Dallas Midtown

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Dallas Midtown
Valley View Center logo.png
Location 13331 Preston Road
Dallas, Texas 75240
Coordinates 32°55′46″N 96°48′30″W / 32.92944°N 96.80833°W / 32.92944; -96.80833Coordinates: 32°55′46″N 96°48′30″W / 32.92944°N 96.80833°W / 32.92944; -96.80833
Opening date August 1973[1]
Developer General Growth Properties
Management Beck Ventures
Owner Beck Ventures
No. of stores and services 130+[2]
No. of anchor tenants 2 (3 vacant)
Total retail floor area 1,635,449 sq ft (151,938 m2)[3]
No. of floors 3
Website ShopValleyViewCenter.com

Valley View Center is a super-regional shopping mall located at Interstate 635 and Preston Road in north Dallas, Texas, USA.[4] The mall is owned and managed by Dallas-based Beck Ventures. The current anchors are Sears and AMC Theatres, the only two remaining in operation.

Originally developed in 1973, the mall flourished and expanded in the 1980's, but began to encounter financial difficulties in the 1990's. Bloomingdale's closed its location in 1990, which triggered a court battle when Montgomery Ward attempted to acquire the anchor space once occupied by Bloomingdale's, which resulted in the space remaining empty until JCPenney opened there in 1996. The mall's original movie theater closed in 1991, stayed empty for over a decade, and was eventually renovated and replaced with the current studio spaces for radio stations KBFB and KSOC. A new, larger AMC movie theater later opened in 2004. The addition of the new theater slowed, but did not halt the mall's falling fortunes. Macy's and Dillard's closed their locations in 2008 and JCPenney later closed its location in 2013. All three respective anchor spaces remained vacant despite different proposed plans for renovation.

The 2010's saw the mall change ownership and management several times. Nearby demographic shifts and the continuing decline of occupancy led the mall owners to announce plans to redevelop the mall and surrounding area. In mid 2012, the mall began a new effort to create an artistic community. Dubbed "The Gallery at Midtown and Artists Studios," the mall's three upstairs wings were occupied by local artists' studios, galleries, and other creative groups.

Beginning December of 2016, the mall site is slated to begin demolition (with a few exceptions noted below) and the surrounding real estate is set to be redeveloped into a mixed-use development called Dallas Midtown.


East entrance, June 2012

The mall was originally developed around 1973 when Homart Development Company, the real estate development subsidiary of Sears, Roebuck & Co. at the time,[5] added a Sanger-Harris and several smaller stores to the existing Sears store that had been built in 1965.[1] In August of 1973, as part of the mall's grand opening celebration, the Thom McAn Shoe Store in Valley View Center offered a free 8-ounce steak with any purchase of $5 or more.[6] This promotion drew local and national media attention.[6]

LaSalle Street Fund bought the mall in the early 1980's and oversaw continued expansion, including the addition of a fourth anchor store.[7] September 1, 1985, marked the first legal Sunday shopping day in the State of Texas.[8] Valley View Center, like other area malls, celebrated the end of the state's 24-year-old blue law with entertainment and special promotions. Some smaller retailers objected to the new hours but mall officials informed them in writing of their contractual obligations to operate while the mall is open.[9] January 1, 1987, was the first New Year's Day that the anchor stores of Valley View Center were open for business on the holiday.[10] Many smaller stores in the mall followed their lead, although it would be a few years before every store would be obligated to be open on the first day of the new year.[10]

The Macerich Company, a Santa Monica, California-based shopping center operator, purchased Valley View Center in 1996 for a reported $85.5 million in cash and debt.[11] Beginning around 2000, the neighborhoods near the mall became notably younger, poorer, and more ethnically diverse. According to the 2010 census, the surrounding neighborhood was 60% Hispanic with the percentage of white residents dropping from about 35% to just under 25%.[12] In 2010, LNR Partners, Inc., of Miami, Florida, took possession of the mall when Macerich defaulted on $125 million in debt.[13] Jones Lang LaSalle became responsible for mall management. With the 2012 change in ownership, Jones Lang LaSalle ended their management involvement as Beck Ventures took management in-house.[14] With exceptions for Sears, AMC Theaters, and the studios for radio stations KBFB and KSOC, the mall site is slated to be demolished beginning in December of 2016, with the mall site space and surrounding properties being redeveloped into a mixed-use development called "Dallas Midtown."



The 235,055 square feet (21,837 m2) Sears, Roebuck and Company anchor pre-dates the mall itself having been built in 1965.[15] This Sears was built as a freestanding store on what was then the far north fringe of Dallas County and the location was largely surrounded by pasture land.[1] Eight years later, the Homart Development Company would add a Sanger-Harris department store to the site and connect it to Sears with a corridor of specialty retailers to create Valley View Center.[1]

It was announced that Sears would remain open after the mall's demise, making the store return to a stand-alone building, just as the store began its existence.[16]

Since January of 2015, the store's second floor has been closed from public access.

AMC Valley View 16[edit]

AMC 16 from the south side of the mall, June 2012

In 2000, as part of a general redevelopment of the mall, Valley View Center announced the addition of a 20-screen AMC movie theater as a fifth anchor.[17] After several delays, construction for a 16-screen AMC movie theater began in June of 2003 and officially opened on May 14, 2004.[18][19] The grand opening was marked by a ceremonial "ticket-tearing" featuring Dat Nguyen and Jason Witten of the Dallas Cowboys.[20] The stadium-style seating theater complex was built on top of the Sears anchor store so that no parking or retail space would be given up for the addition.[17] As a result, this addition created a third, and even an unused fourth, floor of the mall.

The Gallery at Midtown and Artists Studios[edit]

As part of a cultural experiment, Beck Ventures began talks in mid 2012 with key local artists about creating a thriving, artistic community, along with North Texas' largest local artist cooperative gallery, later dubbed "The Gallery at Midtown and Artists Studios," located at the center of the western portion of Valley View Center. By 2014, this comprised over 90% of three upstairs wings of the mall. Surrounding the main gallery are several artist-run studios and showrooms, experimental galleries, private galleries, work spaces, a movie school, an actor's studio, and other artist groups. Every third Saturday of the month from 6:00 p.m. to 10:00 p.m., the Gallery at Midtown and Artists Studios is open to the public for an "Art Walk."

Future Redevelopment[edit]

Beginning in 2011, the North Dallas Chamber of Commerce become involved in an effort to coordinate the redevelopment of the mall and the surrounding area.[21] In April of 2012, then-new owners Beck Ventures announced a $2 billion redevelopment plan for the mall and surrounding property dubbed "Dallas Midtown" that will include retail, condominiums, and a "five star" hotel.[13][22] To fill vacant spaces, storefronts were converted into artist studios and a gallery, a mercado will be constructed in cooperation with a local Spanish-language radio station, and various food court restaurants would become home to test kitchens for local food trucks.[14]

Former Anchors and Notable Features[edit]

Sanger-Harris (1973-1987) / Foley's (1987-2006) / Macy's (2006-2008)[edit]

The former Macy's (originally Sanger-Harris) in June 2012

The mall's second anchor (300,196 square feet (27,889 m2)[3]) opened in August of 1973 as a Sanger-Harris department store as part of the original Valley View Center development.[1][23] Sanger-Harris was merged with Foley's and renamed in 1987; then, the combined company was sold to May Department Stores in 1988.[23][24] The store was renamed Macy's in September of 2006 as a result of Federated Department Stores' purchase of the May Company in 2005.[23] This location closed on March 15, 2008. The space was later used for storage and the front parking lot was fenced off from public access. In September of 2011, the building's owner at the time, Monfort Mall LLC, announced plans to, at least, partially fill the building with a "general merchandise" store. This particular plan never materialized.[21][25]

Valley View Cinema 1 & 2 (1975–1991) / Radio One (2002- )[edit]

In 1975, a twin-screen movie theater owned and operated by General Cinema Corporation was added to the northeast corner of the mall.[19] The theater, formally known as Valley View Cinema 1 & 2,[26] was closed in 1991. The facade of the movie theater was then boarded up and the interior furnishings were stripped out.[27] The 13,240 square feet (1,230 m2) space remained empty until it was renovated in late 2001 by Radio One to house radio stations KBFB and KSOC.[28] Renovation included leveling the sloping floors in the theater and installing new air-conditioning and heating units.[27] Officially opened in January of 2002, the broadcast studios, located on the mall's second level, are in what were originally the former theater's projection rooms.[27] The area that originally housed the box office counters became the reception desk and part of one movie theater was retained as a 150-seat auditorium.[28] The facility also includes a small basketball court,[29] two production studios, a mix room, a newsroom, and office space.[30]

Dillard's (1979-2008)[edit]

Dillard's department store, the mall's third anchor (302,268 square feet (28,082 m2)), opened in 1979 as a two-level store accompanied by further expansion of the mall.[7] In October of 1985, Dillard's added a third floor to its Valley View Center store.[31] Linens, furniture, electronics and housewares were relocated to the new third level and several clothing departments on the original two levels were expanded. A candy and cookie department as well as a juniors' department were added.[31] In July of 2008, Dillard's announced that it would close this location effective August 30, 2008.[2] However, after the store closed, Dillard's signage on the building, and on the mall's road sign, still remained for a few months until they were removed by management, respectively. The entrances were shuttered and the space was used for storage.

Bloomingdale's (1983-1990) / JCPenney (1996-2013)[edit]

JCPenney (originally Bloomingdale's) in June 2012

LaSalle Street Fund purchased Valley View Center and expanded the mall again with more interior stores, including a fourth anchor store in 1982-1983.[7] This (220,378 square feet (20,474 m2)) anchor location would be for Bloomingdale's, which opened its doors in 1983.

On August 18, 1990, Bloomingdale's closed at this location due to declining sales and increased market competition.[32] After the store's closure, the mall, which identified store locations by anchor store quadrants, furnished the former Bloomingdale's corridor with a grand piano, added landscaping and artwork, and branded the area as "The Conservatory."[33] In August of 1990, Montgomery Ward & Co. Inc. attempted to acquire the ground lease for this anchor space from Federated Department Stores Inc. through a bankruptcy court proceeding.[34] The company had plans to buy the 200,000-square-foot (19,000 m2) building for a new Montgomery Ward location. Valley View Center's owner at the time, Chicago, Illinois-based LaSalle Street Fund Inc. of Delaware, filed an objection to this plan.[35] In March of 1991, a U.S. Bankruptcy Court judge in Cincinnati, Ohio, ruled that Federated may withdraw from its deal to sell the building in favor of a deal from the LaSalle Street Fund to "avoid further costs of litigation" and as it would be "a sound business decision."[36] JCPenney would eventually open a store at the location on October 19, 1996.[37] All 3 levels of the former Bloomingdale's space were completely gutted between 1995 and 1996 for the new JCPenney store.[38]

This location was the largest JCPenney store in the region from 1996-2012.

This particular store was the planned location of the "secret" prototype JCPenney store. The third floor was closed from public access in March of 2012 and a new logo was placed on one side of the building four months later. In February of 2013, JCPenney announced that this location would be closed on May 1, 2013, but did not actually undergo a liquidation sale because supposedly the store would reopen the next year.[39] Everything on the second floor except the styling salon was closed off from the public in January and the store did close on May 1, 2013, as planned.[40] This "store of the future" prototype was scheduled to open in the same space in 2014, but this never happened because the company decided ultimately to not carry out their original plan. The north entrance was boarded up and the space was later used for storage.

The store closure signs were removed from the west entrance in early October 2016. Because of the failure to follow through with the "store of the future" prototype reopening, from October 14, 2016-October 19, 2016, the location finally began its liquidation of the space's remaining items, including leftover merchandise, holiday decor, furniture, office items, display cases, lighting fixtures, planters, shelving units, and mannequins.

However, the "JCPenney 1902" carvings on the mall entrances still remain and have yet to be removed or covered up.

Smart Shoppers Club (1994–2000)[edit]

In April 1994, Valley View Center added a frequent-shopper rewards program called the Smart Shoppers Club.[41] Mall management said they planned to spend roughly $500,000 over the first two years of the program in a bid to increase mall traffic while collecting invaluable demographic data about mall shoppers.[42] Within five months, 9,000 shoppers had joined the club and the mall announced a goal of 20,000 members by the end of 1994.[42] Shoppers logged their visits by swiping their membership card and entering a personal identification number at one of the mall's three touch-screen kiosks.[43] Member benefits included special discount coupons, free gifts, and the chance to win prizes.[43] Club members also received a periodic Shopping Smart newsletter, a Valley View Center shopping bag, plus a birthday card and gift. The Smart Shoppers Club was terminated in late 2000 when it was replaced by a cardless web-based system called Centerlinq.[44] Customers were then able to redeem their old Smart Shoppers Club cards at the mall's customer service desk for a Valley View Center t-shirt.

Dallas Children's Museum (2000–2006)[edit]

Originally opened in August 1998 at the Inwood Village shopping center,[45][46] the Dallas Children's Museum relocated to Valley View Center in June of 2000.[47] The new museum, double the size of the previous location, was located on the second level of the mall between the former JCPenney and the space once occupied by the Disney Store.[48] For six years, the museum hosted both touring cultural exhibits and permanent features, including a play hospital and kid-sized grocery store.[47] In September of 2006, the Museum of Nature & Science and the Dallas Children's Museum announced their merger and closed the Valley View Center location.[49] The museum reopened in Fair Park as the Children's Museum at the Museum of Nature & Science in October of 2006.[50]

Honors and Awards[edit]

In November of 2007, the International Council of Shopping Centers presented a Maxi award in the Community Relations category to Valley View Center for work with the Tejas Council of Girls Scouts.[51]

See also[edit]


  1. ^ a b c d e Massey, Tom (January 2000). "Mannequins in Dallas: Valley View Center Mall". Fashion Windows. Retrieved June 24, 2009. 
  2. ^ a b Halkias, Maria (July 2, 2008). "Dillard's at Valley View Center to close". The Dallas Morning News. Retrieved August 7, 2008. 
  3. ^ a b Coppola, Arthur M. (February 27, 2008). "Annual Report on Form 10-K for the year ended December 31, 2007". Macerich 2007 Annual Report (PDF). The Macerich Company. Retrieved August 10, 2008. 
  4. ^ Halkias, Maria (December 16, 2003). "Some Older Malls Remain Significant Players on Dallas-Area Retail Landscape". The Dallas Morning News. Retrieved August 9, 2008. 
  5. ^ Hansard, Donna Steph (April 23, 1986). "Construction to begin on mall". The Dallas Morning News. 
  6. ^ a b Fulton, Edward A. (August 3, 1973). "Store offers filet of sole". Bucks County Courier Times. 
  7. ^ a b c Massey, Tom (January 2000). "Mannequins in Dallas: Valley View Center Mall II". Fashion Windows. Retrieved June 24, 2009. 
  8. ^ Hansard, Donna Steph (September 2, 1985). "Blue Law's End Brings Lookers, Fewer Buyers". The Dallas Morning News. 
  9. ^ Hansard, Donna Steph (August 21, 1985). "Sunday Pressure Irks Small Retailers". The Dallas Morning News. 
  10. ^ a b Hansard, Donna Steph (December 21, 1986). "New Year's a day for shoppers to celebrate". The Dallas Morning News. [M]ore stores plan to join the ranks this season, including Sanger Harris, Macy's and Sears, Roebuck & Co., all three of which remained staunchly closed last Jan. 1. 
  11. ^ Hopper, Kathryn (October 23, 1996). "Investment trust buys Valley View Center mall". Fort Worth Star-Telegram. p. 1. 
  12. ^ Young, Michael E. (May 1, 2012). "Valley View changes could reshape North Dallas neighborhood". The Dallas Morning News. Retrieved July 12, 2012. 
  13. ^ a b Wilonsky, Robert (April 23, 2012). "Beck Ventures has big plans for Dallas' Valley View Center mall". The Dallas Morning News. Retrieved April 24, 2012. 
  14. ^ a b Wilonsky, Robert (July 10, 2012). "As Valley View's new owners get settled in, a new look emerges, from the MEGA Mercado to food truck test kitchens". The Dallas Morning News. Retrieved July 12, 2012. 
  15. ^ "Store History – Texas: Dallas and Fort Worth". Sears Archives. September 27, 2004. Retrieved August 12, 2008. 
  16. ^ Wilonsky, Robert (Nov 2014). "Developer says Dallas Midtown will begin taking shape on Valley View Center site in 2015". Dallas Morning News. Dallas Morning News. Retrieved 8 October 2016. 
  17. ^ a b "Dallas-Area Mall to Add 20-Screen AMC Theater". Tribune Business News. April 7, 1999. Retrieved August 12, 2008. 
  18. ^ Halkias, Maria; Kirkpatrick, John (July 4, 2003). "Movie theaters' tale keeps on twisting; One area megaplex just closed, but another is under construction". The Dallas Morning News. 
  19. ^ a b Wuntch, Philip (May 14, 2004). "Megaplex opens at Valley View". The Dallas Morning News. 
  20. ^ "'Cans Film Festival' will benefit food bank". The Dallas Morning News. May 13, 2004. 
  21. ^ a b Wilonsky, Robert (October 13, 2011). "New Owners of Former Macy's at Valley View Want to Fill Space With Retail of Some Kind". Unfair Park. Dallas Observer. Retrieved October 13, 2011. 
  22. ^ Vega, Cynthia (April 24, 2012). "Development plans for Valley View mall unveiled". WFAA-TV. Retrieved April 24, 2012. 
  23. ^ a b c Halkias, Maria (December 28, 2007). "Macy's Valley View Center store among 9 to be closed". The Dallas Morning News. Retrieved August 12, 2008. 
  24. ^ Hansard, Donna Steph (July 19, 1987). "Foley's signs spreading through local stores". The Dallas Morning News. Workmen began replacing the Sanger Harris signs on the chain's Valley View Center store with Foley's this week. 
  25. ^ Halkias, Maria (March 16, 2008). "Valley View Center mall has shot at renewal after Macy's closing". The Dallas Morning News. Retrieved August 7, 2008. 
  26. ^ "1983 GCC Locations". General Cinema Corporation. Retrieved August 10, 2008. 
  27. ^ a b c Brown, Steve (March 8, 2002). "Old Theater Buildings Get Second Chance With Different Businesses". The Dallas Morning News. Retrieved August 9, 2008. 
  28. ^ a b "Deserted movie theaters breathe new life: Dallas, Fort Worth cinemas find new operators". Dallas Business Journal. November 16, 2001. Retrieved August 13, 2008. 
  29. ^ "One Day In Dallas". Women's Wear Daily. May 30, 2002. Retrieved August 11, 2008. 
  30. ^ "Radio One, Inc. Creates Innovative Home at Local Mall; Valley View Center in Dallas Houses 97.9 The Beat and Magic 94.5" (Press release). PR Newswire. February 14, 2002. Retrieved August 11, 2008. 
  31. ^ a b Hansard, Donna Steph (October 15, 1985). "Hallmark closing up 'creative outpost' in Dallas". The Dallas Morning News. 
  32. ^ Baldwin, Pat (June 6, 1990). "Bloomingdale's closing in Dallas". The Dallas Morning News. 
  33. ^ "Business Notebook". The Dallas Morning News. September 23, 1990. 
  34. ^ Baldwin, Pat (August 10, 1990). "Ward's seeks Bloomingdale space". The Dallas Morning News. Montgomery Ward & Co. Inc., the nation's ninth-largest retailer, is eyeing the 200,000-square-foot Bloomingdale's building in Valley View Center to expand its Dallas-Fort Worth presence -- over the objections of Valley View's owner. 
  35. ^ Baldwin, Pat (September 9, 1990). "Court to decide Ward's future at Valley View". The Dallas Morning News. 
  36. ^ Baldwin, Pat (March 28, 1991). "Valley View free to buy back lease; Court ruling involves old Bloomingdale's site". The Dallas Morning News. 
  37. ^ Halkias, Maria (November 30, 1995). "Penney to fill Valley View spot; Retailer plans store at site vacated by Bloomingdale's in 1990". The Dallas Morning News. 
  38. ^ Halkias, Maria (October 14, 1996). "A new level of store; One-of-a kind Penney to debut at Valley View". The Dallas Morning News. 
  39. ^ http://bizbeatblog.dallasnews.com/2013/02/valley-view-centers-j-c-penney-is-closing-by-may-1-as-the-company-uses-the-space-to-build-its-store-of-the-future.html/
  40. ^ http://bizbeatblog.dallasnews.com/2013/04/j-c-penneys-valley-view-center-store-closes-on-sunday.html/
  41. ^ Vozzella, Laura (November 22, 1994). "Frequent-shopper programs have a number just for you". Fort Worth Star-Telegram. p. 1. 
  42. ^ a b Halkias, Maria (September 6, 1994). "Valley View pleased with frequent-shopper club". The Dallas Morning News. 
  43. ^ a b Gattuso, Greg (October 1, 1994). "Kiosks build mall loyalty and database". Direct Marketing. Retrieved August 11, 2008. 
  44. ^ "Centerlinq Network Goes Live in Additional Malls, Beginning a New Phase of Growth" (Press release). PR Newswire. November 2, 2000. 
  45. ^ Taitte, Lawson (March 28, 1998). "Children's museum moves closer to reality; Group planning to open in Inwood Village by fall". The Dallas Morning News. According to board president Becky Wadsworth, the 3,700-square-foot site at 5330 W. Lovers Lane will house a farm-to-market exhibit, a kids' TV studio and cultural attractions related to art and music. 
  46. ^ Hall, Barbara (August 25, 1998). "Children's museums enjoying boom years". The Dallas Morning News. 
  47. ^ a b Imherr, Kris (June 9, 2000). "A world of their own; Museum's new play areas will include a hospital and a grocery store". The Dallas Morning News. 
  48. ^ Miller, Robert (June 7, 2000). "Robert Miller Column". The Dallas Morning News. Retrieved August 8, 2008. 
  49. ^ Pinson, Ann (September 19, 2006). "New name, space for kids' museum". The Dallas Morning News. 
  50. ^ Pinson, Ann (September 19, 2006). "Dallas Children's Museum (closed)". The Dallas Morning News. Retrieved August 8, 2008. 
  51. ^ "Kudos: Honors and awards in the Dallas-area business community". The Dallas Morning News. November 5, 2007. Retrieved August 9, 2008. 

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