Jitney Jungle, based in Jackson, Mississippi, operated a supermarket in EDGEWATER PLAZA for many years. It was followed by a Food Discount Center.

Graphic from Jitney Jungle Stores of America, Incorporated 

The grand Edgewater Gulf Hotel was knocked down in 1971, providing space for an East Mall expansion. The addition (in gray) housed forty-three inline stores and a new Sears, which included a freestanding Auto Center. A twin cinema, the first of two that would operate in -or around- the shopping center, was built in its northern periphery. This initial venue opened in mid-1973.