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 J.C. Penney Company
A July 1970 newspaper advert announces the official grand opening of VALLEY FAIR MALL, "Where it's spring year-round."
Advert from BUR, Incorporated
The Valley Fair 4 Cinemas made its debut in August 1970.
Advert from BUR, Incorporated
VALLEY FAIR MALL TENANTS 1970:
J.C. PENNEY (with Coffee Shop, Beauty Salon & freestanding Auto Center) / ZCMI / S.H. KRESS 5 & 10 (with luncheonette) / CASTLETONS / ABC Kiddie Shop / Allen Shoes / Anita Shops ladies' wear / Baby News / Baker's Shoes / Barricini Candies / Baskin-Robbins ice cream / Betty's Bra Bar / Broadway Shoe Rebuilders / Chess King men's wear / Corey Anderson Pies / Country Casuals ladies' wear / Deseret Books / Docktor Pet Center / Durfey Laundry / F. Christensen Gifts / Fashion Fabrics / First Security Bank / Foxmoor Casuals ladies wear / Hardy Shoes / Hart Brothers Music / House of Nine ladies' wear / Household Finance Corporation / House of Nine ladies' wear / Jarman Shoes / Judy's Memory Lane / Junior Bootery / K-G Bootery / K-G Men's Store / Kinney Shoes / La Ries ladies' wear / Miss K-G ladies' wear / Mode O'Day Frock Shop / Mother-To-Be maternity shop / National Shirt Shops / Orange Julius / Parklane Hosiery / Pehrson's Hardware & Appliance / Petrie's ladies' wear / Predan Key Shop / Rollnick's Shoes / STUD men's wear / Schreyer's Type Right Store / Schubach Jewelry / Shoppers Chef restaurant / Singer Sewing Center / Stuarts Ladies Ready-To-Wear / Style Tailored Unique Dress / Susie's Casuals ladies wear / The Cheese Shop / The Optical Shop / The Tie Tack / The Uniform Shop / Thom McAn Shoes / Valley Fair 4 Cinemas / Valley Fair Optical / Valley Hallmark / Walgreen Drug (with Walgreen Grill) / ZCMI Photography / Zales Jewelers / Zinik's Sporting Goods / Zion's First National Bank
