Since its construction in 1988, East Hills Mall has been through its fair share of ups and downs – mostly downs. However, with the expected development of new homes to the east of the facility, mall management has high hopes of moving past the growing pains that have crippled its growth for nearly two decades.

“The mall was built in the wrong place,” said Tommie Sparks, the general manager for East Hills Mall. “There’s never been a market here for us to target.”

According to Sparks, the primary fuel for a mall’s economy revolves around population density, demographics and traffic in the area surrounding the property. When East Hills Mall was built, the only highway nearby was 178, which accommodates far less traffic than 99.

Sparks said that on average, Valley Plaza, which is located next to highway 99, has about 65,000 cars that pass by each day.

“We don’t have that,” Sparks said. “We’d like it to be busier.”

Plans are currently in the works for attracting shoppers and shopkeepers alike. Sparks said that the mall plans to make some small renovations around the mall in the next few months that would include new sitting areas featuring “family friendly” sofas and chairs.

Sparks said that the busiest times for the mall, outside of the holiday season, tends to be evening hours and the weekends.

BC student athlete and sociology major Tajiddin Smith said that he enjoys the East Hills Mall and that he would go more often if he had a ride.

“It’s just a laid back mall. There’s not a lot of people,” Smith said. “I go to the movies there all the time.”

The mall hosts a variety of “mom and pop” shops all of which set most of their own business hours. Hiring additional employees can, at times, be too expensive.

“It’s their livelihood,” Sparks said.

Sometimes illnesses or emergencies require these family owned shops to close during their posted hours. This, according to Sparks, tends to make the general public mad.

“It sucks,” said Jose Lescano.

Lescano, a law enforcement major at BC, said that he’s not a big fan of the East Hills Mall. He said that he prefers to shop at the Valley Plaza because “it’s bigger and has more variety.”