SOUTHDALE CENTER
West 66th Street and France Avenue South
Edina, Minnesota
Following the success of his NORTHLAND CENTER [May 2008 archive] project in suburban Detroit, Victor Gruen was on a roll. Soon after its completion in 1954, he was commissioned by the Dayton Company to design a shopping center for metro-Minneapolis. Known as SOUTHDALE CENTER, it opened for business on October 8, 1956, as the first regional-class, enclosed shopping center in the United States.
The revolutionary retail complex was also the first to feature decorative works of art in its interior spaces. Moreover, SOUTHDALE was rather revolutionary in its "introverted" design.
Whereas previous shopping centers faced
out, toward their parking lot, most stores in SOUTHDALE faced
in...with their entrances and signage on the inside of the mall. The unified "mall aesthetic" of the exterior was not compromised by the sight of several individual storefronts and signs.
Modeled in the idea of a European city center or galleria, the mall was, at the same time, unique. It was a suburban center, a congregating and socializing place fitted to America's emerging car culture. It was to be a new-era, reworked town center of the future.
Gruen's plans for the mall to be the nucleus of subsequent development, which was to include homes, schools and parks, did not come to pass as planned. Nonetheless, SOUTHDALE was a model for the mega-malled America of the 1960s and '70s. This was not what Gruen had had in mind.
The original 20 million dollar, 800,000 square foot center was situated on an 82 acre tract, eight miles southwest of downtown Minneapolis, in the Village of Edina. SOUTHDALE was centered around a 3-story, 100 foot wide, "Garden Court", which had tropical landscaping, statues, a fountain and bird aviary.
There were two retail levels and a subterranean "truck road", connected with tenant stores via elevators, stairs and hallways; all of this out of sight of mall shoppers.
The split-level parking area, and how it was interconnected with the two retail levels of the mall, was innovative in design. Its lots were named for animals, such as "Alligator", "Rooster" and the like. This was done to make it easier for shoppers to remember how to get back to their cars, parked somewhere in the five thousand two hundred spaces originally provided.
The main anchor at the 1956 SOUTHDALE grand opening was the 4-level (238,000 square foot), Minneapolis-based Dayton's department store. The initial tenant list of fifty-eight also included a 3-level (179,000 square foot), Minneapolis-based Donaldson's, an F.W. Woolworth 5 and 10, Red Owl supermarket, and Walgreen's pharmacy, as well as a bank, hardware store, seven restaurants and cafes, eleven apparel shoppes, five shoe stores and a US Post Office.
Minnesota's first twin cinema, the Southdale I and II, opened in 1966. The one thousand nine hundred and fifty seat theater was built as an outparcel to the mall and was located in its southwest parking area.
The first renovation at SOUTHDALE added a new northeast wing and 4-level (247,000 square foot) J.C. Penney. The project was completed in 1972.
Regional retail rivals of SOUTHDALE were KNOLLWOOD MALL (1972), in St. Louis Park and EDEN PRAIRIE CENTER (1976), in Eden Prairie. GALLERIA EDINA, situated adjacent to the south side of the SOUTHDALE site, started out in 1959 as a freestanding furniture store. This was expanded into an enclosed shopping center in 1974.
Fearing major competition from the superregional MALL OF AMERICA, which was being built only four miles southeast, the owners of SOUTHDALE started a large-scale expansion in the early 1990s.
This included gutting the old Dayton's anchor, constructing new stores in its space and building a much larger (359,600 square foot) store to the northwest. The Garden Court was doubled in size and a multi-level parking garage added, as well. These improvements were completed in 1992.
The most recent remodel of the mall was done in 2001-2002. A new 16-screen multiplex cinema was added to the southeast, along with more stores and restaurants. A fourth level of shoppes, Trendz On Top, was constructed over those stores which had been built in place of the old Dayton's. Two more parking garages were also added.
These additions increased the leasable square footage at SOUTHDALE to over 1.2 million, with one hundred and forty-eight stores currently on the shopping center's directory.
After three major renovations, the complex does not even resemble the "Mid-mod" mall that it evolved from. The Dayton's store morphed into Marshall Field's in 2001 and was "Macy-ated" in 2006.
The old Donaldson's was rebranded a Chicago-based Carson Pirie Scott in 1987 and Hayward, California-based Mervyn's in 1995. The 179,000 square foot store was shuttered in May 2004 and remains vacant to this day.
The Indianapolis-based Simon Property Group assumed ownership of SOUTHDALE CENTER in April 2007. The company -in a joint venture with San Francisco-based Farallon Capital Management, Limited Liability Company- acquired the Arlington, Virginia-based Mills Corporation. SOUTHDALE had been a Mills property since January 2005.
The latest news concerning the mall tells of a new open-air, lifestyle wing that is to take the place of the shuttered Donaldson's / Carson's / Mervyn's. Rumor has it that Dallas-based Neiman Marcus will anchor the one hundred million dollar expansion, which is slated for completion in 2010.
Sources:
"Southdale" article on Wikipedia
Malls of America Blogspot / Keith Milford, webmaster
Cinema Treasures.com
Southdale Tenant List / Press Release / Ruder & Finn, Inc. / October 7, 1956
http://www.southdale.com/*************************************************A more detailed SOUTHDALE article may be foundin the VICTOR GRUEN'S MALLS CAVALCADEin the May 2008 archive.*************************************************