The mall's north anchor, J.C. Penney, was its first operational store. It opened its doors July 15 1970, nearly 2 weeks before the official dedication of the shopping hub.
Advert from The Deseret News



A July 1970 newspaper advert announces the official grand opening of VALLEY FAIR MALL, "Where it's spring year-round".
Advert from The Deseret News


The Valley Fair 4 Cinemas made its debut in August 1970.
Advert from The Deseret News


A physical layout of the circa-'70 VALLEY FAIR MALL. At the time, the center encompassed 692,600 leasable square feet and approximately seventy stores and services. ZCMI, anchoring the south end of the complex, was the chain's third branch location.


VALLEY FAIR MALL TENANTS 1970 [Partial list]:

J.C. PENNEY (with Coffee Shop, Beauty Salon & freestanding Auto Center) / ZCMI / S.H. KRESS 5 & 10 (with luncheonette) / CASTLETON's / WALGREEN DRUG (with luncheonette) / Allen's Shoes / Arden's ladies' wear / Anita Shops ladies' wear / Baby News / Baker's Shoes / Barricini Candy / Betty's Bra Bar / Bressler's 31 Flavors Ice Cream / Chess King / Corey Anderson Pies /  Deseret Book / Docktor Pet Center / F. Christensen Gifts / Fashion Fabrics / First Security Bank / Foxmoor Casuals /  Hardy Shoes / Hart Brothers Music  / Hatch's Card & Gift / House of Nine ladies' wear / Household Finance / Jarman  Shoes / Judy's Memory Lane / Junior Bootery / Karmelkorn / K-G Men's Store / Kinney Shoes / La Rie's ladies' wear / Mode O' Day Frock Shop / Mother To Be / National Shirt Shops / Orange Julius / Parklane Hosiery / Pehrson's Hardware & Appliance / Petrie's ladies' wear / Rollnick's / Schreyer's Type Right / Schubach Jewelry / Singer Sewing Center / Style-Tailored Unique Dress / The Cheese Shop / The Optical Shop / Tie Tak / Uniform Shop / Valley Hallmark / Valley Fair Casuals / Valley Fair 4 Cinemas / Valley Fair Hosiery & Shoe Repair / Zales Jewelers / Zinik's Sporting Goods / Zion's First National Bank