Westshore Plaza: Tampa, FL

Florida's retail graveyard is littered with its early malls. Typical built in the 60's and usually only on one level, the cheap, easy to build on land made it difficult for the early malls to compete when so many newer, larger ones sprung up so close by. Tampa's Westshore Plaza was also built in the 60's, 1967 to be exact, and also has a huge, elegant mall nearby. Reason says it should be dead. In fact, the mall is not only not dead but is still thriving as an upscale mall on its own. As Tampa's very first mall, it is a true survivor although millions in expansions have made it much larger than the simple mall it was when it opened. It is also a beautiful mall, capturing the Florida experience in a retail center that is now 45 years old.

While only one one level, Westshore Plaza was a smashing success from the start. The mall, however, started out more humble as a simple two-anchor mall with 38 tenants anchored on the north end by Maas Brothers and the south end by JCPenney. However, Maas Brothers was also Tampa's leading department store and JCPenney also an obvious popular choice, so the mall had no trouble drawing a crowd. Pinellas County across Tampa Bay had already joined the mall race then as well with DeSoto Square leading the pack, but competition was far enough away not to affect the center. Still, the mall would face significant competition as the years went on, and the owners never took that threat lightly.

The first photo shows the mall along the oldest part of the mall with high windows and high ceilings, which have been decorated to feel like a Spanish courtyard. This is one of the best ideas I have ever seen to take a dated feature common in late 60's malls to make them look contemporary. The photo above and the two below are of the center court, which forms a small tower. It is an awesome feature that is one of the most interesting center court ideas I have seen although the "center" of this mall is not actually part of the mall corridor. All photos here are by id780.

Center court features a faux skylight supported by a pole made to look like a palm tree. Surrounding are arched windows that pay ode to the Spanish colonial roots of the state. Photo by id780.

In the first photo, you see an arched entry in the distance, which is the same center court pictured in the above two photos. Photo by id780.

This view from the parking deck shows the center court from above as well as the positioning of the high windows and overhead skylights. The open wall to the left is JCPenney and the store in the background is Macy's, originally Maas Brothers. Photo by id780.

More detail along the older part of the mall including a couple storefronts. Photo by id780.

The simple two-anchor I-shaped mall changed fairly quickly after the mall opened. By June 1972, plans were announced to expand the mall. The expansion would add, according to the Evening Independent, 20-25 tenants, a three level parking garage (now the north parking deck) and at the east end a Robinson's of Florida department store. Robinson's was a chain based out of California, but was expanding to Florida with a separate division. Stores were primarily in the Tampa Bay market at the time. The entire expansion opened in 1974, and it would certainly not be the last. Obviously, with a mall that started out as small as this one did, action was necessary to keep it from having the fate of Floriland Mall further northeast.

One of the mall entrances along the old part of the mall. Note the original stoneworking on the left that is part of JCPenney. Photo by id780

While I might praise this mall's overhead design, the floor features leave a lot to be desired. No planters, mostly plain flooring and this pitiful excuse for a fountain. I would love to know what kinds of fountains were in the mall originally. I think that with this mall being Spanish-themed, some Spanish looking fountains would suffice as well. Photo by id780

Saks Fifth Avenue's mall entrance. This is quite subdued compared to the Saks Fifth Avenue's mall entrance in Atlanta. Outside, the store is basically identical to the Saks Fifth Avenue at The Summit at Mountain Brook in Birmingham. Photo by id780.

It was a good thing that Westshore expanded when it did, because only a couple years later its first major competition arrived on the scene: Tampa Bay Center. Tampa Bay Center was an elegant Rouse Company mall featuring far more natural lighting, two levels, a more contemporary design and both a Sears and Burdine's as anchors. Fortunately, this new mall would prove more as a complement to Westshore than direct threat. Montgomery Ward would later join the mall proving that for at least the time being the competition was a bit more friendly. This would not always be the case, but Westshore was not the one that needed to be worried.

Detail of one of the later-installed overhead skylights. Photo by id780

A couple views of the food court. It definitely looks like a dark, depressing afterthought. I think food courts should be inviting to be competitive with the cheaper options on the street. Atmosphere definitely helps, so maybe they should have included the food court on the second level as well. Photos by id780

It is not really known if any remodeling was done on Westshore between 1974 and the late 1990's, but it is assumed that there was probably a late 1980's remodel. All that is known in that time span was the shaking up of anchor tenants. The first came in 1987 when Robinson's of Florida sold all of their stores to Maison Blanche of New Orleans, LA. A short time later in 1991, Maison Blanche turned around and sold the stores again, this time to Dillard's. The sale created Dillard's second major expansion into the Florida market following the purchase of Ivey's of Charlotte, NC a year before. That very same year, the dust was also settling from a very volatile period for Allied Stores, which were merged and drained of resources from the Campeau takeover. Maas Brothers, once the largest regional store in the market, was combined into Burdine's. This meant that Tampa Bay Center and Westshore Plaza suddenly both had Burdine's locations in very close proximity. Amazingly, the two stores would co-exist until 1999 when Burdine's closed at Tampa Bay Center. However, that Burdine's was closed not to consolidate with Westshore but to move to the new Citrus Park Town Center that had just opened.

How do you handle adding a 14 screen theater to a mall on a very small footprint? Stack it on top. The fact that a mall that once had only 38 inline stores has morphed to over 1,000,000 square feet on a very small footprint is impressive. Photo by id780.

JCPenney is visible in the distance. While the rest of the mall has been altered to the point where it bears no resemblance to the original mall, JCPenney has been here ever since 1967 with the only change being a switch from the "Penney's" to JCPenney logo. Photo by id780.

Obviously JCPenney's mall entrance facade has been updated, too. Photo by id780.

In 1998, Westshore Plaza moved from the realm of mid-market mall to upscale mall when they scored the exclusive Saks Fifth Avenue department store. Tacked onto the west side of the mall on what appeared to be a mall entrance wing previously, this established Westshore Plaza as a truly upscale mall far from its origins as a small, basic mid-market mall. This was a wise move, because it was around this same time that it was announced that Westshore Plaza would have its hardest test yet. A mega mall was planned less than five miles away known as International Plaza and Bay Street. This mall would feature upscale stores and a hotel including three anchors with room for more. With a threat like this, it seemed that older, smaller Westshore Plaza would struggle. This was not the case for the invincible Westshore boasting its perfect location right next to I-275.

Here is the beginning of the 1974 wing that originally ended in Robinson's (now Sears) where the mall transitions from a former mall entryway in the old part to the newer part. This is close to Macy's. Photo by id780.

Along the 1974 wing in the transitional area. Photo by id780.

Once free of the constraints of the original mall structure, the Robinson's/Sears wing opens up a bit, but lacks the high ceilings of the original mall, only overhead skylights. Photo by id780

While this photo does not show much detail, the Sears mall entrance is visible enough to show it has been modified quite a bit since this was Robinson's. Photo by id780.

Westshore did not take the news of the new mall without a fight. They aggressively expanded taking the L-shaped mall and reworking it into a square completing the expansion in November 2000. The new wing tied the JCPenney wing of the mall to the Dillard's wing adding a food court and a new 14 screen, stadium seating AMC theater on a second level above the new wing. Westshore Plaza did, however, lose one anchor to International Plaza. Dillard's, which had anchored the mall for a decade, still left for the new mall. The mall, however, had no trouble filling that spot as Sears was looking to leave failing Tampa Bay Center, quickly snapped up the empty anchor. This change has resulted in four total anchors filling the building that originally housed Robinson's. Also, you can add as a side note that Burdine's, which was originally Maas Brothers, became Macy's in 2005. Are you confused?

This mall directory deserves significant explaining. The corridor between JCPenney and Macy's is the original 1967 mall with Maas Brothers and later Burdine's filling the current Macy's space. Saks Fifth Avenue was tacked onto the west side of the original mall in 1998. The east-west corridor from Macy's to Sears opened in 1974 with Sears previously occupied, respectively, by Robinson's of Florida, Maison Blanche and Dillard's. The southeast corner was added in 2000, including the food court. This portion of the mall has no natural light, because the theaters was built over the top of that portion. The North Parkade was also added in 1974 with the other two parking decks added in the 2000's. Photo by id780.

Not having a direct photo of this mall entrance is more disappointing since this was one of the original two anchors: Maas Brothers. Macy's has been here since 2005 although the store operated as Burdine's-Macy's from 2003-2005 (with no external sign changes). Photo by id780.

At least we got a peek into what was once Maas Brothers. A photo of Maas Brothers exterior was also posted on Wikipedia from 1991. Google Street View also has a modern view. Unfortunately, I do not have an updated image of this of my own since these were not my photos. Photo by id780.

A couple more shots of the newer part of the mall extending from near Sears to near JCPenney. Photos by id780.

Westshore Plaza is very similar to another mall covered in this blog, Oglethorpe Mall in Savannah, in several ways. First, the mall very aggressively expanded to fend off competition resulting in it morphing from a standard suburban mall into a premier mall. Second, both malls had Maas Brothers at anchors at different points in their history. In addition, both have not only survived but transformed simple 60's malls into beautiful, thriving malls. Both have also done numerous expansions and still continue to do so despite being on small footprints that make such expansion difficult. Westshore now has three parking decks and even then found the room to squeeze in five nice restaurants including Seasons 82. The mall also received yet another remodel in 2002.

The photographer took substantial photos of storefronts, but this one stood out because for some reason they included the city name on it. Is this the only New Balance store in Tampa?

Old Navy, which sometimes functions as a full junior anchor, holds a place in the mall. It is located near the food court. Photo by id780.

One of the original mall entryways near JCPenney. Why did 60's malls have these LONG corridors coming in like this? Also, note what's on the right, which is also in the next photo.

While they did a swanky job covering this up, this is very spooky. Clearly a store used to have outside access to this mall entry corridor, but has been permanently closed. I wish I knew exactly what was on the other side.

Another way that Westshore Mall is impressive (and similar to Oglethorpe) is how the mall has a very distinctive appearance and theme appropriate to the area. It is not known which renovation did this, but the mall was upgraded from a conventional 60's mall look to a very elaborate Spanish Colonial look with wrought iron, elegant light fixtures, shutters on the high windows (and additional windows with panes) and detailed ceiling treatments with a tasteful mix of aqua blue, tan and brown. While each addition is not exactly the same in design (the high ceilings are only found in the original mall), the improvements made to the oldest part of the mall were exceptional. Best of all is the center court, which features a tower similar to what you would find in a Spanish courtyard. It is truly one of the prettiest remodels I have seen, and one of the reasons I wanted to feature this mall over many others in the area. It is, after all, the way an upscale mall should look: distinctive and elegant. While I am certain this theme could have been made even more elaborate had this mall been open-air, I believe that the way this mall looks is one big reason that this mall has survived competition from many malls that are within a short driving distance.

The anchor likely to carry five names sits in the background behind the restaurant addition to Westshore Plaza. This view is from the South Parkade parking deck. Photo by id780.

AMC 14 Cinemas is visible with the mall hidden underneath from this vantage point. Photo by id780.

JCPenney has a curious (and rather ugly) design that has open-faced walls along a portion of the store. Apparently the building was originally designed to house three levels, but the third level did not cover the entire footprint. Considering the danger of collapse from hurricanes, apparently this wall was opened up (or maybe it was always this way?)

JCPenney built some extraordinarily strange, but distinctive stores in the 60's, but this is one of the least attractive I've ever seen. I wonder if it looked any better originally when the Penney's logo graced the front? Note the fake stone facade at the base. Photo by id780.

Saks Fifth Avenue boasts a simple, plain design that looks stately but boring. I do think, though, that this anchor being here is very important, because it is a major factor in how International Plaza did not destroy this mall in 2001. Photo by id780.

It will be interesting to see how things progress in the future with Westshore Plaza. It is clear that its popularity and expensive, frequent modifications have made it the oldest and probably the most successful mall in all of Tampa. International Plaza obviously feels the heat as they have never filled their empty anchor pads, which were undoubtedly intended for any anchors they could steal from Westshore. It will be curious to see if the inevitable failure of Sears results in Dillard's wanting to return to the store they originally snapped up 20 years ago. At International Plaza, it is the odd man out sitting between Nordstrom and Neiman Marcus. Meanwhile, the party has never stopped at Westshore Plaza. Let us hope that party continues into their 50th anniversary!

View Larger Map

Pinellas Square Mall/Parkside Mall: Pinellas Park, FL

Across the entire nation, few places have had a mall purge as pronounced and extreme as Pinellas County, FL.  Since the late 1990's, six malls have faded and died in what is otherwise one of the most populous and prosperous areas of Florida.  In fact, Pinellas County has nearly a million residents making it more populous than seven US states!  Nevertheless, the big mall purge has left only two active malls in the county, which makes up the peninsula that includes Clearwater and St Petersburg.  Pinellas Square Mall, last known as Parkside Mall, is not one of those malls.

Pinellas Square Mall opened on April 13, 1977 joining the ranks of six other malls in Pinellas County including two which had opened a few years before in 1974.  At the time it opened, it was the newest major mall in the county.  Despite being in a good location at Gandy Blvd (FL 694) and US 19 in a fast growing, high population county the area was already being overwhelmed with malls.  It seemed at the time that every municipality in Florida wanted their own mall not just as a tax base but also as a "downtown" since suburban Florida in the 70's pretty much lacked any other form of central business district due to the lightning fast sprawl that took hold in the decades prior. 

This is a view entering the mall from a lower level entrance wing.  The first photo shows the center court, which was drastically modified from the original mall.  Something tells me that used to be Morrison's Cafeteria on the left.  Morrison's was gone in 1995, and that was about the time this mall was already in the toilet.  This and all photos by id780 taken March 9th and 10th, 2004.

Another view of the same area.  Photo by id780.

In the main mall, a very 70's method of escalators is used: up or down escalators no where near each other separated away from center court.  The malls that still have these as a whole are not doing very well.  Photo by id780.

Staircase with spooky abandoned store in the background.  Photo by id780.

GNC: always the last to turn out the lights when the party is over.  Photo by id780.

The mall was 70% leased when it closed, but much of those leases were filled by local shops such as this.  When a mall talks about bringing in "more local stores" that is code for "we're losing national retailers and failing".  Photo by id780.

Like so many malls that ultimately failed, Pinellas Square lacked any other draw but the mall itself.  When it opened, it had three anchors: JCPenney on the east end, Ivey's on the north end and Montgomery Ward on the west end.  It was hard to make the mall stand out when none of those anchors featured was a local store.  Having Maas Brothers or Burdine's there would have helped for sure.  This seemed to be a problem with DeBartolo malls as a whole: the fact they tended to choose terrible anchors.  Regency Mall in Augusta, GA is the most glaring example of how far DeBartolo could go astray.  The mall was also a pretty typical DeBartolo mall with lots of plain white, trees, built-in planters and fountains.  The mall also originally featured sculptured water animals in the fountain in center court, which appeared to look like flamingos in a pond.  I also noted that the mall has very little natural light, which I am sure did not help its appeal.  About the only thing that truly stood out about Pinellas Square was that it was a two level mall in a region where one story malls seem to dominate.

This JCPenney outlet mall entrance rocks my world.  It is about as dated as you can get right down to the diagonal wood and blonde brick.  Those neon strips on the ceiling were an interesting way to bring a 90's flair to a mall still basically in a bad time warp.  Photos by id780.

For some reason, the wood paneling doesn't show up on the second floor, but it looks a lot more spooky from this angle, especially with the letters burned out on the sign.  Photo by id780.

A random view along the second floor.  Notice the total absense of skylights.  This mall was way too dark.  Parkside Mall should have been nicknamed "Darkside Mall".  Photo by id780.

A random second floor shot approaching the neon-filled center court and ice rink.  Photo by id780.

This is hilariously corny...or should i say sticky sugary sweet?  The excitement is building...a new shopping center when they tear this dump down?  Photo by id780.

While Pinellas Square is gone today, it was not an innocent bystander in the great Pinellas mall race.  Another older mall was located very close by known as Gateway Mall.  Opening less than 10 years before, the older mall clearly catered to a slightly different demographic but it was without doubt that Pinellas Square had at least some affect on the mall.  Gateway was eventually torn down in 1998.  In the previous year, Pinellas Square received its final renovation after being purchased by John Hancock Insurance.  The renovation replaced a more standard center court with an ice rink and added a movie theater with stadium seating in 2001.  This is when the mall was also renamed Parkside Mall (actually ParkSide Mall, but I don't care for that spelling).

Looking down from the top floor.  Despite their best efforts to remodel, I think they actually made the mall look worse than it did when it opened.  Photo by id780.

Here are a couple rink area views.  Note the mall's logo in the ice.  Photos by id780.

This dark, spooky corridor ends at what was once Montgomery Ward.  Unfortunately, no close-up is available of the mall entrance.  Photo by id780.

Mall guide sign near the old Wards entrance.  Dillard's was already gone when this was taken.  Photo by id780.

The theater...one of the last things to open at the mall and the only thing still standing.  This spot, however, is most definitely different looking now and likely outside.  Photo by id780.

When a mall is renamed, it is never a positive sign.  It usually suggests that the owners are desperate to mask a badly tarnished reputation caused by a negative public perception.  The perception was due to vacancies creeping higher starting in the early 1990's.  The St. Petersburg times noted this in an article published in January 1993 that Christmas there was not so jolly the previous year as about 12 store fronts went dark afterwards.  By then, the mall was beginning to struggle noticeably, and it became clear in 1997 when Montgomery Ward closed its store at the mall in its first round of closings before the big 2001 liquidation.  Hot on the heels of Montgomery Ward's departure was JCPenney, who announced in December 1998 that it was downgrading its store to an outlet, which opened in early 1999. Darcy's Clothing Outlet, a local outfit, also took over the Montgomery Ward space for awhile.

Views from the second floor including a mom 'n' pop "Optical Outlet" that apparently used to be Pearle Vision Centers.  Photos by id780.

I'm not exactly positive what I am looking at here, but I know it's on the second floor.  Photo by id780.

A couple retro storefronts.  Photo by id780.

Side view of the one-way escalator.  Since the mall is void of people who knows if it's up or down.  There is no way to find out anymore.  Photo by id780.

I cannot quite place what this was, but it looks like food.  Arby's? Checkers?  Photo by id780.

To all appearances, Pinellas Park Mall never really did catch on.  Their problems simply went from bad to much worse in the late 1990's but became terminal when unbeatable competition opened in Tampa.  The only previous competition was older Westshore Plaza, and the two malls at that point seemed to compliment each other.  This was not the case when International Plaza and Bay Street opened in 2001.  This super high end mall was very destructive in that several malls died because of it.  It is without a doubt that this mall along with expansions to Westshore Plaza had an effect.  Suddenly the 10 mile trek across the Gandy Bridge was even less appealing for South Tampa residents and the slightly longer trek back across the Frankland Bridge (I-275) was much more appealing for residents of St Petersburg.  Parkside Mall began to fail during this time.  In early 2004 Dillard's, which was Ivey's until 1990, closed.  This was the final nail in the mall's coffin.

A couple more views of the ice rink from the lower level this time.  Photos by id780.

Here, the photographer is walking along the Dillard's/Ivey's wing.  Photo by id780.

Considering that this used to be Ivey's, of course the mall entrance is classy.  Ivey's had pretty sleek looking stores even for the bland 70's modern era.  Photo by id780.

A side view of the Ivey's/Dillard's mall entrance and adjacent shops.  Note that this wing retains a few of the original planters.  Photo by id780.

The other end of this wing features the mall's elevator in a rather strange spot.  Most likely it used to be in center court.  Photo by id780.

In all, it still really does not completely make sense why Pinellas Park Mall failed the way it did.  I tended to believe there was something more to it, and what appears to be the most likely scenario is the age demographics.  Currently, nearly 50% of the population is over 45, this is about the only other possibility I can think of: that the mall was not able to draw the young crowd necessary to survive.  The only other possibility is that shoppers simply liked the older Tyrone Square Mall better.  Tyrone Square features more anchors than Pinellas Square ever had, and it is better situated not to compete with any of the Tampa malls meaning it likely had the better stores all along.

This view is looking back the way that id780 came in with the mysterious second run store (Morrison's?) on the right.  Photo by id780.

Dairy Queen/Orange Julius/Karmelkorn combination.  My mall used to have one of those, and it sadly closed a couple years ago.  The rainbow colored candy coated popcorn was fun, and who doesn't like Orange Julius?  I know you're out there but nobody understands you, either.  Photo by id780.

The 80's and 90's were big on color because the 70's were not.  I am sure the original entrance was probably just a box.  The entrance here remodeled to 1997 specs features a blend of mango and avocado colors, which would taste absolutely disgusting together.  Photos by id780.

JCPenney Outlet Store featuring palm trees, mildewed brick and some sort of see-through screen thingy that is not the worst I have seen them do.  People like warm tropical breezes.  So does mildew.  Photo by id780.

Whatever it was that killed Pinellas Square Mall, it was not entirely vacant when it was demolished.  A local developer purchased the mall in 2003, and his plans were set to demolish the mall before the mall closed on its own.  After Dillard's closed, the bulldozers arrived by May or June of 2004 and demolished all of the mall except for the nearly new theaters.  The mall was then converted to just a strip mall incorporating the mall's theaters into the center of the new development.  The new strip mall that took its place is known as "The Shoppes at Park Place" and feature stores such as Target, Marshall's, Michael's, Office Depot and Petco.  In all, it is just a typical modern big box strip center now.

Wards MORE than made up for Penney's lack of outlandish, imposing architecture that was dated by the day it opened on their store at the mall.  This relic was on the west end of the mall and somehow came back to life for awhile as a local clothing outlet.  Photo by id780.

The ghost of Wards visible through the mold says "boo".  Photo by id780.

I cannot deny I dig the way this place looks no matter how weird it is.  Photo by id780.

The photographer could not get enough of Wards.  I can't either.  Photo by id780.

Ivey's was quite interesting itself with this big arc-shaped side.  Apparently Dillard's saw no need to transform this store into their trashy stucco arch design they got hung up on in the 90's.  It was nice in the days that anchors mattered so much that each store looked different with a personality all its own.  Photo by id780.

I know this is not the original mall logo, but I like the whimsical style of it.  It at least portrayed a carefree, lighthearted side to the 90's.  Cheap gas would make you feel that way.  Photo by id780.

The demalling of Pinellas Square to a strip center joins the many other lost malls of the peninsula, and it serves as a painful reminder of the problems that come with overbuilding and rapid suburbanization.  Perhaps if Pinellas County had only had about three malls further apart from one another, they would all be thriving today.  It is clear it was just one of those malls that could never be saved and probably never should have been built.  Also see the YouTube video below published by id780 for more pics.

View Larger Map

The photographer, id780 also published this YouTube video of the mall with his collection of still shots including some I did not publish here.