Several local malls, no doubt calculating that a little Christmas spirit tends to loosen people’s wallets, also feature “real snow.” At the Grove, a shopping mall in Los Angeles, machines blow manufactured snow off the rooftops twice daily through New Year’s Eve.
“We have a lot of kids and families and people who have never seen snow before who come to the Grove just to see it,” said Jennifer Gordon, vice president of marketing and tourism. “I’ve seen people cry. It’s really magical. It touches people’s hearts.”