Kennedy Mall
A regional enclosed shopping mall in Dubuque, Iowa, owned by the Cafaro Company.
Last updated August 25, 2026
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Overview
Kennedy Mall is an enclosed regional shopping center in Dubuque, Iowa. Developed by William M. Cafaro and Associates, now known as the Cafaro Company, the mall was built during a period when American retail activity was shifting from traditional downtown districts toward suburban commercial centers. The project followed Montgomery Ward's 1964 announcement that it intended to relocate its downtown Dubuque store to the city's western end. Rezoning for the mall site was approved in February 1966, construction followed, and the first store, Younkers, opened in 1968. The center formally opened on April 15, 1970, with approximately 60 stores, making it Iowa's largest enclosed mall at the time. The mall originally combined department stores, specialty retailers, a junior anchor operated by F. W. Woolworth, and entertainment uses. Montgomery Ward joined the center in May 1969, followed by Roshek's in the autumn of 1970. Its early history also included weather-related disruption, as a tornado damaged parts of the Dubuque area and affected the mall soon after opening. During the 1970s and 1980s, Kennedy Mall expanded its tenant mix and added or accommodated major department-store operators including JCPenney, Younkers, Sears, and Armstrong's. A 1989 renovation introduced a food court in the northeastern portion of the building and made broader cosmetic improvements. Space for Sears was created from part of the former Armstrong's department-store area. Entertainment has been a recurring component of the property. An original General Cinema theater inside the mall began as a single 795-seat auditorium, was converted into a two-screen venue in 1972, and was later superseded by a six-screen cinema built in the parking area west of the mall. In the twenty-first century, the property continued to adjust its entertainment and retail offer as department stores closed and consumer behavior changed. Sears announced its closure in January 2014, Vertical Jump Park opened in 2016, and the cinema operation changed from Mindframe Theaters to Phoenix Theatres after Mindframe closed at the beginning of 2017. Younkers closed in 2018, affecting about 90 employees and leaving a substantial anchor space available for redevelopment. Kennedy Mall's later strategy has emphasized replacing vacant department-store space with a mixture of specialty retail, off-price retail, fitness, recreation, food, and community-oriented uses. The center's listed anchors and major occupants include Edward Jones, Shoe Carnival, Planet Fitness, The Fun Station, JCPenney, Dick's Sporting Goods, Ulta Beauty, HomeGoods, Marshalls, and Books-A-Million. In early 2020, the mall partnered with Carnegie-Stout Public Library to establish the Reading Corner, a community reading space. The initiative was interrupted by pandemic restrictions and the space was subsequently displaced by retail use, but the Reading Corner reopened in February 2024. Other post-2020 changes included plans announced in 2023 for Books-A-Million to occupy part of the former Younkers space, the arrival of HomeGoods in former bookstore and adjacent vacant areas, and the opening of World Earth Minerals Superstore in November 2024. In June 2024, the mall sought zoning changes that could permit development in the southwestern parking area. The property is approximately 700,000 square feet, or about 65,000 square meters, and continues to operate as a regional retail and community destination.
History
Kennedy Mall emerged from the suburbanization of retail in Dubuque. In 1964, Montgomery Ward announced plans to move its downtown Dubuque operation to the western end of the city. The proposal helped establish the commercial rationale for a larger enclosed shopping center outside the traditional downtown district. Rezoning of the future mall site was approved in February 1966, and William M. Cafaro and Associates of Youngstown, Ohio, developed the project. The first store, Younkers, opened in 1968, while Montgomery Ward opened in May 1969 and Roshek's followed in the autumn of 1970. The mall's formal opening took place on April 15, 1970. It began with about 60 stores and was described at the time as Iowa's largest enclosed mall. The early center combined department-store anchors with smaller specialty tenants and F. W. Woolworth as a junior anchor. Soon after opening, the mall and surrounding Dubuque area experienced tornado damage. Kennedy Mall continued to expand and change through the 1970s and 1980s. JCPenney, Younkers, Sears, and Armstrong's became associated with the property during that period. Renovations in 1989 added a food court at the northeastern corner and introduced cosmetic improvements. The Sears premises were created by adapting part of the Armstrong's department-store space. Entertainment formed another part of the center's development. General Cinema initially operated a single 795-seat auditorium inside the mall. In 1972, that venue was remodeled into two screens of roughly 300 seats each. A new six-screen cinema, Kennedy Mall Cinema 6, was later constructed in the parking area west of the mall, replacing the interior theater. In the twenty-first century, cinema operations changed again: Mindframe Theaters closed on January 1, 2017, and Phoenix Theatres replaced it. The property faced the same department-store and enclosed-mall pressures affecting many American retail centers. Sears announced in January 2014 that it would close its store in late April. Vertical Jump Park opened in 2016, providing a recreational alternative to conventional retail. Younkers closed in 2018, affecting approximately 90 employees and leaving a large former-anchor area available for reuse. Kennedy Mall's subsequent adaptations focused on diversification. In early 2020, the property worked with Carnegie-Stout Public Library to open the Reading Corner, a community-oriented reading space. The initiative was affected by COVID-19 restrictions and by Iowa's March 2020 order closing non-essential businesses. The space was later displaced by a retail store but reopened in February 2024. Plans announced in February 2023 called for Books-A-Million to occupy approximately half of the former Younkers space. HomeGoods later occupied the former bookstore area and other vacant storefronts, while World Earth Minerals Superstore opened in another portion of the former Younkers section in November 2024. In June 2024, the mall requested zoning modifications to permit businesses to be developed in the southwestern parking lot, suggesting an interest in adding or reconfiguring commercial capacity beyond the original enclosed structure. The mall occupies approximately 700,000 square feet, or 65,000 square meters. Its current mix includes national retailers, off-price stores, fitness, entertainment, family recreation, professional services, and community uses. The Cafaro Company remains the owner, and Kennedy Mall continues to function as a regional shopping and activity destination for Dubuque and nearby parts of Iowa, Wisconsin, and Illinois.
- 2024
Reading Corner reopens
[1]The library partnership's reading space reopened in February.
- 2024
Parking-area zoning modification requested
[1]The mall requested zoning changes intended to allow businesses to be developed in the southwestern parking area.
- 2024
World Earth Minerals Superstore opens
[1]The specialty retailer opened in November in part of the former Younkers area.
- 2023
Books-A-Million redevelopment announced
[1]Books-A-Million was announced as a planned occupant of part of the former Younkers store.
- 2020
Reading Corner opens
[1]Kennedy Mall and Carnegie-Stout Public Library launched an in-mall community reading space.
- 2018
Younkers closes
[1]Younkers closed, creating a substantial opportunity for anchor-space redevelopment.
- 2016
Vertical Jump Park opens
[1]The mall added an active-entertainment venue.
- 2014
Sears closure announced
[1]Sears announced the planned closure of its Kennedy Mall store.
- 1989
Major renovation
[1]Renovation work added a food court and made cosmetic improvements throughout the center.
- 1972
Interior cinema is converted
[1]The original General Cinema auditorium was remodeled into a two-screen theater.
Products and positioning
A regional enclosed shopping center serving Dubuque and surrounding communities through a mix of department stores, national specialty retailers, off-price stores, entertainment, fitness, family recreation, and community programming.
Shopping mall · 1970
Regional enclosed shopping center
Kennedy Mall provides approximately 700,000 square feet of enclosed retail and leisure space. Its operating model combines national chain stores, specialty retailers, services, entertainment, fitness, family recreation, and community-oriented facilities for consumers in and around Dubuque.
Retail · 1968
Department-store and off-price retail
The mall has historically relied on department-store anchors such as Younkers, Montgomery Ward, Sears, Armstrong's, and JCPenney. As several traditional anchors departed, the property introduced or accommodated off-price and home-focused retailers including Marshalls and HomeGoods, along with Books-A-Million and other specialty concepts.
Entertainment · 1970
Entertainment and recreation
Entertainment has included an interior General Cinema theater, a later six-screen cinema in the western parking area, Vertical Jump Park, Phoenix Theatres, and family-oriented activities associated with The Fun Station. These uses broaden the mall's role beyond conventional shopping.
Community service · 2020
Community programming
Through its partnership with Carnegie-Stout Public Library, Kennedy Mall has hosted the Reading Corner, a public reading and community space inside the shopping center. Although interrupted by pandemic conditions and later displaced, the initiative reopened in 2024.
Marketing campaigns
- 2020Reading Corner partnership
Dubuque, Iowa
Kennedy Mall partnered with Carnegie-Stout Public Library to bring a public reading space into the mall, using vacant or adaptable retail-area capacity for a community-oriented program.
Outcome. The space closed during the COVID-19 period and was later replaced by retail use, but the Reading Corner reopened in February 2024.
Brand decisions
2024
Request for southwestern parking-area zoning changesStrategyBackground
The mall sought additional flexibility to use land beyond the existing enclosed retail structure.
Action taken
Kennedy Mall requested zoning modifications that would permit businesses to be built in the southwestern parking area.
Aftermath
The request indicated a possible future expansion or redevelopment of the property's commercial footprint; the available reference does not establish the final regulatory outcome.
2023
Former Younkers space redevelopmentStrategyBackground
Younkers had closed in 2018, leaving a large anchor area available for replacement uses.
Action taken
Kennedy Mall announced that Books-A-Million would move into approximately half of the former Younkers store, while HomeGoods was associated with the former bookstore area and other vacant storefronts.
Aftermath
The plan diversified the former department-store footprint with books, home goods, and other specialty retail uses.
2014
Response to Sears closureOtherBackground
Sears announced that its Kennedy Mall store would close in late April, removing a long-established department-store occupant.
Action taken
The mall proceeded without the Sears location and continued adjusting its tenant and entertainment mix.
Aftermath
The closure reflected the broader decline of traditional department stores and increased pressure to reuse large retail spaces.
1989
Renovation and food-court expansionStrategyBackground
The mall undertook improvements as enclosed shopping centers increasingly competed on dining, convenience, and the quality of the in-person experience.
Action taken
Kennedy Mall opened a food court in the northeastern corner and completed cosmetic improvements. Space for Sears was also carved from the Armstrong's department-store area.
Aftermath
The changes modernized the center and supported a broader department-store and food-service tenant mix.
Recent events
- 2026
Marshalls opens at Kennedy Mall[1]
Product launch
Marshalls was reported as opening at Kennedy Mall, expanding the property's off-price apparel and home-goods offering.
- 2024
Reading Corner reopens[1]
Campaign
The community reading space created with Carnegie-Stout Public Library reopened in February after having been closed and displaced during the pandemic period.
- 2024
Kennedy Mall requests zoning changes for southwestern parking area[1]
Regulation
The mall sought zoning modifications that would allow businesses or other commercial development to be built in the southwestern parking area.
- 2024
World Earth Minerals Superstore opens at Kennedy Mall[1]
Product launch
World Earth Minerals Superstore opened in November in part of the former Younkers section, adding a specialty retail use to the mall's redeveloped anchor space.
- 2023
Books-A-Million plans a Kennedy Mall location[1]
Product launch
Books-A-Million was announced as a prospective occupant of approximately half of the former Younkers space.
- 2020
Kennedy Mall and Carnegie-Stout Public Library create the Reading Corner[1]
Campaign · Other
The mall partnered with the local public library to establish an in-mall community reading space. The initiative was interrupted during the COVID-19 pandemic and later returned in a new phase.
- 2018
Younkers closes its Kennedy Mall location[1]
Other
Younkers closed its store at the mall, affecting approximately 90 employees and creating a major vacant department-store space.
- 2017
Phoenix Theatres replaces Mindframe Theaters[1]
Other
Mindframe Theaters closed on January 1, and Phoenix Theatres subsequently took over the cinema operation associated with Kennedy Mall.
- 2016
Vertical Jump Park opens at Kennedy Mall[1]
Product launch
A trampoline and active-entertainment concept opened at the mall, adding a recreational use to the center's tenant mix.
- 2014
Sears announces closure of its Kennedy Mall store[1]
Other
Sears announced that its Kennedy Mall location would close in late April, continuing the long-term contraction of traditional department-store occupancy at the property.
Sources2 sources
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