford-based chain of department stores, G. Fox. The area attracted the company’s attention because it was between two exits of I-91 and there was little retail competition in the area north of Hartford and south of Springfield, MA. Furthermore, although Enfield itself was not a particularly wealthy town, the towns bordering it to the east (Suffield), west (Somers), and north (Longmeadow, MA) were quite prosperous and lacking in retail.
The three original anchor stores are indicated in red: G=G. Fox; P=JC Penney; S=Steiger’s. All three extended well into the parking lot and had external entrances.
This view is from the west. I cannot explain where all these cars are going. There is no exit on the west.
The May Co. purchased the land and developed a mall with three anchor stores and a very large parking lot. G. Fox occupied the prize spot—the two-story space on the western side with its own entrances. Steiger’s, a much smaller department store based in Springfield, leased the large one-story area on the eastern end. The two-story space located in the south-central area was leased to JC Penney.
This arrangement persisted for more than two decades. In 1994 Steiger’s went out of business, and in 1997 its space was leased by Sears. In 1993, the May company folded the G. Fox division into its Boston-based division, Filene’s. In 2000 the JC Penney store closed. Filene’s eventually took over the lease and closed the second floor of both of its locations. In 2006 Macy’s purchased the May Co. and rebranded Filene’s. Both Macy’s stores closed in 2016 and were never again occupied. The Sears store also closed in 2016 and was never reoccupied.
The doors on the left lead to the mall’s corridor. The ones on the right lead to Target. Few Target shoppers go to the mall area.
A new Target store was constructed and opened in 20011, but for some reason it was not really integrated into the mall. It had only one entrance—on the north side. It was next to one of the mall’s three side corridors, but there was no way to enter Target from the center of the mall without walking almost all the way down that corridor. So, it did not serve to draw traffic to the rest of the mall. It also occupied a considerable amount of parking space. For years parking was abundant on three sides of the mall and difficult on the north side.
Preparation: In January of 2022 I had been searching for an indoor location in which to walk a few miles four or five days per week. I had no interest in joining a gym, but I did investigate using a treadmill at the Enfield Senior Center. Then I thought of the mall. My dad had walked there for a while when Enfield Square was still a hive of activity. I sometimes picked him up there when we ate lunch together at Friendly’s on Wednesdays. I never asked him what it was like; I did not consider what he was doing as serious exercise, and in those days I still was in possession of a working treadmill and ample cartilage in my knees.
It occurred to me one day that I could walk in Enfield Square. I made a reconnaissance trip to gauge how many laps I would need to walk to reach my goal of five miles. I was a little surprised at how empty the building was, and some of the changes disoriented me. I was pleased with my discovery that one complete lap—including the side corridors—would constitute a hike of about half a mile. I decided to start with five laps and add one additional lap each Monday until I reached ten.
There were a few false starts. On the first hike through the mall I remembered my Bose head phones, but I forgot to bring my MP3 player. The second time I remember both the player and the headphones, but I found that the headphones trapped in too much heat. By the end of the walk I was uncomfortably hot. After that I used earbuds instead of the headphones.
On both of those first two hikes I left my winter jacket and hat in the car. I parked as close as possible to the door to the western corridor, but I still faced a fairly substantial walk in the frigid winter air from my car to the door. The next time I decided to try parking on the other side of Target near the door to the north end of the western corridor. The only store in that corridor was GameStop. I correctly figured that I would easily be able to locate a good parking spot there. In fact, the only difficulty that I encountered was with the nearest light in the parking lot. It did not seem to work, or maybe the landlord2 had disconnected it.
On my way to the mall I drove past the huge two-story western anchor store that had last been occupied by Macy’s until 2016. I remembered that for a while Lia Honda, which is a block east of Enfield Square had parked dozens or even hundreds of brand new vehicles in the western parking lot. When I drove by the former Macy’s the entire parking lot was shockingly empty. I noticed a sign on the side of the building that indicated that the building was available for lease or purchase. I feel certain that the property managers would bend over backwards to get a tenant there, but who would want it?
Come on inside and take a lap with me. We will be walking counterclockwise, which means that we will keep to the right. Some of the shoppers walk on the left side of the corridor, but I have yet to see a walker do so.
I’ll point out the sights. I’ve never actually set foot in any of the establishments at Enfield Square except for Target and the cinemas, but I’ve done a little research on some of the obscure ones, and I have made mental notes while hiking the corridors.
The western corridors: On the immediate right (west) of the northwest entrance is the GameStop store. It has been open every time that I have walked by it. Seldom has there been a potential customer within, but I can always hear or see some kind of activity.
A full-length mirror with five diagonal grey stripes has been positioned between the entrance to the store and the door through which I always enter and exit. When one is walking in the corridor towards the door it appears for a second that someone is walking up a hallway from the left. Actually the grey stripes make it appear that they are ascending a staircase.
The rest of the northwest corridor is totally uninhabited. There still is a large sign for Liberty, the tax consultants.. Liberty, which is, of course, a seasonal business has another office nearby. I am pretty sure that they have abandoned this office and just left the sign. If they intended to resume operations in the mall, I think that there would be more activity there by February 6. I, for one, have already received most of my 1099s.
Liberty’s office was on the southwest corner of the corridor in which we entered. At this point we bear to the right toward what was formerly the grand semicircular entrance to the G. Fox/Filene’s/Macy’s store that served as the western anchor store. Some walkers walk right along the wall, but I usually follow the diagonal checkerboard pathway.
I was quite shocked to discover that the entrances to two of the three of the former anchor stores had been walled up and decorated with unimaginative art work. At left is a photo of the one on the west end of the mall. I think that the artists meant to depict things that one could purchase in the mall. Not so in 2022. If the hamburger makes you hungry, you must go outside to Wendy’s or Friendly’s or across the street to McDonald’s or Burger King to get one.
As we pass through this area we can see overhead a huge wreath that was, I assume, left over from Christmas.
We haven’t encountered any humans in this area yet, but people are usually visible on the left in the main corridor. From this distance it is hard to say whether they are walkers or shoppers. All of the shoppers and most of the walkers wear at least a light jacket. I wear a sweatshirt over a tee shirt. I feel a little chilly during the first lap. After that I am happy that I left the coat behind in my Honda.
On the south side of the walled-over entrance is a large location that was for decades the location of a Waldenbooks store. I visited it often to purchase paperback books or calendars. This store was one of many that closed in January of 2007.
The space is now occupied—sort of—by the Lia car dealerships. I have walked past here at least thirty times, and I have never seen anyone. I don’t know if it was ever actually used by Lia. I doubt that anyone has been here during the pandemic. A sign in the window touts some Hyundai models from 2019.
Inside some tables and chairs are visible, as well as small displays of merchandise featuring the brands of the four Lia dealerships in Enfield The lights have never been on when I walked by, and I have never seen anyone inside of this office.
They don’t rent bowling shoes, and you need to bring your own ball.
I am fairly sure that at one time there were stores on both sides of the mall’s southwest corridor. In 2022 a couple of bowling lanes could be inserted here, and neither the retailers nor their customers would be disturbed much. There are no businesses at all on the north side of the corridor. In fact, there are not even doors or display windows. The impression given is that beyond Lia to the door at the end of the corridor is an outside wall. I am quite certain, however, that something is behind it.
We make the loop at the end of the hallway, but we are careful not to step on the carpet. Some kind of pressure sensor beneath it opens the door at the southwest ext. The first door on the right (east) after the turn was for many years a RadioShack that I frequented when I needed a particular type of cable, converter, or other piece of electronic gear. At Christmas time the store featured remote-controlled miniature cars. That spot is now empty.
In 2022 the only merchant on the entire corridor is one that I had never heard of: Rainbow. The store has been open only a few times when I walked by, but I have yet to see a customer or a salesperson.
The company’s official website states that they sell “water-based cleaning systems” for purifying the air and various surfaces. Somehow I have survived for seventy-three and a half years inhaling and exhaling dry dirty air,
There are some curious items concerning Home Helpers in the display windows on the right, but there are no active stores until we make the turn onto the main corridor.
South Side of the Main Corridor: Just around the corner is a very interesting store. The shelves are still clearly visible through the window, but they contain no merchandise. By stepping a few feet into the middle of the courtyard we can see the store’s sign. It says GNC. The G is lit up, but the NC is still dark. This must be a message of some kind, but what is it?
Perhaps it could be read as an admission that the users of GNC’s vitamins and supplements were unable to deal with the Covid-19 virus. Maybe, but perhaps the real message is that, like the G, a spark of hope remains, and soon people will be able to fortify their immune systems with over-the-counter nostrums, thereby avoiding the treacherous vaccines foisted on them by George Soros and Bill Gates.
The next store that is actually operational is the only one with its own entrance from the parking lot. It is also the brightest and largest of all of the stores except, of course, Target. All sides of the mall’s gigantic parking lot have signs with arrows indicating the direction to Party City.
The above picture was taken on a Saturday afternoon, the only time that I had ever seen anyone manning the cash register on the mall end of the store. Most customers enter and exit through the doors to the parking lot. I have, however, noticed a few people entering from the mall.
There is an empty store between Party City and the next retailer, Pelley’s Sports. Their Facebook page says that they “specialize in NFL, MLB, NBA, and NHL clothing, merchandise, memorabilia, pictures, and other sports paraphernalia.” I have passed this store many times, but I have never seen anyone inside except on Saturday afternoon. They have a lot of stuff piled up near the entrance. I could easily have missed some shoppers.
Pelley’s has purchased some of the display space of the adjacent vacant store to the west. In it are displayed large photos of some local teams and famous players. The photos are on sale for upwards of $150. One framed photo of Tom Brady is offered for $2,699! They also sell jerseys that look very authentic.
The next occupied space is occupied—at least occasionally—by the North Central Connecticut Chamber of Commerce. I don’t know why the C of C maintains an office here. However, I once saw three people sitting at a table here discussing some papers. So, evidently it is occasionally used for meetings, at least.
The next space that is sometimes open is Claudette’s Consignments. I had seen people in this store only a few times. However, despite what the photo on the right shows, on Saturday there was quite a bit more activity there. I could not find any information on the Internet about this store. I am not sure whether it is associated with the shop in the Hamptons of the same name.
Claudette’s occupies a corner space. The next area is a large two-story structure that formerly was occupied by JC Penney and then part of Filene’s and Macy’s. It has been walled off and decorated with paintings. If the picture of a slice of pizza makes you hungry, you are out of luck, but you can probably buy a cappuccino at the Starbucks inside of Target.
I think that this area must have been used as Santaland during the Christmas season. The photo only shows two huge wreaths, but the first time that I walked by in January, oversized candy canes and fake snow were spread throughout the fenced-in area. It was actually a very depressing sight.
I walk along the edge of the small fence. Some walkers choose to walk straight across from Collette’s to the store on the other side of this alcove—Bath & Body Works. By the way, on Sundays numerous people bring their dogs with them on their strolls through the malls. I am pleased to report that I did not witness any canine misbehavior.
For me the most interesting thing about BB&W was that two employees were usually visible. They almost always outnumbered the customers. I think that this place sells smelly stuff that I would never consider purchasing.
Next door is one of the newest shops. It is called SSUPhoto Designs. I have only seen one person within, a short young man who seemed chained to his computer. On chilly days he wore a stocking cap. The store has a fairly impressive website, which you can visit here. I am still not quite sure what product or service is being offered, but apparently they have the equipment and the expertise to produce designs on the computer and transfer them to many different objects. They also sell “tumblers”, dozens of which are on display.
I also found a website for a website for SSUPhoto (without the Designs). You can visit it here. It explained that the SSU stands for Snapshots Unlimited. I suspect that the store is an effort by the proprietors to expand their reach in a period of lower demand for professional photographers.
After another unoccupied space the New Life Church appears on our right. Its services are at 10AM on Sundays. I have never been in the mall at that time, and so the few people whom I have seen in this location were setting something up for the service.
Across the corridor is another space that is apparently leased by the church. Its windows display biblical quotes, and the word “Annex” is in a sign over the door. A third space on the eastern corridor also apparently belongs to the church.
The church has a rather professional-looking website, which you can explore here. I need to dispute one portion of the website that states, “Most of all, we believe you’ll find people just like you …” I seriously doubt that anyone who attends regularly is even vaguely like me. In truth I found the approach described there as just this side of terrifying.
Pastor David and Lisa.
In total, a NEW LIFE service is about 90 minutes in length. Services begin with the NEW LIFE worship band leading the church in music – song lyrics are projected onto the screens so you can sing along and/or engage with worship however you feel most comfortable. After the music portion of service is complete, our pastor will come up to share both a challenging and encouraging, hope-filled message from the Bible.
I assume that the phrase “the pastor will come up” does not imply that he ascends from the basement. If he had a trap door with a small elevator, he surely would never mention it on the website.
Next to the church is Crystal’s Fun Spot, a large space filled with objects meant to attract the attention of youngsters. On my weekday walks I seldom saw anyone in here except for the woman sitting at the desk with a large roll of paper towels at the ready. I took notice of the towels because on one occasion I neglected to bring some of my own. If I had the sniffles or a sneezing fit, I planned to enter the Fun Spot and offer crisp dollar bill to the lady at the desk in exchange for one of the towels.
On Crystal’s website (here) I learned that she charges $7 per hour for infants and $15 per hour for kids who are two and older. On weekdays I had only seen a couple of kids in here with their parents, but on Saturday afternoon there was actually a line.
Next to Crystal’s were three window displays that feature mannequins dressed in clothes with patches that are oddly arranged. There is also a pile of suitcases. I had never actually seen anyone inside, but one day the light was on, and there was some equipment visible. One window is signed by Justin Haynes, and it prominently features the name of the place: Just10 H.
Looking at the website (here) solved the puzzle for me. It said that Justin Haynes was a fashion designer who was planning a big show for February 16. There was even a countdown clock. That was only two days ago, but the website’s home page has been totally revamped. It says that Jus10 H’s label is called ONYX (the luxury label). Don’t ask me what occurred in the interim. I never have been able to keep up with fashion.
Before the pandemic the Enfield 12 Cinemas were the spot to be in this sleepy town. The mall’s website even calls them an anchor store. In the last few months I have been there twice for Metropolitan Opera Live in HD performances. There was one other person attending the first showing, Boris Godunov. Ten of us showed up for the second, Rigaletto. That is not shockingly low for opera, but I saw practically no one at all anywhere in the theater either time.
Previously there was always a line for tickets. Several times when I passed by while walking I saw no one who was even selling tickets. They don’t even promote their shows. The sign that is visible from the corridor says that the schedule is posted on the Internet and at the one-user kiosk!
Next is a booth used by the company that provides security for the mall. The last two afternoons that I walked by this spot there were two men behind the counter. A guy with a shopping cart brought at least one of them supper in a styrofoam container. He took a seat on the civilian side of the counter and ate his own supper from a similar container.
I have seen this guy every time that I came to the mall to walk. On every occasion he wore black leather shoes, black pants, and a white undershirt with shoulder straps à la Clark Gable. He did not resemble Clark much in other ways. For one thing he was grotesquely obese. He also seemed to need to use his shopping cart as a walker.
The first afternoon that I walked in the mall he had parked himself and his cart at the abandoned kiosk that once was used by nearby Asnuntuck Community College. He had some kind of strange machine sitting on top of the counter. It was plugged into an outlet on the floor. I never have figured out what he was doing then or why he seemed to spend so much time in the mall.
One day I saw him entering from the narrow corridor leading to the restrooms, the mall’s offices, and an entrance. He was wearing a thick flannel shirt-jacked, which he doffed as soon as he was settled inside. He waved to me as I passed on that occasion and on several others. Since he does not wear a mask, I give him a wide berth.
The southeast corner of the mall is operated by Cindy’s Food for the Soul. I don’t know who Cindy is; I have never seen a female in this establishment.
I did not see anything that looked like a menu posted somewhere. I expected to find a menu somewhere on the Internet, but I was disappointed. Evidently this was formerly a stand-alone deli somewhere in Enfield. Cindy evidently specializes in soul food and Jamaican food. I don’t think that anything hot is available, but I could be wrong.
At the end of the corridor we turn left in front of the old Steiger’s/Sears store. For some reason it, unlike the other two anchors, has not been walled up. Since the lights are almost never on, it might as well be. However, on one magical afternoon the interior of the abandoned store was lit up, and I got to peek inside. I could see all the way to the exterior doors on the east side. There was absolutely no furniture or debris. I saw eight or ten columns that presumably held up the roof. The floor was clean and polished. The owners of the property must have been showing the space to a potential lessee or purchaser.
At the end of the alcove where we must turn left there is a bench on which I have often seen seated a young man in a reflective vest playing with his phone. I assume that he collects shopping carts from the Target parking lot, and rests there on his break.
Eastern Corridor: We then make a right turn up the eastern corridor, which is really dead since Panera moved east to a building constructed for them in the Home Depot parking lot across Freshwater St. We make a U-turn at the door, after which we pass the door to Ruby Tuesday, which closed in 2016. It seems strange.that two very nice windows—one with stained glass panes—have been sitting there for six years.
Next is an area belonging to the church. I have never seen it open, but occasionally a light is on. I saw a foosball table in there a couple of times.
On the corner is the Kebab House. Sue and I had been planning to go there until the owners decided to close the place until the middle of February. I am pretty sure that their signs and printed menus must hold the world record for misspellings. They even misspelled kebab once!
I still fear that the restaurant may never reopen. I have walked past it many times, and I have never seen more than one of its tables occupied. Since there are always at least three employees, it is hard to see how it could survive.
Over the years his site has housed many short-lived restaurant ventures, including a McDonald’s3 and at least two different pizza joints. Its spot across from the theater with its outrageously priced food items might seem ideal, but no one has been able to make it work. Obviously prospects are worse in 2022.
North Side of the Main Corridor: I consider the turn at the Kebab House to be the halfway point in the walk. If you are thirsty, there is a machine nearby that dispenses Coca Cola products and other beverages. Be prepared to shell out $2 or more for a 20-ounce bottle.
After the turn back onto the main east-west corridor we pass an amazing number of dark stores. There are four of them before we reach Relaxation, a place that features a “Chinese Massage” for $20. In the window is a television screen showing a silent (!) description and demonstration of the technique. The good news is that the video, which is on a looped, is captioned. Unfortunately the captions are in Chinese.
The inside of the store is very dimly lit. I thought that I saw someone getting a massage once, but I could not be sure.
The nest space to the west is the church’s annex. It has always been dark when I walked past.
Then there are three more empty locations before we come to our next turn to the right around Furnari Jewelers, which is always brightly lit and always has at least two employees within. Once or twice I saw other people between the counters. I could not gauge their interest. I noticed that a sign that assured passersby: “No Credit Required.” To me it said a lot about the current state of the mall.
We are now headed north up the central corridor toward an exit and the entrance to Target. On the right is another vacant storefront that once housed “Hair in the Square.” The other storefront was abandoned on January 31, 2022. A second video games store called Stateline Video Games had been there for a short time. It had a lot of interesting stuff in its display windows, including quite a few WWE action figures that were clearly marked as “Not for Sale”. A week after the posting of many signs explaining the closure there was still quite a bit of equipment in the store. The company still operates a store in the Holyoke Mall.
By the time that we had reached the exit, we passed two other places of note. They were both in the middle of the corridor. The first, which is called Playtown, was designed for kids and their exhausted parents. The latter can take advantage of the softest of the many benches in the mall. A goodly number of very sturdy and colorful objects are provided for the youngsters to climb on and slide down. The green caterpillar at the entrance indicates that everyone must be at least 42″ tall. I have seen about ten children in here. One was close to that height, but all the rest were much shorter.
The other active location was the kiosk devoted to CM Repairs and Accessories. According to a map that I discovered on the Internet, this kiosk was once located outside of Cindy’s Fun Spot. The new location would seem to be optimal, but I have only seen one or two potential customers here. The last few time that I walked by this location the booth was not manned. There were lots of phone accessories on display and signs for calling India for $19 per month and something called Lyca Mobile, a wireless network based in England.
I looked at the CM Facebook page for help in understanding what CM stood for and what the significance of the circle around the C was, but I found nothing. It sounded like a one-man show with a Massachusetts phone number.
The only open business in the central corridor is Tranquility Day Spa and Salon. I frankly have only the vaguest idea of what services and products are offered within this establishment. I don’t think that you can just wander in. The desk at the entrance is almost always manned by a guy in a lab coat. A sign warns that if you want a manicure you must wear a mask.
The most popular product appears to be nail polish. They have dozens of choices on display near the entrance. I have witnessed quite a few women checking out the selections there.
The Lyon and Bear is to the right of Claire’s.
The corner space is unoccupied, but after we are return to the main corridor we pass by four consecutive occupied (at least occasionally) stores. The first one is the most mysterious. Two 8½ by 11 signs taped to the window identify it as “The Lyon and Bear”. I don’t understand the name. A very large lion toy hangs from the ceiling, but no bear was visible. Its Facebook page mostly promoted beard oil and trimmers when I looked at it.
The C of C welcomed the store in October 2021 with an article that did little to explain its purpose. You can read it here.
Claire’s, on the other hand, has been in the mall for decades. I seem to recall that it was formerly in the southeast corridor. I have never dared to enter. I have seen several moms with quite young girls who were apparently there to take advantage of the free ear-piercing. Apparently this is an accepted right of passage.
Next on the right is the brightly lit T-Mobile store. Although it is featuring “iPhone 13 on Us”, I have almost never seen a customer in this store. I remember that Jason Dean4, one of TSI’s programmers, told me that he and his wife had switched to T-Mobile to save a little money. Unfortunately, his new phone did not work at all inside his apartment. The signal was too week. He switched back to his previous carrier, but it involved a major hassle.
The cleanup hitter in this murderer’s row of retail is LensCrafters. It has been located in the mall for a very long time. Sue bought at least one pair of glasses there. It always seems to be busy when I passed by, which I found a little surprising. Target has its own fairly large optical department, and so LensCrafters is one of the few retailers in the mall that directly competes with the only real anchor store.
The last stretch of the walk is the most depressing. The last seven spaces on our right are unoccupied! A few, like Dollar ‘N’ Things and inField Research, still have signs, and the windows of others are decorated with advertising. One of the windows strangely promotes Dollar ‘N’ Things. Google thinks that inField Research is still in business in February 2022, but the office is empty.
Here is another map of the entire mall. I have enclosed in green the names of the entities open in February 2022. New ones I have identified with abbreviations in green and explained in the caption.
If you click on the image, a much larger and more readable version will be displayed. N is the location of the North Central CT Chamber of Commerce, CC is Collette’s Consignments, New Life is the New Life Church with the Annex across the hall., J10H is Justin Haynes, C is Cindy’s Food for the Soul, K is the Kebab House, and LB is the Lyon and Bear. The big arrow shows how CM’s Kiosk has moved.
Machines: The corridors also contain quite a few vending machines. The largest one, by far, dispenses acne products from Proactiv. I have never seen anyone within ten feet of this one. For one thing malls are no longer where teens hang out. I would think that if one suffered from really bad acne, one would not want to advertise one’s condition in the middle of the mall, but what do I know?
Numerous machines cater to the needs of hungry and thirsty denizens of Enfield square. Three machines sell ice cream products called Mini Melts. One is near Playtown. The other pair are back-to-back near the east end of the long corridor. I have never seen anyone buying or eating ice cream in the mall this winter. I did not get a photo because I did not really notice the machines while I was doing my photo lap.
There are six machines that dispense Coca Cola and Vitamin Water beverages. The placement is a little weird. Two are back-to-back near the southwest entrance. Two pairs are side-by-side on the western end of the main corridor and near the exit at the end of the north-central corridor. I have never seen anyone buy anything from either one, and I have noticed no one with a 20-ounce bottle of anything.
Two fairly large collections of gumball machines are on display in the long corridor. One is near Party City and Pelley’s Sports. The other is in front of Jus10H.I don’t know if any of the dispensers actually work. I have never seen anyone try to purchase anything from them. At least two of the glass globes were empty in both collections.
There are at least four ATM machines if you count the one just inside Tranquility. I have never seen anyone use one, and it is hard to imagine why they would. All of the machine—except perhaps the gumball machine—take credit cards. Cash is so pre-pandemic.
A machine near Party City takes three strips of photos. I had my doubts about whether such an old-fashioned machine actually functioned, but I once witnessed three people enter the machine and pull the curtain shut. I must assume that they had their photos. Since everyone in 2022 has a phone with a pretty good camera in it, I don’t think that this type of machine has much future.
Another area near LensCrafters features the twenty-first century’s answer to the mechanical horses that kids could rid for a quarter. This one contains a one-seat train that might be Thomas, a large red dog named Clifford with a seat on his back, and two fairly large ceramic cars. Each car has a figure sitting in it, but there is room for a child to act as driver—on the right side! One passenger (in a taxi) is Paddington Bear. The other car is labeled “Fetch the Vet”. Evidently the company who created this diorama is British.
I have seen kids climbing on these vehicle, but I have never seen any adults pony up the money to make them do anything. The train costs three quarters. I did not examine the other rides.
There are three sets of machines that to me seem out of place. A pair of machines are back-to-back in the main corridor. They sell stickers and tattoos. I did not examine them too closely.
The second weird collection is near the Mini Melts that is between Tranquility and Target. To the right of the Mini Melts machine are two adjacent machines labeled Prize Cube and Winners Cube. I don’t know any more about them. On the other side of Mini Melts is a set of machines that look like gumball machines, but they actually contain little plastic containers with prizes inside.
Closer to the exit by Target is the traditional machine that lets kids try—mostly in vain—to snatch attractive looking toys by manipulating a large claw-like implement.
Conclusion: I am glad that I had the opportunity to become familiar with the pandemic version of the mall. I don’t see how it can possibly last long. I therefore feel sympathy for the entrepreneurs who have bet on it. The owners of the mall want to split the site into thirteen parcels.
I expect that I will need to find a new place to hike in the winter of 2022-23.
Updates Throughout 2022
Celebrity spottings: I am pretty sure that I saw two of the mAll-Stars in person. On consecutive Fridays I have seen Pastor David getting things ready for the Sunday services at the New Life Church. On February 27 I saw Justin Haynes changing the window display for Jus10H, sweeping out his space, and chatting with the security guard. Later the lights were on in his space as he made a presentation to two ladies dressed in black.
March 3, 2022: Tranquility Day Spa and Salon, which enjoyed one of the very best locations in the mall, has closed. It has apparently merged with another salon in the strip mall south of Hazard Avenue that contains ShopRite.. Maybe it was purchased by the other company, which is called Modern Nails & Spa. The ATM remained in the old Tranquility location, but it was unplugged.
The Kebab House, which promised to reopen by mid-February, is also apparently closing. Two men were in the restaurant. I could not tell precisely what they were doing, but the older of the two left the building carrying a sign that was used to advertise the restaurant.
I noticed for the first time a third set of gumball machines near the Playtown. There are two racks of six machines. The other two locations have eighteen machines. I counted.
Fashion news: the guy with the grocery cart apparently has at least three colors of undershirts with shoulder straps and no sleeves—white, gray, and black.
March 4, 2022: There was quite a bit of activity in the mall. The Red Cross ran a blood drive in one of the vacant stores near the middle of the main corridor. In addition in the very middle of the mall (near Furnari) a couple had set up some tables where they sold jewelry. I think that they store their inventory in the space that is across the short corridor from Furnari. I have seen stuff in there.
The only remnant of Tranquility was a table outside of the barred entrance. On it were business cards for the new location in the Brookside Plaza shopping center. I picked one up. The back of the card keeps track of visits to Modern with this offer: “After 10 visits get one FREE Eyebrow or FREE Basic Manicure.” I am not sure where people would place the third eyebrow.
The big news was that people were working in the kitchen of the Kebab House. The sign that said that it would return in mid-February had been changed to promise a reopening on March 5. So, my previous assessment that it seemed to be closing was erroneous.
I have encountered two pairs of women who were walking clockwise laps. How could they not notice that everyone else was walking clockwise? I almost smashed into both of them several times. Maybe they were from Great Britain, Japan, or Australia.
For the first time I saw someone eating a bowl of Mini Melts with a spoon—like cereal. So, at least one of the machines must work. A bowl costs $4 or $4.50 if you use a credit card.
March 9, 2022: The Kebab House is definitely open. I noticed a few patrons.
The fenced off area in the center court where the entrance to Penney’s used to be5 has been removed. This must have been where Santaland was placed during December. Evidently the Easter Bunny will not be getting the same treatment.
Some of the window coverings at the space that housed Panera have been removed. For the first time I could see inside. Although it has been abandoned for months, the booths are still there.
On the other hand the mysterious corner space in center court has been curtained off on the east side. Two large stepladders were visible from the south side as well as the tables that contained all the unsold merchandise.
A couple of kids had skateboards, but the mall was empty enough that it was not obnoxious.
March 13, 2022: There was quite a bit of activity today. Almost every store had customers, and there was a line at the kiosk at the cinemas. I saw two sets of customers dining at the Kebab House, and the food looked delicious.
A stage was set up in front of the old entrance to Penney’s, but I could walk behind it. It must have been for the Girl Scouts’ event on the previous day. On one of my laps I observed two young ladies who appeared to be rehearsing putting one hand on a hip. Off to the side one of the doors was open. The opening was mostly obscured, but I caught a glimpse of a fully decorated Christmas tree. Evidently, the Christmas stuff is stored in a little room behind Collette’s Consignments.
For the first time ever I saw two people buy something from gumball machines. So, I guess that they actually work.
April 1: The guy in the CM phone repair booth is back. There is also a kiosk next to his booth that has at least 100 sunglasses on it and a sign that says that you can buy three for $10. No one is near the kiosk.. Maybe you pay the CM guy if you want to buy some. In my nine laps I saw no one who showed any interest in either sun glasses or phones.
A guy with a bag was standing outside of Rainbow on my first lap. On the next four or five (a lap takes me about ten minutes) he was busily demonstrating a vacuum cleaner of some kind to a lady with a mask. I assume that he was trying to persuade her to market the vacuum that he represented.
April 3: I did nine more laps, and I still saw no one show the slightest interest in CM or the sunglasses. Someone had apparently tried a few pairs on and left them on a shelf.
For the first time ever someone stopped me to ask me a question—three times! The first time it was a black guy whom I had seen walking laps quite a few times. He asked me how old I was and how many miles I walked. He then informed me that he was also seventy-three. A little later he stopped me again and asked me if I had gotten my second booster shot.
At the other end of the court on that same lap another guy asked me something while I was listening to Maria Callas singing an aria from from Il Pirata. I took out one earplug, and I heard him say “… how long …?” I answered, “An hour and a half.” He asked, “A half hour?” I repeated myself and went on. A few minutes later I realized that he was actually asking me how long an entire circuit of the mall was.
May 30: On Memorial day the mall was almost completely empty. The movie theater was doing a reasonable business. The Kebab House had at least two occupied tables every time I came around, and my circuit takes me an hour and a half in total.
I wore my Michigan Debate shirt while I was walking. Someone stopped me and asked me if I taught at Michigan. I explained that I had attended U-M twice. He then asked me that a friend of his was interested in vintage clothing—tee shirts and sweatshirts. He wondered if I had any. Although I actually do have a few items that are so disgusting not even I would wear them, I told him that I did not. This occurred on my last lap. If it had been earlier, I might have been more receptive to his request.
I moved my car over to the northeast side and stepped back in with my camera to take a photo of the huge two-person virtual-reality game that is parked just outside of the cinema. It looks really impressive, but I have yet to see someone try it out.
July 25: Another one bites the dust. Lens Crafters has moved to Enfield Commons. The store is between Starbucks and Jersey Mike’s, next to Olive Garden. This sounds to me like the death knell for the mall.
October 17: Bad news first: A sign has been posted that Collette’s, the store that specialized in “new and lightly used” clothing. was in the process of closing. I also saw a sign announcing that one of the two restaurants, Cindy’s,was “relocating”. It did not note the new location.
The most positive news was that Stateline, the store that sold video games and other things, has returned to the same location near Target that it had abandoned in February. I thought that it was peculiar that so much stuff had been left in the store when it closed the first time. In other areas of the mall there were also some new window displays that highlight Stateline’s products.
SSUPhoto was in the process of moving its operation across the main aisle of the mall. The new location appears to be somewhat larger. The store was not open when I walked by it, but I judged from what I could see through the windows that they seemed to have expanded the number of items that they are selling.
There were four new large massage chairs near the cinema. I did not inspect them closely, and I did not see anyone try them out.
For the fist time I saw someone purchase some gum or candy from one of the many gumball machines.
I should not that I did not see the fellow with the shopping cart/walker and the sleeveless shirts. However, on one of my outdoor walks I did see him in the parking lot of Holy Trinity Episcopal church on Hazard Avenue. I could not tell what he was doing.
This was the first time that I walked in the mall without a mask.
December 1: The mall was decorated for Christmas, but there were only a few shoppers, and the corner near the old Penney’s that was reserved for the absent Santa was a little pathetic. I have not seen the hefty gentleman with the Target shopping cart for several months.
The office across from GameStop is now occupied by Skyward Family Therapy, but it is not open yet. I noticed that one of the tiles close to its door is partly the wrong color. I had never paid much attention to the tiles, but after making that discovery I realized that in several other places broken tiles have been replaced with tiles of a different color. Near Target were two signs warning about tiles needing repair.
A new store named “Tree”-mendous has opened between Pelley’s Sports and the corridor that leads to the restroom. Three women were inside behind a long table surrounded by fully decorated artificial trees. According to the signage the are also having a drawing for a tree. More trees were visible in one of the empty stores.
Claudette’s has reopened. The store is offering all jeans in the store for only $5 per pair.
The Jurassic Park virtual reality game that arrived in May has been removed. For the first time I saw someone sitting in the massage chairs. For approximately thirty minutes a man sat in one and a woman in the other. When I passed them they were each busily working their smartphones.
Jus10H was open, and Justin was inside! He was putting the finishing touches on new window displays. The inside, which was fully lighted, was also rearranged, and there were displays of fabric. He must be about to make a presentation to someone.
For the first time I saw a woman sitting in the security office.
The business at the Kebab House seems to be picking up. Sue Rudd told me that she ate there, and the food was good.
I can still walk nine laps with no discomfort whatsoever.
December 14: On my first lap I noticed a woman who was leaning against the window of the old Liberty Tax store that is now used for blood drives. On the next lap—ten or fifteen minutes later—she had moved across to the corridor that led to the south exit that is west of Party City. She was now sitting down. During the next three laps she was still sitting, but she appeared to be sleeping with a cellphone in her hand. On the sixth lap she was standing up and leaning against the wall. He seemed to be attempting to make sure that she was all right. On the seventh lap she was seated on a bench near Game Stop with a different man who placed his hand on her shoulder—evidently to comfort her—as I walked by. Policemen entered as I passed the southwest door, but they turned toward the central court. On the eighth lap I saw the two policemen talking with the woman. She was still sitting on the bench and seemed about to cry. On my ninth and last lap none of the people mentioned in this paragraph was still around.
“Tree”-mendous was already closed.
December 18: Santa was in the mall! I am pretty sure that this Santa was told not to touch any children. They sat on little chairs next to Santa’s big one while someone photographed them.
December 19: Very strange. Santa was on duty again, but he had clearly gained thirty or forty pounds overnight. Also, he was wearing a different set of glasses. Someone must have told him to be more friendly with the kids. They still sat on the little chairs (as opposed to his lap), but he put his arms around them.
January 14, 2024: The 2023 Santa had a lonely job. There was never anything approaching a line. Sometimes he would go sit on the bench and wave at kids. He had two female helpers who had little to do. Santaland was finally disassembled in the middle of January.
Cinemark closed in early December of 2023. If you lived in Enfield om 2024 and you wanted to see a movie, you needed to drive twenty miles. Bath and Body Works moved to Enfield Commons on the north side of Hazard Avenue. On Friday, January 24, signs appeared outside of GameStop announcing that all of the employees had resigned. Another sign said, “Closed until further notice.” However, on Sunday the store was open. There were signs that solicited employees and another one announcing the hours as “Sun-Sat 12-6.” Claudette’s has been gone for several months.
New businesses in 2023 included:
Calm Panda Smartshop.
D Gym had irregular hours. It featured an assortment of exercise machines and mats upon which young people performed calisthenics while loud music and a trainer encouraged them. It occupied the spot formerly held by Tranquility.
Second Floor Games also had irregular hours. It appeared to be mostly a snack shop with a few tables. I thought at first that, because it was near the Cinemark, that they might be trying to undercut the outrageous prices at the concession stand there. However, it outlived the theaters by at least a month.
Haven Games and hobbies moved into the large site previously occupied by Jus10H. The store featured a dozen or so tables at which nerdy people dressed in black played games of some sort. A sign on the window claimed that they were open until midnight on most nights. Since the mall closed at 10, that seemed questionable.
Integrity Martial Arts seemed to cater to young kids. Their parents could often be seen in the chairs provided for them or loitering nearby. One day I saw a father dragging his son to the studio. The kid was literally kicking and screaming. That was on my last lap, and so I never found out who prevailed. Smart money was on the kid.
Calm Panda evidently sold marijuana and accoutrements. It was hardly ever open.
After Hours offered to set up, host, and photograph parties or other events. It was open only by appointment.
The Moon Crystal claimed to be a “metaphysical and spiritual shop.” It appeared to have two owners, both female. One occasionally gave tarot card readings. The other claimed to be psychic.
Da Money Pit sold shoes, tee shirts, and the like, but something about it seemed off. On my last walk the lights were on, but the front entrance was closed and locked. As I walked past someone exited by the back door and then carefully locked it. Later a woman entered by the same door. Who knows
A hangout near Target called Wukong Tea opened in December of 2023. It has proved popular with teenagers. They sold concoctions of tea, fruit, milk, and other things. The lowest-priced beverage cost an astounding $5.25. The drinks were made in a back room. Customers, almost always in groups of two or more, seemed content to wait and chat while seated at the modern tables.
Both the Kebab House, with its new Mosaic Cafe across the hall in the area formerly occupied by Panera Bread, and LA Subs seemed to be doing pretty well in 2024.
Jus10H moved to a larger location on the other side of the mall. The interior seemed considerably different on the few occasions in which someone was there.
The rumors that the entire mall would be closed down because of problems in the roof had not come true yet in early 2024.
September 26, 2024: On a walk about a month earlier I witnessed—for the very first time—someone trying to purchase a Coke from one of the three vending machines. He was having difficulty as I walked past. I did not linger to find out whether he was able to make a purchase. I noticed on this occasion that the displayed Coke cans in the machine on the east side of the mall have faded so much that they are almost pink.
I walked for much more than an hour and encountered no other walkers. The most interesting occurrence was at the Jehovah’s Witnesses corner outside of Target. I walked past it seven times. Usually it was managed by two women. On this occasion a woman sat on one of the two chairs and talked to a guy who was wearing a suit, attire that I can never remember seeing in the mall, not even at the Chamber of Commerce. I could not understand why the fellow never took a seat.
The hours for the mall had been changed so that it closed at 6pm on Sunday and at 7pm on all other days. I left at 6:55, and Haven Games still had two tables of players that showed no signs of imminent departure. The part of the parking lot that I always use was uncharacteristically crowded. Prior to the move of Haven Games it seldom had more than two or three cars.
Calm Panda has gone the way of the dodo.
A Virtual Reality place named _____, across the Target corridor from Furnari Jewelers never opened. It seemed bizarre that in the spring it was advertised and furnished with a three-person couch, a two-person couch, and three chairs. The sign and all of the furniture have not been removed.
The caretaker was painting the wall for the old Penney’s store in the middle of the mall. The new color was a flat grey. I had to assume that this was just a primer for whatever the owners intended it to be.
1. I was astounded to learn that the Target store had been in Enfield for twenty years and that for fifteen of them it coexisted in Enfield Square with Filene’s/Macy’s and Sears.
2. In February of 2022 the property is owned by three Long Island-based companies — Namdar Realty Group, Ch. Hakimi Global Inc., and Mason Asset Management. KeyPoint Partners is currently handling the management and leasing of the properties. As of March 2021 the Target store was sold to Steven Dubler.
3. While that takeout location in the mall was operational, there was also a McD’s just south of the mall, and one just north of the mall. Another McD’s is on Hazard Ave. in the Scitico section of town several miles east of Enfield Square. All three of those restaurants were still operating in 2023.
5. In New England directions are often given in terms of landmarks, whether they are still there or not. New Englanders seem to have a much stronger sense of history than geography.
