A major regional shopping complex, SOUTHRIDGE MALL, was completed in 1970. SOUTHGATE CENTER needed an update to even remain in the game. A 2 million dollar enclosing renovation was undertaken. Its grand opening, heralded in this August 1971 advert, added twenty stores to the retail roster.
Advert from The Milwaukee Journal


The new & improved SOUTHGATE -now officially a MALL- encompassed around 400,000 leasable square feet. A thin store strip and enclosed mallway had been tacked to the east-facing front of the complex. Among the selection of new retailers was F.W. Woolworth, apparently in a previously-existing store space (perhaps one vacated by S.S. Kresge).


SOUTHGATE MALL TENANTS 1971 [PARTIAL LIST]:

EXISTING STORES
GIMBELS (with Tasty Town Restaurant and attached Auto Center) / Brills Colony men's wear / Evans Singers ladies' wear / Fair Lady Figure Salon & Spa / Hi-Way Shoes / Howard Johnson's restaurant (outparcel) / Kiddie Kolor Portrait Studio / Kinney Shoes / Maling Shoes / Mid-West Tire / Mike Crivella's Camera Center / Mutual Savings & Loan Association / Rudy's Home-Made Sausage Shop / Southgate National Bank / Southgate Theatre (outparcel) / The Captain's Steak Joynt 

NEW STORES
F.W. WOOLWORTH 5 & 10 (with luncheonette) / Bresler's 33 Flavors Ice Cream / Carousel Snack Bar / Coast To Coast Automotive & Hardware / Daisy Jewel / Fanny Farmer Candies / Hallmark Card Shop / Hot Sam Pretzels / Lost Art / Moon Fun Shop Gifts & Novelties / Purt -n- Pretty ladies' wear / Record Shop / Town Electronics