By Matt De Reno
On The FFD
PITTSBURGH – I won the day on the FFD yesterday and enjoyed myself. My exercise included walking a full circle around Ross Park Mall in Pittsburgh. It had to be close to 90 Degrees. I am not sure how many calories I burned, but today, the scale “weighed less.” There was a lot of excitement relating to this walk. You see, I was booted from the Ross Park Mall parking lot.
My crime? I was snapping photos of Ross Park Mall on the outside You see I walked around the darn thing taking pictures for a photo gallery I wanted to put together to promote the North Hills community, of which Ross Park Mall is a major part.
Just about when I was complete, I was told by security that I was not allowed to take any pictures of Ross Park Mall. Ross Park Mall, owned by Simon Properties, is, well, private property. Oh, jeez. I mean this is the outside of the freaking mall? Are malls like those old Indians that believed a picture can steal a piece of your soul? Will Ross Park Mall loose a piece of its retail soul from me taking photos of the parking lot at sunset? What is the big deal? Hmm.
Ross Park Mall does have good reasons for not wanting me to take its picture. People generally don’t like to be in pictures and that means snapping photos could potentially make their customers uncomfortable. A person canvassing the mall taking pictures could be a terrorist right? Or, a photographer on the premise is simply annoying becuase, well, people are there to shop. Who knows why they, the customers, are there anyway: maybe they should be at work? Maybe they are there with someone they shouldn’t be at the mall with? Perhaps most importantly, retailers at these big malls pay millions to tightly maintain their image through sleek marketing campaigns and carefully maintained trademarks and images. Why have some amateur Joe in the parking lot making them look bad with ill-framed, out of focus shots? Or, worse yet, showing some very negative aspect of their product? After all, I only meant to present Ross Park Mall in a positive light, but maybe someone else would not.

Nevertheless, this is America. It seems a bit ridiculous that you could not snap a photo of something so freaking large as a mall with 300 hundred stores in it? And, it seems a welcome gray area that people do have the freedom to express what it is that they see with their very own eyes? I know the mall is private property, but they don’t own my eyes. My camera is merely a time slice of what my eye actually sees and is therefore a recording of my thoughts, perspective, feelings, mood at that particular moment and all that all belongs to me – my mind. Maybe what really is at stake is my “intentions.” Maybe I won’t to profit off these photos? Maybe they are for a scrape book. They can’t control that at all, so it easier to say, “Our property, our rules.”
I did some searches on the Internet and discovered all sorts of opinions about photography and malls. Most dealt with taking photos inside a mall. In the day of the camera phone, what can a mall do but simply tell you not to take pictures? Well, here is what they told me: First, I was told not to take them; then, as I suspected, they were spying on me to see if, as I completed my walk around the mall, I would take more photos. Well, some shots were too good to pass up. So I did squeeze a few more in there of Ross Park Mall. As I was getting into my car, a Ross Park Mall security SUV pulled up in front of me and I thought I was going to be met with a friendly, doughy-faced Paul Blart type of mall cop. Nope. Instead, there was clearly a look of annoyance on this individual’s face (who was just doing his job after all). He had a partner this time.
So he told me that he saw me take the pictures and that now I had to delete any pictures of Ross Park Mall from my camera. Can he really make me do that? I mean the images are on my camera and my camera is my camera. But, he never saw my camera. I had put my camera under the seat of my car. Instead, I showed him my camera phone and said look – I deleted them. He seemed very skeptical. He said, “No, you had a digital camera.” I looked at him innocently. I flipped my phone around and showed him how it would look like a digital camera from afar. I said this is my only camera. Okay, I was not terribly honest with him but I was equally as suspicious as to the rights he had to my camera. So now I got the mall cop escort out of Ross Park Mall and I was on my way.
Nevertheless, it was a winning day on the FFD. Lost in this dust-up is that I am now being more active with my work. I am out and walking and I really am starting to enjoy it. Maybe the key all along was for me to do things that are not merely tethered to the computer all day? Maybe I need to make exercise and make activity part of my work more often? I agree with that. I am not sure I agree with Ross Park Mall. I have to ask myself now – do my calories belong to Ross Park Mall too?
Creative Idea for Malls: I am a big fan of “rolling with tech.” Nowadays everybody has a some kind of device that can take an image. Malls should be designed with this in mind. A designer should make it a goal that no matter who takes a picture of their mall, it will look good. Perhaps impossible but nonetheless something to consider as a paradigm. Also, malls should clearly post their photo policy. They might also want to set up designated areas for families to snap pictures of kids and friends, etc.