San Diego's Westfield Horton Plaza debuted in 1985 as part of San Diego's revitalization to redevelop the downtown area, more famous for bars, tattoo parlors and other businesses that catered to Navy sailors. Architect Jon Jerde's so-called "experience architecture” was meant to provide a way for shoppers to get safely lost within the mall’s many passageways, stairs, bridges and escalators in an effort to keep them entertained while shopping, more often lead to confusion and less shoppers in an era of the online shopper.