Paradise Valley Mall

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Paradise Valley Mall
Location Phoenix, Arizona, USA
Coordinates 33°36′02″N 111°59′00″W / 33.6004317°N 111.983386°W / 33.6004317; -111.983386
Address 4568 E Cactus Rd.
Opening date 1978, grand opening ceremony held February 28, 1979
Developer Westcor
Management Macerich
Owner Macerich
Architect Rafique Islam
No. of stores and services 117 (as of 2018)
No. of anchor tenants 5
Total retail floor area 1,152,333 sq ft (107,055.2 m2)[1]
No. of floors 1 (anchors have 2 except Costco)
Website www.theparadisevalleymall.com

Paradise Valley Mall is a shopping mall located in Paradise Valley Village, within northeastern Phoenix, Arizona.

Despite having the same name as the town of Paradise Valley it is one mile to the north of that community, in one of the Urban Village of Phoenix, named Paradise Valley Village. The urban village of Phoenix containing this mall as well as several other major facilities (Paradise Valley Community College, Paradise Valley High School, Paradise Valley Hospital, Paradise Valley Golf Course, Paradise Valley Park, etc.) is casually called Paradise Valley, like the nearby independent town.

The mall is surrounded by a circular street named Paradise Village Parkway and this design was inspired by the circulator streets (Metrocenter Parkway) around Metrocenter Mall[2] which was also developed by Westcor in the years prior (1970–73).

History[edit]

Opening[edit]

The mall opened in 1978, however the opening ceremony was held on February 28, 1979.[3] The mall opened with three anchor tenants, JCPenney occupying the West anchor space, Goldwater's later Robinsons-May and now Macy's occupying the center space and Diamond's now Sears occupying the Eastern space. The mall was designed by local architect Rafique Islam.[4] It was constructed of Slump Block and white stucco, and featured skylights, landscaped courtyards and Terrazzo tile in Indian patterns. Diamond's was the first anchor to open, opening in early February 1979. JCPenny opened with the grand opening ceremony on February 28, 1979.[3] Goldwater's was the last of the three anchors to open opening on August 11, 1980.[5] General Cinema Theater opened June 15, 1979.[6] It later became a Harkens Theater then was vacant for almost a decade until Picture Show moved in in 2010.

The mall is the hub of a master planned community called Paradise Valley Village. The entire project was developed by Westcor, the leading shopping center developer in Arizona, which is now a unit of The Macerich Company. Dayton Hudson Corporation, now Target Corporation, was an early investor in the project and owned the Diamond's department store chain, which was one of the original anchor tenants.

Expansion[edit]

The mall was expanded in the late 1980s with two additional anchor stores built to the north of the original structure, the expansion consisted of two new wings. The northeast wing housing a new anchor store for Dillard's. Also in this Wing a restaurant space was built which now houses Chompie's. The northwest wing housed additional stores as well as a new Broadway store which would later become Macy's. The northwest wing would be demolished in 2008 to make way for a new Costco. between the two 1980s wings a three-story parking garage was constructed at the same time directly north of the original food court. A carousel was installed off the food court in 1998.

Originally owned by Westcor, in 2002 Paradise Valley Mall became part of The Macerich Company’s portfolio.

Anchor History[edit]

Development[edit]

Paradise Valley Mall is just west of Scottsdale. Much of the area's original development was spurred by that community, although the demographics of Paradise Valley Village have moderated somewhat over the years to be less upscale and more middle-class. During the 1980s and 1990s, new extensions were constructed, and shopping centers also opened on the ring roads. Paradise Valley Mall has a large park-and-ride stop for Valley Metro buses. An elevated rail station, as part of the 1989 ValTrans proposal, had been slated for construction here, but the referendum was voted down.

Since the late 1990s, higher income shoppers became more inclined to shop at newer facilities such as Kierland Commons and the Scottsdale Road/Frank Lloyd Wright Boulevard corridor, which features power centers that cater to upscale shoppers. This has caused Paradise Valley Mall retailers such as Macy's to carry fewer high-end name brand goods and sell items more in line with a middle-income customer base.[8]

The owners also added improvements in 2001 intended to attract teenagers and young families, a move made necessary by it being the oldest mall in the area. Despite this decline, the mall remains very middle-class and has not yet declined to anywhere near the level of Desert Sky Mall, Fiesta Mall, or Metrocenter Mall.[9] Today Paradise Valley Mall is several times its original size, with a gross leasable area of 1,222,353 square feet (113,560.3 m2).[10] The surrounding complex of stores has become a major regional retail center in Phoenix, drawing shoppers from all parts of the metropolitan area.

Surrounding area[edit]

The mall is surrounded by a circular street named Paradise Village Parkway. Tatum Boulevard and Cactus Road intersect within the circle thus creating four quadrants.

The Northwest quadrant consists of the original mall and it's parking lot, the parking lot has a circular access road called the Paradise Valley Mall Loop. Between the parking lot and Tatum Boulevard are several restaurant buildings constructed in the 1980s, there are also restaurant buildings of the same era along Cactus Road.  The Phoenix Public Library Mesquite Branch Is located north of the mall on Paradise Village Parkway, it opened circa 1980 and was designed by local architect Will Bruder.

The Northeast quadrant Consists of the Village Plaza and Village Fair shopping centers as well as The Paradise Plaza shopping and medical center. There is also an In-N-Out Burger  located in the parking lot of the Village Plaza and a Red Lobster and Olive Garden located on Cactus Road South of Paradise Plaza.

The Southeast quadrant also called Paradise Village Crossroads was the last of the quadrants to be developed. It consists of the Village Crossroads Shopping Center and the Paradise Valley Corporate Center. They're also restaurant buildings located in the parking lot of the shopping center including Outback Steakhouse and Chick-fil-A.

The Southwest quadrant consists of the Village Square I and II shopping centers, Jackson's car wash and several apartment buildings There is also an APS substation south of Village Square II.

The only other retail Center is the Village Center which is located outside the loop to the West of Paradise Village Parkway.[11]

The first shopping center constructed was the Village Plaza which predates the mall by several months, it was completed in the fall of 1978.[3] The anchors consists of a CVS Pharmacy originally an Osco Drug and a Sprouts Farmers Market. the rest of the plaza contains small shops. The exterior of Village Plaza was renovated in the late 2000s Natural Stone was added to the building's facade also new sidewalks and plantings were installed and the buildings were given a new color scheme.[12]

After the completion of the mall Village Square I was constructed in 1979. It is anchored by TJ Maxx, Stein Mart formerly a Mor Furniture and  HomeGoods formerly a Borders Bookstore.[13]

Village Square II was constructed in 1980 anchored by a Big 5 Sporting Goods and a Mervyn's department store the Mervyn's store closed in the 2000s and the space was split in half and is now Hobby Lobby and Tuesday Morning The rest of the center consists of small  businesses. the exterior of Village Square II was renovated in 2012 with the original slump block stuccoed smooth and colorful awnings installed over the storefronts.[14]

Paradise Plaza was constructed in 1982 and consists mostly of furniture stores and medical offices.

Village Center was constructed in the mid-1980s and is anchored by Target and Dollar Tree.[11]

Village Fair North was constructed in the late 1980s and is anchored by EoS Fitness formally Sports Authority, Office Max, Ulta Beauty, 99 Cent Only store. and a Toys "R" Us that closed in 2018.[15][16] The shopping center was expanded in 1993 with a new building housing Best Buy.

Development of Paradise Village Crossroads began with Village Crossroads constructed in 1993 anchored by a Burlington Coat Factory now a Walmart Supercenter.[17] The Paradise Valley Corporate Center was constructed in 2001 and was built upon the last piece of open land within the parkway.

The immediate area surrounding the parkway consists of Apartments to the North, South and West the Stone Creek Golf Club, Embassy Suites Hotel and the Paradise Village Office Park to the South and single family homes to the East.

In Popular Culture[edit]

In 1987 the mall was used in the filming of Bill & Ted's Excellent Adventure as the exterior of the San Dimas Mall. This footage was later cut and does not appear in the final film. Interior mall scenes were filmed at Metrocenter Mall.[18]

Future plans[edit]

Currently, most visitors arrive by car, but there are plans to extend the Valley Metro Rail to serve Paradise Valley Mall and other parts of the northeastern areas. Such improvements are not part of the current development phase and are not expected until the 2030s. Long-term plans include the construction of Valley Metro Rail powered by Overhead lines further north along Tatum Boulevard as well as frequent "supergrid" bus service. Plans for Northeast Phoenix in 2034, and Arizona State University's West campus in 2044.[19]

References[edit]

  1. ^ "Paradise Valley Mall". Westcor. Archived from the original on 2010-09-24. Retrieved 2011-02-07.
  2. ^ http://www.phoenixnewtimes.com/2008-05-15/culture/metrocenter-part-one-of-look-what-they-ve-done-to-my-mall-ma/
  3. ^ a b c "PV Mall - Newspapers.com". Newspapers.com. Retrieved 2018-10-01.
  4. ^ "Rafique Islam". www.sixtyfirstplace.com. Retrieved 2018-09-22.
  5. ^ "M. Goldwater & Sons, Phoenix, Arizona". www.thedepartmentstoremuseum.org. Retrieved 2018-10-04.
  6. ^ "Paradise Valley Mall opening - Newspapers.com". Newspapers.com. Retrieved 2018-10-01.
  7. ^ "The Broadway". www.rapidtransit-press.com. Retrieved 2018-10-04.
  8. ^ [1] Summary of PVNC Meeting with Westcor March 30, 2006[dead link]
  9. ^ Robertson, Ann, "Paradise Valley Mall dressing up family image" The Business Journal. Phoenix: Nov 16, 2001.Vol.22, Iss. 7; pg. 5
  10. ^ "Macerich Announces Completion of $1.475 Billion Acquisition of Westcor" (Press release). Macerich. July 29, 2002. Retrieved 2011-02-07.
  11. ^ a b "Village Center - YAM Properties". YAM Properties. Retrieved 2018-10-01.
  12. ^ "Village Plaza". Westwood Financial. Retrieved 2018-10-01.
  13. ^ "Village Square I". www.lynnmorrisoncompany.com. Retrieved 2018-10-01.
  14. ^ "Village Square II". www.lynnmorrisoncompany.com. Retrieved 2018-10-01.
  15. ^ "Village Fair North". www.lynnmorrisoncompany.com. Retrieved 2018-10-01.
  16. ^ "Village Fair North" (PDF).
  17. ^ "Phoenix AZ: Village Crossroads - Retail Space - Kimco Realty". properties.kimcorealty.com. Retrieved 2018-10-01.
  18. ^ "Bill & Ted's Excellent Online Adventure - The Movies - Excellent Adventure - Filming - Locations". www.billandted.org. Retrieved 2018-10-04.
  19. ^ Goth, Brenna (9 February 2016). "South Phoenix light rail on fast track, to come a decade early". Arizona Republic. Retrieved 15 February 2016.

External links[edit]

Coordinates: 33°36′02″N 111°59′00″W / 33.6004317°N 111.983386°W / 33.6004317; -111.983386