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Rosemary McCormick, a retail ad veteran, spearheaded the marketing of Minnesota's Mall of America when it opened in 1992. Now she heads a retail/tourism consultancy in Napa, Calif., specializing in integrated global retail marketing.

Age: 44

Title: president, McCormick Marketing

Fact: Tourists spend four to 10 times more than local shoppers, and there are very few returns.

Insight: Malls are international safety zones with huge untapped potential for targeting wealthy travelers.

Hot retail concepts: Nike, Virgin Records

Cold retail concepts: Warner Bros., Disney stores.

Tip: Find a theme that can be continually redefined.

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