Evolution of the Shopping Center

EvolutionEvolution ofof thethe ShoppingShopping CenterCenter1. GardenGarden CityCity2. AutomobileAutomobile CenterCenter3. SuburbanSuburban CenterCenter4. FestivalFestivalMarketplaceMarketplace5. EntertainmentEntertainmentCenterCenterWynd shops atLetchworthLetchworthTheThe GardenGardenCityCityMarket Square fromDigitalDigital PastPastTheThe AutomobileAutomobileCenterCenterOntario MillsTheThe SuburbanSuburbanCenterCenterHorton PlazaTheThe FestivalFestivalMarketplaceMarketplaceGardenGarden CityCityTheThe antecedentsantecedents ofof thethe modernmodern shoppingshopping centercenter werewere thethe ancientancient agorasagoras andandmedievalmedieval piazzaspiazzas ofof EuropeanEuropean cities.cities. TheThe industrialindustrial revolutionrevolution ofof thethe nineteenthnineteenthcenturycentury producedproduced thethe departmentdepartment storestore butbut mademade citiescities crowdedcrowded andand dirty,dirty, andand thethedesiredesire toto improveimprove lifelife byby movingmoving awayaway fromfrom thethe citycity gavegave birthbirth toto thethe suburbsuburb andandshoppingshopping mall.mall.cottages in Birds Hill atLetchworthLetchworthBaltimoreBaltimore streetcarstreetcar on RolandlineMarket Square from DigitalDigitalPasPast tCountry Club Plaza in 2001Country Club Plaza in 2001Highland Park in 200118421842 AndrewAndrew JacksonJackson DowningDowning describeddescribedEnglishEnglish LandscapeLandscape GardeningGardening withwithcurvilinearcurvilinear layoutslayouts inin hishisCottageCottage ResidencesResidencesbook,book, andand inspiredinspired hishis disciplesdisciples suchsuch asasFrederickFrederick LawLaw OlmstedOlmsted andand CalvertCalvert VauxVaux totoimproveimprove citycity lifelife withwith parksparks andand gardens.gardens.18881888 TheThe electricelectric streetcarstreetcar developeddeveloped ininRichmondRichmond VAVA mademade possiblepossible streetcarstreetcar suburbssuburbsandand decentralizeddecentralized commercialcommercial centers.centers.18911891 EdwardEdward BoutonBouton builtbuilt RolandRoland ParkPark nearnearBaltimoreBaltimore thatthat includedincluded a a storestore blockblock arrangedarrangedinin a a linearlinear patternpattern alongalong a a streetstreet toto serveserve thethecommercialcommercial needsneeds ofof a a plannedplanned munity. SimilarSimilar storestore blocksblocks werewere builtbuilt ininLosLos AngelesAngeles 19081908 forfor thethe CollegeCollege TractTract onon WestWest 48th48th St.St.18981898 EbenezerEbenezer HowardHoward inin BritainBritain publishedpublishedTo-morrow:To-morrow: A A PeacefulPeaceful PathPath toto RealRealReformReformonon gardengarden citiescities toto escapeescape thethe industryindustry andand crowdingcrowding ofof largelarge urbanurban centers,centers,ledled toto thethe buildingbuilding ofof Letchworth.Letchworth.AutomobileAutomobile CenterCenter19161916 ChicagoChicago architectarchitect ArthurArthur AldisAldis persuadedpersuaded wealthywealthy residentsresidents ofof LakeLake Forest,Forest,Illinois,Illinois, andand investorsinvestors suchsuch asas CyrusCyrus H.H. McCormick,McCormick, Jr.,Jr., toto formform thethe LakeLake ForestForestImprovementImprovement TrustTrust toto buildbuild MarketMarket Square,Square, anan integratedintegrated shoppingshopping complexcomplex ofof 2828stores,stores, 1212 officeoffice units,units, 3030 apartments,apartments, gymnasium,gymnasium, clubhouseclubhouse andand landscaping.landscaping.AccordingAccording toto RichardRichard Longstreth,Longstreth, TheThe automobileautomobile waswas a a centralcentral factorfactor inin thisthisplanning,planning, sincesince mostmost LakeLake ForestersForesters hadhad carscars atat anan earlyearly date.date. MarketMarket SquareSquare waswasperhapsperhaps thethe firstfirst businessbusiness districtdistrict toto bebe laidlaid outout specificallyspecifically toto accomodateaccomodate motormotorvehicles.vehicles. (p.(p. 152)152) TheThe NationalNational RegisterRegister ofof HistoricHistoric PlacesPlaces hashas listedlisted MarketMarketSquareSquare asas thethe firstfirst plannedplanned shoppingshopping districtdistrict inin thethe UnitesUnites States.States.19221922 J.J. C.C. NicholsNichols createdcreated CountryCountry ClubClub PlazaPlaza onon thethe outskirtsoutskirts ofof KansasKansas City,City,Missouri,Missouri, asas anan automobile-centeredautomobile-centered plazaplaza builtbuilt accordingaccording toto a a unifiedunified planplan ratherratherthanthan asas a a randomrandom groupgroup ofof stores,stores, ownedowned andand operatedoperated byby a a singlesingle entityentity whowho leasedleasedspacespace toto tenants.tenants. NicholsNichols wouldwould makemake thethe termterm shoppingshopping centercenter popularpopular totodescribedescribe suchsuch commercialcommercial sitessites builtbuilt forfor toto thethe automobile.automobile.19241924 PalosPalos VerdesVerdes onon 16,00016,000 acresacres ofof thethe PacificPacific coastcoast westwest ofof LosLos AngelesAngeles becamebecameoneone ofof thethe largestlargest plannedplanned communitiescommunities inin thethe U.S.,U.S., designeddesigned byby CharlesCharles H.H. CheneyCheneywithwith thethe OlmstedOlmsted brothersbrothers whowho proposedproposed a a networknetwork ofof idealizedidealized Mediterranean-Mediterranean-stylestyle marketmarket centers,centers, butbut thethe GreatGreat DepressionDepression delayeddelayed constructionconstruction untiluntil thethe 1940s.1940s.Highland Park in 2001Linda Vista plan 194319281928 DonDon M.M. CastoCasto openedopened GrandviewGrandview AvenueAvenue ShoppingShopping CenterCenter inin Columbus,Columbus, Ohio,Ohio,withwith 4 4 supermarketssupermarkets (Piggly-Wiggly,(Piggly-Wiggly, A&P,A&P, Kroger,Kroger, Polumbos)Polumbos) andand 2020 otherother storesstoresandand parkingparking forfor 400400 cars.cars. GrandviewGrandview becamebecame a a modelmodel forfor thethe auto-accessibleauto-accessible stripstripmall.mall. InIn NewNew Jersey,Jersey, RadburnRadburn waswas builtbuilt asas a a plannedplanned citycity withwith parksparks andand walkwayswalkwaysandand decentralizeddecentralized shoppingshopping areas.areas.19291929 WestwoodWestwood VillageVillage openedopened asas a a shoppingshopping centercenter forfor thethe secondsecond HollywoodHollywood ofofWestwoodWestwood builtbuilt onon thethe sitesite ofof thethe 3300-acre3300-acre RanchoRancho SanSan JoseJose dede BuenosBuenos AiresAiresbetweenbetween BeverlyBeverly HillsHills andand SantaSanta Monica,Monica, purchasedpurchased inin 19191919 byby departmentdepartment storestoreownerowner ArthurArthur LettsLetts (Broadway,(Broadway, Bullocks),Bullocks), andand developeddeveloped byby hishis son-in-lawson-in-law HaroldHaroldJanssJanss asas a a housinghousing tracttract afterafter 1922,1922, includingincluding thethe salesale ofof 384384 acresacres toto UCLAUCLA inin 19261926forfor a a universityuniversity campuscampus thatthat openedopened 1929,1929, andand a a shoppingshopping centercenter ofof 3434 storesstores inin19291929 thatthat grewgrew toto 452452 storesstores byby 1939.1939.19301930 StrawbridgeStrawbridge & ClothierClothier departmentdepartment storestore inin PhiladelphiaPhiladelphia builtbuilt a a branchbranch storestoreatat SuburbanSuburban SquareSquare inin ArdmoreArdmore onon thethe MainMain Line.Line. InIn manymany cities,cities, departmentdepartmentstoresstores becamebecame thethe leadingleading forceforce inin buildingbuilding suburbansuburban shoppingshopping centers.centers.19311931 TheThe HighlandHighland ParkPark ShoppingShopping VillageVillage designeddesigned byby HughHugh PratherPrather inin DallasDallas waswasa a Mediterranean-styleMediterranean-style shoppingshopping centercenter withwith storefrontsstorefronts facingfacing anan innerinner parkingparking lot.lot.19351935 Greenbelt,Greenbelt, Maryland,Maryland, waswas builtbuilt byby thethe NewNew DealDeal asas a a plannedplanned communitycommunityincludingincluding stores,stores, butbut notnot organizedorganized asas a a shoppingshopping center.center.19381938 - - SilverSilver SpringSpring ShoppingShopping CenterCenter inin SilverSilver Spring,Spring, MD,MD, waswas anan earlyearlyneighborhoodneighborhood centercenter ofof 1919 storesstores anchoredanchored byby a a grocerygrocery storestore andand thethe SilverSilver Theatre,Theatre,withwith anan off-streetoff-street parkingparking lot,lot, designeddesigned byby JohnJohn Eberson.Eberson.19391939 TheThe WissteinWisstein BrothersBrothers andand SurvalSurval projectproject openedopened onon SouthSouth BroadwayBroadway inin LosLosAngeles,Angeles, a a neighborhoodneighborhood centercenter thatthat appealedappealed toto chainchain storesstores suchsuch asas thethe drugstoredrugstore(Owl,(Owl, Sontag,Sontag, Thrifty)Thrifty) andand thethe supermarketsupermarket (Vons,(Vons, Ralphs)Ralphs) andand thethe varietyvariety storestore(Kress,(Kress, Woolworth,Woolworth, Newberry)Newberry) seekingseeking toto buildbuild awayaway fromfrom urbanurban congestioncongestion onon well-well-travelledtravelled streetsstreets accessibleaccessible byby automobile,automobile, eacheach centercenter providingproviding a a smallsmall parkingparking lotlotforfor 100-300100-300 cars.cars.19431943 LindaLinda VistaVista ShoppingShopping CenterCenter inin SanSan DiegoDiego waswas builtbuilt byby thethe DepartmentDepartment ofofTreasuryTreasury forfor thethe governmentgovernment housinghousing projectproject thatthat servedserved ReubenReuben FleetsFleetsConsolidatedConsolidated AircraftAircraft workersworkers inin WorldWorld WarWar II,II, andand it it waswas oneone ofof thethe firstfirst shoppingshoppingcenterscenters designeddesigned asas a a uniqueunique space,space, separateseparate fromfrom thethe streetsstreets andand thethe houses,houses, usingusinga a hollowhollow squaresquare designdesign forfor 82,00082,000 sq.sq. ft.ft. onon a a blockblock ofof landland withwith landscapedlandscaped greengreenandand pedestrianpedestrian walks,walks, butbut limitedlimited parkingparking spacespace forfor onlyonly 216216 cars.cars. SimilarSimilar shoppingshoppingcenterscenters wouldwould bebe developeddeveloped inin WorldWorld WarWar IIII forfor defensedefense housinghousing projects,projects, suchsuch asasWestchesterWestchester inin LosLos AngelesAngeles andand WillowWillow RunRun inin Detroit.Detroit.SuburbanSuburbanCenterCenter19461946AbrahamAbrahamLevittsLevittsLevittownLevittownononLongLongIslandIslandpioneeredpioneeredthethepost-warpost-wareraera ofofmass-mass-producedproducedlow-low-costcosthousinghousingtractstractslocatedlocated ininautomobileautomobile suburbssuburbs andand satellitesatellite citiescities ononthethe edgeedge ofof largelarge urbanurban centers.centers.19471947 TheThe Broadway-CrenshawBroadway-Crenshaw CenterCenteropenedopened inin southsouth LosLos AngelesAngeles inin November,November,withwith 550,000550,000 sq.sq. ft.,ft., 1313 acresacres parking,parking, anchoredanchored byby a a BroadwayBroadwaydepartmentdepartment store,store, WoolworthWoolworth varietyvariety store,store, andand VonsVons supermarket.supermarket. KnownKnown todaytodayasas thethe BaldwinBaldwin HillsHills CrenshawCrenshaw ShoppingShopping Plaza,Plaza, it it remainsremains inin operationoperation asas thetheoldestoldest regionalregional shoppingshopping centercenter inin thethe U.S.U.S.19471947 TheThe NorthNorth ShoreShore CenterCenter openedopened nearnear BeverlyBeverly MAMA toto serveserve asas a a regionalregionalshoppingshopping centercenter forfor thethe BostonBoston area,area, designeddesigned byby KennethKenneth WelchWelch asas a a villagevillage greengreenwithwith storesstores surroundingsurrounding a a 100-ft.100-ft. landscapedlandscaped centralcentral openopen area.area.19491949 DonDon M.M. CastoCasto openedopened thethe TownTown & CountryCountry inin thethe suburbsuburb ofof WhitehallWhitehall easteast ofofColumbus:Columbus: NighttimeNighttime shoppingshopping waswas inauguratedinaugurated atat TownTown & CountryCountry ShoppingShoppingCenterCenter inin Columbus,Columbus, Ohio,Ohio, whenwhen developerdeveloper DonDon CastoCasto hiredhired GrandmaGrandma CarverCarver (a(awomanwoman whowho diveddived fromfrom a a 90-foot90-foot perchperch intointo a a 4-foot4-foot poolpool ofof flamingflaming water),water), totoperformperform herher actact inin thethe lightedlighted parkingparking lot,lot, bringingbringing shoppingshopping centercenter promotionpromotion toto a anewnew level.level. (ICSC(ICSC 2000)2000)Levittown in 1950Northgate in 1950from HistoryLinkHistoryLinkCampus Drive-In1947 from SDHSSDHSLakewood ca. 1952 from MidMidCitiesCitiesNorthland Centerin 2001Hudsons inNorthland Centerin 2001Southdale in 1956from MHSMHSMission Valley ShoppingCenter 1961, from SDHSSDHSFulton Street 1965,from BeeBeeSanta Claus arrivedin flying saucer atHess Brothersdepartment store inAllentown, PA.Universal newsreel29-91, Nov. 8, 1956,on DVD61DVD61 andUniversal newsreel30-90, Nov. 4, 1957,on DVD62DVD6219501950 NorthgateNorthgate openedopened nearnear SeattleSeattle onon AprilApril 21,21, thethe firstfirst regionalregional shoppingshopping centercenterdefineddefined asas a a mall.mall. AnchoredAnchored byby a a BonBon MarcheMarche departmentdepartment store,store, it it providedprovided800,000800,000 sq.sq. ft.ft. forfor storesstores arrangedarranged inin a a linearlinear patternpattern alongalong a a 44-foot44-foot widewidepedestrianpedestrian walkway,walkway, oror mallmall thatthat wouldwould becomebecome thethe centercenter spinespine ofof allall futurefutureregionalregional shoppingshopping centers.centers. TheThe wordword camecame fromfrom thethe BritishBritish gamegame ofof pall-mall,pall-mall, ororballball andand mallettmallett combiningcombining elementselements ofof croquetcroquet andand golf,golf, playedplayed sincesince thethe 1500s1500s onona a widewide fairwayfairway green.green.19501950 TheThe drive-indrive-in grewgrew inin popularitypopularity asas carscars andand suburbssuburbs shiftedshifted populationpopulation awayawayfromfrom centercenter cities;cities; thethe CampusCampus Drive-InDrive-In nearnear SanSan DiegoDiego StateState UniversityUniversity featuredfeatured a a50-foot-high50-foot-high neonneon majorette.majorette.19511951 ValleyValley PlazaPlaza openedopened asas thethe firstfirst shoppingshopping centercenter designeddesigned toto bebe builtbuilt nearnearmajormajor freeways,freeways, anchoredanchored byby a a SearsSears store,store, locatedlocated inin thethe rapidlyrapidly growinggrowing suburbssuburbsofof thethe SanSan FernandoFernando ValleyValley northnorth ofof LosLos Angeles.Angeles.19521952 LakewoodLakewood CenterCenter openedopened 7 7 milesmiles northnorth ofof LongLong BeachBeach nearnear a a DouglasDouglas AircraftAircraftfactoryfactory asas oneone ofof thethe largestlargest shoppingshopping mallsmalls inin SouthernSouthern California,California, withwith 100100 storesstoresandand parkingparking forfor 12,00012,000 carscars onon 154154 acres,acres, anchoredanchored byby a a 350,000350,000 sq.sq. ft.ft. MayMay Co.Co.departmentdepartment storestore withwith 2 2 supermarketssupermarkets atat eacheach endend ofof thethe linearlinear center.center. InIn thethe nextnext8 8 years,years, 1313 otherother regionalregional mallsmalls wouldwould bebe builtbuilt inin thethe LosLos AngelesAngeles area.area.19531953 CherryCherry CreekCreek ShoppingShopping CenterCenter inin DenverDenver opened,opened, plannedplanned byby architectarchitectTempleTemple BuellBuell sincesince 1946,1946, underunder constructionconstruction sincesince 1950,1950, anchoredanchored byby DenverDenver DryDryGoodsGoods onon oneone sideside ofof FirstFirst AvenueAvenue andand inin 19541954 byby BuellsBuells metal-trimmedmetal-trimmed SearsSearsRoebuckRoebuck storestore onon thethe otherother sideside ofof FirstFirst Avenue.Avenue.19541954 Austrian-bornAustrian-born VictorVictor GruenGruen designeddesigned Northland,Northland, nearnear Detroit,Detroit, withwith 110110 storesstoresinin 1,192,0001,192,000 sq.sq. ft.ft. onon 2 2 levels,levels, inin a a clustercluster arrangementarrangement surroundedsurrounded byby parkingparking lot,lot,modeledmodeled onon thethe agora,agora, thethe towntown squaressquares ofof ancientancient Greece.Greece. Gruen,Gruen, a a refugeerefugee whowhohadhad fledfled thethe NazisNazis andand arrivedarrived inin NewNew YorkYork inin 19381938 withwith $8$8 inin hishis pocketpocket andand littlelittlemoremore thanthan hishis T-squareT-square inin hishis luggage,luggage, hadhad workedworked onon somesome ofof thosethose earlyearly open-airopen-airshoppingshopping centers.centers. ThenThen DetroitsDetroits J.J. L.L. HudsonHudson departmentdepartment storestore chainchaincommissionedcommissioned himhim toto designdesign a a centercenter 8 8 milesmiles awayaway fromfrom itsits flagshipflagship downtowndowntown storestoretoto taketake advantageadvantage ofof thethe recentrecent suburbansuburban developmentsdevelopments spawnedspawned byby thethe cityscityspostwarpostwar expressways.expressways. InIn 1954,1954, whenwhen it it opened,opened, thethe NorthlandNorthland CenterCenter waswas thetheworldsworlds largestlargest shoppingshopping mall.mall. (US(US NewsNews 12/27/99)12/27/99)19561956 VictorVictor GruensGruens 95-acre95-acre two-leveltwo-level SouthdaleSouthdale CenterCenter MallMall openedopened Oct.Oct. 8 8 inin Edina,Edina,MN,MN, nearnear Minneapolis,Minneapolis, thethe firstfirst fullyfully enclosedenclosed shoppingshopping center,center, withwith a a constantconstantclimate-controlledclimate-controlled temperaturetemperature ofof 7272 degrees,degrees, inspiredinspired byby thethe designdesign ofof thethe GalleriaGalleriaVittoriaVittoria EmanueleEmanuele designeddesigned andand builtbuilt byby architectarchitect GiuseppeGiuseppe MengoniMengoni 1865-771865-77 ininMilan,Milan, Italy.Italy. InIn Maryland,Maryland, JamesJames RouseRouse openedopened inin OctoberOctober thethe MondawminMondawmin MallMallwestwest ofof Baltimore.Baltimore.19571957 InternationalInternational CouncilCouncil ofof ShoppingShopping CentersCenters waswas foundedfounded withwith a a membershipmembership ofof36.36. TheThe firstfirst chairmanchairman ofof thethe ICSCICSC BoardBoard waswas LeonardLeonard L.L. FarberFarber whowho hadhaddevelopeddeveloped suburbansuburban stripstrip centerscenters fromfrom hishis NewNew YorkYork companycompany headquarters.headquarters. AlbertAlbertSussmanSussman waswas electedelected thethe ICSCICSC presidentpresident 1958-86.1958-86.19581958 InterstateInterstate HighwayHighway 8 8 openedopened inin February,February, throughthrough MissionMission ValleyValley inin SanSanDiego.Diego. TheThe MissionMission ValleyValley ShoppingShopping CenterCenter followedfollowed inin 1961,1961, thethe 975-seat975-seat CinemaCinema2121 inin 1963,1963, SanSan DiegoDiego StadiumStadium inin 19671967 forfor thethe ChargersChargers andand SDSUSDSU AztecsAztecs footballfootballteamsteams (renamed(renamed forfor SanSan DiegoDiego UnionUnion sportssports editoreditor JackJack MurphyMurphy inin 1981;1981; renamedrenamedQualcommQualcomm inin 1997),1997), andand in1968in1968 thethe stadiumstadium becamebecame homehome ofof thethe formerformer minor-minor-leagueleague Padres,Padres, newlynewly rebornreborn asas a a MajorMajor LeagueLeague BaseballBaseball team.team.19591959 BurdickBurdick MallMall openedopened inin Kalamazoo,Kalamazoo, a a downtowndowntown pedestrianpedestrian mallmall designeddesigned bybyVictorVictor GruenGruen whowho believedbelieved shoppingshopping centerscenters couldcould revitalizerevitalize decliningdeclining urbanurban centerscentersinin thethe UnitedUnited States.States. TheThe USIAUSIA selectedselected KalamazooKalamazoo asas thethe All-AmericanAll-American CityCity forfor19591959 withwith a a travelingtraveling exhibitexhibit inin Europe.Europe. TheThe successsuccess ofof thethe BurdickBurdick MallMall inspiredinspired a anationalnational crazecraze forfor downtowndowntown pedestrianpe