From
The Herald
In some ways, the new Sex Capital in Mexico City´s Historic Center looks
like any other modern shopping mall. Unlike most other shopping malls,
however, it also has a table dance club, a gay discotheque, peep shows
and an 18-and-over age limit. Its shops sell exclusively sex-themed
products - marital aids, lingerie, condoms, adult videos and books - and
the dining area features a stage where young men and women dance and
strip down to their undies.
But Sex Capital also has entire passageways of unoccupied shop fronts
and a customer flow that most vendors describe unenthusiastically as
"so-so." Four months after opening, Mexico´s first sex-themed shopping
mall, a symbol of the nation´s increasing openness toward sexuality, is
struggling to attract business.
Alberto Kibrit, the mall´s owner acknowledged that promotion had been
subdued, and said he was holding back on an advertising blitz until the
complex was closer to full capacity.
Another factor that may help to explain the mall´s slow start: in this
predominantly Catholic and traditionally conservative society, many
people are still just beginning to feel comfortable with the open
discussion of sex.
The Mexico of today would certainly not appear to be a sex-shy nation.
Mexican films often feature sex scenes that would likely earn an NC-17
rating in the United States. In Mexico City, magazine stands prominently
display adult magazines and unlicensed sidewalk vendors set up graphic
displays of pirated porn movies. A five-day sex expo - another
brainchild of Kibrit and the inspiration for the sex mall project -
attracted 80,000 visitors to the capital´s Sports Palace in 2004 and
another 100,000 in 2005.
But cinematic sex scenes, openly displayed pornography and sex expos are
relatively new phenomena here. And not everyone is comfortable with
their arrival.
What we are seeing is a continuous process of openness for Mexico as
a culture and as a society, said Rodolfo Hernández, director of the
Center for U.S.-Mexico Studies at the University of Texas at Dallas. We see how Mexican society is facing secularization, and how people have
a stronger sense of self-identity with which to decide the way they
pursue satisfaction."
The city found itself under mounting pressure as Sex Capital prepared to
open. Neighboring business owners protested that the plaza would scare
away their customers and attract crime and prostitution, while others
argued that the project was inappropriate for the city´s monument- and
museum-filled Historic Center.
In the end, the city granted Kibrit his operating permit, but only after
he agreed to implement tight security measures and scuttle his plan to
offer live sex shows.
Kibrit acknowledges the concerns of the mall´s critics, but insists that
his project is ultimately good for the community. It´s better that
this is happening here, in an enclosed, controlled space, than out on
the Eje Central where little kids can see it, he said, in reference
to an avenue around the corner from Sex Capital where the sidewalk sale
of hardcore pornography is widespread.
While the majority of the mall´s customers are men, the clientele is
still noticeably diverse. Couples are common, as are groups or pairs of
women. And while most patrons fall in the 18-to-40 age demographic,
visitors in their 50s and 60s can be seen strolling the passageways as
well.
As part of its effort to attract a diverse customer base, Sex Capital
recently opened the "Woman´s Club," which features male strippers, and
the gay-friendly "Arubis" dance club. Many of the mall´s shops offer
products geared toward both straight and gay patrons, and the bookstore
has an educational section for parents who want to talk to their
children about sex.
Kibrit hopes that such inclusiveness - along with his planned publicity
barrage - will help to boost the mall´s current average of 20,000 weekly
visitors to 50-60,000.
Kibrit said, in Mexico, it is not that difficult to get people
interested in sex. But getting people to patronize a sex-themed shopping
center may prove to be a more difficult proposition.