A highly respected member of the Outlet Center's management team asked us to take over the snack vending at the outlet center, and then shortly after that, they asked us to take over the arcade. Shortly after executing the lease agreement, we were introduced to the person who handled the marketing of the outlet center, and you could see that she was unhappy with the member of the management team who brought us in. Any time that these individuals were in the room together, you could feel her frustration. Eventually the person who brought us in terminated, and the she was promoted to director of the Outlet Center. This gave her all of the authority that she needed to sink the arcade. It would be extremely tough for any business to succeed in this type of environment, but running the arcade was especially challenging because we were brought in by a rival of the person who was being promoted to director.

The person responsible for marketing the outlet center, and making it an attractive place for shoppers to visit might have been the unhappiest employee at the outlet center. If the person that people believe is unhappy, is the person responsible for marketing, then it is easy to assume that their marketing efforts are not going to be effective. When old and outdated methods of marketing are being used to reach the public, then whatever you are marketing is going to fail. In our experience, this is the #1 reason why the arcade is closing. Marketing of the outlet center is not reaching any groups which would help the businesses survive at the outlet center. You may see a billboard for the ice skate rink on the 8 Freeway, or in Hillcrest, but there are far more effective ways to get the attention of your target market.

Over the past 4 years, the only new business that has lasted more than 2 years is us, Clutch Effects Arcade. This is a testament to how successful we were with the arcade, without any special consideration (i.e., free rent, limited/seasonal operating hours) from the outlet center's management team. Conversely, in that same amount of time that we have been running the arcade, the following businesses have had to shut down, or have left the outlet center:

1. Adidas

2. Polo/Ralph Lauren

3. KFC

4. Hanes/Leggs/Playtex

5. Christy's Toy Outlet

6. Alpine Deli

7. The Convenience Store

8. A high-end Art Store

9. And at least 1 more to come after the 2026 Holiday Season

The people responsible for replenishing spaces at the outlet center are the same ones who have ushered businesses out of the outlet center. The are potentially motivated to close out retail businesses to turn the outlet center into a business center. The question that has never been answered is what non-retail businesses would want to bring their business to a retail center in rural Alpine (over any other place in San Diego that has proven leadership)?

The director of the outlet center categorized the arcade as an entity for entertainment, and refused to treat the arcade like any of the other tenants. We requested a large sign like the other tenants have to promote the fact that the center had an awesome arcade, but the idea was rejected. Even when we offered to pay for any permits, and for the signage. The director refused to allow it.

We offered to turn one of the spaces into a vendor marketplace, like we have done for Comic-Con in downtown San Diego. Because of our presence over the years at events all over San Diego, we have relationships vendors who would have loved to occupy a space at the outlet center 7 days a week. Having a vendor marketplace geared towards a younger crowd would have brought crowds of people to the outlet center, but this idea was rejected.

When Christy's Toy Outlet closed, we offered to open Play Place for kids in the community. We were offered to lease another space at the center (near the arcade) to bring in a play structure, and inflatables for kids to spend their time on. When responding to this offer the director told us that the outlet center was not for children.

We offered to bring in a merry-go-round, and manage it so that none of the additional costs landed on the outlet center. We suggested to place it in the main court where the water fountain is. For almost the entire time that we were operating the arcade this fountain was broken, but the director rejected this idea.

We offered to give the outlet center play credits at a deep discount, so that they could market a reward system for customers who spend money at the outlet center. This concept works everywhere that it exists, and all that we wanted to do was apply a working concept, to a retail center that needs something to bring new customers in. Somehow the director thought that this would be considered favoritism, and rejected the idea.

We offered to bring in carnival rides (like a Ferris Wheel and a tea cups ride) during the holiday season. The thought was to offer something that visitors would return again and again for, but this idea was rejected. The director said that the thought made her nauseous, and that visitors would probably feel the same.

Throughout our time at the outlet center we reported to almost 10 members of upper management. The original 3, plus 5-7 employees who were promoted after members of the preceding management team were fired, retired, or let on their own accord. While we love to see promotion of qualified employees, most of the people who were promoted or brought in lacked the skills necessary to bring a dying center back to life. Those who were fired, or who left on their own accord, are the ones who immediately are blamed by those who remain for the lack of success of the outlet center.

Most recently we were propositioned with a 'mutually beneficial' arrangement to keep the arcade open, but we were never asked if the arrangement would be beneficial to us. It was more like a 'take it or leave' proposition. When we responded with what would be beneficial to us, and what we could do in order to also help the center (based on what they originally proposed) the previously semi-retired director and the current operations manager decided to pull their original arrangement offer. They chose to have the arcade close during the busiest time of the year at the outlet center, and be embarrassed that another business left the center under their watch, rather than be given ideas which would help create a mutually beneficial arrangement for them and the arcade.

We are so grateful for the love which we received from the Alpine community, and from the frequent visitors of our arcade over the years. The vast majority of the employees of Viejas have been awesome as well. Including most of the bowling alley team, the maintenance crew, and all of the team members on the Viejas Casino side of the property. We are so grateful for the business owners in the area that we had an opportunity to work with, the employees of businesses in the area who we were able to work with, and the schools who we were able to work with. We will miss seeing all of your smiling faces, and hope that this is not the end! Please follow us on Instagram and Facebook to stay in touch!