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Muscatine Mall

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Coordinates: 41°26′48″N 91°1′42″W / 41.44667°N 91.02833°W / 41.44667; -91.02833
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Muscatine Mall
An interior corridor of Muscatine Mall.
The western entrance in 2024, facing center court and the Lab
Map
LocationMuscatine, Iowa, United States
Coordinates41°26′48″N 91°1′42″W / 41.44667°N 91.02833°W / 41.44667; -91.02833
Address1903 Park Avenue
Opening dateAugust 5, 1971; 53 years ago (1971-08-05)
Previous namesMuscatine Plaza
DeveloperGeneral Management
ManagementMuscatine Mall Management, LLC
No. of stores and services50+ at peak
No. of anchor tenants3
Total retail floor area345,000 sq ft (32,100 m2)
No. of floors1

Muscatine Mall, originally Muscatine Plaza, is a shopping mall in Muscatine, Iowa, United States. Its anchor stores are The Lab, Slumberland Furniture, and Warehouse Bargains. Built in 1971 by General Management, the mall originally featured Woolworth and Montgomery Ward as its anchor stores, with JCPenney joining in 1975. Woolworth was converted to Woolco, which closed in 1983 and became Walmart. After Walmart moved to a larger store, their space became Menards, which also relocated and was replaced by Slumberland Furniture. Montgomery Ward became Von Maur, Staples, Elder-Beerman, Younkers, and Compton Furniture before becoming Warehouse Bargains. The mall has undergone a number of periods of decline, owing to relocation and closure of charter tenants.

History

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General Management (later General Growth Properties, now GGP Inc.), a shopping mall developer based out of Des Moines, Iowa, announced plans for Muscatine Plaza in March 1970. The company's plans called for an approximately 287,000-square-foot (26,700 m2) enclosed shopping mall on Park Avenue (then part of US 61) the north side of Muscatine, Iowa. In a meeting held at the city's Rotary International club, General Management leasing agent Jon E. Batesole stated that the mall would be an enclosed property with Montgomery Ward and Woolworth as the anchor stores. Other tenants confirmed at this point were Walgreens, a Hy-Vee supermarket, and a movie theater.[1] Groundbreaking began on May 17, 1970.[2]

Montgomery Ward was the first store to open, doing so on November 27, 1970. The location replaced a catalog store in downtown Muscatine, which itself replaced an older department store dating from the 1920s. The 55,000-square-foot (5,100 m2) Montgomery Ward included automotive repair bays and a restaurant.[3] Woolworth opened on the north side of the mall in June 1971. Their 72,000-square-foot (6,700 m2) store was the chain's largest among stores which did not have more than one level.[4] The mall itself consisted of a 36-foot (11 m) wide and 663-foot (202 m) long hallway connecting the two anchor stores. Opening-day ceremonies on August 5, 1971, included a ribbon-cutting ceremony hosted by the city's then-mayor, E.S. Burns, along with pony rides and a vintage car show. Tenants within the mall on opening day included Baskin-Robbins, Kinney Shoes, and Karmelkorn, with Pizza Hut, Maurices, and Musicland opening soon afterward.[4]

1970s and 1980s: Anchor changes after opening

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In September 1972, the mall held a first-anniversary celebration which included drawings for over $600 in prizes from mall merchants. At the time, the mall had 27 stores.[2] On the impact of the mall to the community, Larry Froschheuser of the city's chamber of commerce stated in The Muscatine Journal in July 1973 that he considered even larger shopping centers under development in the Quad Cities to be competition as well, but thought the city had the potential to maintain both a mall and businesses downtown.[5] Salkin & Linoff, a clothing company based in Minnesota, opened Morrey A and Bostwick's for Men clothing stores at the mall in 1974, in addition to remodeling their Stevensons clothing store.[6] In 1975, JCPenney added a 48,000-square-foot (4,500 m2) onto the mall's east side, becoming its third anchor store. Like Montgomery Ward, this also replaced a store in Muscatine that had been operational since the 1920s.[7] At the time of JCPenney's addition, the complex had begun to be referred to as Muscatine Mall.[8]

Montgomery Ward announced the closure of the Muscatine Mall store in September 1978, as the company thought the store was too small to offer a full line of merchandise.[9] In August 1979, the former location of Montgomery Ward became the eighth location of Davenport, Iowa-based Petersen Harned Von Maur (now just Von Maur). Von Maur completely remodeled the interior of the former Montgomery Ward, in addition to demolishing the former location of the automotive repair center.[10] Renovations to Muscatine Mall between late 1979 and early 1980 added bricks to the main walkways, as well as new lighting, planters, and a mirrored ceiling over the central court. Additionally, Hy-Vee relocated to a larger store on the periphery.[11] General Growth Properties sold off Muscatine Mall and nine other malls under its ownership in February 1980 to pay off a number of mortgages.[12] All ten were sold to Aetna Life Insurance, which hired the Rouse Company as manager.[13]

1980s–early 1990s: Addition of Walmart and further changes

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Woolworth converted its store at the mall to Woolco in mid-1981.[14] A year and a half later, the company announced that it would close all Woolco stores by the beginning of 1983, due to the division having been unprofitable.[15] After Woolco closed, its former location at Muscatine Mall underwent conversion to Walmart. The company chose to locate in Muscatine due to the city having a lower unemployment rate than the Quad Cities.[16] Walmart opened on July 1, 1983. The store was not only the company's first in Iowa, but also their northernmost at the time, which resulted in the company referring to the location as their "Yankee" store.[17] Coinciding with the opening of Walmart, the former location of Hy-Vee in the mall was subdivided for a new northwestern mall entrance and several smaller tenants, with this expansion opening in August 1983. Among the tenants was Kimberly Smorgasbord, a buffet restaurant which also had two locations in the Quad Cities.[18] The restaurant was later renamed Liberty Smorgasbord before closing in 1987. That same year, the former locations of it and Maurices were combined to create a space for Spurgeon's, a Chicago-based department store which had operated a branch in Muscatine since 1929.[19] Mark Lander, who managed the mall at the time, noted that the mall had begun attracting more chains in the late 1980s as he thought the previous tenant mix was "middle of the road". Among the tenants that had opened by the end of the decade were County Seat and regional clothing chain Seifert's. Maurices also returned to the mall, and restaurants Subway and Diamond Dave's both opened. In addition, both Walgreens and JCPenney remodeled their stores, while plans were announced to renovate mall concourses. Also in 1989, Aetna sold its interests in the malls for which it had previously hired Rouse as manager, leaving Rouse as the sole owner of Muscatine Mall and five others in Iowa.[20]

By 1990, Muscatine Mall was 345,000 square feet (32,100 m2) in size and had a capacity of about 50 stores.[21] At the time of the mall's 20th year in operations in 1991, the marketing manager noted an increase in mall traffic and quality of tenants following the opening of Von Maur. She thought the presence of that store showed the mall had moved "upscale".[22] Additionally, concourses had been remodeled with new floors and ceilings, as well as the addition of skylights and planters.[23] Despite these improvements, a number of tenants began closing in the early-mid 1990s. First among these was Spurgeon's, which closed in 1992 due to the chain filing for bankruptcy.[24] Walmart also announced in 1994 a plan to close the Muscatine Mall store in favor of a larger location; in response, Rouse officials began negotations with home improvement chain Menards as a replacement for the Walmart store, as the two companies had previously done so with a vacated Walmart at the former Marshalltown Mall in Marshalltown, Iowa.[25] Later that same year, Von Maur announced it would close the Muscatine Mall store, owing both to expiration of the store's lease and the chain's increasing move toward larger markets such as Chicago.[26] In 1995, a telemarketing firm called APAC opened offices in the former location of Spurgeon's.[27] Rouse underwent negotiations with Herberger's to replace Von Maur in 1995, but these plans were canceled in early 1996 for undisclosd reasons.[28] Walmart completed its move out of Muscatine Mall to a larger store in June 1997.[29] Soon afterward, Hy-Vee relocated a second time, vacating the store on the periphery of the mall. The vacancies of Walmart, Von Maur, and Hy-Vee caused a sharp decline in mall traffic, with occupancy of around 60 percent by 1998. In July of that year, Menards had opened in the former location of Walmart, a move which mall merchants thought would help revive tenancy.[30]

Late 1990s–21st century: Attempted renovations and addition of Elder-Beerman

[edit]
A mostly deserted corridor of a shopping mall, facing Warehouse Bargains
The mall's southern wing in 2024

Rouse sold all of its properties in Iowa to Landau & Heyman (later known as L&H) Real Estate, a Chicago-based firm, for an undisclosed amount in mid-1998.[31] Staples confirmed in August 1999 that it would be opening a store at Muscatine Mall, occupying about 24,000 square feet (2,200 m2) of the former Von Maur.[32] The announcement of Staples coincided with a renovation project begun by Landau & Heyman that October, which intended to convert most of the property to a strip mall by removing most of the concourses and building new storefronts which faced Park Avenue.[33] This plan was chosen as a means of increasing mall traffic, as the company thought the center would stay more competitive if it were no longer enclosed. By the time renovation had begun, other stores that had closed included B. Dalton, Payless ShoeSource, and the second location of Maurices.[34]

Staples opened in April 2000.[35] At the end of the year, Walgreens announced that it would be moving out of the mall to a newer store, to be built at the former location of the second Hy-Vee store. This was done as part of the chain's increasing focus on stand-alone stores with drive-through pharmacies.[36] Staples closed in March 2002 due to poor sales; as a result, L&H's vice president stated that the plan to turn the complex into a strip mall was canceled, as the closure of Staples had created a lack of interest among potential new stores.[37] Claire's, Hallmark Cards, and Musicland all closed between 2002 and 2003. Among the remaining tenants were JCPenney, Menards, the movie theater, Regis Corporation, GNC, and a number of local stores.[38] Despite the increasing closures of inline stores, Elder-Beerman opened at Muscatine Mall in November 2003, taking both the former Staples and the rest of the former Von Maur. The store was Elder-Beerman's first west of the Mississippi River.[39]

Menards submitted a site plan to the city of Muscatine in 2005 to relocate to a new store east of town.[40] Despite the impending relocation of Menards, mall merchants reported increased sales and occupancy in 2006, which tenants attributed to a focus on local stores, and events such as car and motorcycle shows held within the concourses, as well as the selection of a new manager.[41] Additionally, Quad Cities business developers Thad Denhartog, Scott Anderson, Kevin Koellner, and Rodney Blackwell formed the limited liability corporation Muscatine Mall Management, which purchased the property from L&H in July 2006.[42] The new Menards opened on November 13, 2007, thus vacating the Muscatine Mall store.[43] One year later, parent company Bon-Ton renamed the Elder-Beerman store at Muscatine Mall to Younkers, which it also owned at the time, as a means of consolidating the names of stores.[44] In 2010, Slumberland Furniture opened at the former location of Menards. A Jimmy John's sandwich shop and Shoe Sensation footwear store also opened in the mall at this point.[45] Fridley Theatres closed the cinema in the mall in 2013, in favor of a ten-screen complex elsewhere in Muscatine.[46] JCPenney closed 33 "underperforming" stores in 2014, including the one at Muscatine Mall.[47]

2017–present: Closure of Younkers and subsequent changes

[edit]

In March 2017, the manager discovered a news article circulating on Facebook claiming that the mall would close in two months. She refuted the claim after noting the article had come from a satirical website.[48] Younkers closed in 2018 as part of a round of store closings enacted by the Bon-Ton, with many tenants reporting concerns over the mall's viability at this point.[49] Compton's Furniture & More, a furniture store based out of Macon, Missouri, opened a location in the former Younkers in March 2019.[50] By 2021, the space was converted again to Bargain World (since renamed Warehouse Bargains), a store which sells discount and overstock furniture and appliances.[51] In 2022, the former location of JCPenney became the Lab, a facility created by the Muscatine High School's baseball coach to train players of baseball and softball.[52] Quality Cobbler, the mall's longest-tenured inline tenant planned to close in 2024 when its owners retired, but the business was sold to new owners and remains open.[53]

References

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  1. ^ "Shopping center will open by June 1971". The Muscatine Journal. March 24, 1970. p. 2. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  2. ^ a b "1st anniversary observance is set at Muscatine Plaza". The Muscatine Journal. September 20, 1972. p. 31. Retrieved June 27, 2025.
  3. ^ "Ward's opening slated on Friday". The Muscatine Journal. November 26, 1970. p. 3. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  4. ^ a b "Muscatine Plaza 'grand opening' starts Thursday". The Muscatine Journal. August 4, 1971. p. 27. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  5. ^ Gil Dietz (July 27, 1973). "'Organization man' is also a swimmer, scuba diver, musician". The Muscatine Journal. p. 1. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  6. ^ "Ambassadors visit new stores". The Muscatine Journal. October 25, 1974. p. 3. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  7. ^ "New JCPenney store opens here". The Muscatine Journal. October 22, 1975. p. 2. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  8. ^ "Store features new logo type". The Muscatine Journal. October 21, 1975. p. 3. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  9. ^ "Wards to close retail store here". The Muscatine Journal. September 20, 1978. p. 2. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  10. ^ "Ribbon-cutting Friday at Petersen store here". The Muscatine Journal. August 23, 1979. p. 2. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  11. ^ "Mall projects". The Muscatine Journal. January 26, 1980. p. 4. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  12. ^ "Suit is settled; shopping centers can be sold now". The Courier. February 21, 1980. p. 4. Retrieved June 25, 2022.
  13. ^ "Rouse manages mall". The Muscatine Journal. June 14, 1980. p. 16. Retrieved June 27, 2025.
  14. ^ "Woolco". The Muscatine Journal. June 13, 1981. p. 16. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  15. ^ "Woolco store situation still uncertain". The Muscatine Journal. September 27, 1982. p. 2. Retrieved June 27, 2025.
  16. ^ "Wal-Mart to open store at mall". The Muscatine Journal. April 15, 1983. pp. 1A, 2A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  17. ^ "Shoppers fill Wal-Mart following store's grand opening". The Muscatine Journal. July 1, 1983. p. 1A. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  18. ^ "Kimberly plans restaurant at mall". The Muscatine Journal. August 3, 1983. p. 1B. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  19. ^ Kent Tempus (March 23, 1987). "Spurgeon's plans move to mall". The Muscatine Journal. p. 8B. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  20. ^ Kent Tempus (April 28, 1990). "Muscatine Mall draws quality merchants". The Muscatine Journal. p. 6C. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  21. ^ Directory of major malls. MJJTM Publications Corp. 1990. p. 251.
  22. ^ Kent Tempus (August 15, 1991). "Mall achieving 'the right mix' of retail stores". The Muscatine Journal. p. 4. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  23. ^ Kent Tempus (August 15, 1991). "Cheery mall welcomes shoppers". The Muscatine Journal. p. 3. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  24. ^ Kent Tempus (November 30, 1992). "Spurgeon's to close". The Muscatine Journal. p. 1A. Archived from the original on June 28, 2025. Retrieved June 28, 2025.
  25. ^ Christopher Giles (May 18, 1994). "Wal-Mart may move". The Muscatine Journal. p. 1. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  26. ^ John McCooley (September 27, 1994). "Von Maur closing surprises several". The Muscatine Journal. pp. 1A, 5A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  27. ^ "Telemarketing firm expands". Quad City Times. July 10, 1995. pp. 7A. Archived from the original on June 28, 2025. Retrieved June 28, 2025.
  28. ^ Lee Johnson (January 19, 1996). "Mall owner considers options". Quad-City Times. p. 7A. Archived from the original on June 29, 2025. Retrieved June 28, 2025.
  29. ^ Lee Johnson (June 14, 1997). "Out with the old, in with the new". The Muscatine Journal. pp. 1A, 8A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  30. ^ Rick Moore (May 9, 1998). "Tide may be turning at mall". The Muscatine Journal. p. 1C. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  31. ^ "Muscatine Mall has been sold". The Muscatine Journal. July 1, 1998. p. 1A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  32. ^ "Staples Muscatine site announced". The Muscatine Journal. August 27, 1999. p. 3A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  33. ^ "Let's get the mall rolling". The Muscatine Journal. October 29, 1999. p. 1A. Retrieved June 27, 2025.
  34. ^ Renee Beasley Jones (December 30, 2000). "Too many people shop out of town". The Muscatine Journal. pp. 1A, 8A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  35. ^ Renee Beasley Jones (April 17, 2000). "Staples opens Muscatine Mall location". The Muscatine Journal. p. 3A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  36. ^ Daniel G. Clark (November 3, 2001). "Muscatine Mall prepares to enter its 'next phase'". The Muscatine Journal. p. 1A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  37. ^ Christoph Trappe (March 16, 2002). "Plans on hold". The Muscatine Journal. pp. 1A, 2A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  38. ^ Cynthia Beaudette (January 25, 2003). "It's not over yet". The Muscatine Journal. pp. 1D, 2D. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  39. ^ Jeff Young (May 2, 2003). "Mall welcomes Elder-Beerman". The Muscatine Journal. pp. 1A, 2A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  40. ^ Connie Street (January 6, 2005). "Menards considers new building". The Muscatine Journal. p. 1A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  41. ^ Melisa Regennitter (April 7, 2006). "Mall crawls before it can run". The Muscatine Journal. pp. 1A, 2A. Retrieved June 27, 2025.
  42. ^ Peter Rugg (August 11, 2006). "New mall owners hope to refresh and revitalize". The Muscatine Journal. p. 1A. Retrieved July 4, 2025.
  43. ^ Melissa Regennitter (November 17, 2007). "As big as they come". The Muscatine Journal. p. 1C. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  44. ^ "Elder-Beerman to be renamed Younkers". The Muscatine Journal. July 29, 2008. p. 5A. Archived from the original on June 27, 2025. Retrieved June 27, 2025.
  45. ^ Cynthia Beaudette (October 9, 2010). "Muscatine Mall continues to grow with a new attitude". The Muscatine Journal. p. A15. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  46. ^ Mike Ferguson (February 1, 2013). "It's almost showtime at new 10-plex theater". The Muscatine Journal. pp. A1, A2. Retrieved June 27, 2025.
  47. ^ Jason Liegois (January 16, 2014). "Local JCPenney will close". The Muscatine Journal. p. 1A. Retrieved June 27, 2025.
  48. ^ Megan Noe (March 30, 2017). "Muscatine Mall store owners battle fake reports of mall's closure". WQAD. Retrieved June 27, 2025.
  49. ^ Terrace Myles (April 19, 2018). "Muscatine officials address concerns over mall, following the loss of Younkers". KWQC. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  50. ^ "Mall gets an anchor to replace Younkers". The Muscatine Journal. March 29, 2019. p. A1. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  51. ^ Andrea Grubaugh (June 3, 2021). "Mall to welcome new business in June". The Muscatine Journal. pp. A1, A2. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  52. ^ "Make it Muscatine: The Lab". Discover Muscatine. January 9, 2022. Archived from the original on June 28, 2025. Retrieved June 27, 2025.
  53. ^ Ezzat, Wafaa (August 26, 2024). "Quality Cobbler's 46-year legacy continues with new owners stepping in". KWQC. Archived from the original on July 1, 2025. Retrieved July 1, 2025.
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