90 SEMESTER CHECK Semester check 01 !! LESEN B1+ Ich kann unkomplizierte Texte über vertraute Themen mit befriedigendem Verständnis lesen und wichtige Informationen auffinden. Read the text about how shopping centres are changing in the US, then choose the correct answer (A, B, C or D) for questions 1–5. Put a cross ( ) in the correct box. The first one (0) has been done for you. READING 1 What’s your progress with the learning goals of this semester? Make a mark on the line that shows where you see yourself, then do the tasks. Don’t forget to check your answers with the key. Download it using QuickMedia or go to www.oebv.at and type in 4z9j2u. kj_maxx Bringing ‘zombie malls’ back to life Once the lively centre of American life, shopping malls have become less popular in recent years. Fewer customers mean businesses close, creating abandoned ‘zombie malls’. Back in the 1980s, there were about 2,500 malls nationwide. Today, around 700 malls are still operating, and researchers estimate that only about 150 will survive over the next ten years. These are worrying statistics for retailers. But what can be done to bring dead and dying malls back to life for a modern target audience? It starts with moving the mall back from the outer part of towns into the community. Additionally, spending money can’t be their primary reason for being. It’s the social aspect that shoppers are missing, so malls need to be community- and people-centred. One way to do this is to deconstruct existing malls, effectively turning them inside out by peeling away the walls and roofs to create a new, walkable, breathable main street for visitors. Communitycentred malls will become hotspots for all kinds of local activities. To be successful, they must be neighbourhood gathering places where people can shop, dine and have access to services like healthcare, gyms, co-working and living spaces. Ideally, the entire community and local authorities should be involved in the planning process to redesign a shopping centre. A mall must be a fun place to go, not just somewhere to shop. Park-like play areas for kids, interactive local art and museum exhibits, concert venues, lending libraries and sporting activities for various ages are needed. For example, a mall in Seattle has an ice-skating rink where the hockey team practises, so local fans can come out and support their team. And the facilities are also available to the community for skating lessons, parties and exercise. When it comes to shopping, stores need to move with the times by offering more than just the essentials. They should make it easier for consumers to shop sustainably by offering zero-waste stores and thrift shops with second-hand clothing. Smart technologies like beacons, store apps and click-and-collect services will draw more shoppers. Food malls need to mix it up with popups to attract smaller businesses. Food halls and farmers’ markets should reflect local tastes and offer sustainable food such as plant-based meats. Car parks can be used to support local food truck operators. To evolve and survive, malls need to adopt a community-centred business model designed by and for the people in the local community. They must provide a familiar space that is a real connection point where people of all ages can gather. reply Nur zu Prüfzwecken – Eigentum des Verlags öbv
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