Stevens Creek Boulevard and California Route 17 (Interstate 880)
San Jose, California
One of the early shopping mall projects of Austrian architect Victor Gruen, VALLEY FAIR CENTER was built on a 41-acre tract, located 5.5 miles southwest of San Jose's Central Business District. Ground was broken for the first mall phase on July 20, 1955. The open-air complex was developed by a joint venture of Macy's California and San Francisco's Capital Company. While the inline store section was designed by Victor Gruen, its anchor department store was designed by San Francisco's John Savage Bolles.
A 3-level (157,300 square foot) Macy's became the first operational VALLEY FAIR store on August 10, 1956. The grand opening was attended by Ernest L. Malloy (Macy's California president) and Harry McClelland (Capitol Company president). A ceremonial ribbon was cut by Joseph C. Kresse (Macy's Valley Fair manager) and Joan Beckett, "Miss California 1956."
Sommer & Kaufmann Shoes opened on March 22, 1957. Eight inline stores began business on April 5th; C.H. Baker Shoes, Leeds Qualicraft Shoes, Thom McAn Shoes, Webster's Shoes, Grodins, See's Candies, Kathy Don children's wear and 2-level F.W. Woolworth 5 & 10. Joseph Magnin welcomed first shoppers on August 8th. When fully-realized, the 488,000 square foot shopping hub featured fifty-five stores and services.
VALLEY FAIR CENTER was known for the carnival rides that had been installed on the roof of Macy's. Included were a 40-foot ferris wheel, merry-go-round and mini-train. These attractions were removed in late 1957. The mall was adjacent to an 8.8 mile stretch of the California Route 17 / San Jose-Los Gatos Freeway. This thoroughfare opened to traffic on May 1, 1959.
In December 1965, Macy's California established full ownership of the shopping center. A 78,600 square foot fourth level had been added to the Macy's, taking space previously used for the "rooftop fair." The store now encompassed 235,900 square feet. By 1970, the shopping hub was officially promoted as VALLEY FAIR MALL.
Competing shopping centers were springing up in -and around- San Jose. These included EASTRIDGE MALL (1971) {6.9 miles east, in southeast San Jose}, OAKRIDGE MALL (1973) {6.4 miles southeast, in San Jose}, VALLCO FASHION PARK (1976) {3.3 miles west, in Cupertino} and SUNNYVALE TOWN CENTER (1979-2007) {5.5 miles northwest, in Sunnyvale}.