Yuba Sutter Mall

Celebrating 20 Years and New Beginnings

By Becca Burkhead

In 1990 the finishing work on a new shopping center was complete at the cross ways in Yuba City, opening a new era of variety in local shopping for the Yuba City and Marysville area. In 2010, Yuba Sutter Mall celebrates 20 years as a business member of the community and continues to stand as a retail destination in the Yuba-Sutter community.

A few who saw the original opening day are still working hard at Yuba Sutter Mall along with those who are new to the neighborhood of shops.

John Frausto, manager at DeVon's Jewelry, has been at the Mall since it opened, although his story with DeVon's did not start at the Mall.

As if it were just yesterday, Frausto recalled walking through the mud in the flooded Peach Tree Mall location and feeling fortunate as about 96 percent of inventory was saved after the flooding. With the help of his team the work in transitioning to a new location took about a month.

Frausto recalled his gratitude for a good staff to bridge the transition. "[Devon's] was generous," he said. "They kept everyone on payroll . " Working for such a family-oriented company is one of the top reasons Frausto will be celebrating his 35th anniversary working for the company this year.

In his work it comes down to people. Frausto expressed enjoyment working with people and the opportunity to keep learning. "You get to learn something new every day," he said. "You never know everything."

Thanks to the desire to learn, Floyd Elliot has similarly sought opportunity in his work at Radio Shack. He started out at Payless ShoeSource in the late 1990s and has been managing the Mall's Radio Shack for the last 5 years.

Elliot said he enjoys "getting to know the community and providing what they are looking for." He emphasized it's about giving the customer the service they deserve to get without leaving town.

In the last year Elliot is proud he has been able to help bring his Radio Shack store to the top of its district. "It's been fun. It's been challenging," he said. Elliot says he plans to keep the momentum going as he starts Radio Shack's district manager training course in the coming year.

For now, he is looking forward to helping customers at the 4 a.m. opening on November 27, noting this year's store opening will be the earliest in his career.

The desire to meet the needs of the community locally emanates through the mall retailers as well as the Yuba Sutter Mall leasing team.

Nine new businesses opened in 2009 including Forever 21, American Furniture, Photogenic, Diva Styles, RG Jewelers, a new partnership with the local Coca Cola distribution team, a new Candy Tyme, new ownership for Simply Java and Noel's Gifts. This year welcomed a new general manager, Michael Geiger, and a new marketing director, Junell Johnson, to the property as well.

At the leading edge of goals for 2010 is a refocus on community involvement with specific retailer partnerships.

One example is the JC Penney partnership with the Sutter-Yuba Realtors Association "Kids Shop" event in July which helped nearly 100 local children acquire needed clothing to start school this fall.