The Tampa Bay Area's first mall-type shopping hub was originally promoted with this logo.
Graphic from Eastern Shopping Centers, Incorporated
The camera looks toward the east in this view of the mall's reflecting pool and Belk-Lindsey anchor store. This black & white photo, and those that follow, were taken in November 1959.
Photo from Library of Congress
Belk-Lindsey operated a 1-level, 40,000 square foot unit at CORTEZ PLAZA. Twenty-third in the Tampa-based chain, it was also the mall's largest store.
Graphic from Belk-Lindsey Stores
Photo from Library of Congress
In this vintage view, we peer toward the southwest. Stores along this section of the shopping concourse included the aforementioned Walgreens, as well as Ace Hardware, Mary Jane Shoes and Lerner Shops.
Photo from Library of Congreess
Graphic from the Kresge Company
The CORTEZ PLAZA Kresge's included a luncheonette; a standard fixture of a mid-20th century 5 & 10 store.
Advert from the Kresge Company
The original supermarket at CORTEZ PLAZA was operated by New Jersey's Grand Union chain. The store was short-lived. After only 9 months in business, it had been bought -and rebranded- by Publix.
Advert from the Grand Union Company
CORTEZ PLAZA TENANTS 1960:
BELK-LINDSEY (with Store For Homes) / PUBLIX supermarket / S.S. KRESGE 5 & 10 (with luncheonette) / WALGREEN DRUG (with Walgreen Grill) / Ace Hardware / Adventurers Cafeteria (outparcel) / Associates Discount & Loan Corporation / Burke's Shoe Repair / Camera's Incorporated / Carter's Family Shoe Center / Coach Butterfield Toy Store / Corn Cabin / Cortez Bakery / Cortez Lanes bowling alley (outparcel) / Cortez Plaza Barber Shop / Florida Casuals ladies' wear / Fremacs For Men & Boys / Gordon's Jewelers / Inter-City National Bank / Lerner Shops ladies' wear / Mary Jane Shoes / One Hour Martinizing / Rita's Beauty Shop / Stauffer Slenderizing Salon / The Cotton Shop ladies' wear / Walter S. Hardin Realty & Insurance / Wash-O-Mat
Cortez Lanes was built, as a freestanding structure, on a pad east of the mall. The facility, which featured 24 bowling lanes, a restaurant, bowling supply store and babysitting service, opened in July 1959. It would be a CORTEZ PLAZA tenant for over 28 years.
Postcard from the Manatee County Historical Records Library
Photo from the Russell News Agency / Bob Ford
The viewpoint in this circa-1959 image is oriented toward the northeast. We see the front facade of Belk-Lindsey. The store encompassed a modest 40,000 square feet, but was still the chain's largest single-level unit.
Photo from Library of Congress
In this vintage view, the camera is looking toward the southwest. A Gordon's Jewelers store is seen on the right.
Photo from Library of Congress
From a southeastern vantage point, we see the mall's Center Court. Belk-Lindsey appears in the background.
Photo from Library of Congress
The mall's southwest entry is shown above. Mary Jane Shoes is on the left, with Lerner Shops on the right.
Photo from Library of Congress
The Inter-City National Bank was added to the south end of the complex. This financial institution was officially dedicated in June 1959.
Photo from Library of Congress
CORTEZ SOUTH, a freestanding store strip, was built on a pad adjacent to the Inter-City National Bank. The mini-center, completed in April 1966, housed ten tenants, with one of these being a Sears Catalog Store.
Photo from Manatee County Historical Records Library
Photo from Manatee County Historical Records Library
Our second CORTEZ PLAZA plan depicts the shopping hub as it existed in late 1971. A freestanding Woolco discount mart, built on a 10-acre plot east of the mall, opened in September 1968. CORTEZ EAST, a two-building strip center, was added. Its first store welcomed customers in October 1971.
A newspaper ad promoting the new Jerry Lewis Twin Cinema at CORTEZ EAST. The motion picture venue opened in December 1971. It operated under various names and owners until June 1993.
Advert from http://cinematreasures.org
The open-air CORTEZ PLAZA basked in the sun, as the only mall in its vicinity, for over 14 years. In August 1973, the fully-enclosed DESOTO SQUARE MALL was dedicated, which was less than a mile away.
Graphic from the Edward J. DeBartolo Corporation
After enduring 5 years of commercial competition from DESOTO SQUARE, CORTEZ PLAZA was run-down and virtually vacant. The past-its-prime property was acquired by a Coral Gables-based concern. They initiated a 1.5 million dollar face lift in July 1978. The mall proper and its southern store strip were refurbished with Spanish Colonial-style facades.
Drawing from First Capital Companies
By the time of a circa-1980 plan, the mall's metamorphosis was complete. No new square footage had been added during the renovation, but Belk-Lindsey did relocate to DESOTO SQUARE. Miami's J. Byron assumed the vacant store space. The outparcel William Tally House, which had been rebranded as the Shillelagh Cafeteria, had been rebranded again. It was now the Windmill Smorgasbord.
The shuttering of J. Byron, in January 1986, sent the mall into a downward spiral. A Texan company acquired the complex in mid-1987 and initiated a demalling project late in the year. Structures shown in black, on this circa-1992 plan, were retained and worked into an all-new CORTEZ PLAZA. The revitalized facility encompassed 276,000 leasable square feet.
Circuit City, once a prominent electronics retailer, was an original anchor of the demalled CORTEZ PLAZA. The store opened its doors in November 1989 and shut off the lights -for good- in March 2009.
Photo from Inland Southeast Property Management Corporation
PetSmart joined the CORTEZ PLAZA tenant list in September 1992. The store is in operation -in the same location- to this very day.
Photo from Inland Southeast Property Management Corporation
Chuck E Cheese's moved into space that was vacated by Walgreen Drug in September 1998. The family entertainment center and pizzeria began business in the spring of 1999. It, too, is still in operation at CORTEZ PLAZA.
Photo from New Link Management Group
CORTEZ PLAZA
14th Street West / US 41 and Cortez Road
Manatee County, Florida
The first mall-type shopping center in the Tampa Bay Area was built on a 23-acre tract, located 33.6 miles southwest of center city Tampa and 2.1 miles south of downtown Bradenton. The shopping center site was situated in an unincorporated section of Manatee County known as South Bradenton. CORTEZ PLAZA, a 3 million dollar complex, was developed by a joint venture of Yonkers, New York's Eastern Shopping Centers, Incorporated and Bradenton's Hardin Realty & Insurance.
Bradenton's Edward Dean Wyke designed the facility, with assistance from New York City's Lathrop Douglass. The single-level structure, which encompassed approximately 185,000 leasable square feet, was built from the ground up in only 7 months. Its open-air shopping concourse was covered by a series of concrete Hyperbolic Parabaloids, similar to those that would be used in Minnesota's APACHE PLAZA mall.
CORTEZ PLAZA was officially dedicated on February 12, 1959. Radio station WTRL broadcast live from their Studio-On-The-Mall. Dick Doty, who handled public relations for the shopping complex, acted as Master of Ceremonies. An invocation was given by Reverend Fred T. Kyle, Junior. Next came speeches by C. Van Ness Wood (president of Eastern Shopping Centers), E. Colin Lindsey (executive vice-president of Belk-Lindsey Stores) and State Senator Edward Price, Junior (R).
The second major addition was built east of Publix and implemented in two stages. The first consisted of a 1-level (116,000 square foot) Woolco discount mart. which opened on September 23, 1968. An entity known as Bradenton Associates developed the second stage. A two-building store strip, known as CORTEZ EAST, was added to the existing Woolco.
Stores and services in the new and improved CORTEZ PLAZA included Baskin-Robbins Ice Cream, Publix, S.S. Kresge, Ace Hardware, Helyn Browns ladies' wear, June's Hallmark Card & Gift Shop, Camp & Hike Shop, Fun Machine, Jontie Magic Shop, Old World Tobacconist and T-Shirt World. Unfortunately, by the mid-1980s, the newness had worn off of the much-ballyhooed mall reinvention. It had become obvious that CORTEZ PLAZA could not compete with DESOTO SQUARE, no matter what new repositioning and redecorating concept was followed.
The shuttering of J. Byron, in January 1986, sent CORTEZ PLAZA into a downward spiral. Tenants bailed, leaving the complex thirty-percent-leased. Dallas-based Vantage Companies bought the struggling shopping hub in June 1987. They initiated a wrecking ball renovation in October. During the 10 million dollar project, the main mall structure and Cortez Lanes building were demolished. The CORTEZ SOUTH structure was left standing. CORTEZ EAST was not officially part of the complex.
Zayre had morphed into an Ames discount store in October 1989. This unit was shuttered in September 1990. Montgomery Ward opened in the space on March 4, 1991 and was shuttered in March 2001. Burlington Coat Factory assumed the space and was dedicated on October 1st. By December 2003, CORTEZ PLAZA had changed hands three times. Beachwood, Ohio-based Developers Diversified Realty purchased the property in February 2007.
Sources:
The Bradenton Herald (Bradenton, Florida)
14th Street West / US 41 and Cortez Road
Manatee County, Florida
The first mall-type shopping center in the Tampa Bay Area was built on a 23-acre tract, located 33.6 miles southwest of center city Tampa and 2.1 miles south of downtown Bradenton. The shopping center site was situated in an unincorporated section of Manatee County known as South Bradenton. CORTEZ PLAZA, a 3 million dollar complex, was developed by a joint venture of Yonkers, New York's Eastern Shopping Centers, Incorporated and Bradenton's Hardin Realty & Insurance.
Bradenton's Edward Dean Wyke designed the facility, with assistance from New York City's Lathrop Douglass. The single-level structure, which encompassed approximately 185,000 leasable square feet, was built from the ground up in only 7 months. Its open-air shopping concourse was covered by a series of concrete Hyperbolic Parabaloids, similar to those that would be used in Minnesota's APACHE PLAZA mall.
CORTEZ PLAZA was officially dedicated on February 12, 1959. Radio station WTRL broadcast live from their Studio-On-The-Mall. Dick Doty, who handled public relations for the shopping complex, acted as Master of Ceremonies. An invocation was given by Reverend Fred T. Kyle, Junior. Next came speeches by C. Van Ness Wood (president of Eastern Shopping Centers), E. Colin Lindsey (executive vice-president of Belk-Lindsey Stores) and State Senator Edward Price, Junior (R).
Entertainment was provided by Captain Hernan Cortez (actor Milt Collion, wearing Spanish conquistador regalia), four Cortez Plaza Charm Girls, The Dandee Clown and WSUN-TV's Captain Mac.
Other dignitaries attending the grand opening included H.B. Cunningham (vice-president of the Kresge Company), William Dempsey (senior vice-president of the Grand Union Company), Edwin N. Homer (executive director of Eastern Shopping Centers), A. Sterling Hall (Mayor of Bradenton) and Walter S. Hardin (president of Hardin Realty & Insurance). A ceremonial ribbon was cut and ten CORTEZ PLAZA stores and services opened for business.
These were Fremacs For Men, The Cotton Shop, Camera's Incorporated, Carter's Family Shoe Center, Mary Jane Shoes, Coach Butterfield Toy Store, Walter S. Hardin Realty & Insurance, a 1-level (40,000 square foot), Tampa-based Belk-Lindsey, 1-level (21,000 square foot) S.S. Kresge 5 & 10 and (24,800 square foot) Grand Union supermarket.
By June 1960,
the tenant list of twenty-seven stores and services included Walgreen
Drug, Lerner Shops, Gordon's Jewelers, Wash-O-Mat, Stauffer Slenderizing Salon and Rita's Beauty Shop. The Inter-City National Bank was built onto the south end of the mall. Two freestanding structures had also been constructed; Adventurers Cafeteria and the Cortez Lanes bowling alley.
Grand Union had been converted into a
Publix on November 3, 1959. This store was expanded by 1,800 square feet and thoroughly renovated. It re-opened on June 16, 1960. Belk-Lindsey grew into an adjacent store space and dedicated its new Store For Homes on December 4, 1959. Belk-Lindsey now encompassed 54,400 square feet.
In the mid-1960s, the first major mall addition was completed. The (33,200 square foot) CORTEZ SOUTH store strip was built on a pad adjacent to the Inter-City National Bank. Flowers & Foliage by Eiss welcomed first patrons on April 6, 1966. A Sears Catalog Store was dedicated on April 14th. Other CORTEZ SOUTH tenants included Cinderella Bootery, Luiz Maynard's Yarn Shop and the freestanding Bob's Pure Oil service station.
The second major addition was built east of Publix and implemented in two stages. The first consisted of a 1-level (116,000 square foot) Woolco discount mart. which opened on September 23, 1968. An entity known as Bradenton Associates developed the second stage. A two-building store strip, known as CORTEZ EAST, was added to the existing Woolco.
One of the first operational stores was Allied Radio Shack, which held its grand opening in October 1971. The Jerry Lewis Twin Cinema showed its first features on December 25, 1971. Other tenants included Fill-R-Up Systems, the Hallmark Store and Caravelle Ice Cream. The combined area of all CORTEZ EAST structures was approximately 174,300 leasable square feet. CORTEZ PLAZA and the two associated store strips now spanned approximately 392,500 leasable square feet.
The completion of DESOTO SQUARE MALL, in August 1973, cast a shadow over the older, open-air shopping hub. Built across Cortez Road, the fully-enclosed DESOTO SQUARE encompassed around 700,000 leasable
square feet and contained seventy-seven stores and services.
CORTEZ PLAZA was sold to Coral Gables-based First Capital Companies in January 1978. A 1.5 million dollar renovation commenced in July that would update the mall's so-called "frumpy appearance." The main structure and CORTEZ SOUTH strip were refurbished with Spanish-style stucco exteriors and a lighted belfry was built. Most of the original mid-century modern design elements were either removed or covered over.
Belk-Lindsey closed its CORTEZ PLAZA unit on June 15, 1979 and relocated to DESOTO SQUARE. Miami-based J. Byron assumed the vacant space and opened on September 11th of the same year. By this time, the mall had been reenvisaged as an "old world marketplace," with boutiques, push-cart vegetable and flower peddlers, strolling performers and magicians.
Stores and services in the new and improved CORTEZ PLAZA included Baskin-Robbins Ice Cream, Publix, S.S. Kresge, Ace Hardware, Helyn Browns ladies' wear, June's Hallmark Card & Gift Shop, Camp & Hike Shop, Fun Machine, Jontie Magic Shop, Old World Tobacconist and T-Shirt World. Unfortunately, by the mid-1980s, the newness had worn off of the much-ballyhooed mall reinvention. It had become obvious that CORTEZ PLAZA could not compete with DESOTO SQUARE, no matter what new repositioning and redecorating concept was followed.
The shuttering of J. Byron, in January 1986, sent CORTEZ PLAZA into a downward spiral. Tenants bailed, leaving the complex thirty-percent-leased. Dallas-based Vantage Companies bought the struggling shopping hub in June 1987. They initiated a wrecking ball renovation in October. During the 10 million dollar project, the main mall structure and Cortez Lanes building were demolished. The CORTEZ SOUTH structure was left standing. CORTEZ EAST was not officially part of the complex.
A 276,000 square foot -thirty-one store- power center was built, which retained CORTEZ PLAZA as its name. The complex was anchored by a 1-level (87,000 square foot) Zayre discount mart, which opened its doors on September 9, 1988. Other major tenants included a (42,100 square foot) Publix, dedicated on December 1, 1988, and (11,100 square foot) Walgreen Drug.
Inline stores included Little Professor Book Center, Women's Discount Fashions, Buzzard's Nest Records and Courtesy Cleaners. The fourth CORTEZ PLAZA anchor was a (32,500 square foot) Circuit City SuperStore, which welcomed first patrons on November 16, 1989. An complex-wide grand opening was held on November 24th.
Zayre had morphed into an Ames discount store in October 1989. This unit was shuttered in September 1990. Montgomery Ward opened in the space on March 4, 1991 and was shuttered in March 2001. Burlington Coat Factory assumed the space and was dedicated on October 1st. By December 2003, CORTEZ PLAZA had changed hands three times. Beachwood, Ohio-based Developers Diversified Realty purchased the property in February 2007.
An affiliate of Richmond, Virginia's Hackney Real Estate Partners assumed ownership of CORTEZ PLAZA in October 2018. At this time, there were twenty-four operational stores and services. These included Burlington, PetSmart, Shoe Carnival. Chuck E. Cheese and LA Fitness.
Sources:
The Bradenton Herald (Bradenton, Florida)
The Herald-Tribune (Bradenton, Florida)
The Tampa Bay Times
http://www.nreionline.com
http://www.inlandse.com (website on Internet Archive Wayback Machine)
www.simon.com
www.cinematreasures.org
http://www.nreionline.com
http://www.inlandse.com (website on Internet Archive Wayback Machine)
www.simon.com
www.cinematreasures.org
Manatee County Historical Records Library
"Belk" article on Wikipedia
FAIR USE OF CORTEZ PLAZA IMAGES:
The photos from the Manatee County Historical Records Library illustrate a key moment in
the mall's history that is described in the article. The images are not replaceable with free-use or public-domain
images. The use of the images does not limit the copyright owners'
rights to distribute the images in any way. The images are being used
for non-profit, informational purposes only and their use is not
believed to detract from the original images in any way.
BLACK AND WHITE PHOTOS:
From the Gottscho-Schleisner Collection / Repository: United States Library Of Congress Prints and Photograph Division, Washington, D.C. / Taken by Gottscho-Schleisner, Inc., November 1959 / Lathrop Douglass- Client / Photographs are in the public domain: no known restrictions on publication / www.loc.gov/rr/print/catalog.html
From the Gottscho-Schleisner Collection / Repository: United States Library Of Congress Prints and Photograph Division, Washington, D.C. / Taken by Gottscho-Schleisner, Inc., November 1959 / Lathrop Douglass- Client / Photographs are in the public domain: no known restrictions on publication / www.loc.gov/rr/print/catalog.html
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