Why do stores turn on the AC full-blast, then leave the doors open?

July 22, 2005 5:34 PM

Why do so many clothing stores in southern California leave their doors open with the AC on and blasting into the scorching heat outside, even though we're in the middle of an energy crisis? I'm referring specifically to a Banana Republic store in an outdoor shopping district in Pasadena, California, but I've also seen this in other SoCal areas as well. Is this some marketing gimmick meant to entice customers away from the heat? Or do some employees really don't know any better?
posted by invisible ink to Society & Culture (13 answers total)

If it's a marketing gimmick, it's a successful one, because I've been enticed in more than once.
posted by smackfu at 6:12 PM on July 22, 2005

agreed
posted by chuckforthought.com at 6:13 PM on July 22, 2005

Well, we're here talking about it, aren't we? Apparently they got us to notice. :)
posted by danb at 6:58 PM on July 22, 2005

And it's not just limited just to southern California. The practice seems to be the same all around the world.
posted by gyc at 6:58 PM on July 22, 2005

It's not just in California. Almost every store on Atlantic Avenue, Virginia Beach, Virginia this week is air conditioning the great 98 degree outdoors.
posted by Alylex at 6:58 PM on July 22, 2005

I'd say its a bit more than a marketing gimmick. You have the AC on because its damn hot. You leave the doors open to show that you are open and accomodating to customers.
posted by mmascolino at 7:00 PM on July 22, 2005

I first noticed this practice years ago in Vegas. Casinos with entrances directly off the sidewalk on the strip would actually have AC vents backed by high power fans, right over the doors, blasting into the meandering crowd.

Those which didn't have sidewalk entrances, or which had elaborate conveyances to their entrances, didn't have this feature. They had normal, closed doors.
posted by majick at 7:33 PM on July 22, 2005

My guess would be along the lines of "Crisis? What crisis? This is America man - learn the rules."

But that would be the snotty Euro in me speaking, I guess.
posted by Decani at 7:54 PM on July 22, 2005

Guys, there's a lot wrong with the US ways of using energy, but gyc is right. This happens in (first-hand speaking) Bangkok, Rio de Janeiro, and Paris, among many other places.
posted by whatzit at 8:02 PM on July 22, 2005

One other thing to be aware of is some of these doorways may be utilizing air curtians. It's quite possible to have a 40F temperature differential across an air curtian and the breeze generated will feel cooler than the still outside air.
posted by Mitheral at 8:33 PM on July 22, 2005

I can't find the link, but the New York Times Sunday Style section recently had an article that examined air conditioning in retail environments. Their unscientific survey (with thermometer) determined that coldness was a fucntion of luxury and they plotted several store's temperatures ranging from warm (Old Navy) to very cold (Prada, I think).
posted by donovan at 10:30 PM on July 22, 2005

It's not a marketing gimmick so much as common sense. It works really well. Particularly in tourist-heavy areas, you can bring a lot of hot, bothered people into your store just to cool off. I walk by several such stores everyday and when you get hit by that sudden blast of cold air it's a strong incentive to step in and take a break.
posted by nixerman at 5:52 AM on July 23, 2005

Not only does downtown Seattle's Sephora store leave its main doors open, I swear it pumps fragrance out at Westlake Mall. Yuk!
posted by Carol Anne at 10:26 AM on July 24, 2005