Winrock Town Center
A mixed-use retail, dining, entertainment, medical, wellness, and office development in Albuquerque, New Mexico.
Last updated October 14, 2026
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Overview
Winrock Town Center is a mixed-use commercial development in Albuquerque, New Mexico, occupying the site of the former Winrock Center regional shopping mall. The property is located in the city’s Uptown area and currently combines retail, restaurants, entertainment, healthcare, wellness, office space, hospitality, public open space, and community programming. The contemporary center encompasses approximately 740,000 square feet of space and includes Winrock Park, a roughly 2.5-acre landscaped public-oriented area with a performance stage, water feature, playground, event lawn, markets, and seasonal events. The site’s history began before the shopping center itself. In 1920, the University of New Mexico acquired approximately 480 acres on Albuquerque’s East Mesa, initially considering the land for a garden intended to supply vegetables to residential students. That plan was abandoned, and the university later sold portions of the tract for residential development. As new neighborhoods expanded in the area, the need for a substantial retail destination became apparent. In 1958, University of New Mexico president Tom Popejoy and industrialist Winthrop Rockefeller discussed developing a regional shopping center on part of the university’s remaining East Mesa property. Winrock Center opened on March 1, 1961, on a 71-acre site near the planned Coronado Freeway. The approximately $10 million project was a joint venture involving the university and Rockefeller. Austrian-born architect Victor Gruen, a major figure in the development of modern shopping-center design, created the original plan. Winrock was New Mexico’s first regional shopping center and attracted approximately 30,000 visitors on its opening day. Early tenants included Montgomery Ward, JCPenney, S.S. Kresge, and Safeway, with Fedway joining soon afterward. The Fox Winrock Theater and an attached motor hotel opened in 1963. The center expanded repeatedly during the 1960s, 1970s, and 1980s. It began as an open-air mall protected by a screened canopy, an unusual feature in New Mexico, and was enclosed in 1975. The enclosure and related expansion increased the property to more than 900,000 square feet and about 70 stores, while a distinctive burnt-orange pyramid was added at the eastern end. Further work in 1967, 1972, 1981, and 1984 eventually brought the center to approximately 1 million square feet and about 130 stores at its mid-1980s peak. Dillard’s entered the property in 1971 by taking over the former Fedway location. Bealls was added in 1985, and a replacement six-screen cinema opened in 1986 after the original Fox theater was demolished. A major renovation from 1990 to 1994 remodeled the east atrium and Montgomery Ward space, removed an underused western wing, and added a second Dillard’s in the former JCPenney location. From the late 1990s onward, however, vacancy increased and the traditional enclosed mall model weakened. The attached Winrock Inn closed in 2005, and by the beginning of the following decade only a small number of major tenants remained in the largely abandoned center. The property also became a filming location, appearing in Observe and Report and Odd Thomas. Redevelopment proposals began in the early 2000s. An initial plan by PruWinrock LLC faced planning obstacles, including the rejection of requested freeway access changes because of an incomplete traffic study. After PruWinrock sold the property to Albuquerque-based Goodman Realty Group in 2007, the redevelopment concept evolved into a much larger mixed-use master plan incorporating retail, restaurants, offices, housing, a hotel, parks, plazas, a grocery store, entertainment, and extensive parking. Demolition of the former mall began in 2012. New restaurants, a Regal cinema, large-format retailers, and additional standalone buildings opened in stages from 2012 onward. The rebuilt destination has continued to broaden its offer. Winrock Park became a focal point for concerts, holiday programming, farmers and artisan markets, and other community events. Retail and service additions have included Nordstrom Rack, DSW, PetSmart, Ethan Allen, Bath & Body Works, and other national and local operators, while the wider development has added healthcare, wellness, financial-services, and office users. A dual-branded TownePlace Suites and Fairfield Inn by Marriott opened in July 2024. In July 2025, Regal Winrock introduced New Mexico’s first 4DX auditorium and added luxury recliner seating in multiple auditoriums. Additional phases have been contemplated for a food hall, park bar and restaurant, residential units, more office space, another hotel, and further retail and entertainment uses.
History
The land associated with Winrock Town Center was acquired by the University of New Mexico in June 1920 as part of a roughly 480-acre East Mesa tract. The university initially considered using the property as a vegetable garden for residential students, but the plan was abandoned. In the 1950s, the university began selling portions of the tract for residential development. Those sales helped drive population growth east of central Albuquerque and created demand for a substantial shopping destination. In 1958, UNM president Tom Popejoy and Winthrop Rockefeller discussed developing a regional shopping center on the remaining university land. Winrock Center opened on March 1, 1961, on approximately 71 acres near the planned Coronado Freeway. The project cost about $10 million and involved the university and Rockefeller. Architect Victor Gruen designed the center. It was the first regional shopping mall in New Mexico and drew approximately 30,000 visitors on its first day. Original tenants included Montgomery Ward, JCPenney, S.S. Kresge, and Safeway, followed by Fedway. A freestanding Fox Winrock movie theater and attached motor hotel opened in 1963. The center expanded several times. It was initially an open-air mall protected by a screened canopy and was enclosed in 1975. By then it exceeded 900,000 square feet and contained around 70 stores. The enclosure project added the recognizable burnt-orange pyramid at the eastern end. Expansions in 1967, 1972, 1981, and 1984 brought additional space, including an upper floor, and helped the center reach an estimated peak of about 1 million square feet and 130 stores during the mid-1980s. Dillard’s took over the former Fedway location in 1971 and later received a replacement store. Bealls arrived in 1985, and a new Winrock 6 cinema opened in 1986 after the original Fox theater was demolished. Between 1990 and 1994, the property underwent a major renovation. Work included remodeling the east atrium and Montgomery Ward space, removing an underused western wing, and replacing the former JCPenney location with a second Dillard’s. The traditional mall began to deteriorate in the late 1990s as vacancies rose. A 1999 lawsuit involving Winrock and two other New Mexico malls challenged restrictions on leafleting and other expressive activity; the case was dismissed. By 2005, the attached Winrock Inn had closed, and leases were not being renewed in preparation for possible redevelopment. Around the turn of the century, the remaining major occupants were largely limited to the two Dillard’s stores, Bed Bath & Beyond, and Sports Authority, whose spaces were separately owned. PruWinrock LLC announced a redevelopment concept in 2002. The proposal envisioned an open-air, large-format community center with approximately 450,000 square feet of retail, higher-end stores, a cinema, and apartment condominiums. The proposal encountered planning difficulties after the local planning commission rejected requested additional freeway ramps because a required traffic study had not been completed. Subsequent delays were associated with construction and material costs. PruWinrock sold the property to Albuquerque-based Goodman Realty Group in 2007. Goodman Realty Group developed a larger master plan incorporating retail, restaurants, offices, housing, a hotel, a grocery store, parks, plazas, entertainment, and more than 6,000 parking spaces. Demolition began in May 2012, with the former hotel removed first because of concerns about criminal activity at the vacant property. New restaurants including BJ’s Restaurant and Brewhouse and Genghis Grill opened in 2012. The former Winrock 6 theater closed in 2013 and was demolished; Dave & Buster’s later occupied that area and opened in 2014. A proposed Joe’s Crab Shack was withdrawn in 2015, and the site later received a Red Robin in 2017. The first major redevelopment phase opened in 2013 with a 16-screen Regal cinema offering IMAX and RPX. Nordstrom Rack, DSW Shoe Warehouse, and other tenants followed in 2016. The Corner at Winrock, a 22,000-square-foot building, was completed in 2017 with tenants including Sauce Pizza & Wine, Firehouse Subs, Takumi Restaurant, and Mark Pardo Salon Spa. PetSmart also opened nearby in 2017. From 2016 through 2025, the project continued moving from an enclosed-mall format toward a mixed-use town center. Retail, dining, healthcare, wellness, financial-services, entertainment, and office tenants expanded the customer base. Winrock Park became a principal public space, hosting Winrock Wonderland, seasonal farmers and artisan markets, and the Live @ Winrock concert series. A 150-room dual-branded TownePlace Suites and Fairfield Inn by Marriott opened in July 2024. In July 2025, Regal Winrock added New Mexico’s first 4DX auditorium and luxury recliner seating. The Portland Building added three-story Class A office and retail space, with Goodman Realty Group and RS21 among the associated office users. Future plans described for the site include a food hall, park bar and restaurant, residential units, additional office space, another hotel, and further retail and entertainment development.
- 2025
Regal Winrock introduces 4DX
[1]The cinema added New Mexico’s first 4DX auditorium and expanded luxury recliner seating.
- 2024
Dual-branded Marriott hotel opens
[1]A 150-room TownePlace Suites and Fairfield Inn opened at the northeast corner of the development.
- 2017
The Corner at Winrock is completed
[1]A 22,000-square-foot building added restaurant, salon, and service tenants.
- 2014
Dave & Buster’s opens
[1]Dave & Buster’s opened on the former Winrock 6 site.
- 2013
Regal IMAX and RPX theater opens
[1]The first major redevelopment phase opened with a 16-screen cinema.
- 2012
Redevelopment demolition begins
[1]Demolition of the former mall began and new restaurant construction was initiated.
- 2007
Goodman Realty Group acquires the site
[1]Ownership passed to Albuquerque-based Goodman Realty Group, which pursued a broader redevelopment plan.
- 2002
First major redevelopment proposal announced
[1]PruWinrock proposed an open-air community center to replace the declining enclosed mall.
- 1999
Free-speech lawsuit is dismissed
[1]A challenge to activity restrictions at Winrock and two other New Mexico malls was dismissed.
- 1990
Major renovation period begins
[1]A renovation program lasting through 1994 remodeled key areas and added a second Dillard’s location.
Products and positioning
A redeveloped, open-air mixed-use destination positioned around retail, dining, entertainment, public space, healthcare, wellness, hospitality, and community events rather than as a conventional enclosed mall.
Public space and events
Winrock Park
A 2.5-acre landscaped park at the center of the redevelopment. It includes a performance stage, water feature, playground, and event lawn, and supports outdoor concerts, holiday programming, farmers markets, artisan markets, and other community activities.
Cinema and entertainment · 2013
Regal Winrock
A 16-screen cinema introduced during the redevelopment with IMAX and RPX formats. In 2025, it added New Mexico’s first 4DX auditorium and luxury recliner seating in multiple auditoriums.
Retail and dining · 2012
Retail and restaurant district
The redeveloped center combines national and local retailers, restaurants, service businesses, and entertainment operators. Examples mentioned in the development’s history include Nordstrom Rack, DSW Shoe Warehouse, PetSmart, Dillard’s, BJ’s Restaurant and Brewhouse, Genghis Grill, Red Robin, and Dave & Buster’s.
Hospitality · 2024
TownePlace Suites & Fairfield Inn by Marriott
A 150-room dual-branded hotel combining TownePlace Suites and Fairfield Inn by Marriott. It opened on the northeast corner of Winrock Town Center in July 2024.
Office and retail real estate
Portland Building
A three-story Class A office and retail complex located next to Winrock Park. The building forms part of the project’s expansion beyond shopping and dining into professional and technology-oriented office uses.
Marketing campaigns
- Live @ Winrock
Albuquerque · New Mexico
A free outdoor concert series held at Winrock Park, featuring local and touring musical acts as part of the center’s community-oriented programming.
Outcome. Established Winrock Park as an entertainment and gathering venue in addition to its retail and dining functions.
- Winrock Wonderland
Albuquerque · New Mexico
An annual holiday celebration staged at the center and supported by the public park and event spaces.
Outcome. Extended the center’s seasonal programming and reinforced its positioning as a community destination.
- Farmers and artisan markets
Albuquerque · New Mexico
Seasonal markets hosted at Winrock Park, bringing local producers, makers, and shoppers into the mixed-use development.
Outcome. Added recurring civic and neighborhood activity to the center’s retail, dining, and entertainment mix.
Brand decisions
2025
Upgrade Regal Winrock’s cinema experienceOtherBackground
The redeveloped center continued adding entertainment features to differentiate its cinema offering.
Action taken
Regal Winrock installed luxury recliner seating in multiple auditoriums and opened New Mexico’s first 4DX auditorium.
Aftermath
The cinema expanded its premium-format and comfort-oriented entertainment proposition.
2012
Begin phased demolition and redevelopmentStrategyBackground
The former enclosed mall had become largely vacant, with only a small number of major tenants remaining.
Action taken
Demolition began in May, while long-term restaurant leases and new open-air development phases were pursued.
Aftermath
The site gradually shifted toward a mixed-use town-center format with restaurants, large-format retail, cinema, public space, hotels, and offices.
2007
Sell the property to Goodman Realty GroupM&ABackground
Earlier redevelopment efforts had experienced delays associated with approvals, construction costs, and material costs.
Action taken
PruWinrock sold Winrock to Albuquerque-based Goodman Realty Group for an undisclosed amount.
Aftermath
Goodman Realty Group advanced a larger mixed-use master plan and eventually began demolition and phased construction.
2002
Propose conversion to an open-air community centerStrategyBackground
The traditional enclosed mall was weakening, with rising vacancies and a declining tenant base.
Action taken
PruWinrock LLC announced a plan for approximately 450,000 square feet of open-air retail, entertainment, and residential development.
Aftermath
The proposal did not proceed as planned after the planning commission rejected requested freeway access changes because a required traffic study had not been completed.
Recent events
- 2025
Regal Winrock adds 4DX and upgraded seating[1]
Product launch · Product generation
Regal Winrock introduced New Mexico’s first 4DX auditorium and installed luxury recliner seating in several auditoriums.
- 2024
Dual-branded Marriott hotel opens at Winrock[1]
Product launch
A 150-room TownePlace Suites and Fairfield Inn by Marriott opened on the northeast corner of the development.
- 2013
Regal Winrock opens a new IMAX and RPX cinema[1]
Product launch
The redevelopment’s first major phase included a 16-screen Regal theater with IMAX and RPX formats.
- 2012
Demolition begins for the mixed-use redevelopment[1]
Other
Demolition of the former mall began as Goodman Realty Group moved forward with a phased redevelopment, while new restaurant tenants were announced.
- 2007
Goodman Realty Group acquires Winrock property[1]
M&A
Goodman Realty Group purchased the property and subsequently advanced a broader mixed-use redevelopment plan.
- 2002
PruWinrock announces redevelopment proposal[1]
Other
The then-owner proposed replacing the declining mall with an open-air community center featuring retail, entertainment, and residential components.
- 1975
Winrock Center is enclosed and expanded[1]
Other
A major renovation converted the open-air shopping center into an enclosed mall and expanded the property to more than 900,000 square feet.
- 1961
Winrock Center opens as New Mexico's first regional shopping center[1]
Other
The original Winrock Center opened in Albuquerque on March 1 with major department-store, grocery, and general-merchandise tenants.
Winrock Park becomes a central public amenity[1]
Campaign · Other
The development added a 2.5-acre park with a stage, water feature, playground, and event lawn, supporting concerts, markets, holiday celebrations, and community programs.
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