Wonderland of the Americas
Corporate brand
UnclaimedWonderland of the Americas is a regional shopping mall in Balcones Heights, Texas, serving the San Antonio area.
Last updated August 25, 2026
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Overview
Wonderland of the Americas is a regional shopping mall in Balcones Heights, Texas, an enclave city surrounded by San Antonio. The property opened in 1961 as Wonderland Shopping City and was later known as Crossroads Mall and Crossroads Mall of San Antonio before adopting its current name in 2010. It is a retail and entertainment complex rather than a conventional consumer-goods brand, with its identity centered on the mall property, its anchor tenants, and its role as a neighborhood and regional commercial destination. The original development occupied approximately 61 acres and opened with about 650,000 square feet of air-conditioned shopping space, 62 stores, two principal anchors, and approximately 5,000 parking spaces. Its early anchors were a two-level Montgomery Ward department store and a Handy Andy supermarket. The center also included nationally recognized and local-format retailers such as Woolworth's, Kinney Shoes, and Zales Jewelers, as well as a Sinclair service station. The Handy Andy store opened before the rest of the shopping center, in May 1959, and the wider mall followed in 1961. During the 1960s and 1970s, the property expanded its retail and entertainment offer. Rhodes Brothers opened a large department store in 1964 after construction began in 1963, and the Wonder Theater began showing films in 1966. The Rhodes location later became a Liberty House store in 1977 and a Frost Brothers store in 1980. A renovation program in 1980 refreshed the center, while a much larger redevelopment carried out from spring 1986 through November 1987 added a retail wing, Stein Mart, new flooring and lighting, graphic elements, skylights, and a parking garage. The property was subsequently identified as Crossroads Mall of San Antonio. The late 1980s and early 1990s brought significant pressure. Frost Brothers entered bankruptcy in 1988 and closed its location the following year. By 1990, the center was reported to be nearly half vacant. The mall responded by moving away from a more upscale department-store positioning and toward value-oriented retail. Burlington Coat Factory replaced the former Frost Brothers space in 1991, and Hobby Lobby took over the former Handy Andy location in 1994. The property was substantially reconfigured in the early 2000s. Much of the former Montgomery Ward space was demolished, with the site later used for a Super Target and the Norris Conference Center. Super Target opened in March 2003, and the convention center opened in November 2004. The mall's six-screen cinema was also renovated in 2003 and converted into a dine-in theater operated by Santikos Theatres. In 2009, a consortium of San Antonio investors acquired the property. The new ownership initiated a renovation program reported at approximately $10 million. The work began in 2010 and accompanied the change from the Crossroads identity to Wonderland of the Americas. The current complex is approximately 565,718 square feet and combines major retail anchors with smaller shops, restaurants, offices, and entertainment uses. The principal anchors identified in reference material are Super Target, Hobby Lobby, Burlington Coat Factory, Ross, WSS, and Five Below, with the former cinema site operating as Wonder Theatre. The center's present positioning is value-oriented, convenience-focused, and community-serving rather than luxury-oriented.
History
Wonderland of the Americas traces its history to the development of Wonderland Shopping City in Balcones Heights, Texas. The shopping center was built on a 61-acre site in an enclave surrounded by San Antonio. A Handy Andy supermarket opened on part of the site in May 1959, before the rest of the mall was completed. The broader center opened in 1961 with approximately 650,000 square feet of air-conditioned space, 62 stores, two principal anchors, and roughly 5,000 parking spaces. Montgomery Ward occupied a two-level, 149,000-square-foot department-store building, while Handy Andy served as the supermarket anchor. The original tenant mix also included Woolworth's, Kinney Shoes, Zales Jewelers, and a Sinclair service station. The property expanded during the 1960s. Construction of a 155,800-square-foot Rhodes Brothers department store began in 1963, and the store opened the following year. The Wonder Theater began showing films in November 1966, adding an entertainment component to the retail center. After Liberty House acquired the Rhodes business, the department-store space became a Liberty House location in August 1977. Liberty House did not remain in the center for long and closed in 1980; the space was then rebranded as Frost Brothers. Smaller improvements in 1980 updated the mall's interior and exterior. Between spring 1986 and November 1987, the center underwent a major redevelopment. It gained a new retail wing and a Stein Mart anchor, together with new tile flooring, lighting, graphics, skylights, and a parking garage. The property was associated with the Crossroads Mall of San Antonio name. The investment did not prevent later occupancy problems. Frost Brothers filed for bankruptcy in 1988 and closed its location in 1989. By 1990, the mall was described as almost half vacant. Its commercial strategy consequently shifted from a more aspirational department-store format toward value-oriented retail. Burlington Coat Factory replaced the former Frost Brothers location in 1991, and Hobby Lobby replaced the former Handy Andy space in 1994. The early 2000s brought another physical transformation. Much of the former Montgomery Ward building was demolished. A Super Target opened on the site in March 2003, while the Norris Conference Center opened in November 2004. The mall's six-screen movie theater was renovated in 2003 and converted into a dine-in venue operated by Santikos Theatres. These changes broadened the property beyond conventional enclosed-mall retail by combining general merchandise, events, food, and entertainment. Ownership changed in 2009 when a consortium of San Antonio investors purchased the property. The new ownership launched a renovation program reported at approximately $10 million. In 2010, the shopping center was renamed Wonderland of the Americas, signaling a new phase of repositioning. The current property is described as approximately 565,718 square feet, excluding its six major anchors and containing approximately 45 additional tenants, including retailers, restaurants, and offices. Its identified anchors include Super Target, Hobby Lobby, Burlington Coat Factory, Ross, WSS, and Five Below. The former Santikos cinema location is identified as Wonder Theatre. The center therefore operates as a mixed retail, services, entertainment, and events destination for Balcones Heights and the San Antonio area.
- 2024
WSS and Five Below identified among current anchors
[1]Reference material identifies WSS and Five Below as occupying the former Stein Mart area, alongside the center's other major anchors.
- 2021
Cinema site becomes Wonder Theatre
[1]The former Santikos Bijou theater location was identified as Wonder Theatre.
- 2010
Wonderland of the Americas name introduced
[1]A reported $10 million renovation began, accompanied by the property's renaming as Wonderland of the Americas.
- 2009
Ownership changes
[1]A consortium of San Antonio investors acquired the property.
- 2004
Norris Conference Center opens
[1]The Norris Conference Center opened in November on part of the former Montgomery Ward footprint.
- 2003
Super Target opens and cinema is renovated
[1]Super Target opened on part of the former Montgomery Ward site in March, and the six-screen theater was converted into a dine-in venue operated by Santikos Theatres.
- 1994
Hobby Lobby replaces Handy Andy
[1]Hobby Lobby took over the former Handy Andy anchor location.
- 1991
Burlington Coat Factory enters the center
[1]Burlington Coat Factory replaced the former Frost Brothers space as the mall shifted toward value-oriented retail.
- 1988
Frost Brothers files for bankruptcy
[1]The Frost Brothers anchor entered bankruptcy and subsequently closed its mall location.
- 1987
Major redevelopment completed
[1]A redevelopment completed in November added a retail wing, Stein Mart, a parking garage, skylights, and updated finishes and graphics.
Products and positioning
A value-oriented regional shopping and entertainment center serving Balcones Heights and the wider San Antonio market, combining national anchor retailers with smaller shops, restaurants, offices, cinema, and event facilities.
General merchandise anchor · 2003
Super Target
Super Target is one of the mall's principal current anchors. It occupies part of the former Montgomery Ward site, which was substantially redeveloped in the early 2000s. The store broadens the center's offer beyond specialty mall retail through general merchandise, household products, groceries, apparel, and related consumer categories.
Arts, crafts, and home décor · 1994
Hobby Lobby
Hobby Lobby has occupied the former Handy Andy supermarket location since 1994. As an anchor, it contributes arts-and-crafts supplies, home décor, seasonal merchandise, and related products to the mall's value-oriented tenant mix.
Off-price apparel · 1991
Burlington Coat Factory
Burlington Coat Factory replaced Frost Brothers in 1991 after the property moved away from a luxury department-store positioning. It serves the center's value-oriented strategy through discounted apparel, accessories, home goods, and seasonal merchandise.
Off-price retail
Ross
Ross is identified as one of Wonderland of the Americas' current anchor retailers. Its off-price apparel and home-merchandise format complements the center's emphasis on accessible pricing and practical shopping.
Footwear and apparel · 2024
WSS
WSS is identified as a current anchor in the former Stein Mart area. The retailer adds athletic and casual footwear, apparel, and related products to the property's tenant mix.
Value general merchandise · 2024
Five Below
Five Below is identified as a current anchor in the former Stein Mart area. Its low-price assortment of leisure, technology accessories, room décor, toys, and seasonal goods reinforces the mall's value-focused positioning.
Cinema and entertainment · 2021
Wonder Theatre
Wonder Theatre occupies the site's long-running cinema location. The venue follows earlier operations associated with the Wonder Theater and Santikos Theatres, preserving entertainment as part of the shopping center's broader offer.
Conference and event facilities · 2004
Norris Conference Center
The Norris Conference Center opened in 2004 on part of the former Montgomery Ward footprint. It adds meetings, conferences, and event-related uses to the property's retail and entertainment functions.
Brand decisions
2010
Rebrand and reposition the shopping centerStrategyBackground
After ownership changed in 2009, the property was operating in a competitive environment shaped by anchor closures, vacancies, and the decline of its earlier department-store format.
Action taken
The new ownership group began a reported $10 million renovation and renamed the property Wonderland of the Americas.
Aftermath
The center continued as a mixed retail, dining, office, entertainment, and event destination with a more value-oriented tenant base.
Reported renovation investment. $10 million (2010 renovation program)
2003
Redevelop former Montgomery Ward siteStrategyBackground
The former Montgomery Ward anchor space had become obsolete as department-store retail changed.
Action taken
Much of the former building was demolished and the site was redeveloped for Super Target and a conference center.
Aftermath
The property gained a general-merchandise anchor and a non-retail event facility, diversifying its use mix.
Sources2 sources
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