University Square Mall: Tampa, FL

The area of Tampa, St. Petersburg and Clearwater has not only been an area of phenomenal growth over the past several decades, but also phenomenal sprawl. University Mall, originally University Square Mall, is one of those malls that led the charge of Tampa sprawl located between I-75 and I-275 northeast of the city.  As a second generation mall in the region and the second in the city, the mall is not what it once was, but it is still hanging on for now.  It has also had a long life with a very dynamic anchor history originally opening over 36 years ago opening on August 15, 1974.  As an additional note, this is my third mall I have covered named University Mall and second in Florida, and I've only covered two malls in Florida so far.

University Mall is named as such for its proximity to University of South Florida.  It is also located near the Busch Gardens theme park.  The DeBartolo-built mall started out small with only one level anchored by Tampa-based Maas Brothers on the south end with Robinson's of Florida on the original north end.  Robinson's of Florida was actually a division of the same J.W. Robinson's in California, and the company hoped to tap the booming east coast market as well.  JCPenney also was slated to open with the mall, but arrived fashionably late in October of 1974, making up the west anchor of the mall.  The new and successful mall was definitely bringing growth to the area, so the growth did not stop there with Sears rounding off the mall in 1975 as the east anchor.  Lastly, Burdine's would join the mall in 1983 in an awkward pad between Sears and Robinson's where Burlington Coat Factory is today.  With five anchors, the mall was a powerhouse, and it dominated the north side of Tampa all throughout the 80's and 90's.

While the first photo shows an elegant view from the second floor addition, you can see the rest of the mall is incredibly bland.  I am sure when the original mall was in place, this was much more appealing with in-floor fountains, dark tiles and and other items, but now it's just a plain white hallway with the usual kiosks.  It looks dated, and not in a good way.  I also want to note that ALL photos here are submitted to me from id780.

Traffic...what this mall wants more of with 1 1/2 empty anchors (id780)

Detail of the peculiar skylights with a 90's whitewashed twist (id780).

Florida's volatile retail market meant that the mall would see many significant anchor changes over the years.  With University Square, these would not just be anchor changes but would actually lead to an interesting expansion.  The first of those changes came in 1988 when Robinson's was sold to New Orleans-based Maison Blanche.  While this made little impact on the mall, fireworks would soon erupt in 1991.  First, Maison Blanche sold the University Square store as well as seven other Florida locations to Dillard's.  This was accompanied by the shake-up in the industry that also featured the merger of Maas Brothers, which had merged with Jordan Marsh prior, into Burdine's.  Burdine's, previously stuck in a less than ideal anchor pad, seized the opportunity and moved their store into the former Maas Brothers.  Montgomery Ward then joined the mall, taking over the former Burdine's space.  Perhaps the arrival of Wards put a curse on the mall.

Here, we have center court of the mall and the escalators to the second level.  I cannot deny that is pretty cool (id780).

The wood trim next to the escalators looks a little cheap (id780).

Here is a view from the second level looking back towards Macy's, formerly Maas Brothers and Burdine's (id780).

Looking back down the escalators, which apparently approach the upper level from two angles off the center court (id780).

The biggest changes to the mall itself came in 1995 when Dillard's, then still new to the market, constructed a brand new store connected to the existing store, which had previously housed Maison Blanche and Robinson's.  When completed, the original store was converted to mall space, creating a two-level wing to an otherwise one-story mall.  This was likely done to compete with the new Brandon Town Center, which opened in 1995, and the addition to the mall was completed in 1996.  This unique change to the mall's footprint was also tried in one other mall in Florida, Tallahassee Mall.   Everything was going well for the mall, but the next decade would prove that the mall was losing ground, but it was still holding up far better than its sister mall Eastlake Square, which closed in 1998.

Here are a few more views of the vaulted area in the main court adjoining the two level part.  I wonder how this used to look (id780).

Here is the lower level of the two-level portion heading to Dillard's.  This originally would have had the mall entrance to Robinson's of Florida and Maison Blanche directly in view (id780).

Prior to Brandon Town Center, Tampa had only five malls, and all but one were originally very successful.  The others were Westshore Plaza, Floriland Mall, Eastlake Square and Tampa Bay Center.  The problem was, two more malls would soon arrive to negatively affect the five original malls with Floriland, Eastlake Square and Tampa Bay Center losing the battle completely.  The new malls, Citrus Park Town Center and International Plaza (and Bay Street) were very formidable foes.  As an older, smaller mall in an older side of town, University Mall was then forced to compete with not only Brandon Town Center, but also the newer Citrus Park Mall.  While the distance was still enough that University Mall held its own, the neighborhood around it began to decline and the strain was beginning to show.  The first was when Montgomery Ward closed in 2001.  Instead of a conventional department store taking the spot, the anchor which originally housed Burdine's was filled with Burlington Coat Factory.  JCPenney was the next to leave, leaving the mall in 2005 for a free-standing prototype store in Wesley Chapel that would eventually become The Shops at Wiregrass, a new lifestyle center that would prove the toughest blow for the aging mall. 

Here is a well-centered shot of the east wing of the mall.  Move along... (id780)

A few shots were provided of the theater, but I've only posted one here.  If interested, I will add more of this very 90's theater (id780).

This is one shot of the food court, which is situated on the upper level keeping it alive.  I don't think I've heard of the restaurant here but this does make a tamale sound awfully good (id780).

Here, this is looking from the second level food court down on the first level (id780).

Now, with several newer, bigger malls in the region and a lifestyle center in a newer area, it was becoming obvious that University Mall was in a tight spot.  Dillard's would open a store in 2008 at Wiregrass, resulting in the store in the mall being downgraded to a clearance store.  JCPenney had already left, and Macy's also opened a store at the new center though they are so far maintaining stores at both locations.  The former JCPenney did find new life as Steve & Barry's University Sportswear (appropriate for a college-named mall) but the store closed with the chain in 2009.  K&G Menswear has also since come along as a junior anchor next to Sears.  While this looks troublesome, University Mall is still not a dead mall, and its current owners since 2007 Somera Capital Management/Rockwood Capital have plans to revitalize the mall partly through a demolition of the former JCPenney/Steve & Barry's site for new shops.

More of the food court.  Why did I have to be hungry when I posted this? (id780)

A view of the second level food court.  I like this part of the mall, which is a bit more elegant (id780).

From the food court onto Dillard's, things move downhill fast.  Pretty much everything is dead from there to the mall entrance, and Dillard's also abandoned the upper level as well.  Dillard's does not help at all considering their clearance stores have reduced hours (id780).

The most fascinating thing about this view looking toward Dillard's is that this was the center of a department store up to 1995.  I think there are few things more cool than converting old department stores into mall space, especially if the addition is a level higher than the rest of the mall. (id780)

The two-level wing of the mall brought some needed traffic to the mall at first.  It brought the mall a new theater and a new food court, which both have helped the mall stand out.  Also, both were wisely added to the upper level as well so that the space was not entirely dependent on traffic that might be bound for Dillard's.  The problem with the upper level wing, however, is it still is hurting from the closure of Dillard's own upper level.  Such additions are very dependent on the anchor, which means that hybrid designs like this must remain healthy.  Malls with third levels often get stuck with dead space, and this upper level portion clearly has a disconnect with the rest of the mall meaning a better anchor is badly needed in that location.

Here are a couple more views of the upper level, which does have a couple shops remaining past the food court.  Luckily food courts are not anchor driven, they are hunger driven. (id780)

Dark Dillard's is here to remind you that if you're looking for the final dibs on their most unwanted apparel you need to mozy on back to the escalators in center court.  Dillard's needs to change that slogan there to "Second Floor: The Style of No Life". (id780)

It is obvious at this point that University Mall is at a crossroads.  As the mall approaches 40 years old, changes will need to be made to keep the mall viable.  Those plans should most definitely include making the mall have fewer anchors, since clearly five anchors are way more than the mall needs.  Swapping the Macy's and Dillard's Clearance Stores would definitely help, since Dillard's is now only using the lower level.  The upper level wing is mostly emptying out because of this.  If the economy looks up in Florida, I can see this mall surviving but I do not see Dillard's maintaining a location in the mall for a long time as a clearance store. Maybe if the stores switched places, another anchor might be interested in the current store  Also, the most practical move to me is for them to demolish not just the JCPenney, but the entire wing extending from center court to where JCPenney was, converting it to outdoor shops and restaurants.  To keep the mall viable, each time an anchor closes, the wing of the mall attached to it should be demolished and likewise converted to outdoor shops, though I would also advocate attempting to lure big box anchors to fill the void before doing that.  I also believe that after the anchor switch that if Dillard's closes their store that Burlington Coat Factory should move into that space with the existing store demolished.  Eventually, if all of the anchors close, then the rest of the mall should be replaced with an open-air shopping center with an elegant central area featuring a roundabout, a small park and shops, but only if the mall loses all of its anchors.  Hopefully, this will not happen, but it is clear the mall needs to improve.  In addition, the mall is rather bland inside and needs a showy renovation.  How can a mall that looks like 1991 in a bad way compete with the newer malls?

Since the second level is also accessible via a parking deck, there is at least access to it other than the center court. (id780)

Macy's here looks so spooky after closing time.  I bet this store looked so much cooler with the Maas Brother's logo.  Since I did not take these photos, I have no other anchor photos available to me. (id780)

This contemporary mall entrance is pretty mod.  I wish the inside was as full of cutting edge design.  Maybe it will be soon. (id780)

This older mall entrance reminds me of the more distinctive classic "Florida Modern" look, and I like it. (id780)

Whatever they decide to do or are able to do, University Mall had 30 successful years.  For now, the mall is still holding onto enough anchors to stay successful, but unfortunately the mall must look at the possibility of gradually de-malling if that success is to remain over the years ahead.  It has both factors making the mall sick: newer, bigger options stealing its market area and a neighborhood that is less prosperous than its peak years.  Perhaps the neighborhood will continue to support it, though, but the current owners also need to do more to fix it up.

Knoxville Center/East Towne Mall: Knoxville, TN

One thing that Knoxville is passionate about is football, and namely that football involves "Big Orange" otherwise known as University of Tennessee.  Because of this, a rivalry type situation with malls definitely took shape with both major malls of the city referring to the side of the city.  West Town was first then East Towne Mall (including the annoying elegant "e") arrived in 1984 to rival the success of dominant West Town Mall.  The problem with East Towne Mall is that is today owned by the same company as West Town Mall, Simon, and Simon apparently wanted to give the mall more distinction renaming it Knoxville Center when the mall was renovated in 1997.  People in Knoxville did not like the new name at all, however, and it seems they also quit liking the mall as much, either.  Simon also did not give the royal treatment to the mall like they did the crosstown rival stripping out all the fountains and planters throughout.

Knoxville was in a rather unique situation as a one mall town (aside from the downtown pedestrian mall), and the arrival of East Town mall may have been a treat, but it did not change the game at all.  Always playing second fiddle, the main claim to fame for the new mall was that it had two levels throughout and a tent-like structure in the center court.  Other than that, it was basically a conventional large five anchor mall opening with Proffitt's, Miller's, JCPenney, Sears and Service Merchandise.  Service Merchandise was located in a two-level anchor, but only used the top floor with the bottom remaining vacant.  Proffitt's location would be the third mall-based location, and it would also spell the beginning of the company's major expansion falling under new ownership by R. Brad Martin's RBM Acquisition Co.

The first photo features the center court, including a tent roof, plantation-style structure on the lower level, potted trees and a food court on the upper level known as "Cades Cove Cookout".  The second photo shows the bottom level just outside of Sears.

Sears mall entrance clearly dates to the mall's construction considering it is more elegant than the usual ugly tile.  I run across a few like this from time to time.

Getting photos that night was difficult, so this was the best shot I could get of the closed Dillard's, which opened as Miller's and later was Hess's.  I seem to have covered most every mall that ever had Miller's as an anchor.  This is the upper level of "Trout Court", part of the mall's "hillbilly" theme.

Here is a view along the second level of the Sears/Dillard's wing.  Service Merchandise (not pictured) was also on this wing.  Skylights here are just meh.

Mall maps always make it easier to describe these places.  Note the three courts: University of Tennessee Court, Cades Cove and Trout Court.

Knoxville Center's modern mall entrance on the side facing I-640 was a 1997 update from the original entrance, which is photographed below.

To say that East Town Mall is inferior to West Town Mall would not be fair, because it is a very large mall with some distinctive design features.  Aside from the tent structure in center court, the mall has a continuous uphill slope, which is represented on both levels throughout as well as a definite theme all its own.  It was also the largest in the city and comparable in size to Hamilton Place in Chattanooga for over a decade, and it did quite well despite the fact that it was not terribly well located.  The problem with East Town Mall is that the growth of the city has trended westward, and because of this there was never much of a hinterland surrounding the mall.  The mall, however, sits in a far more visible location than East Town Mall situated within view of I-640, which was completed in the early 1980's. 

The ramped sections of the mall being bi-level are pretty interesting.  You see these a lot with one-level malls, but it is not common for two level ones.   This is heading into center court.

Here is another view of center court, which somehow has been pegged to be like Cades Cove.  If they're looking to recreate Cades Cove, then a rustic indoor mill with plush ferns and an indoor waterfall seem like what would be appropriate here, but they might be a tad tacky with the tent roof.  It seems teflon roofs were all the rage in the 80's, but I imagine they are also a maintenance nightmare as well as more expensive to keep cool in the summer and warm in the winter.  They are pretty cool looking, though...especially with the light effects on them.

Another ramped up section is found just past center court.  The Proffitt's/Belk wing is on the right.

A view along the Proffitt's/Belk wing.  I understand Proffitt's closed the lower level for a period of time.

The mall today definitely seems to have a theme despite the lack of fun features that West Town has.  The mall took on a hillbilly theme, including naming the food court "Cades Cove Cookout" after the traffic-choked scenic valley in nearby Great Smoky Mountains National Park.  To make things more confusing, the hillbilly theme is interspersed with University of Tennessee themed court on the west wing of the mall and the dubious "Trout Court" on the eastern end toward Sears and in front of the former Dillard's.  University of Tennessee Court includes a sloping section with a mock-up of a football field, and giant orange "T" and city landmarks along with a basketball hoop.  I guess that's one way to shoot two birds with one shot: play up on the over-hyped local culture and then play up college athletics pride.  What effect this might have had seems rather negligible.

The upper level wing near University of Tennessee court.

Signs in the mall denoting anchors and the food court.  The fake buzzard at the top is a little creepy.

JCPenney is an original anchor, and escalators climb up to the second level entrance.

Looking back into the mall from JCPenney.  I don't see anything too unusual here.

Over the years, the mall has seen a few anchor changes.  Miller's became Hess's in 1987 along with all of the other Miller's locations, and in 1992 the store was then sold to Dillard's since Proffitt's already had a two level store in the mall.  Service Merchandise would then close with the chain in 1999, resulting in the first vacant anchor in the mall.  Proffitt's then converted to Belk in 2006 along with all the other Proffitt's in the area, and Dillard's closed due to poor sales in 2008.  However, Service Merchandise found new life as Rush Fitness within the past five years.  Rush also took part of the long-vacant lower level, which made that part of the mall a little less spooky.  The mall also continues to maintain A-list tenants despite an uptick and vacancies and decline in foot traffic.

College football fans that hate "Big Orange" should not be allowed in this court, which features a giant orange "T", a fake football field and a basketball goal elevated above the court.  Coming from the land of red, a big letter "G" and a little white bulldog, this does seem somewhat foreign to me.  Quotes surround the court as well, though I could not tell from the pics what they said.  Coaches tend to be a source of inspiration for football fanatics.

Here, a fake football field takes over on the lower level.  I would rather they just put in orange fountains with orange lights under the water.  I guess this is a cost-efficient way of being creative.

More of University of Tennessee Court.  You might slip and fall on this Rocky Top.

Here is a front entrance wing on the lower level across from Belk/Proffitt's.  It looks more like kiosk hell to me.  I think I shall dub this the "Dead Sea Wing".

Some people these days wonder if this mall is dying, but so far it seems to be hanging on.  It definitely received a blow with Dillard's closing, but with both malls on the same team Simon either wants this mall to die or they intend to play up the strengths of each, and judging by the opening of Hollister right as Dillard's closed I am leaning toward the latter.  One way that this mall may find new strength is the fact that Macy's is interested in finding a location in East Tennessee.  They have no presence in the market currently, and they were recently blocked from both West Town Mall and Hamilton Place Mall by their competition Dillard's and Belk.  However, with Dillard's vacating the slot at the mall, it leaves an opening for Macy's to enter the market.  It is unknown, however, how serious the talks are or if Macy's is weighing the viability of that location.  It would probably help if the mall was more developed surrounding it.

Escalators are located off-center in the center court area.

Here is Trout Court.  Gasping for ideas, they wanted to trout something new, but so far this fishy design is a flop.  This is also the most dead portion of the mall.

On the back side of the mall is this very 80's mall entrance aside form the newer logo.  It was very difficult to photograph due to the presence of rowdy teenagers and security.

Still, I snapped this close-up shot of the cool mall entrance.  The front used to have one like it, but it was changed to a woodsy mountain theme in the 1997 renovation.

My personal view of Knoxville Center, is that it is an attractive mall, but it could be a lot better.  The 1997 renovation made the mall look too generic, and the presence of a dead anchor is not helping the mall, either.  What is worse is the lack of development in that side of the city as well as the fact it is a poorer side of town with most of the money west of the city.  Additionally, the mall has poor access compared to its cross-town rival, which recently had an interchange re-directed for easy access to the mall from I-40/75.  In other words, the original developers must have built there on speculation of a growth boom, because I believe the mall would have done better built north of the city somewhat north of the interchange of I-75 and I-640 instead of closer to I-40 east.  As the mall is pushing 30 years old, it clearly has some image problems, and a high profile shooting incident on October 8, 2008 did not help, either.  Considering that all of the other anchors are holding on after Dillard's left and Macy's thinks they may want to get started there, it is clearly pulling adequate business, but what could be done to make this mall more popular?


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