West Towne Mall

West Towne Mall is an enclosed regional shopping center in Madison, Wisconsin. It opened on October 15, 1970, as the first enclosed shopping center within roughly 70 miles of Madison and helped transform the city's western edge from a primarily rural and industrial-planned area into a major retail district. The mall was developed by Jacobs, Visconsi, and Jacobs Company of Cleveland, later associated with the Richard E. Jacobs Group, and was designed by architect Lou Resnick. It was developed together with East Towne Mall, which opened the following year, making the two properties a coordinated pair serving opposite sides of Madison. The original anchor lineup included Prange's, Sears, J. C. Penney, and Manchester's. Manchester's occupied a 56,000-square-foot store that was, at the time, the chain's sixth and largest location. Its space was later converted into a food court. The opening was deliberately informal: rather than holding a ribbon-cutting ceremony, management opened the stores at 9:30 a.m. and distributed balloons, flowers, and directories through promotional workers known as “mall-ettes.” Only 28 stores were operating on opening day, with Sears and J. C. Penney opening later. The original interior was unusually theatrical for a Midwestern shopping center. Tropical plants and palm trees were brought from Florida, the main entrance featured a large curtain of imported glass, and the building used a substantial rooftop heating and cooling system. The developers also commissioned an extensive collection of public art. Sculptor Joseph A. McDonnell created several metal works, including rotating pieces and a large suspended installation, while Clarence Van Duzer designed fountains, suspended sculptures, and a central water sculpture. The fountains and sunken seating areas were removed during a major late-1980s remodeling. West Towne also became part of an important Wisconsin constitutional-law dispute. In Jacobs v. Major, the Wisconsin Supreme Court considered whether the anti-nuclear Nu Parable dance group could use the privately owned mall for a performance ending in a “die-in.” In 1987, the court ruled by a 4–3 vote that the mall's owners could exclude the group, affirming the private property rights of the shopping-center operator. CBL Properties acquired West Towne Mall, the adjacent West Towne Crossing retail development, and East Towne Mall from the Richard E. Jacobs Group in a transaction involving 23 properties. The transaction was announced as a $1.2 billion portfolio deal and was completed on February 1, 2001. CBL later undertook a significant renovation. The work, completed in 2003, added skylights and upgraded restrooms, seating, flooring, and interior finishes. Design elements were intended to reference the Wisconsin State Capitol, including prominent chandeliers and wood furnishings. The West Towne portion of the refurbishment cost approximately $2.8 million. The property has adapted its tenant mix as department stores and specialty chains declined. Former Boston Store space was redeveloped for Dick's Sporting Goods, which opened in 2004. The Sears store was downsized in 2017, with portions reused by Dave & Buster's and Total Wine & More. Sears then closed in September 2018. Boston Store closed in August 2018 after its parent company, Bon-Ton, entered liquidation. Hobby Lobby subsequently opened in part of the former Sears area in 2021, and Von Maur opened in the former Boston Store location in October 2022 after a pandemic-related delay. West Towne Mall remains an active retail and entertainment destination, although its tenant roster has changed substantially since its opening.

West Towne Mall was developed on Madison's west side by Jacobs, Visconsi, and Jacobs Company of Cleveland, Ohio, the developer associated with Brookfield Square in Milwaukee. The site had been a cow pasture in an area once intended for industrial use. The shopping center opened on October 15, 1970, becoming the first enclosed shopping center within approximately 70 miles of Madison. Its sister property, East Towne Mall, opened one year later. The mall's initial anchors were Prange's, Sears, J. C. Penney, and Manchester's. Manchester's occupied a 56,000-square-foot store that represented the chain's sixth and largest branch at the time. The location was eventually replaced by a food court. West Towne opened without a formal ribbon cutting. Mall management chose instead to have stores open together at 9:30 a.m., while promotional staff distributed balloons, flowers, and mall directories. Twenty-eight stores were operating at the initial opening, with Sears and J. C. Penney joining later. The original architecture and interior presentation emphasized spectacle. Florida-sourced palms and tropical plants were used inside the mall, while a delay in receiving the glass for the main entrance required temporary heaters that endangered the plants during a cold period. The entrance included a large unsupported-looking curtain of Pilkington glass measuring approximately 50 by 27 feet. Thirty rooftop HVAC units were installed by helicopter. Public art was another central feature: Joseph A. McDonnell produced five metal sculptures, four of them motorized, and Clarence Van Duzer designed fountains, suspended works, and a large central water sculpture. The fountains and sunken lounges were removed in a late-1980s remodeling. In the 1980s, the mall became involved in a major Wisconsin free-speech and property-rights case. The Nu Parable anti-nuclear dance group sought to perform on mall property with a concluding “die-in.” The owners barred the performance, and in 1987 the Wisconsin Supreme Court ruled 4–3 that the private mall could exclude the group. The decision addressed whether privately owned shopping centers had to permit expressive activity without the owner's consent. CBL Properties acquired West Towne Mall, East Towne Mall, and West Towne Crossing from the Richard E. Jacobs Group in a 23-property deal completed February 1, 2001. CBL renovated the Madison malls and unveiled the work in November 2003. The West Towne improvements cost approximately $2.8 million and included skylights, new flooring and furnishings, upgraded restrooms, improved seating, and a design scheme inspired in part by the Wisconsin State Capitol. The mall's later history reflects the restructuring of American department-store and specialty retail. Boston Store space was redeveloped for Dick's Sporting Goods, which opened in 2004. Sears was downsized in 2017, and part of its footprint was reused for Dave & Buster's and Total Wine & More. Sears closed in September 2018. Boston Store closed in August 2018 during Bon-Ton's liquidation. Hobby Lobby opened in former Sears space in 2021, and Von Maur replaced Boston Store in October 2022 after a one-year delay associated with the COVID-19 pandemic. Other retailers that closed during the 2010s included Granite City, Charming Charlie, Toys “R” Us, Payless ShoeSource, and Gymboree. Apple also relocated from West Towne to Hilldale Shopping Center. The property continues to function as a regional retail, dining, and entertainment center.

• 2022

  Von Maur opens

  [1]West Towne Mallen.wikipedia.org

  Von Maur opened in the former Boston Store location in October.

• 2021

  Hobby Lobby opens

  [1]West Towne Mallen.wikipedia.org

  Hobby Lobby opened in part of the former Sears footprint.

• 2018

  Boston Store and Sears close

  [1]West Towne Mallen.wikipedia.org

  Both major department-store anchors exited the mall during a period of broad retail-sector restructuring.

• 2015

  Sears property is spun off to Seritage

  [1]West Towne Mallen.wikipedia.org

  Sears Holdings included the West Towne Sears property among assets spun off into Seritage Growth Properties.

• 2004

  Dick's Sporting Goods opens

  [1]West Towne Mallen.wikipedia.org

  Dick's Sporting Goods opened in redeveloped space associated with the former Boston Store locations.

• 2003

  Major refurbishment is completed

  [1]West Towne Mallen.wikipedia.org

  The mall received updated interior finishes, skylights, improved amenities, and Wisconsin Capitol-inspired design elements.

• 2001

  CBL Properties completes acquisition

  [1]West Towne Mallen.wikipedia.org

  CBL acquired West Towne, East Towne, and West Towne Crossing in a larger portfolio transaction.

• 1987

  Wisconsin Supreme Court rules in Jacobs v. Major

  [1]West Towne Mallen.wikipedia.org

  The court upheld the mall owner's authority to exclude the Nu Parable anti-nuclear dance group from the property.

• 1970

  West Towne Mall opens

  [1]West Towne Mallen.wikipedia.org

  The enclosed mall opened in Madison on October 15 with Prange's, Manchester's, and other initial tenants; Sears and J. C. Penney opened later.

A long-established regional shopping and entertainment destination serving Madison and southwestern Wisconsin, combining department stores, specialty retailers, dining, and adjacent big-box shopping.

• Retail property · 1970

  Enclosed regional shopping center

  West Towne Mall provides a climate-controlled shopping environment with department stores, specialty retail, food and beverage services, and entertainment. Its tenant mix has changed over time as traditional department stores have been replaced or supplemented by sporting-goods, craft, dining, beverage, and experiential operators.

• Adjacent retail development

  West Towne Crossing

  West Towne Crossing is the immediately adjacent retail area associated with the mall property. The development has included large-format and specialty retailers such as Best Buy, Kohl's, OfficeMax, Nordstrom Rack, Metcalfe's Market, and Barnes & Noble.

• 2017

  Redevelop part of Sears footprintStrategy

  Background

  Sears was reducing its store network and the West Towne location had excess space.

  Action taken

  The Sears store was downsized and portions of the vacated area were allocated to Dave & Buster's and Total Wine & More.

  Aftermath

  Sears closed entirely in September 2018, while the mall continued repositioning the former department-store space for alternative retail and entertainment uses.

  Source

• 2003

  Modernize the mall interiorStrategy

  Background

  CBL sought to refresh the property and improve its appeal after the mall's prior major change in 1989.

  Action taken

  CBL invested approximately $2.8 million in West Towne Mall for skylights, new flooring and furnishings, improved restrooms and seating, and a design influenced by the Wisconsin State Capitol.

  Aftermath

  The refurbished mall was presented to the public in November 2003.

  West Towne Mall refurbishment cost. $2.8 million (2003)

  Source

• 1987

  Exclude Nu Parable performanceOther

  Background

  The anti-nuclear Nu Parable dance group sought to stage a performance ending in a symbolic die-in on mall property.

  Action taken

  The mall owner barred the performance and defended its right to control expressive activity on privately owned premises.

  Aftermath

  The Wisconsin Supreme Court ruled 4–3 in favor of the mall owner in Jacobs v. Major, recognizing the owner's right to exclude the group.

  Source

1. 1West Towne Mallen.wikipedia.org