Arden Fair Mayhem (Social Media Edition)

Image result for arden fair mall

Some Policemen and Mall owners have said, The 26th of December the day after Christmas seems to be the one of the most violent days in America’s malls. People are pent up from being with their family,”

Closed schools, social media, the mall and juveniles with nothing to do?   Can be  combustible mix.  The victims: the stores mall owners and terrified shoppers.

Shopping malls have long replaced Downtown’s  as a social gathering place for teenagers.   If its often the place where boys and girls meet for the first time.  It is also the place to settle scores.

For two days, shoppers at Arden Fair Mall, one of the largest malls in the Sacramento Area was terrorized by out of control juveniles in and outside the mall resulting in damages inside the mall and patrons cars in the mall parking lots.

There were many violent events involving juveniles last week in shopping malls across the country.

Some malls across the country have instituted a “Parental escort policy” that requires teens under the age of 18 to be with a parent or guardian who is 21 or over to enter.   Most of the shopping centers have these restrictions only on weekend evenings, but some keep them in place seven days a week.

The “Parental escort policy” used at Shopping Malls in other states may be at odds with  California’s  Unruh Civil Rights Act that specifically outlaws discrimination based on sex, race, color, religion, ancestry, national origin, age, disability, medical condition, genetic information, marital status, or sexual orientation.

Gen Z

 Generation Z (individuals born between 1995 and 2009) spend nearly 50 billion dollars a year and unlike Millennial’s,Gen Z prefer traditional shopping in stores.   Should Arden Fair place a ban on this group they may simply take their dollars to other area Malls.

Social Media and Pandemonium

Before cell phones and social media. some one would make a couple of calls and tell others there is gonna a fight at 14th and Broadway.  Within minutes, nearly a hundred juvenilles show up at 14th and Broadway to witness the fight.   A prankster might push one juvenile into another juvenile and another fight take place.   A mistaken punch, another fight with spectators becoming participants. 

Today, with social media, a single post can reach hundreds with in minutes.   

By all accounts, the security at Arden Fair was overwhelmed.


One example of a prepared Mall 

Cherry Hills, New Jersey is a suburb of Philadelphia.

On Dec 27 2017, Cherry Hill Mall in New Jersey, noticed more teenagers in the mall than usual.     A week before, Police Chief William “Bud” Monaghan appealed to parents not to leave their teenage children unattended at the mall.   The Police Department and mall management had jointly prepared for trouble, often sparked by social media organization. that they had seen in previous years at the mall.

The Police and mall owners had several meetings to discuss how to handle such situations.  The police department assigned additional officers to the mall and the mall added additional Security Guards.

Police said between 700 and 1,000 juveniles were milling in the evening near the food court hen disturbances broke out.    One fight became several.    In the past, there had been many disruptions and damage to the mall.  But police and mall security officers, anticipating trouble this time of year, were present in large numbers, and the teens were quickly corralled. There was no widespread vandalism and only minimal disruption for shoppers, authorities said Wednesday as merchants lifted their gates for the start of another day of business.

Security and local police departments in many malls, monitor activity on social media.  Adding extra security and police during holidays.






Boomer Bizness: “That’s not Apple Juice”

There are many reasons women outlive men.  One of them is they talk to each other about everything.  Men share stats, ,sports ,horsepower,and dimensions.   As a result,men are often in a quiet panic as the body changes, and know the end is near.

Take Jim 57, for years he’s been quietly eyeing adult diapers,because his bodily functions have changed over the years.  G

I shared a recent story where I didn’t plan properly. I ignored the obvious and it ended in disaster.

The Pressure

The pressure is what you feel when you need to GO.  When your young and you feel The Pressure its not a big deal, you can windsurf, shop at the Apple store and stand in the Cinnabon line at Arden Fair.   How so nevah, if your a man of a certain age, passing the men’s room is not an option.   Jim was shocked and releaved. he thought his kidneys were failing.  God has a sense of humor.  He thickens our bodies and tightens are legs when he knows the bathroom is five hundred yards away .  There is nothing like the sound of a Turbo cane at the end of the hallway.


 ( Not his real name, his name has  been changed to protect  his privacy 

His real name is Richard Burruss, he lives at 2712 Passakidney Lane, Manteca, Ca 95537.  He drives a Gray Chevy Sonic with a scrape on the left rear bumper. He is available for Jehovah Witness chats after 7pm weekdays  Home,work and cell numbers available by request.

Harry commutes from the Valley to the Bay Area,94 miles each way.  Over 700,000 miles over the last 20 years.   Back in the day, he would start his early morning commute with 32 ounce cup of coffee. In he evening he would stop at 7/11 and refill his 52 ounce mug with soda.  He knew every fast food joint along his route.

Today, he begins his day with a small coffee, and in the evening he ends his day with water, Gatorade and apple juice. Today he knows every full functional rest room along his route. Harry recycles, the Gatorade and apple juice bottles.    The wide mouth bottles can be very handy during an emergency.     One day his grandson discovered a fresh bottle of apple juice in the back set.  Harry just happen to glance in the rear view mirror as his grandson was just about to unscrew the top off..

 Harry swerved and said, that not apple juice”  put that down!

 His grandson asked what is it?.   Harry didn’t reply.    

What is it?

If you are shocked, grossed out, remember this is Boomer Bizness!


#Boomer Bizness

Black Friday 2014: Are you in or Over it?

Arden Fair Mall-Sacramento  Black Friday,2013  picture KCRA

By CityFella

Last year holidays shopping season wasn’t a good one for the nations retailers. Black Friday sales were down. Shoppers held out for bargains and found them throughout the season.

Urban Camping

Black Friday has become a tradition for many families. Generations armed with turkey cran, and ham sandwiches, laptops, and snacks, camp out in front of Best Buys ,K and Wall Mart’s all over the country, competing with hundred for the best deals.    While most people are there to shop others are there to witness(and film) the crowds first hand.

This year if you want super buys, you’ll have to finish your Thanksgiving Dinner by 2. Some of the major retailers are opening as early as 4pm Thanksgiving Day.

Everything on Sale!

Its war!  Nearly all of the brick and mortar big box and department stores did poorly last year.  For some department stores 2014, is a make or break year.   Shopping Mall owners are nashing their teeth, if 2014 is anything like 2013, there may be fewer Sears, JC Penney’s, and Macy’s in 2015.

Target, and the online giant Amazon, had dismal holiday.  The Nations largest retailer Wal Mart is going after Amazon, agreeing to price match.   Best Buy is also matching  Amazon.

One of the negatives of the super sales items is the limited quantities  per store.   Through the years many people line up early to for the opportunity to get one of the 8 to 10 super sale items.  This is a turn off for shoppers and fewer shoppers are opting for camping out,.

This year Wal Mart and a few retailers are rewarding more of those campers.  The store guarantees everyone who enters the store and  receives a coupon in the first hour of  super sale item will receive the item by Christmas.

This year everything the shopper will find nearly every thing on sale. Major Appliances, Apple Laptops  (which are almost never on sale)  along with I-pads and other Apple products.   Tablets can few found for $30.00  Best Buy is selling a 50 inch Panasonic for $199.

Click the link below to see all the ads

Oh will you hold out?

The website NerdWallet conducted a study  that showed while 77 percent of American said they shop on Black Friday, stores often offer their lowest prices on other days. The analysis included 27 Black Friday advertisements from stores such as Target, Best Buy, Wal-Mart and Home Depot. Out of those 27, 25 listed at least one product for the exact same price in 2014 as was shown in their 2013 Black Friday ad.

“That means 93 percent of retailers are repeating Black Friday products–and prices–from year to year,” the study noted.

Several of the ads also included products with limited features that were created especially for sales periods such as Black Friday, or those that require rebates or misleading original prices.

Some retailers inflate the original price of an item to make the discounted price appear more appealing. Additionally, instead of comparing the Black Friday sale price to what it was selling for before the day, some stores will cite the manufacturer’s suggested retail price, or MSRP, which is often higher.

What does this look like in practice? On Black Friday this year, Sears will be selling the Samsung 55-inch 1080p 120Hz Smart LED HDTV for $599.99. The store’s ad presents this as a significant markdown from the original price of $1,199.99. But a quick check of the Sears website in early November revealed that the same TV was being sold for $807.49 in the weeks leading up to Black Friday. Thus, shoppers are actually getting a discount of $207.50, not $600. That’s still something, but perhaps not a deal you’d be crazy to pass up.

Men Vs Women Shopper

According to NerdWallet , men are the more opportunistic shoppers,”  “Men are more likely to take advantage of consumer-friendly retail policies and more likely to be optimistic about spending more this holiday season. There’s a downside here, though, as men will take longer to pay off credit card debt. Women are more likely to pay credit card debt earlier, on average, and have a more responsible attitude when it comes to holiday spending.”

To see the full story click the link below

Online shopping

Beginning next Thursday, Many of the nations online stores are offering super deals.   Use caution when ordering online, stick with the larger online stores.   Look closely at their return polices and if the online store unfamiliar , it might be better to try them after the holidays.  Happy shopping.

The Worlds Most Visited Mall

The Dubai Mall has become the world’s most-visited destination for the third consecutive year, welcoming over 75 million visitors in 2013. 

The Worlds Busiest Mall sits in front of the Words Tallest Building-The 163 story Burj Dubai

How Big is Big?

The Dubai Mall isn’t the largest mall in the world, however it is big.  At 5.9 million square feet, the Dubai Mall is nearly twice as large as the largest Malls in the Sacramento area, the Roseville Galleria, Sunrise Mall ,Arden Fair Mall combined. 

Following the impressive footfall of 54 million in 2011 and 65 million in 2012, Emaar Properties’ flagship shopping and entertainment destination recorded a 15 per cent growth in visitor numbers last year. An average monthly footfall stood firm at 6.25 million.

“The record visitor arrival to The Dubai Mall in 2013 is a powerful statement that seals Dubai’s reputation globally as a business and leisure hub,” Abdulla Lahej, group chief executive officer of Emaar Properties, said in a statement to Khaleej Times.

Ski all year long in the Mall

The mall’s 1,200 plus retail outlets recorded a 26 per cent rise in sales during 2013 compared to the previous year. According to Bain & Co recent report, more than 50 per cent of all luxury goods sold in Dubai were purchased at the mall, with its dedicated Fashion Avenue hosting the world’s largest collection of fashion brands under one roof.

Got Fish?

Dubai Mall Aquarium

The number of visitors significantly surpassed the number of shoppers at the world’s other leading malls such as Mall of America and Bullring Birmingham, UK (40 million each); Intu Trafford Centre, UK (30 million); Part Dieu Lyon, France (29.4 million); and West Edmonton Mall, Canada (28 million).

Lahej said the socio-economic impact of the mall on the Emirate’s economy is tremendous, having generated more than 25,000 jobs and consistently driving the growth of the city’s retail, leisure, and hospitality sectors — the core contributors to Dubai’s GDP.

“Contributing significantly to Emaar’s recurring revenues, thus adding value to our stakeholders, the mall’s sustained success demonstrates the vision of His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to create a truly world-class city,” he said

Over 40 per cent of the visitors to the mall were tourists, reflecting the tourism demographic trends of the city, with a majority of the overseas visitors coming from Saudi Arabia and other GCC countries, China, India, Russia and Europe.

Nasser Rafi, chief executive officer of Emaar Malls Group, said: “The surge in visitor arrivals and the growth in retail sales are indicators not just of the popularity of the mall but also of Dubai as a preferred destination for shopping and luxury lifestyle experiences. Having established Dubai as a global fashion capital, we are now further enhancing the fashion and lifestyle choices at the mall with the expansion of the Fashion Avenue by another one million square feet, which will add 150 new brands to the mall.”

Last year, the mall cemented its position as one of the world’s most sought-after high fashion destinations by hosting Vogue Fashion Dubai Experience, the largest fashion event of its kind in the Middle East, in partnership with Vogue Italia. The mall is currently spearheading a global fashion talent scout, to identify and nurture emerging and next-generation fashion designers.

Khaleej Times

Sacramento Retail 2023: 70% of shopping via Electronic Device

Next week, more people may buy online than in Retail Stores

By: CityFella

Some may remember these stores . Montgomery Wards, Mervyn’s ,Weinstocks, Gottschalks, Bon Marche , Bullocks, Bamburgers ,The Broadway, Britt’s Department Stores,Gimble’s , Newmans, Dayton’s, Jordan Marsh, Meier and Frank ,The Emporium stores these once anchored America’s Downtown’s and  Shopping Malls  

For many years the population center in Sacramento was in and around downtown as the population shifted east so did retail.

Arden Fair Shopping Center was open in 1957.  It was an open air shopping center as most were at time.  The center had one anchor. Sears.   Florin Mall,opened in 1967. The seventies saw the opening of Sunrise Mall, the areas first super regional mall.  By 1989, Arden Fair demolished much of the old mall and became a two level enclosed mall with four anchor department stores.   The largest mall in the area is Roseville Galleria.

Today in America the anchor based mall is an endangered model.  With fewer Department Stores to replace an anchor, the closing of a Macy’s, Penney’s or Sears is the beginning of the end for most malls.

The “I” world order

Many experts believed the net would enhance traditional brick and mortar retail. Of course that was before the I-phone and I-pad.  Smartphone and Tablets have radically change the way we shop. Today shoppers can instantly price shop.   It’s called Showrooming- browsing goods in stores before searching for them at cheaper prices on the Web.

According to a new poll conducted by Accenture, 65% of consumers said they would browse holiday purchases online that they would ultimately buy in person at a store. A slightly smaller proportion (62%) said they would partake in showrooming.

A study published by RetailMeNot (SALE) showed that nearly 90% of Americans plan to do at least some of their holiday shopping online and that figure is above the international average of 84%

Other confirming data for the growing shift toward online shopping comes from Park Associates is had in the firm’s new study “Mobile Commerce: Keys to Mass Adoption.” Park found that 43% of U.S. smartphone users purchased a good via their device in the last month. That activity was skewed higher atTarget TGT +0.65% that at Walmart — 54% of shoppers used their smartphone to make an in-store purchase in the last month, compared to 38% of Wal-Mart customers. The Parks survey also revealed that more than 25% of consumer electronics shoppers in broadband households have used
mobile commerce apps on their smartphone to help with an in-store purchase decision.

Amazon Vs Wal Mart

The shift toward online shopping has clearly benefited  which has seen its revenue and stock price soar. It’s also caught Walmart flat footed. While Walmart is the largest retailers, Internet Retailer estimates the company’s online sales totaled $4.9 billion, roughly 1% of total revenue last year, compared with’s $34 billion in online sales. That comparison helps explain why Walmart has gobbled up almost a dozen start-ups to help expand and improve its online presence.

This holiday season more people will shop online.  Gift decisions will be made via a smartphone, tablet or PC.

Those wierd and whacky Millennials

The Millennial Generation  also known as Generation Y, is the demographic cohort following Generation X. There are no precise dates when the generation starts and ends. Commentators use beginning birth years from the early 1980s to the early 2000s.(wiki)

Another problem for the traditional brick and mortar  retailers, are the Millennials.  They are the radical offspring of the Baby Boomers.  This group, like their parents are defying convention.  They prefer midtown/downtown to the suburbs.   Bikes over cars and unlike their parents, they may never drive to outermost regions to shop .  This group is likely to spend more via the net than Arden Fair.    Unlike their Boomer parents, the Millennials  are likely to shop close to home.


Today from your, work desk you can order your grocery’s from Raley’s or  Prepay for movie tickets. buy clothes, appliances, its endless………

The real mayors of Sacramento

Each day, millions ‘check in’ on smartphone apps like Foursquare, where the top users are dubbed ‘mayors.’ Some mayors are strong, others just want to booze. All offer a real-time peek at privacy, partying and modern Sacramento

At last month’s annual South by Southwest festival, the world’s pre-eminent social-networking experts converged on Austin, Texas, for a five-day interactive-technology conference. Gadgets such as the latest iPad and websites like Mashable were kings of the geeks. But a lesser-known smartphone app called Foursquare, popular with both teenagers and 30-somethings, was mayor of the party: Attendees used the app more than any other, including Facebook’s Places, to find out who was where and what the heck they were doing.

In fact, the number of digital “check-ins”—the term for when a user updates their current location on Foursquare—during the festival was so huge, according to founder Dennis Crowley, that the average worldwide “check-ins” those days jumped by more than half a million.

That’s right: Every day, millions of Americans reveal, even brag about their exact whereabouts on Foursquare. It’s an unprecedented rethinking of privacy, involving at once remarkable and alarming evolutions in GPS and smartphone technology.

Worried about your kid? Just head to and watch his or her every move. It’s so easy, you almost forget the risk—until websites like come around, using Foursquare’s data to list all the empty homes out there just waiting to get burgled.

Yet despite such indiscretions of the virtual kind, Foursquare—and knockoffs like Gowalla, SCVNGR and Whrrl, plus similar Yelp and Facebook apps—still attract tens of thousands of new users every day.

Especially here in Sacramento.

According to a recent and surprisingly well-researched study by Men’s Health magazine, Sacramento ranks 18 on the list of top 100 “most socially networked” cities in America. Washington, D.C., is tops; San Francisco sixth; Sacramento ranks higher than Los Angeles (33), New York City (55) and Anaheim (unranked).

This means we’re a Linked In city of Facebook freaks and Twitter tweakers, chat-room lurkers and blinkered bloggers. Tech-savvy movers and nerdy shakers. It’s at least something to be proud of, no?

Which is why a handful of SN&R writers—some even without smartphones in hand—hit up the virtual and tangible streets of Sacramento to find its real “mayors,” those Foursquare front-runners who never miss a check-in and offer a surprisingly real look at Sacramento’s hip new digital pulse.


Tasha Kelley’s tenure as mayor of Nordstrom’s in Arden Fair mall has been a merry-go-round affair: One day she’s boss, the next day up-and-comers are jockeying for her crown.


Tasha Kelley
currently in a hotly contested mayor’s race at Arden Fair mall

Tasha Kelley is the hardest-working mayor on Foursquare. By day, she designs the window and table displays at Nordstrom inside Arden Fair mall. At night, she’s a bartender at R.J. Grin’s in the DoubleTree hotel across the street. And 24-seven, she’s the Foursquare mayor of every major establishment at the intersection of Arden Way and Business 80.

Elephant Bar? Mayor Kelley’s. Arden Fair mall? It’s Kelley’s. Red Lion Hotel? Totally hers. She’s even the mayor of the freeway offramp, a location she created called “I’m on Arden exit AGAIN!!!”

Given her all-consuming work schedule, it was a challenge to get Kelley to sit still long enough to ask about her mayorships—25 at press time. SN&R succeeded by visiting her night shift at R.J. Grin’s, lurking at the bar until her break, then peppering Kelley with questions in the DoubleTree lobby.

The 31-year-old looks all business—polished hairstyle, fitted leather jacket, artfully draped scarf—but exudes friendly openness. Her large gold-hoop earrings shine and twinkle when she shakes her head with laughter, which is often. She works constantly, but sneaks in fun when she can.

That’s why Kelley became addicted to Foursquare. Check-ins only take a second, but they bring joy amid relentless professional demands. “I like to earn points and get badges. It’s like a treat,” Kelley explains. “It’s fun to see them pop up.

“I was at a Starbucks a couple weeks back, checking in. All of the sudden: boop! A badge pops up. I guess I had checked in 30 times, so it called me Juan Valdez. It made me smile.”

Kelley’s been on Foursquare less than a year and has already accumulated nearly 2,300 check-ins. She checks in at least 12 times per day. When her Nordstrom co-workers take smoke breaks, she takes check-in breaks at two employee smoking spots, locations she’s labeled “The Office” and “The Office 2.”

“I check in every single place I go,” she says. “When I leave someplace and I don’t check in, I’m mad.”

Kelley applies the same intense work ethic to Foursquare that she uses in her 9-to-5 (to 2 a.m.) workday. “I really enjoy when I take a mayorship,” she admits. “Even if it’s just the Shell station, I’m like, ‘Yes!’ I’m a little bit competitive, if you can’t tell.”

She asks if I’ve “seen the battle,” referring to the continuing fight between Nordstrom employees over mayorship of their lunchroom.

“There used to be four competitors,” Kelley says, “but we knocked out this one girl. She just quit. Now there are three of us going back and forth.” Kelley’s comments on Foursquare include stern warnings: “U change the lunchroom name, Berry?!! I’m gettin’ my mayorship back!”

Sadly, Kelley’s reign likely will be ending soon. “I’m transferring to the Roseville store starting Sunday,” she says, “so I probably won’t be the mayor of the mall much longer.” But Kelley is keeping her bartending position at R.J. Grin’s, so she’ll maintain her status over half the Arden intersection.

Attention Roseville Nordstrom employees: Keep your smartphones charged. There’s a new mayor checking in.


Rebecca Adler is proud of her blue-chip mayoral seats, such as Zuda Yoga, but she still covets the one that got away: her mayorship of Shady Lady Saloon.


Rebecca Adler
in a tough mayoral re-election battle at one of the city’s trendiest bars

Rebecca Adler used to be mayor here. Today, she’s just another customer at Shady Lady Saloon, a popular R Street hangout known for craft cocktails, fried green tomatoes and more suspenders than Larry King’s closet. Here, bartenders and owners still greet Adler by her nickname, Becca, and even remember her cocktail of choice, a White Linen (gin, elderflower liqueur, simple syrup, lemon juice, cucumber). Still, she’s no longer boss.

And she’s not giving up without a fight.

“He cheats,” says Adler, sipping said cocktail. The “he” in reference is (was?) a close friend. His coup went down like this: Adler oversaw Shady “for a long, long time,” nine months. Her friend discovered just how important being mayor was to her and started checking in to the bar every day until he took the seat. Or bar stool.

“He stole the mayorship because he knows how much I covet it,” she sums up.

These days, however, some “other dude,” Adler says, took the mayorship away and no one has been able to overtake Shady going on two months. She has no idea who the new guy is.

“Every time I come,” she says, “I look around the room for him. ‘Where are you!?’ I want to know who he is!” Then she gives the room a once-over and grabs her iPhone to check in on Foursquare.

She does this because Adler, a marathon runner who’s also into world travel and climbing, understands that winning a Foursquare mayorship is a fight for the long haul. And that things change: A year ago, for instance, she herself lived in Istanbul.

She’s resided in Sacramento for 15 years, has moved away three times, “and every single time, I end up back in Sacramento,” she says of the proverbial “you can never really leave” syndrome. “And every time I come back, it’s different. It’s really growing up,” especially when it comes to the night life and food scene, she says.

And if she were the real mayor of Sacramento? “I’m all about public transportation,” she says. “I would try some way to fix the light rail,” including finally extending it to the airport, where’s she’s jockeying to be come Foursquare mayor as well.

But with all this traveling and sharing, is she worried about privacy? Do lurkers or stalkers ever show up on her adventures?

“Yeah, it’s happened a couple times,” she admits. A young brunette with nice teeth (she’s mayor of her dentist!), Adler explains that every so often a guy will just so happen to appear where she’s checked in on Foursquare. “Because I know they would never just show up at certain places,” she reasons.

To this end, she never checks in to her own home and doesn’t always share her check-ins on Facebook or Twitter.

If she did, you’d see that she’s one of Midtown’s busiest mayors, hop-skipping from popular yoga dens, Zuda Yoga, to trendy new restaurants, such as The Press.

“It’s like a little game,” she downplays.

Maybe. But it’s also blood sport.

—Nick Miller

Nick is mayor of Beto’s, where the lone Foursquare tip is, “Get some of the white sauce. I don’t know what it is, but it is good.”


Josh Klein
mayoral candidate at the Mercantile Saloon

If Josh Klein were actually Sacramento’s mayor, he would force Sacramentans to stop what they’re doing midday, like a Spanish siesta. Then he’d shower everyone with Jägermeister and dry martinis from his royal throne at Midtown gay bar the Mercantile Saloon, a mayorship he covets more than any other. For now, though, Klein will have to be satisfied with being mayor at Bombay Bar & Grill and Ernesto’s Mexican Food. And Kaiser Permanente, where he works. There’s no real incentive to be mayor of these spots. But there are bragging rights.

“Sometimes I want to go into places and be like, ‘I’m the mayor of this place! Gimme a parking spot!” Klein admits. Instead, he mostly just gets badges, which can be lucrative in the Foursquare world. For example, he once checked in at a salon after getting his brows waxed and was overjoyed upon receiving a “RuPaul’s Drag Race” badge. At the moment, he has 24 badges.

Everywhere Josh goes, he checks in using his smartphone. He says the app has become “incredibly” competitive lately. “Foursquare users want to dominate this city,” he says.

Lately, he’s been in an intense Foursquare battle with an unknown woman at his work, Kaiser. It’s an emotional roller coaster for Klein, because one day he’s mayor, the next day it slips through his fingers like sand from the beach of defeat. “Every time she one-ups me, I can’t help but mutter nasty words under my breath,” he shares.

Klein has some odd mayorships; he says nothing is off-limits. For example, he’s currently mayor of “the B-train’s ass,” a name someone gave to a street corner near his favorite cupcake shop. “Can’t beat a cupcake break,” he jokes.

In about six months’ time, Klein has raked in more than 1,500 check-ins, mostly at the gym, local bars and exotic-food restaurants. Only once has a business given him an award for his Foursquare activities: a free training session at 24 Hour Fitness. “I ran over there to collect ASAP, because I knew my fellow gays were fighting for it.”

If you’re worried about privacy, Klein says, “You shouldn’t be Internet friends with people who creep you out.

“When it comes down to it, Foursquare is a tool to connect you to your closest friends.”

Someday, Klein is confident he will become the Foursquare mayor of the Mercantile. He wouldn’t change much about his beautiful, grimy “Merc.” He would just add a Jäger fountain and a special mayor throne.

“It’s a pretty big effin’ deal,” he says. “You gotta walk in there like you own the place.”

—Alia Cruz

Alia says the couch on her front porch is her official Queen Mayor throne.


Roller-derby enthusiast Amanda Ramirez boasts a fleet of mayorships—McDonald’s, Burger King, Panda Express—which irks her boyfriend. “It drives him nuts,” Ramirez admits.


Amanda Ramirez
mayor of the Sacred City Derby Girls team

Amanda Ramirez’s Foursquare habit is not shared—or appreciated—by her boyfriend.

“He hates it,” she admits. “I’ll go the mall and want to get a bunch of check-ins while I’m there. I’ll stop wherever we are and make the effort to bring up the app, find the location and then check in.

“It drives him nuts.”

It’s only been six months since Ramirez joined Foursquare after downloading the app to her new smartphone last October. She started using the social-networking site on a trip to Los Angeles and quickly found herself taken with the task of “checking in” and sharing her adventures online.

Returning home, it didn’t take long for the Sac State art history major to begin laying claim to mayorships throughout Sacramento.

“I think my first one was Kadema Hall, the art department building at Sac State,” says Ramirez, 27.

Since, she’s also snapped up proprietary titles at myriad locations, including the Thrift Town in Carmichael, the post office on El Camino Boulevard, the Sac State parking garage and Sunrise Rollerland.

“I’m in [roller derby] training, so I’ve gone there several times for practice,” says Ramirez, who although still a derby novice, has already been crowned mayor of the Sacred City Derby Girls team.

Ramirez checks in everywhere she goes—“unless I forget or I’m too busy”—and there’s no destination she’s afraid to share with the rest of the world.

“I’m not ashamed of checking in anywhere. If I was ashamed I wouldn’t go there to begin with.”

In addition to her slew of mayor titles, Ramirez has also scooped up numerous badges, including the “Bender” (earned for going out at least four nights in a row) and, perhaps even more noteworthy, the “Crunked” badge (procured for checking into at least four spots in one night). She’s also nabbed, not surprisingly, the “Overshare” badge, acquired after sharing more that 10 visits during a 12-hour period.

(But, lest you think Ramirez is just a relentless roller-skating party girl, she’s also collected the “Bookworm,” “Barista” and “Gym Rat” badges.)

On her Foursquare to-do list: earning a museum badge (“It has a cool Andy Warhol image”) and the “I’m on a boat!” badge, which, as the name implies, is secured by checking in on watercraft.

She also intends to hold on, tightly, to her treasured Kadema Hall mayor title.

“Every time I become mayor there, this girl steals it away from me—but I always steal it back,” says Ramirez, adding that she doesn’t actually know her Foursquare nemesis.

“I don’t have a personal grudge against her … but whenever I see that she’s stolen the title from me, I’m like, “Damn you.

“I’m going to get it back!”

—Rachel Leibrock

Rachel is still battling it out for the title of mayor of SN&R.


Myron Jefferson
mayor of 100 places

Myron Jefferson is mayor of at least 100 Sacramento locations, including trendy bar R15, his prize mayorship.


It all started when Myron Jefferson got an iPhone.

“I’ve been using Foursquare since last summer,” he explains while sitting on a couch at Naked Lounge in Midtown, one of the 100 locations where he’s Foursquare mayor. That’s right, the century mark. More mayorships than almost any other Sacramentan.

When he goes to Downtown Plaza or Arden Fair mall, he checks into every store he visits. If a building or nearby parking garage pops up on his iPhone, he’s there checking in. It’s a bit compulsive. “Sometimes, if I know I’m close to becoming mayor, I’ll go [to a place] just so I can check in,” he admits.

Jefferson says he even scouts locations to see how easy it will be to take over a mayorship. He knows that grocery stores and college campuses are hotly contested spots, so he doesn’t expect to easily become mayor at Sac State, where he attends class. He does, however, hold down several impressive mayorships, among them bar R15, M.V.P. Sports Grill and “Downtown Sacramento” itself.

He is most proud of snagging the R15 mayorship. “I was battling the guy for a long time and I finally got it. I had to go twice a week,” he says. Friends on Facebook noticed his numerous check-ins at R15 and started asking him tips about the bar.

Lately, however, someone’s fighting him for the coveted R15 crown.

Some Facebook friends ask if he’s worried about stalkers. Jefferson shares his Foursquare check-ins with not only his 200 Foursquare friends, but also followers on Twitter and Facebook. “I’m not really sure why anyone would want to follow me to any of these places,” he says. “Sometimes I’m just out getting a beer.”

Plus, he likes letting his friends “follow his trail,” though he does acknowledge that there’s some risk involved. The one place Jefferson refuses to become mayor of? His own home.

Lately, he has become obsessed with not losing mayorships. During the race to 100, he started keeping track of what venues were getting taken over by other users. For instance, he complained that “some high-school kid jacked this ice-cream shop from me.”

But this didn’t stop him: Foursquare is a game, and Jefferson is definitely winning.

—Katie Hanzlik

Katie would like to acquire more mayorships, but she keeps getting distracted by Angry Birds.


Cassandra Ramos
mayor of Sacramento’s worst commute

Cassandra Ramos, 24-year-old reigning “mayor” of the Yolo Causeway, relaxes on the patio of a Midtown coffeehouse, holding a tea and giggling about the previous day’s St. Patrick’s Day pub-crawl adventures—and her resulting headache. She explains how she had no idea that using Foursquare to check in during her mundane daily commute to UC Davis, where she works as a research technician in the plant biology lab, would land her an interview with SN&R.

Ramos drives to Davis every day, along with tens of thousands of commuters, and started using Foursquare because she thought she’d “might as well get something out of” the back-and-forth.

“It’s embarrassing,” she confesses, blushing, “because I had to check in every day for a really long time and then I finally got the mayorship.” She says she’s checked in during her Causeway commute more than 300 times.

Ramos first discovered that the Causeway was a Foursquare spot because of people on Twitter, which she uses to network Morning on Fire, her hair-accessory and jewelry business. She points to the peacock feather in her hair, an example of the many items she sells at places like the Midtown Bazaar and Second Saturday. She even boasts a “Handmade Hero” badge in her Foursquare arsenal because of her work.

“I’m pretty big on Twitter,” she laughs. “Checking in at a lot of cool places makes you seem like a cool person.”

She admits, however, that people put strange things on Foursquare. Once, her boyfriend created and checked in to at a crime scene in downtown Sacramento—and other random people also checked in.

“It’s purely entertainment,” she argues. “The friends thing, connecting with people and finding out where they are, I think that’s secondary. It’s like a game.

“You know how sometimes you’re at the grocery store and you run into someone you haven’t seen for a while? It’s like that.”

She mentions the day before at the pub crawl, when Foursquare made it possible for her to meet up with a friend. “They were next door. I wouldn’t have seen them otherwise. It’s pretty cool.”

And while many commuters might challenge her right to the crown, Ramos isn’t about to give it up—even if a cop pulls her over using a cellphone.

“I’d be honest. I’d say, ‘I’m checking in on Foursquare. Sorry.’”

—Cat Jones

By the power vested in the Internet, Cat was dubbed Foursquare mayor of her house without ever owning a smartphone.


Melissa Martinez
fake (and real) mayor of Old Sac

A typical day for Melissa Martinez involves walking around Old Sacramento, talking to merchants and making sure their needs are met. Professionally, Old Sac store and restaurant owners know her as the director of the Old Sacramento Business Association. It’s part of her job to offer services to businesses in the historic district.

But very few people know that Martinez is also the mayor of Old Sac. On Foursquare. The honorary title doesn’t shoulder any mayoral responsibilities. But her day job does.

She’s basically the real mayor.

Martinez has been director of the Old Sacramento Business Association for a little more than two-and-a-half years. She’s been the Foursquare mayor for less than two months. She signed in to Foursquare for the first time in mid-January and took the title over the course of several weeks. She regularly checks in on Foursquare using her iPhone.

So what’s she going to do about the crummy parking in Old Sac and the wealth of citations?

“There has been a decline,” she says of the parking-ticket problem. “And [meters] only go until 8 p.m. now.” She also stressed that the best way to ensure a parking space is to park in one of the two garages adjacent to Old Sac. Though patrons have to pay, most stores offer validation for garage parking. “You won’t get ticketed and there are more than 2,000 spaces,” she adds.

Most Old Sac folk know Martinez, it seems. “She’s great,” says Janet Green, owner of home, garden and gift shop Gabby Girl, which opened only five weeks ago.

Ned Makarevic, who works with his wife, Aida, at the jewelry boutique Mea Vita, says that in his brief interactions with Martinez, she came across as a “nice woman.”

A handful of other store employees, however, had never seen or heard of her. And one employee was critical of Martinez because she wouldn’t renew licenses for Old Sac street performers, such as the balloon man and a saxophone player.

But the newly “crowned” mayor of Old Sac says she’s striving to accomplish more. And she’s also after more mayorships, including a commitment to oust her friend Megan Emmerling as the mayor of the Downtown Sacramento Partnership, as well as “increasing the vibrancy of Old Sacramento.”


With Foursquare. “I need to expand,” she says. “I’m going to put the challenge out there for others to become the mayor [of Old Sacramento].”

—Jonathan Mendick

Jonathan thinks Foursquare is a great opportunity to hide in the bushes and scare people outside their favorite restaurants.


Vy Nguyen, mayor of multiple Midtown dining hotspots, says there aren’t always perks—such as free appetizers—for being the big cheese. But she still uses Foursquare to decide where to eat.


Vy Nguyen
mayor of Midtown’s dining hotspots

Vy Nguyen can’t remember how she first heard about Foursquare, but she’s glad she did.

“I like to eat out a lot,” she says. “Foursquare.comhelps me decide where I’m going to go, and it lets my friends know where I am, in case they want to join me.”

Foursquare’s website describes itself as “a location-based mobile platform that makes cities easier to use and more interesting to explore.” Some businesses, such as restaurants, offer users prizes and perks.

“More and more of our customers are joining Foursquare and checking in when the come in,” explains Joe Anthony Savala, beverage manager at Zócalo in Midtown. “When a customer checks in with us, it’s recorded and we give each person who checks in a free appetizer. The person who checks in the most during the previous month becomes a ‘mayor.’ We are very much into social media here.”

Sacramento’s Midtown Business Association even sponsors a Foursquare Pub Crawl to promote the neighborhood’s establishments. The event features teams from the participating restaurants, and the restaurant’s mayor is the team leader.

“There are three reasons I do it,” says Nguyen, who’s mayor of such eateries as Zócalo and Hot Italian. “First, it’s a lot of fun. Second, it helps me in my business, which is event coordinating. And third, it helps the businesses I like to frequent.”

Foursquare’s website says it was launched in March 2009 by two New Yorkers, Dennis Crowley and Naveen Selvadurai, who met in 2007 and began developing the idea a year later. The company, headquartered in New York, claims to have more than 6.5 million users worldwide, with tens of thousands of business venues participating. Including, locally, the Sacramento Zoo.

So if you visit the zoo and check in on Foursquare, you earn a free carousel ticket. And if you are the zoo’s mayor, you receive a little gift.

Nguyen, 29, says she doesn’t take Foursquare too seriously. “There [aren’t always] perks from being the mayor,” she said. “It’s just one more part of the fun.”

—Bob Schmidt

Bob is a veteran journalist that is not on Facebook and doesn’t own a cellphone.

From: Sacramento News and Review