Valley Fair Shopping Center

Valley Fair Shopping Center, also known as Valley Fair Mall and later Valley Fair Center, was a shopping mall in Appleton, Wisconsin. It opened in 1955 and is notable in American retail history as the first enclosed, weather-protected shopping mall built in the United States. Construction began on July 1, 1953, under Hoffman Shopping Centers, Inc., with Hamilton Construction Company responsible for the building work and Appleton architect George Narovec credited with the design. The property initially stood in the town of Menasha, but the site was subsequently annexed by Appleton. The center held its grand opening on March 10, 1955, and was fully opened by August 11 of that year. Its original tenant group consisted largely of local and regional businesses, including Krambo Supermarkets, House of Camera & Cards, Badger Paint & Hardware, Donald's, Hamilton Bakery, and Eddie's Self-Service Liquor. A phased expansion completed by 1956 added a W. T. Grant discount store at the eastern end and established the basic format of the center. Valley Fair remained comparatively stable until the late 1970s. A major expansion and remodeling program in 1978 and 1979 extended the eastern wing through the former W. T. Grant space and introduced more national chains, including Brauns, RadioShack, Fanny Farmer, Thom McAn, Walgreens, Woolworth's, and Hallmark Cards. The project also added a Kohl's department-store and supermarket complex, a three-screen Marcus cinema, and cosmetic improvements to the older section, such as new carpeting, lighting, and signage. The cinema was later divided into six screens. During the 1980s and early 1990s, the property experienced multiple ownership changes and increasing competitive pressure. Northland Mall's expansion drew some customers, while the opening of Fox River Mall in Grand Chute in 1984 accelerated tenant departures. Valley Fair retained a mix of national and local businesses, including restaurants and clothing retailers, but its traffic and tenant base weakened as larger regional shopping destinations expanded. In 2002, the Christian-oriented nonprofit YouthFutures acquired the mall and attempted to reposition it as a family-focused local shopping and entertainment venue. Its plans included an indoor skateboarding park and a teen gathering space in the former Kohl's building, with local bands performing on weekends. The concept was intended to create a large youth-oriented retail and community destination, but high heating and cooling costs, together with the expense of renovating the aging structure, prevented the initiative from becoming financially sustainable. YouthFutures sold the property on March 30, 2006, to VF Partners, a partnership involving Commercial Horizons, Rollie Winter and Associates, and Bomier. VF Partners pursued a redevelopment of the approximately 26-acre site rather than preserving the original enclosed mall. Demolition of portions began on August 8, 2007. Buildings considered newer or structurally sound, including the former Kohl's Food Stores building, Chase Bank, and Marcus Cinemas, were initially retained. The redevelopment plan replaced the single enclosed-mall format with separate buildings positioned closer to Memorial Drive and Wisconsin Highway 47, with parking moved behind the structures. A new Copps supermarket was developed in part of the former Kohl's site, while other portions became strip-style retail space. The former mall's last cinema operation, Marcus Theaters' Valley Value Cinema, closed after its final showing on September 7, 2015. The theater continued using reel film and did not transition to digital projection. Although the original enclosed shopping center no longer operates as a single mall, the Valley Fair name has continued to be associated with the redeveloped commercial site and its historical importance in the evolution of enclosed retail architecture.

Valley Fair Shopping Center was developed in the early 1950s in the Appleton area of Wisconsin. Construction began on July 1, 1953, on land then located in the town of Menasha. The project was undertaken under the name Hoffman Shopping Centers, Inc., with Hamilton Construction Company carrying out the construction and George Narovec of Appleton credited with the design. The site was later incorporated into Appleton through annexation. The center's opening in 1955 marked an important development in American retailing. Its grand opening occurred on March 10, 1955, while the full opening was completed on August 11. Valley Fair is generally recognized as the first enclosed shopping mall to open in the United States and the first weather-protected mall constructed in the country. The original center contained six stores: Krambo Supermarkets, House of Camera & Cards, Badger Paint & Hardware, Donald's, Hamilton Bakery, and Eddie's Self-Service Liquor. Additional phases followed, including an eastern extension anchored by a W. T. Grant discount store, and the center was substantially complete by 1956. The mall remained largely unchanged for approximately two decades. W. T. Grant's departure in 1976, following the collapse of the broader chain, created an opportunity for a major restructuring. In 1978 and 1979, Valley Fair underwent a large expansion and renovation. The eastern wing was extended through the former Grant space, adding approximately fifteen to twenty stores and increasing the presence of national retailers. New tenants included RadioShack, Walgreens, Woolworth's, Hallmark Cards, Fanny Farmer, Thom McAn, Brauns, and others. A Kohl's department-store and supermarket complex became a major anchor, and a Marcus three-screen cinema was added near the center court. The cinema was later converted into a six-screen operation. Renovations also updated the older 1950s section with new floor coverings, lighting, and exterior signs. The property changed hands several times during the 1980s and early 1990s. Its competitive position weakened as Northland Mall expanded on the north side of Appleton and Fox River Mall opened in Grand Chute in 1984. Some Valley Fair tenants relocated when their leases expired, although several businesses continued operating through the 1990s. The center retained a combination of national chains, local apparel stores, restaurants, specialty retailers, and entertainment. Local attractions included Pedro's, an early northeast Wisconsin restaurant serving authentic Mexican food; it was later acquired by George Wall and renamed Sergio's Mexican Bar & Grill. YouthFutures, a Christian-oriented nonprofit founded in 2002, acquired the mall and attempted a substantial repositioning. The organization sought to remove remaining national chains and establish a local, family-centered destination. Plans for the former Kohl's building included an indoor skateboarding park and a youth gathering venue where local bands could perform. The proposed transformation was intended to function as a youth mall, but the building's substantial heating and cooling requirements and the cost of modernizing the nearly fifty-year-old structure undermined the project. On March 30, 2006, YouthFutures sold the property to VF Partners, a partnership involving Commercial Horizons, Rollie Winter and Associates, and Bomier. VF Partners planned to redevelop the approximately 26-acre property rather than maintain the enclosed mall. Portions of the structure were demolished beginning August 8, 2007. The former Kohl's Food Stores building, Chase Bank, and Marcus Cinemas were initially retained because they were newer or structurally sound. Appleton's city council established a tax district covering the former mall and nearby blocks in September 2007 to support improvements. The redevelopment concept abandoned the traditional arrangement of a single building behind a large parking field. New individual buildings were planned closer to Memorial Drive and Wisconsin Highway 47, with parking moved behind the commercial frontage. The Kohl's department-store section was demolished and replaced by a new Copps supermarket of approximately 70,000 square feet, including a pharmacy, while part of the former food-store area was adapted as strip retail. The final cinema presence ended in 2015 when Marcus Theaters closed Valley Value Cinema after its last showing on September 7. The original enclosed shopping mall is therefore defunct, although the Valley Fair name remains connected with the redeveloped commercial property and its place in retail history.

• 2015

  Cinema closes

  [1]Valley Fair Shopping Centeren.wikipedia.org

  Valley Value Cinema ended operations after its final showing on September 7.

• 2007

  Partial demolition and tax district

  [1]Valley Fair Shopping Centeren.wikipedia.org

  Demolition began in August, and the city established a tax district in September to assist improvements to the site and surrounding blocks.

• 2006

  Sale to VF Partners

  [1]Valley Fair Shopping Centeren.wikipedia.org

  The property was sold to VF Partners, which began planning a major site redevelopment.

• 2002

  YouthFutures repositioning

  [1]Valley Fair Shopping Centeren.wikipedia.org

  YouthFutures acquired the mall and proposed a local, family-oriented and youth-focused operating model.

• 1984

  Fox River Mall opens nearby

  [1]Valley Fair Shopping Centeren.wikipedia.org

  The opening of Fox River Mall in Grand Chute intensified competition and contributed to tenant relocations from Valley Fair.

• 1978

  Major expansion and renovation begins

  [1]Valley Fair Shopping Centeren.wikipedia.org

  A substantial remodeling program began, adding national retailers, a Kohl's anchor complex, and a Marcus cinema.

• 1976

  W. T. Grant anchor closes

  [1]Valley Fair Shopping Centeren.wikipedia.org

  The W. T. Grant store ceased operations after the broader chain failed, creating space for later redevelopment.

• 1956

  Initial development completed

  [1]Valley Fair Shopping Centeren.wikipedia.org

  Phased expansion, including the eastern W. T. Grant section, brought the original development to completion.

• 1955

  Grand opening

  [1]Valley Fair Shopping Centeren.wikipedia.org

  The center opened on March 10 and became the first enclosed and weather-protected shopping mall in the United States.

• 1953

  Construction begins

  [1]Valley Fair Shopping Centeren.wikipedia.org

  Construction of Valley Fair began on July 1 under Hoffman Shopping Centers, Inc., with Hamilton Construction Company involved in the building work.

Historically, Valley Fair was positioned as a weather-protected, community-oriented shopping center serving the Appleton area. Over time it moved from a locally focused tenant mix toward national chains, later returning to a local and family-oriented concept under YouthFutures. Its final identity was associated with redevelopment into a multi-building commercial center rather than continued operation as a traditional enclosed mall.

• Retail property · 1955

  Enclosed shopping center

  Valley Fair's principal offering was an enclosed, weather-protected retail environment that brought multiple stores and services together under one roof. Its pioneering design protected shoppers from Wisconsin weather and established the center as an early example of the enclosed suburban mall format.

• Shopping and services · 1955

  Retail tenant mix

  The center hosted a changing mix of grocery, department-store, apparel, hardware, specialty, pharmacy, and food tenants. It began with local businesses, later added national chains during the 1978–1979 expansion, and subsequently returned toward local and family-oriented tenancy during the YouthFutures period.

• Entertainment · 1978

  Marcus cinema complex

  A three-screen Marcus cinema was added during the late-1970s expansion and later divided into six screens. The cinema continued as Valley Value Cinema until its final screening in September 2015.

• Community and entertainment · 2002

  YouthFutures youth venue

  YouthFutures planned to convert part of the former Kohl's building into an indoor skateboarding park and a gathering place for teenagers, including weekend performances by local bands. The concept did not become financially sustainable because of the site's operating and renovation costs.

• 2007

  Conversion from enclosed mall to multi-building siteStrategy

  Background

  The aging single-structure mall faced declining traffic and high maintenance requirements, while the ownership sought to improve the site's commercial layout.

  Action taken

  VF Partners demolished most of the property, retained selected newer structures, and planned separate buildings closer to major roads with parking behind them.

  Aftermath

  The original enclosed shopping center ceased to function as a unified mall, while portions of the commercial site continued in adapted or replacement buildings.

  Source

• 2006

  Sale to VF PartnersM&A

  Background

  YouthFutures' operating and redevelopment concept faced substantial building costs and the aging enclosed structure required a different investment approach.

  Action taken

  YouthFutures sold the property to VF Partners, a partnership involving Commercial Horizons, Rollie Winter and Associates, and Bomier.

  Aftermath

  VF Partners moved toward partial demolition and conversion of the property into a multi-building commercial development.

  Reported purchase price. $2.3 million (March 30, 2006)

  Source

• 2002

  Youth-oriented repositioningStrategy

  Background

  YouthFutures acquired the mall and sought to address declining conventional retail demand through a community and family-oriented concept.

  Action taken

  The organization planned to remove remaining national chains, recruit local tenants, and create an indoor skateboarding facility and teen gathering venue.

  Aftermath

  High heating and cooling expenses and extensive required renovations prevented the proposed youth mall from becoming a sustainable operating model.

  Source

• 1978

  Shift toward national retail chainsStrategy

  Background

  After the W. T. Grant anchor closed in 1976, Valley Fair undertook a major expansion and renovation to refresh the property and broaden its tenant appeal.

  Action taken

  The center extended its eastern wing, added national retailers, introduced a Kohl's department-store and supermarket complex, and built a Marcus cinema.

  Aftermath

  The project modernized the mall and expanded its entertainment and retail offer, although later competition from larger regional malls weakened its position.

  Source

1. 1Valley Fair Shopping Centeren.wikipedia.org