Deborah Meron
BMX riders, TV stars, fashion advice and giveaways will ring in
back-to-school shopping today at "The Scene," an annual teen event at
the Glendale Galleria. Last year, about 3,000 people came to be part
of the "scene."
"We've always done something spectacular for back-to-school,"
Galleria marketing director Janet LaFevre said. "It's got so many
components that there's something for everyone."
Stars of the teen TV drama "Degrassi: The Next Generation" will
sign free autographs and briefly meet each fan. The Galleria
scheduled their appearance because of their popularity with the
teenage demographic, which they hope to target for fall sales. Lines
will be long to meet the cast of "Degrassi," so people should come
early, LaFevre said.
"They're a phenomenon nationally," LaFevre said. "A lot of our
crowds come specifically just to meet 'Degrassi.'"
A BMX bike team will perform two 20-minute shows, performing
tricks on a ramp, at 2 p.m. and 4 p.m. Well-known X Games rider Zac
Yankush, also known as "Catfish," and the three other riders will
sign autographs for free after their performances.
"It's Southern California. This is really the culture for bike and
skateboarding," LaFevre said. "You can't have a back-to-school event
without the culture of Southern California."
Sponsors such as Pepsi-Cola and Ford Motor Co. will have booths at
the event, with product information and some will have free products.
Pepsi will have a Pepsi wheel, which shoppers can spin to win shoes,
T-shirts, makeover giveaways and gift cards from the Galleria.
This is the first time that there will be a Cosmo Girl stand that
will offer teens fashion and beauty advice for fall. Teens can also
create their own "scenes" at the Sony Green Screen and enter in the
"So You Want To Be A Model" contest.
The Galleria hopes that the event will encourage teens and parents
to have fun and to start their fall shopping.
"Our retailers did very well and wanted it to come back this year,
especially for the teen category," LaFevre said.
But some stores said the event didn't produce the sales they had
hoped for.
"Last year we were expecting more sales but were a bit
disappointed," said Diane Hovsepian, manager of Steve Madden shoe
store, which was adjacent to the event. "The customers would get
distracted by what was going on or would be annoyed by the noise and
walk out."
Mostly females, 12 to 23 years old, came to last year's event,
Hovsepian said, but she expects the BMX display will draw more men
this time around.
"I know it did help us a little bit," Hovsepian said. "I think
it's good overall."
The event is expected to draw up to 4,000 people this year.
"We think we'll have a good turnout of people and a fun time for
kids and their parents," LaFevre said. "It will hopefully be a good
start to back-to-school shopping."
"The Scene" will take place today, from 1 to 6 p.m., at the
JCPenney Court. Visitors should park on Galleria Way, near the food
court. Call (818) 240-9481 for more information.
FYI:
WHAT: "The Scene," a back-to-school entertainment event.
WHERE: JCPenney Court on the first floor of the Glendale Galleria,
Galleria Way.
WHEN: 1 to 6 p.m. today.
CONTACT: (818) 240-9481.
