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| building_type = Mixed-use
| location = 100 West [[College Avenue (Appleton, Wisconsin)|College Avenue]]<br/>[[Appleton, Wisconsin|Appleton]], [[Wisconsin]]
| start_date = 1984November 18, 1985
| opened_date = March 12, 1987
| owner = {{w|Condominium}}
| developer = [[The Center Companies]]
}}
'''City Center Plaza''', formerly known as '''The Avenue Mall''', is a mixed-use complex in downtown [[Appleton, Wisconsin]] which opened as '''The Avenue Mall''' in 1987. Built as a shopping mall to connect the city's existing [[Prange's]] and [[Marshall Field's]] department stores, The Avenue was intended to compete with the newly-opened [[Fox River Mall (Grand Chute, Wisconsin)|Fox River Mall]] in nearby [[Grand Chute, Wisconsin|Grand Chute]]. The mall failed to attract tenants in its early years, and it had lost both of its department store anchors by 1991. The complex was revived with the conversion of much of the building into office space, including the new home of Appleton City Hall, in the early 1990s, as well as the opening of a new [[Herberger's]] department store. Herberger's was converted into [[Younkers]] and ultimately closed in 2002. Later that year, the mall was converted into City Center Plaza, consisting mostly of public- and private-sector offices, with some retail stores remaining on the first floor.
 
==History==
Line 41:
The Avenue Mall officially opened on March 12, 1987. 16 of the mall's 65 spaces were occupied on opening day, with an additional four businesses then preparing to open in the following months. The mall opened with an advertising campaign marked by the tagline "Bringing back the magic", a reference to Appleton being the birthplace of {{w|Harry Houdini}}.<ref name=opening-mar1987>Horst, David. [https://www.newspapers.com/clip/93331978/ "Magic on the Avenue: Unique partners pledge new day for downtown"], [[Appleton Post-Crescent]], March 8, 1987, pages A-10 and [https://www.newspapers.com/clip/93332293/ A-11].</ref>
 
As part of the mall's construction, Prange's and Marshall Field's both agreed to a contract which required the companies to keep their downtown stores open so long as the mall's retail space was at least 70% occupied by tenants. On November 1, 1987, when this agreement went into effect, the mall was only 43% occupied, allowing either anchor to leave the mall as long as it gave six months' notice. The mall failed to attract a significant number of new tenants in the year after it opened. The situation was made worse by the complex's primary lender, [[Lyons Savings and Loan (Countryside, Illinois)|Lyons Savings and Loan]] of [[Countryside, Illinois]], going bankrupt in December 1988, leaving the mall unable to get loan funding to convert vacant spaces for potential tenants.<ref>Boardman, Arlen, and David Horst. [https://www.newspapers.com/clip/94414301/ "Prange's closing looms"], [[Appleton Post-Crescent]], July 27, 1989, front page.</ref>
Prange's ultimately closed on November 6, 1989.<ref>Horst, David. [https://www.newspapers.com/clip/61239200/ "Last day: Sadness marks Prange's closing"], [[Appleton Post-Crescent]], November 6, 1989, page B-1.</ref> Marshall Field's was acquired by the [[Dayton Hudson Corporation]] in 1990, and the downtown Appleton location was closed on May 17, 1991,<ref name=sale-may91>Horst, David. [https://www.newspapers.com/clip/94364799/ "Johnson seeks Kasten's help in Avenue Mall sale"], [[Appleton Post-Crescent]], May 16, 1991, page B-3.</ref> as the company prepared to open a [[Dayton's]] store at Fox River Mall. This move left downtown Appleton with no department stores, having had four before the opening of the Fox River Mall less than seven years prior.<ref name=marshallfield91>Boardman, Arlen, David Horst, and Pat Stenson. [https://www.newspapers.com/clip/93783862/ "Marshall Field's to close in May; Avenue managers surprised"], [[Appleton Post-Crescent]], March 18, 1991, front page and [https://www.newspapers.com/clip/93783830/ page A-2].</ref>
 
[[HerbergerOn May 6, 1989, Prange's]] openednotified aThe departmentCenter storeCompanies inthat theit formerplanned Marshallto Fieldclose its downtown store. Prange's spaceultimately inclosed on November 6, 1989, exactly six months after the Julycompany 1993gave notice.<ref>Horst, David. [https://www.newspapers.com/clip/9278494861239200/ "HerbergerLast day: Sadness marks Prange's officially opensclosing"], [[Appleton Post-Crescent]], JulyNovember 286, 19931989, front page B-1.</ref> InMarshall 1996, HerbergerField's was acquired by the [[Proffitt's]].Dayton SinceHudson Proffitt's had also recently acquired [[YounkersCorporation]], which itself had bought out Prange's shortly after it left The Avenue in 19921990, itand decidedthe to convert thedowntown Appleton Herberger'slocation intowas aclosed Younkerson inMay July17, 1997. Although another Younkers store already existed at Fox River Mall1991, Proffitt's promised that it would keep the downtown store open.<ref name=sale-may91>BoardmanHorst, ArlenDavid. [https://www.newspapers.com/clip/9278533794364799/ "HerbergerJohnson seeks Kasten's willhelp undergoin nameAvenue change toMall Younkerssale"], [[Appleton Post-Crescent]], AprilMay 2316, 19971991, page 6B-3.</ref><ref>[https://www.newspapers.com/clip/92785527/ "Handleas withthe care"],company prepared to open a [[Appleton Post-CrescentDayton's]], Julystore 8,at 1997,Fox pageRiver B-1Mall.</ref> However,This themove storeleft ultimatelydowntown closedAppleton onwith Februaryno 2,department 2002stores, withhaving thehad expiration of its first lease option.four Asbefore the storeopening shut down, it was announced thatof the mallFox wouldRiver seekMall toless replacethan itseven withyears officeprior.<ref spacename=marshallfield91>Boardman, makingArlen, itDavid theHorst, lastand downtown department store Appleton would see for the foreseeable future.<ref>Scott,Pat StefanieStenson. [https://www.newspapers.com/clip/9278575593783862/ "YounkersMarshall Field's lastto dayclose isin May; Avenue managers Saturdaysurprised"], [[Appleton Post-Crescent]], FebruaryMarch 118, 20021991, front page Dand [https://www.newspapers.com/clip/93783830/ page A-82].</ref> With both anchor store spaces empty, the mall was left only 18% occupied in the summer of 1991.<ref name=surge-oct94/>
 
===City CenterHall Plazaand office redevelopment===
City alderman Marsha Brewer suggested that the city should acquire The Avenue as early as June 1990. Shortly after the announcement in March 1991 that Marshall Field's would close its store, the mall's owner The Avenue Company defaulted on its mortgage, and the mall property was put up for auction. Brewer again suggested that the city should purchase the property and move [[Appleton City Hall]] into the former Prange's space,<ref>Horst, David. [https://www.newspapers.com/clip/94364554/ "Let's make a deal: City urged to bid for mall"], [[Appleton Post-Crescent]], March 21, 1991, page A-2.</ref> but the city did not act on this proposal and the mall was acquired by its mortgage lender, [[Superior Bank FSB]].<ref name=sale-may91/> In the meantime, the second floor of the Prange's building was converted into the Fox Cities Children's Museum, which opened on November 2, 1992.<ref name=childrens-oct92/>
 
Line 52:
In advance of the move, the former Prange's building was officially renamed Appleton City Center. As part of the proposal, the Appleton Redevelopment Authority agreed to sell the City Center property to a condominium co-owned by the city of Appleton and the [[Aid Association of Lutherans]], with the proceeds being used to acquire and tear down the nearby [[115 West Washington Street (Appleton, Wisconsin)|Washington Building]]. City offices were scheduled to begin moving from the former City Hall into the building on August 19, 1994, but the Appleton Common Council voted for a last-minute renegotiation of that deal on August 17.<ref>Louis, Brian. [https://www.newspapers.com/clip/94361829/ "11th-hour snag for City Hall: New deal sought for Washington Building"], [[Appleton Post-Crescent]], August 18, 1994, front page.</ref> This sudden decision threatened the city's ability to move into the complex as planned, but the Common Council agreed on August 19 to allow the move to go forward, and the new facility opened to the public on August 23.<ref>Horst, David. [https://www.newspapers.com/clip/94369660/ "City Hall can't fight city hall"], [[Appleton Post-Crescent]], August 20, 1994, front page and [https://www.newspapers.com/clip/94370118/ page B-1].</ref>
 
===Herberger's, Younkers, and retail resurgence===
The Avenue Mall was officially renamed City Center Plaza on August 8, 2002, reflecting the fact that the complex was now primarily office space. This change coincided with the announcement that the former Younkers anchor space would be converted into an office building named City Center East.<ref>Wallenfang, Maureen. [https://www.newspapers.com/clip/94362468/ "Avenue Mall given new name, look"], [[Appleton Post-Crescent]], August 8, 2002, front page and [https://www.newspapers.com/clip/94363490/ page A-8].</ref>▼
[[Herberger's]] opened a department store in the former Marshall Field's space in July 1993.<ref>Horst, David. [https://www.newspapers.com/clip/92784948/ "Herberger's officially opens"], [[Appleton Post-Crescent]], July 28, 1993, front page.</ref> The openings of Herberger's, the Fox Cities Children's Museum, City Hall, and other offices revitalized interest in the mall, which attracted new retail tenants. In the fall of 1994, the mall achieved 94% occupancy, and held a "grand reopening" ceremony in November to celebrate its resurgence.<ref name=surge-oct94/>
 
In 1996, Herberger's was acquired by [[Proffitt's]]. Since Proffitt's had also recently acquired [[Younkers]], which itself had bought out Prange's shortly after it left The Avenue in 1992, it decided to convert the Appleton Herberger's into a Younkers in July 1997. Although another Younkers store already existed at Fox River Mall, Proffitt's promised that it would keep the downtown store open.<ref>Boardman, Arlen. [https://www.newspapers.com/clip/92785337/ "Herberger's will undergo name change to Younkers"], [[Appleton Post-Crescent]], April 23, 1997, page 6.</ref><ref>[https://www.newspapers.com/clip/92785527/ "Handle with care"], [[Appleton Post-Crescent]], July 8, 1997, page B-1.</ref> However, the store ultimately closed on February 2, 2002, with the expiration of its first lease option. As the store shut down, it was announced that the mall would seek to replace it with office space, making it the last downtown department store Appleton would see for the foreseeable future.<ref>Scott, Stefanie. [https://www.newspapers.com/clip/92785755/ "Younkers' last day is Saturday"], [[Appleton Post-Crescent]], February 1, 2002, page D-8.</ref>
 
===City Center Plaza===
▲The Avenue Mall was officially renamed City Center Plaza on August 8, 2002, reflecting the fact that the complex was now primarily office space. This change coincided with the announcement that the former Younkers anchor space would be converted into an office building named City Center East.<ref>Wallenfang, Maureen. [https://www.newspapers.com/clip/94362468/ "Avenue Mall given new name, look"], [[Appleton Post-Crescent]], August 8, 2002, front page and [https://www.newspapers.com/clip/94363490/ page A-8].</ref> Since 2002, the mixed-use complex has continued to operate with a limited amount of retail on the first floor, most of which faces College Avenue, and office space in other parts of the building.
 
==Tenants==
Current tenants are listed in bold.
 
====West anchor====
*[[Prange's]], converted from Pettibone-Peabody Co. January 24, 1946, closed November 6, 1989
*'''Fox Cities Children's Museum and Building for Kids''', opened November 2, 1992<ref name=childrens-oct92>Penikis, Maija. [https://www.newspapers.com/clip/94357653/ "Museum truly a treasure"], [[Appleton Post-Crescent]], October 31, 1992, Leisure section, page 2.</ref>
*'''Appleton City Hall''', opened August 23, 1994
 
====East anchor====
Line 66 ⟶ 74:
*City Center East office complex
**[[M&I Bank]], opened 2002<ref>[https://www.newspapers.com/clip/94358166/ "Avenue: Long-awaited downtown Appleton renaissance has begun"], [[Appleton Post-Crescent]], August 21, 2002, page 17.</ref>
**'''[[ThedaCare]]''', opened 2003
**[[TDS MetroCom]], opened 2003<ref>Matzek, MaryBeth. [https://www.newspapers.com/clip/94358654/ "Younkers site gets a new lease on life"], [[Appleton Post-Crescent]], July 10, 2003, page D-8.</ref>
**Insurance Services, Inc. (subsidiary of [[Hilb Rogal & Hobbs]], acquired by [[Willis Towers Watson]] in 2008), opened 2005<ref>[https://www.newspapers.com/clip/94358862/ Advertisement], [[Appleton Post-Crescent]], April 27, 2005, page A-3.</ref>
**'''[[Thrivent Financial for Lutherans]]''', opened January 3, 2006<ref>Matzek, MaryBeth. [https://www.newspapers.com/clip/94358978/ "Thrivent once again welcomed downtown"], [[Appleton Post-Crescent]], December 21, 2005, page C-1.</ref>
**'''[[Hoffman Corporation]]''', opened 2007<ref>Bach, Pete. [https://www.newspapers.com/clip/94359390/ "Firms to swap offices in Valley"], [[Appleton Post-Crescent]], February 1, 2007, front page.</ref>
**Outagamie County Board
 
====Atkins Building====
*[[Burger King]], opened 1980, closed June 29, 2000<ref>Mulholland, Megan, and Avi Stern. [https://www.newspapers.com/clip/94413887/ "Downtown Burger King closes doors"], [[Appleton Post-Crescent]], June 30, 2000, page B-7.</ref>
*[[Burger King]]
*El Patron, opened 2012, closed October 28, 2017<ref name=atkins-oct17/>
*'''Bowl Ninety-One''', opened December 2017<ref name=atkins-oct17>Wallenfang, Maureen. [https://www.newspapers.com/clip/94413694/ "Early peek at Thanksgiving feasts"], [[Appleton Post-Crescent]], October 24, 2017, page D-1.</ref>
 
====First floor====
Line 84 ⟶ 94:
*Diane's [[Hallmark]] Shop, opened March 8, 1987, closed 1992<ref>Lee, John. [https://www.newspapers.com/clip/93789154/ "Sentiment can mix with business"], [[Appleton Post-Crescent]], June 30, 1992, pages C-1 and [https://www.newspapers.com/clip/93789055/ C-2.]</ref>
*[[Valley Bank]], opened March 8, 1987<ref name=opening-mar1987/>
*Grand American Cafe, opened February 2, 1988,<ref name=cafe-feb1988>[https://www.newspapers.com/clip/93335054/ "Restaurant opens in mall"], [[Appleton Post-Crescent]], February 4, 1988, page B-4.</ref> closed May 5, 1990<ref>Boardman, Arlen. [https://www.newspapers.com/clip/93790378/ "Avenue mall restaurant closing"], [[Appleton Post-Crescent]], May 4, 1990, page A-7.</ref>▼
*Earth Resources, opened July 1987, closed October 1996<ref>Horst, David. [https://www.newspapers.com/clip/93790711/ "Earth Resources leaving The Avenue for new mall"], [[Appleton Post-Crescent]], April 16, 1996, page D-1.</ref><ref>[https://www.newspapers.com/clip/93790913/ Advertisement], [[Appleton Post-Crescent]], October 11, 1996, page A-5.</ref>
▲*Grand American Cafe, opened February 2, 1988,<ref name=cafe-feb1988>[https://www.newspapers.com/clip/93335054/ "Restaurant opens in mall"], [[Appleton Post-Crescent]], February 4, 1988, page B-4.</ref> closed May 5, 1990<ref>Boardman, Arlen. [https://www.newspapers.com/clip/93790378/ "Avenue mall restaurant closing"], [[Appleton Post-Crescent]], May 4, 1990, page A-7.</ref>
*Avenue Art, opened February 1989,<ref name=prange-jul89/> closed 2013<ref name=buzz-nov13/>▼
*Classic Home Interiors, opened September 14, 1990,<ref name=closings-sep90/> closed by March 1991<ref name=marshallfield91/>
*Bowlby's Candy, opened 1991,<ref name=openings-nov1991>Horst, David. [https://www.newspapers.com/clip/93333855/ "Signs of life in Avenue: Mall greets new stores"], [[Appleton Post-Crescent]], November 5, 1991, front page and [https://www.newspapers.com/clip/93333949/ page A-2].</ref> closed April 15, 2006<ref>[https://www.newspapers.com/clip/93803836/ "Closed"], [[Appleton Post-Crescent]], April 21, 2006, page D-7.</ref>
*'''Joseph's Shoes''', opened early 1992<ref name=openings-nov1991/>
*The Treasure Box, opened 1992 (moved from [[230 East College Avenue (Appleton, Wisconsin)|230 East College Avenue]]),<ref name=treasurebox-jul92>[https://www.newspapers.com/clip/94386526/ "Treasure Box moving to mall"], [[Appleton Post-Crescent]], July 29, 1992, page B-8.</ref> closed June 1995<ref>[https://www.newspapers.com/clip/94386835/ "She's giving herself a gift of time: The Treasure Box owner is closing shop for retirement"], [[Appleton Post-Crescent]], May 4, 1995, page A-9.</ref>
*'''J. Hawkinson Clothiers''', moved from second floor late 1994<ref name=surge-oct94/> opened October 1992<ref>[https://www.newspapers.com/clip/94381721/ "What's news"], [[Appleton Post-Crescent]], October 18, 1992, page D-5.</ref>
*'''Murray Photo and Video''', opened October 1992<ref name=whatsnews-sep92/>
*The CigarAronson's VaultBookshop, opened December 199630,<ref name=openings-jan97/>1992,<ref>[https://www.newspapers.com/clip/9383653894388020/ "TableRetail talkWatch: CigarAronson's partyreturning to The Avenue"], [[Appleton Post-Crescent]], JanuaryNovember 1624, 1997, Encore Dining section1992, page 16C-3.</ref> closed DecemberAugust 19981996<ref>Mulholland, Megan. [https://www.newspapers.com/clip/9383680994388298/ "DowntownAronson's cigarclosing shopmall buys out Vaultstore"], [[Appleton Post-Crescent]], DecemberAugust 181, 19981996, page BA-511.</ref>▼
*Michel's Bakery and Cafe, opened February 1994,<ref>[https://www.newspapers.com/clip/94352363/ "Retail Watch"], [[Appleton Post-Crescent]], January 18, 1994, page D-2.</ref> closed April 2001<ref name=closings-may01>[https://www.newspapers.com/clip/94352455/ "Comings and Goings"], [[Appleton Post-Crescent]], May 27, 2001, page I-1.</ref>
*All Wisconsin and Gifts, opened October 1994<ref name=retailwatch-sep94>[https://www.newspapers.com/clip/93813651/ "Retail Watch"], [[Appleton Post-Crescent]], September 13, 1994, page D-2.</ref>
*Amini Oriental Rugs, opened late 1994<ref name=surge-oct94>Horst, David. [https://www.newspapers.com/clip/94390995/ "Surge in retail tenants gives The Avenue new lease on life"], [[Appleton Post-Crescent]], October 18, 1994, front page and [https://www.newspapers.com/clip/94407285/ page A-7].</ref>
*PMW Tailoring, opened late 1994<ref name=surge-oct94/>
*Sassy's, moved from second floor late 1994<ref name=surge-oct94/>
*Shirt Stop, opened late 1994<ref name=surge-oct94/>
*ABC DifferentComputers Drummer& Consulting, opened April 1995<ref>[https://www.newspapers.com/clip/9435189694390443/ Advertisement"Retail Watch"], [[Appleton Post-Crescent]], DecemberApril 2025, 1995, page BD-32.</ref>▼
*Ovejo Leathers, opened August 1995<ref name=retailwatch-aug95/>
*The Rug Company, opened March 1996<ref>[https://www.newspapers.com/clip/94409462/ Advertisement], [[Appleton Post-Crescent]], March 3, 1997, page A-7.</ref>
*'''Faces Eyewear''', opened May 22, 1996<ref name=ad-may96>[https://www.newspapers.com/clip/94385535/ Advertisement], [[Appleton Post-Crescent]], May 19, 1996, page A-9.</ref>
*Complete Nails, opened August 1996<ref>[https://www.newspapers.com/clip/94409534/ Advertisement], [[Appleton Post-Crescent]], August 25, 1996, page A-9.</ref>
*Un-Tied, opened 1997<ref name=openings-jun97>Horst, David. [https://www.newspapers.com/clip/94351132/ "2 stores open in Avenue"], [[Appleton Post-Crescent]], June 4, 1997, page A-11.</ref><ref name=ad-jun97>[https://www.newspapers.com/clip/94351322/ Advertisement], [[Appleton Post-Crescent]], June 19, 1997, Encore section, page 6.</ref>
*Blues Image Custom Clothier, moved from second floor 1997,<ref name=closings-jun1998/> closed 1998<ref>[https://www.newspapers.com/clip/94352158/ "Bankruptcies"], [[Appleton Post-Crescent]], September 20, 1998, page H-2.</ref>
*Voecks Diamonds & Collectibles, opened September 8, 1997,<ref>[https://www.newspapers.com/clip/94353155/ Advertisement], [[Appleton Post-Crescent]], August 28, 1997, Encore section, page 11.</ref> closed December 2001<ref name=voecks-oct01>Bach, Pete. [https://www.newspapers.com/clip/94353284/ "Gemstone store will move out of Avenue Mall"], [[Appleton Post-Crescent]], October 18, 2001, page D-6.</ref>
*Downtown Deli, opened October 2001<ref name=voecks-oct01/>
*Bill Paul Manufacturer's Outlet, opened 2004,<ref>[https://www.newspapers.com/clip/94387179/ Advertisement], [[Appleton Post-Crescent]], October 15, 2004, page D-5.</ref> closed December 2006<ref name=changes-oct06>Wallenfang, Maureen. [https://www.newspapers.com/clip/94384120/ "Downtown shops shuffle, change"], [[Appleton Post-Crescent]], October 27, 2006, pages D-6 and [https://www.newspapers.com/clip/94384289/ D-5].</ref>
*'''StairGoddess''', opened October 20, 2004<ref name=design-oct04>
*'''Studio Kitchens of Appleton''', opened October 20, 2004<ref name=design-oct04>[https://www.newspapers.com/clip/94383414/ "Design center shapes up downtown"], [[Appleton Post-Crescent]], October 15, 2004, page D-8.</ref>
*'''Tropical Smoothie Cafe''', opened October 2006<ref name=changes-oct06/>
*Wisconsin Museum of International Wildlife, opened March 1, 2011,<ref>Anderson, Cheryl. [https://www.newspapers.com/clip/94387366/ "Exotic wildlife now call downtown Appleton home"], [[Appleton Post-Crescent]], March 1, 2011, page A-3.</ref> moved to second floor 2013<ref name=buzz-nov13/>
*'''Anderson Pens''', opened November 16, 2013<ref name=buzz-nov13>[https://www.newspapers.com/clip/94385160/ "The Buzz: New shops open in Fox Cities"], [[Appleton Post-Crescent]], November 10, 2013, page C1.</ref>
*Items of Interest, opened November 2013,<ref name=buzz-nov13/> closed December 23, 2020<ref>Brophy, Natalie. [https://archive.is/WfhoI "The Buzz: Items of Interest gift shop closing Dec. 23"], [[Appleton Post-Crescent]], December 14, 2020.</ref>
*CSI-Appleton Cookies, Soups, Ice Cream, opened 2005, closed August 28, 2015<ref name=cafe-aug15>Wallenfang, Maureen. [https://archive.is/jLwjA "The Buzz: CSI out, City Cafe in"], [[Appleton Post-Crescent]], August 31, 2015.</ref>
*City Cafe, closed October 28, 2018<ref name=cafe-nov18>Wallenfang, Maureen. [https://archive.is/YLOh5 "The Buzz: 5 "what happened to..." questions from readers"], [[Appleton Post-Crescent]], November 14, 2018.</ref>
*'''Aunty's Cafe''', opened December 2018<ref name=cafe-nov18/>
 
====Second floor====
*Regis Hairstylists, opened March 8, 1987, closed by 1992<ref name=treasurebox-jul92/>
*The Mole Hole, opened March 8, 1987, closed May 2001<ref>Scott, Stefanie. [https://www.newspapers.com/clip/93806034/ "Mole Hole closing shop in College Avenue mall"], [[Appleton Post-Crescent]], April 10, 2001, page D-12.</ref><ref name=closings-may01/>
*The Learning Shop, opened March 8, 1987, closed June 1991<ref name=unsold-jun1991>Horst, David. [https://www.newspapers.com/clip/93333647/ "Mayor dismayed that mall remains unsold"], [[Appleton Post-Crescent]], June 27, 1991, page B-1.</ref>
Line 105 ⟶ 140:
*[[Gantos]], opened June 12, 1987,<ref name=openings-jun1987/> closed July 1991<ref name=unsold-jun1991/>
*[[Benetton]], opened August 1, 1987,<ref name=openings-jun1987/> closed by April 1991<ref name=sale-apr1991/>
*The Daily Grind, opened September 1987<ref name=openings-jun1987>[https://www.newspapers.com/clip/93334059/ "New businesses announced for The Avenue mall"], [[Appleton Post-Crescent]], June 11, 1987, page B-3.</ref>, renamed Shirley's Perk & Pasta in September 1994,<ref name=retailwatch-sep94/> closed by 1995<ref name=retailwatch-aug95>[https://www.newspapers.com/clip/94389342/ "Retail Watch"], [[Appleton Post-Crescent]], August 29, 1995, page D-2.</ref>
*[[County Seat]], opened November 9, 1987,<ref>[https://www.newspapers.com/clip/93334256/ "County Seat to open store in The Avenue"], [[Appleton Post-Crescent]], October 2, 1987, page B-4.</ref><ref>[https://www.newspapers.com/clip/93334279/ "The County Seat will have its grand opening Monday"], [[Appleton Post-Crescent]], November 8, 1987, page D-5.</ref> closed by April 1991<ref name=sale-apr1991>Horst, David. [https://www.newspapers.com/clip/93334524/ "Judge opens door for sale of Avenue"], [[Appleton Post-Crescent]], April 27, 1991, pages A-3 and [https://www.newspapers.com/clip/93334511/ A-7].</ref>
*Higbee's, opened March 1989,<ref name=prange-jul89>[https://www.newspapers.com/clip/61238938/ "Prange's closing looms"], [[Appleton Post-Crescent]], July 27, 1989, front page and [https://www.newspapers.com/clip/61239054/ page A-7]</ref> closed July 1991<ref name=unsold-jun1991/>
*Weidert Advertising, opened 1991,<ref name=openings-nov1991/> closed 1994 (moved to [[215 South Memorial Drive (Appleton, Wisconsin)|215 South Memorial Drive]])<ref>[https://www.newspapers.com/clip/94354499/ "What's News"], [[Appleton Post-Crescent]], April 3, 1994, page E-4.</ref>
*The'''J. PerfectHawkinson GiftClothiers''', closedopened JuneOctober 19981992<ref name=closings-jun1998>Castonia, Don. [https://www.newspapers.com/clip/9380530694381721/ "Mall loses 3rd retailer thisWhat's yearnews"], [[Appleton Post-Crescent]], JuneOctober 318, 19981992, page AD-115.</ref>
*Kids Avenue, opened late 1994<ref name=surge-oct94/>
▲*The Cigar Vault, opened December 1996,<ref name=openings-jan97/><ref>[https://www.newspapers.com/clip/93836538/ "Table talk: Cigar party"], [[Appleton Post-Crescent]], January 16, 1997, Encore Dining section, page 16.</ref> closed December 1998<ref>Mulholland, Megan. [https://www.newspapers.com/clip/93836809/ "Downtown cigar shop buys out Vault"], [[Appleton Post-Crescent]], December 18, 1998, page B-5.</ref>
*The GroundsKeeper, opened August 1995<ref>[https://www.newspapers.com/clip/94389152/ Advertisement], [[Appleton Post-Crescent]], July 26, 1995, page B-6.</ref><ref name=retailwatch-aug95/>
*The Perfect Gift, opened May 1996,<ref name=ad-may96/> closed June 1998<ref name=closings-jun1998>Castonia, Don. [https://www.newspapers.com/clip/93805306/ "Mall loses 3rd retailer this year"], [[Appleton Post-Crescent]], June 3, 1998, page A-11.</ref>
*Abracadabra Magic Shop, opened October 12, 1996,<ref>[https://www.newspapers.com/clip/93838547/ Advertisement], [[Appleton Post-Crescent]], October 10, 1996, page A-2.</ref> closed September 1999<ref>[https://www.newspapers.com/clip/93838030/ "Abracadabra Magic Shop moves back to W. College"], [[Appleton Post-Crescent]], September 14, 1999, page C-2.</ref>
*Fox Valley Photography<ref name=closings-jun1998/>
*Creamery Gift & Craft, opened November 1, 1996,<ref>[https://www.newspapers.com/clip/93842799/ "What's News"], [[Appleton Post-Crescent]], September 29, 1996, page G-3.</ref> closed 1998<ref name=closings-jun1998/>
*The Cigar Vault, opened December 1996,<ref name=openings-jan97/><ref>[https://www.newspapers.com/clip/93836538/ "Table talk: Cigar party"], [[Appleton Post-Crescent]], January 16, 1997, Encore Dining section, page 16.</ref> closed December 1998<ref>Mulholland, Megan. [https://www.newspapers.com/clip/93836809/ "Downtown cigar shop buys out Vault"], [[Appleton Post-Crescent]], December 18, 1998, page B-5.</ref>
*Pickles & Ice Cream Maternity, opened January 16, 1997,<ref name=openings-jan97/> closed 1998<ref name=closings-jun1998/>
*Blues Image Custom Clothier, opened 1997,<ref name=openings-jun97/> moved to first floor 1997<ref name=closings-jun1998/>
*Kid's Alley, opened January 8, 2001<ref>Laridaen, Cheryl. [https://www.newspapers.com/clip/94355933/ "Family Fun: Kid's Alley to showcase new venues in Avenue Mall"], [[Appleton Post-Crescent]], January 4, 2001, Encore section, page 8.</ref>
*Career Connections, opened July 2001<ref>Scott, Stefanie. [https://www.newspapers.com/clip/94355063/ "Fox Cities student career service relocates offices to Avenue Mall"], [[Appleton Post-Crescent]], June 14, 2001, page D-6.</ref>
*'''Wisconsin Museum of International Wildlife''', moved from first floor 2013
*'''Appleton Area School District'''
 
====Third floor/food court====
Line 126 ⟶ 165:
*Fast Wok, opened April 10, 1987,<ref name=stores-apr1987/> closed June 1991<ref name=unsold-jun1991/>
*Hot Doggit, opened June 1987, closed September 21, 1990<ref name=closings-sep90/>
*Thor's Lunchbox, opened 1992,<ref name=treasurebox-jul92/> closed 1995
*Wok and Roll, closed March 1993<ref name=foodcourt-mar93/>
*Looy's Pizza, closed October 1997<ref name=foodcourt-oct97/>
*Hungri's Avenue Deli, closed October 1997<ref name=foodcourt-oct97/>
*Frisbee's, opened March 1993<ref name=foodcourt-mar93/>
*Papa Gian's, opened March 1993<ref name=foodcourt-mar93>[https://www.newspapers.com/clip/94412893/ "Two restaurants open in Avenue food court"], [[Appleton Post-Crescent]], March 9, 1993, page C-5.</ref>
*The Chili Pepper, opened June 1, 1994,<ref>[https://www.newspapers.com/clip/94388500/ "Retail Watch"], [[Appleton Post-Crescent]], May 24, 1994, page D-2.</ref> closed 1997 (moved to [[621 Northland Avenue (Appleton, Wisconsin)|621 Northland Avenue]])<ref>[https://www.newspapers.com/clip/94388802/ Advertisement], [[Appleton Post-Crescent]], August 7, 1997, Encore section, page 3.</ref>
*Kris n' Nikki's Frozen Kustard & Food, opened 1996, closed October 24, 1997<ref name=foodcourt-oct97>Horst, David. [https://www.newspapers.com/clip/94413425/ "Food court in Avenue Mall to close this month"], [[Appleton Post-Crescent]], October 17, 1997, front page and [https://www.newspapers.com/clip/94413592/ page A-12].</ref>
 
====Unknown====
▲*Avenue Art, opened February 1989<ref name=prange-jul89/>
*The Earring Tree, opened 1987, closed 1990
*[[Montinaro]], opened 1988,<ref name=cafe-feb1988/> closed by March 1991<ref name=marshallfield91/>
Line 134 ⟶ 180:
*Wilson's Suede and Leather, closed by March 1991<ref name=marshallfield91/>
*Avon, opened 1991<ref name=openings-nov1991/>
*Squire Hairstylists, opened 1992<ref>Stenson, Pat. [https://www.newspapers.com/clip/94410519/ "Take a healthy walk at Avenue"], [[Appleton Post-Crescent]], February 20, 1992, page B-3.</ref>
*D'Moraux Salon, opened September 1992<ref name=whatsnews-sep92>[https://www.newspapers.com/clip/94383795/ "What's news"], [[Appleton Post-Crescent]], September 13, 1992, page D-3.</ref>
*Accessory Magic, opened July 19, 1993,<ref>[https://www.newspapers.com/clip/94390146/ "Retail Watch"], [[Appleton Post-Crescent]], July 20, 1993, page D-2.</ref> closed 1995
*Fashion-Aire Salon & Tanning, opened 1994▼
*Avenue Luggage, Cards & Gifts, opened late 1994,<ref name=surge-oct94/> closed February 2001<ref name=closings-may01/>▼
*A Different Drummer, opened November 1995<ref>[https://www.newspapers.com/clip/94408725/ Advertisement], [[Appleton Post-Crescent]], November 29, 1995, page A-2.</ref>
*Parties Etc. Group, opened March 1996<ref>[https://www.newspapers.com/clip/94409102/ Advertisement], [[Appleton Post-Crescent]], March 31, 1996, page A-9.</ref>
*Cathy's Frozen Custard and Food, opened May 1996<ref name=ad-may96/>
*Act 2, Ltd., opened June 1996<ref>[https://www.newspapers.com/clip/94409888/ Advertisement], [[Appleton Post-Crescent]], June 30, 1996, page A-3.</ref>
*M.E. Lou, opened 1996<ref name=openings-jan97/>
*Emilie's Gifts, opened September 12, 2001,<ref>Wallenfang, Maureen. [https://www.newspapers.com/clip/94412587/ "The Buzz: Web brews at new eatery"], [[Appleton Post-Crescent]], August 23, 2002, pages D-10 and [https://www.newspapers.com/clip/94412647/ D-9].</ref> closed May 2006<ref>Wallenfang, Maureen. [https://www.newspapers.com/clip/94412702/ "Appleton project to offer eateries, stage area"], [[Appleton Post-Crescent]], May 12, 2006, page D-8.</ref>
*Aronson's Bookshop
*The Chili Pepper
*The GroundsKeeper
*Accessory Magic
*Kids Avenue
*Ovejo Leathers
*BC Computers & Consulting
▲*Fashion-Aire Salon & Tanning
▲*A Different Drummer<ref>[https://www.newspapers.com/clip/94351896/ Advertisement], [[Appleton Post-Crescent]], December 20, 1995, page B-3.</ref>
*J. Hawkinson Clothiers
*The Rug Company
*PMW Tailoring
*Looy's Pizza
*Murray Photo and Video
*Joseph's Shoes
*Faces Eyewear
*Hungri's Avenue Deli
*Complete Nails
*Kris n' Nikki's Frozen Kustarn & Food
*Squire Hairstylists
*Carlson Wagonlit Travel
*Jim Laabs Music<ref name=ad-jun97/>
▲*Avenue Luggage, Cards & Gifts, closed February 2001<ref name=closings-may01/>
*D' Moraux Salon
*Fashion Beauty<ref name=ad-jun97/>
*Avenue Playhouse
*Emilie's
 
==References==
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