City Center Plaza (Appleton, Wisconsin): Difference between revisions
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The origins of the complex date back to the opening of the Pettibone-Peabody Company's new department store building in October 1903, Appleton's first four-story structure, on the northeastern corner of College Avenue and [[Appleton Street (Appleton, Wisconsin)|Appleton Street]].<ref>[https://www.newspapers.com/clip/92752723/ "Most Modern Building: New Pettibone Block, Corner Avenue and Appleton"], [[Appleton Crescent]], October 5, 1903, page eight.</ref> The store was an expansion of the C.J. Pettibone dry goods store which had existed in Appleton since 1862, when it was established as a branch of a [[Fond du Lac, Wisconsin|Fond du Lac]]-based enterprise.<ref>[https://www.newspapers.com/clip/92754056/ "Branching Off"], [[Appleton Motor]], February 6, 1862, page three.</ref> Pettibone-Peabody was acquired by the [[H.C. Prange Company]] of [[Sheboygan, Wisconsin]] on January 24, 1946, and became the fourth Prange's store.<ref>[https://www.newspapers.com/clip/92258759/ "H.C. Prange Company Takes Over Business and Lease of Pettibones"], [[Appleton Post-Crescent]], January 25, 1946, front page.</ref>
Nearby, a [[Gimbels]] department store opened on March 11, 1971, on the northwest corner of College Avenue and [[Morrison Street (Appleton, Wisconsin)|Morrison Street]]. Gimbels was subsequently acquired by {{w|British American Tobacco}} in 1973, which incorporated the chain into the [[BATUS]] retail group. In May 1986, the company
===Early proposals===
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The proposal was reworked by [[The Center Companies]], which announced its plans to build what would now be called "The Avenue" on February 1, 1984. The "squares" element of the plan had been dropped, but Mayberg's design for the mall concourse had remained essentially intact.<ref>Boardman, Arlen. [https://www.newspapers.com/clip/92782975/ "The Avenue: Unique financing plan for downtown project"], [[Appleton Post-Crescent]], February 1, 1984, pages B-1 and [https://www.newspapers.com/clip/92783297/ B-2].</ref>
The construction of the mall would require the demolition of 17 existing buildings between Prange's and Gimbels. Only the Atkins Building, at [[100 East College Avenue (Appleton, Wisconsin)|100 East College Avenue]], would be spared due to its history as the oldest surviving commercial building in the city, having been constructed in 1857.<ref>[https://npgallery.nps.gov/NRHP/GetAsset/NRHP/82001848_text College Avenue Historic District] nomination form, National Register of Historic Places, National Park Service, 1980.</ref><ref>[https://search.library.wisc.edu/digital/ANMFAQUIQR2CZM9A/pages/AGH5JPU3XMWHYN8T "An appraisal of 100 West College Avenue, Appleton, Wisconsin"], Landmark Research, Inc., July 1, 1984, Appendix C, page 132.</ref> The Conway Home for the Elderly, a six-story former hotel building at [[128 North Oneida Street (Appleton, Wisconsin)|128 North Oneida Street]], was also left standing
Before construction began, the mall's intended opening in the spring of 1986 was pushed back to fall, as developers had run into difficulty recruiting tenants to locate in the building.<ref>Lowe, Bob. [https://www.newspapers.com/clip/93254354/ "Opening date of Thee Avenue mall delayed"], [[Appleton Post-Crescent]], December 20, 1984, page B-1.</ref> The developers had intended for demolition to begin on the site in February 1985,<ref>Lowe, Bob. [https://www.newspapers.com/clip/93254596/ "Leasing office opens downtown for The Avenue"], [[Appleton Post-Crescent]], June 11, 1984, page B-2.</ref> but this was hampered by delays in the project's financing plan, which was not put in place until June of that year, allowing work on the project to begin.<ref>Lowe, Bob. [https://www.newspapers.com/clip/93254720/ "Funding achieved for Avenue mall"], [[Appleton Post-Crescent]], June 11, 1985, front page and [https://www.newspapers.com/clip/93254764/ page A-2].</ref>
Demolition started on July 11, 1985, by which time roughly 50% of the space in the mall was already under lease. The mall's design was described as "historical eclectic", aiming to emulate the heritage of the buildings being demolished and other downtown structures.<ref>Lowe, Bob. [https://www.newspapers.com/clip/93323076/ "Downtown D-Day: Demolition begins on 10 buildings in the path of The Avenue Mall"], [[Appleton Post-Crescent]], July 11, 1985, pages B-1 and [https://www.newspapers.com/clip/93323234/ B-2].</ref> With demolition complete, a groundbreaking ceremony was held on November 15, with construction work beginning November 18. By this time, the mall's developers no longer saw it as a rival to the Fox River Mall, which had opened the previous year, but as a complementary project. As one investor put it, "if you want to buy a pair of jeans, you go out there. If you want to buy a unique present for your wife, you go downtown."<ref>Lowe, Bob. [https://www.newspapers.com/clip/93324051/ "The Avenue mall: A dream 20 years ago now a reality"], [[Appleton Post-Crescent]], November 15, 1985, pages B-1 and [https://www.newspapers.com/clip/93324380/ B2].</ref>
In the midst of construction, [[BATUS]] announced in May 1986 that its Gimbels division would shut down, with Milwaukee-area stores converted into Marshall Field's while the Appleton location was expected to close. Hoping to avoid leaving the mall and downtown Appleton as a whole with a major anchor vacancy, local leaders successfully lobbied BATUS to convert the Appleton store into a Marshall Field's as well, opening on October 8, 1986.<ref name=lowe-feb1987/><ref name=boardman-sep1986/> This placed the conversion close to the mall's planned opening date of early October 1986, but that date was pushed back again in August, as developers stated the building would not be enclosed until November, and announced a planned opening in March 1987.<ref>Flasch, Jim. [https://www.newspapers.com/clip/93325370/ "Avenue Mall opening slated for March 1987"], [[Appleton Post-Crescent]], August 12, 1987, pages B-1 and [https://www.newspapers.com/clip/93325746/ B-2].</ref>
===The Avenue Mall===
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>
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 in May 1991 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.
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===City Center Plaza===
==Tenants==
====West anchor====
*Prange's, converted from Pettibone-Peabody Co. January 24, 1946, closed November 6, 1989
====East anchor====
*Marshall Field's, converted from Gimbels October 8, 1986, closed May 1991
*Herberger's, opened July 1993, converted July 1997
*Younkers, opened July 1997, closed February 2, 2002
====Atkins Building====
*Burger King
====First floor====
*Bee Frank, opened March 8, 1987
*Fanny Farmer, opened March 8, 1987, closed June 1991<ref name=unsold-jun1991/>
*Original Cookie Company, opened March 8, 1987, closed June 1991<ref name=unsold-jun1991/>
*Master Cuts, opened March 8, 1987
*Osterman Jewelers, opened March 8, 1987
*Diane's [[Hallmark]] Shop, opened March 8, 1987
*[[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 by April 1991<ref name=sale-apr1991/>
*Earth Resources, opened July 1987
*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>
====Second floor====
*Regis Hairstylists, opened March 8, 1987
*The Mole Hole, opened March 8, 1987
*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>
*[[The Limited]], opened March 8, 1987
*Just Petites, opened March 8, 1987
*[[Casual Corner]], opened March 8, 1987<ref name=opening-mar1987/>
*Traditions, opened April 17, 1987<ref name=stores-apr1987>[https://www.newspapers.com/clip/93333089/ "Sales at new mall said to be off to good start"], [[Appleton Post-Crescent]], April 7, 1987, page B-2.</ref>
*[[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>
*[[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, closed July 1991<ref name=unsold-jun1991/>
*Weidert Advertising, opened 1991<ref name=openings-nov1991/>
====Third floor/food court====
*[[Sbarro]], opened March 8, 1987, closed June 1991<ref name=unsold-jun1991/>
*Mike's Subs, opened March 8, 1987
*Blommer's Ice Cream, opened March 8, 1987<ref name=opening-mar1987/>
*Fast Wok, opened April 10, 1987,<ref name=stores-apr1987/> closed June 1991<ref name=unsold-jun1991/>
*Hot Doggit, opened June 1987
====Unknown====
*Avenue Art, opened April 1989<ref name=avenueart-apr1989>[https://www.newspapers.com/clip/93333256/ Advertisement], [[Appleton Post-Crescent]], April 23, 1989, page C-16.</ref>
*The Earring Tree, opened 1987, closed 1990
*[[Montinaro]], opened 1988,<ref name=cafe-feb1988/> closed by April 1991<ref name=sale-apr1991/>
*[[Sunglass Hut]], opened 1988,<ref name=cafe-feb1988/> closed by November 1991<ref name=openings-nov1991/>
*Wilson's Suede and Leather<ref name=avenueart-apr1989/>
*Avon, opened 1991<ref name=openings-nov1991/>
==References==
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