Valley West Mall

Valley West Mall is an enclosed shopping mall in West Des Moines, Iowa, serving the Des Moines metropolitan area. It was developed by Frederick Watson, a Minneapolis-based developer, whose plans were first announced in 1971. The project encountered several delays before construction and leasing were completed. Meredith Corporation initially objected to the proposed mall because it was adjacent to a site where Meredith intended to build a corporate headquarters, although Meredith abandoned that relocation plan in June 1971. A separate dispute involving Dayton Hudson Corporation, which sought a Dayton's department-store location, also postponed development. After Petersen Harned Von Maur agreed to anchor the project in 1974, Dayton Hudson sued Watson, claiming that it had been promised space. The litigation contributed to further delays, including the signing of a third anchor lease because JCPenney would not commit until the dispute was resolved. The mall opened on August 4, 1975, with approximately 20 stores and Brandeis as its first anchor. Its formal grand opening took place on July 28, 1976, when Petersen Harned Von Maur and roughly 40 additional specialty stores joined the center. JCPenney opened in March 1977, completing the original three-anchor configuration. Brandeis was converted to Younkers after Brandeis was acquired by Younkers in 1987, while Petersen Harned Von Maur adopted the shorter Von Maur name in 1989. Valley West was once one of the Des Moines area's leading retail destinations. By 2000, it was reported to average about 40,000 shoppers per day and was described as the area's most-visited mall. Its tenant mix has included department stores, specialty retailers, restaurants, and mall services. A food court was added in 1998 in space previously occupied by Dunham's Sports. The interior was renovated in connection with changing competition in the market, with work completed in August 2003 while the newer Jordan Creek Town Center was being developed. Several proposed anchor expansions did not proceed. Dillard's signed a letter of intent in 1999 for a store and parking ramp valued at $30 million, but the agreement expired in 2000 and Dillard's instead opened at Jordan Creek Town Center. Galyan's announced an 84,000-square-foot store in 2001, but withdrew from its proposed Des Moines-market entry by early 2003. The mall's anchor base contracted substantially in the late 2010s and early 2020s. Younkers closed on August 29, 2018, after its parent company, Bon-Ton Stores, entered liquidation. In August 2021, Von Maur announced that it would close its Valley West location in 2022 and open a replacement store at Jordan Creek Town Center. Following that closure, JCPenney became the mall's only remaining anchor. The property remains an operating shopping center, but its history reflects the wider shift in the Des Moines retail market toward newer, mixed-use and open-air shopping developments.

Valley West Mall originated in plans developed by Frederick Watson, a Minneapolis developer, in 1971. The proposed site generated opposition from Meredith Corporation because it stood next to land associated with Meredith's proposed corporate headquarters. Meredith later withdrew its relocation plan, removing one obstacle to the mall's development. Leasing and construction were also complicated by a dispute with Dayton Hudson Corporation over the possibility of locating a Dayton's department store at the center. After Petersen Harned Von Maur committed to the project in 1974, Dayton Hudson brought a lawsuit against Watson, asserting that it had been promised a location. The litigation delayed the project and made it difficult to secure the remaining anchor commitments; JCPenney reportedly withheld its lease until the case was settled. The mall began operations on August 4, 1975, with approximately 20 stores and Brandeis as its first department-store anchor. A larger grand-opening program followed on July 28, 1976, when Petersen Harned Von Maur opened alongside about 40 specialty stores. JCPenney joined in March 1977, giving the center its original three-anchor arrangement. Brandeis became part of Younkers in 1987 and was converted to a Younkers store that same year. Petersen Harned Von Maur shortened its trading name to Von Maur in 1989. During the late twentieth century, Valley West functioned as a major enclosed retail destination for the Des Moines region. A food court was added in 1998 after Dunham's Sports vacated its space. The mall's prominence was reflected in reported traffic of approximately 40,000 shoppers per day by 2000. Its competitive position was later challenged by the development of Jordan Creek Town Center. Valley West completed an interior renovation in August 2003 as Jordan Creek was being built. Attempts to add another anchor did not succeed. Dillard's signed a letter of intent in March 1999 for a proposed $30 million store and parking ramp, but the agreement expired in August 2000 and Dillard's selected Jordan Creek instead. Galyan's announced an 84,000-square-foot store in May 2001, but abandoned the plan by January 2003. The mall subsequently lost two of its three established anchors. Younkers closed on August 29, 2018, after Bon-Ton Stores entered liquidation. Von Maur announced in August 2021 that its Valley West store would close in 2022 in favor of a new Jordan Creek location. JCPenney therefore became the only remaining anchor. Valley West Mall also figured in two important legal disputes: a free-speech case concerning handbill distribution outside JCPenney and a challenge to public financing for infrastructure connected with Jordan Creek Town Center. Both matters were resolved against the mall-related plaintiffs or claimants in Iowa courts.

• 2022

  Von Maur closes

  [1]Valley West Mallen.wikipedia.org

  Von Maur left Valley West Mall in favor of a new store at Jordan Creek Town Center, leaving JCPenney as the sole anchor.

• 2018

  Younkers closes

  [1]Valley West Mallen.wikipedia.org

  The Younkers anchor closed on August 29 after Bon-Ton Stores went out of business.

• 2003

  Interior renovation completed

  [1]Valley West Mallen.wikipedia.org

  The mall completed an interior renovation during the development of nearby Jordan Creek Town Center.

• 1998

  Food court added

  [1]Valley West Mallen.wikipedia.org

  A food court was introduced in space previously occupied by Dunham's Sports.

• 1987

  Brandeis becomes Younkers

  [1]Valley West Mallen.wikipedia.org

  Following Younkers' acquisition of Brandeis, the mall's first anchor was converted to a Younkers store.

• 1977

  JCPenney opens

  [1]Valley West Mallen.wikipedia.org

  JCPenney opened in March, completing the mall's original anchor lineup.

• 1976

  Grand opening expands the center

  [1]Valley West Mallen.wikipedia.org

  The formal grand opening took place on July 28 with Von Maur and approximately 40 additional specialty stores.

• 1975

  Mall opens

  [1]Valley West Mallen.wikipedia.org

  Valley West Mall opened on August 4 with about 20 stores and Brandeis as its first anchor.

• 1974

  Von Maur commits as an anchor

  [1]Valley West Mallen.wikipedia.org

  Petersen Harned Von Maur signed a lease to anchor the proposed mall, although litigation involving Dayton Hudson continued to delay the project.

• 1971

  Development plans announced

  [1]Valley West Mallen.wikipedia.org

  Frederick Watson unveiled plans for a new enclosed mall in West Des Moines.

A traditional enclosed regional shopping center serving West Des Moines and the wider Des Moines metropolitan area, with a focus on department-store retail, specialty shops, dining, and convenience-oriented mall services.

• Department store anchor · 1977

  JCPenney

  JCPenney opened at Valley West Mall in March 1977 and is the mall's only remaining anchor following the closures of Younkers and Von Maur. Its department-store assortment historically provided apparel, accessories, home merchandise, beauty products, and related retail services within the center.

• Dining facility · 1998

  Food court

  Valley West added a food court in 1998 in space formerly occupied by Dunham's Sports. It broadened the mall's offer beyond merchandise retail by providing quick-service dining for shoppers and employees.

• Mall retail · 1975

  Specialty retail stores

  The mall's specialty-store component has included smaller retailers and service businesses located throughout the enclosed center. These stores complemented the department-store anchors and formed a broad assortment of apparel, accessories, home-related goods, food, and personal services.

• Former department store anchor · 1987

  Younkers

  Younkers occupied the former Brandeis anchor after 1987. The store was one of Valley West's principal department-store destinations until it closed on August 29, 2018, following the liquidation of its parent company, Bon-Ton Stores.

• Former department store anchor · 1976

  Von Maur

  Petersen Harned Von Maur opened as an anchor in 1976 and later traded simply as Von Maur. The retailer announced in 2021 that it would close the Valley West location in 2022 and move its presence to Jordan Creek Town Center.

• 2021

  Von Maur relocation decisionStrategy

  Background

  Von Maur evaluated its Des Moines-area store network as Jordan Creek Town Center continued to attract retail investment.

  Action taken

  Von Maur announced that it would close its Valley West location in 2022 and open a new store at Jordan Creek Town Center.

  Aftermath

  After the closure, JCPenney became Valley West Mall's only anchor, while the former Von Maur space became vacant.

  Source

• 2018

  Younkers closureOther

  Background

  Bon-Ton Stores entered liquidation, affecting its Younkers department-store chain.

  Action taken

  The Younkers store at Valley West Mall closed on August 29.

  Aftermath

  The mall lost one of its major anchors and the former Brandeis department-store space became vacant.

  Source

• 2001

  Proposed Galyan's anchorStrategy

  Background

  The mall pursued another potential anchor as the regional retail market changed.

  Action taken

  Galyan's announced plans for an 84,000-square-foot anchor store.

  Aftermath

  Galyan's withdrew its proposed Des Moines-market entry by January 2003, so the store was never built.

  Source

• 1999

  Pursuit of a Dillard's anchorStrategy

  Background

  Valley West sought to strengthen its anchor lineup while competing with emerging retail development in the Des Moines area.

  Action taken

  Dillard's signed a letter of intent for a proposed $30 million department store and parking ramp.

  Aftermath

  The letter of intent expired in August 2000, and Dillard's ultimately located at Jordan Creek Town Center instead.

  Proposed store and parking-ramp investment. $30 million proposed investment (1999)

  Source

• 2021

  Von Maur announces Valley West closure[1]Valley West Mallen.wikipedia.org

  Leadership change

  Von Maur announced that it would close its Valley West Mall store in 2022 and establish a new location at Jordan Creek Town Center.

• 2018

  Younkers location to close after Bon-Ton liquidation[1]Valley West Mallen.wikipedia.org

  Bankruptcy · Other

  The Younkers anchor at Valley West Mall closed on August 29 after Bon-Ton Stores went out of business.

• 2002

  Iowa Supreme Court rejects challenge to mall handbill arrests[1]Valley West Mallen.wikipedia.org

  Lawsuit · Other

  The Iowa Supreme Court ruled for the City of West Des Moines in a dispute arising from the arrest of activists who distributed handbills outside Valley West Mall's JCPenney store. The court did not accept the activists' argument that the private mall functioned as a public forum for purposes of the claimed speech rights.

• 2002

  Iowa Supreme Court dismisses Jordan Creek financing lawsuit[1]Valley West Mallen.wikipedia.org

  Lawsuit · Regulation

  Valley West Mall and Merle Hay Mall challenged West Des Moines infrastructure work supporting Jordan Creek Town Center, alleging improper use of tax-increment financing. The Iowa Supreme Court dismissed the action.

1. 1Valley West Mallen.wikipedia.org
2. 2Valley West Mall official websitevalleywestmall.com