Anyone up for some St. Louis Centre history?
Between 1970 and 1980, St. Louis suffered a 27 percent population decrease and a 22 percent employment decrease. Its only competitors in the losing game were fellow Rustbelt cities Detroit and Cleveland?and St. Louis more than doubled employment losses in either city.28 Even with highways, housing projects, national monuments, civic centers and other 50s and 60s era renewal projects, St. Louis had to admit its downward spiral. In the 1970s, redevelopment plans for downtown retail began. Specifically, St. Louis, as the heart of the region, began to contemplate how it could plug the gaping hole and stop the bleeding. Downtown was always the area of focus for redevelopment, as it continued to pump suburbanites in and out of the dying city whose nearby residential neighborhoods were beginning to take on the character of a bombed out wartime Europe. Remaining downtown businessmen, retailers and city leaders studied methods of attracting people back to the center?to the ?heart of it all??in downtown.
St. Louis Centre rode in on the heels of successful downtown redevelopment projects in other areas of the country known as ?festival marketplaces? in the later 1970s. Festival marketplaces grew popular with the Faneuil Hall in Boston, developed by the Rouse Company, veterans in profitable suburban shopping malls. The festival marketplace?in reality, a mall adapted to a more ?urban? crowd?was seen as a retail destination that lacked an anchor store and replaced it with a vital public life and connection to an area?s history and culture. The Rouse Company?s unabashed success in downtown retail revival led to the ?Rousification? of America, generating innumerable imitators. Though St. Louis?s festival marketplace would arrive in the form of the restored St. Louis Union Station in 1985, Faneuil Hall provided Americans something which they had long abandoned in regards to downtown?a sense of optimism?and it inspired developers to pursue the path of mall-based downtown retail redevelopment that spawned the St. Louis Centre.29
The St. Louis Centre, as it turned out, was not the original plan of downtown redevelopers. In fact, the original redevelopment plan for downtown St. Louis was proposed thirteen years prior to the mall?s completion. Developed by Mercantile Trust Company, a major downtown employer that was dedicated to rebuilding the urban core, the $150 million project was supposed to include office space, shops, restaurants, entertainment and hotel facilities, open landscaped plazas, enclosed gardens, and pedestrian malls. In typical Modernist fashion, the project, dubbed Mercantile Center, would be built upon two superblocks, necessitating the closure of several alleys and streets. It would include four modern office towers, the signature of which would be the Mercantile Bank corporate headquarters. Connecting the towers would be a system of enclosed malls, filled with two levels of shops, restaurants, and entertainment facilities. These facilities would be built in a circle, surrounding a giant enclosed garden containing sculptures, fountains, flowers, and trees. Skylights would allow lights to enter the enclosed interior areas. The final touch was an 800-room hotel that would be located across the street from the towers and connected to the retail and entertainment center by a pedestrian bridge.
In the style of Le Corbusier, at each street corner would be open plazas. In fact, 34 percent of the property area was devoted solely to outdoor open space. Parking too was a necessity and would be offered on grand proportions. One large garage would be built on the east end of the complex and would be connected by a pedestrian bridge, requiring workers, shoppers, and tourists to walk through the common space under the towers. And, since the project was viewed as a rebirth of downtown, historical buildings occupying the six-block project area, bounded by Locust Street, Broadway, Washington Avenue, and Eighth Street, would be razed. The existing Stix, Baer and Fuller and Famous-Barr stores, which were located to the direct north and south of the proposed site, were to be connected to the new facility by enclosed bridges. Business leaders thought that this would only accommodate the department stores and improve their business. As a result, the May Company entered the downtown redevelopment arena.
Mercantile Center was a six-stage, ten-year project, the first phase of which was completed in 1973?the 35 story tower called Mercantile Tower (now US Bank). However, the project stalled in the late 1970s until May pressed forward with redevelopment plans, this time scrapping the project?s latter phases in favor of the creation of a regional retail attraction for downtown St. Louis.30 In 1978, May Department Stores converted Mercantile?s original plans to emphasize retail development. The amended plan included a four-level enclosed suburban-style shopping center, a 21-story office tower and a 250-room hotel atop the Stix building, with Stix as a limited partner in the project. May received an $18 million Federal Urban Development Action Grant. However, the money was not enough to offset the grossly underestimated costs of the project. Thus, in June 1980, May transferred the primary responsibility of the development to Melvin Simon and Associates of Indianapolis, a leader in major retail development. After many years of planning, the $175 million mixed-use development was ready to go in 1981. Mayor James F. Conway formed a public finance package, including $42 million in revenue bonds.31 When Melvin Simon and Associates submitted a loan application to the Teachers Insurance and Annuity Association (TIAA) of New York, the New York Times ran an article on its front page offering its own necropsy of an apparently deceased downtown St. Louis. The TIAA loan officer, having read the New York Times expos?, attempted to delay the loan application by removing it from the day?s agenda. Simon?s executive president, Randy Foxworthy, angry at the unsympathetic reporting of the Times, remarked, ?The person who wrote that story didn?t know what was going on. We brought a Teacher?s executive out to St. Louis, showed him evidence of a recovery, and convinced him the Times article was wrong. Then we resubmitted the loan and got it approved.?32
In January 1982, the bulldozing began by way of the St. Louis Land Clearance for Redevelopment Authority. Meanwhile, limited partner Stix, Baer and Fuller was purchased by Little Rock, Arkansas-based Dillard?s in early 1984.33 Dillard?s subsequently spent $8 million refurbishing the Stix building, reducing its floor space to the first four floors (down from the first seven in the old Stix). Famous spent 15 million on its 10-level department store operation. While both department stores shared in the decline of downtown in general, each believed the return to former glory would arrive in the form of the St. Louis Centre?s success. Indeed, the branch stores of downtown department stores, once considered subsidiaries and less profitable than the flagship store downtown, now held the standards for quality of its products. Only now did Dillard?s Vice-President of Marketing Paul Cavalli apologetically state of its revamped store that its merchandise was, ?comparable with the upgraded merchandise we carry now in our branches.?34
St. Louis awaited the opening of the shopping mall that would redefine downtown, or, in the words of Mayor Vincent C. Schoemehl, Jr., ?the beginning, not the end, of efforts to make [St. Louis] the premier city in the country.? Unbridled optimism swirled around the opening of the St. Louis Centre like the chocolate on the golf ball sized strawberries that were served to partygoers at its ceremonious grand opening. On August 8, 1985, a crowd of 70,000 dumbfounded city officials who expected only 10,000.35 They had all come to the forsaken downtown to witness a revival that Rouse had taught them was possible. Though St. Louis Centre would forego the festival marketplace motif, it seemed nevertheless a lively addition to a downtown the New York Times labeled ?in its death throes.?
The St. Louis Post-Dispatch and the St. Louis Globe Democrat appeared ecstatic about the Centre?s opening?and so was veteran comedian Bob Hope, emcee of the Centre?s extensive opening celebrations. ?The Centre seems to me to be something that hasn?t been done before,? Hope said at the grand opening.36 And it hadn?t been done before. St. Louis Centre became the country?s largest enclosed downtown shopping mall, at 350,000 square feet of retail in its four level mall and over 1.5 million including the attached Famous and Dillard?s.37
Though the Centre claimed to be ?the heart of it all,? the imagery thrown around by journalists seemed to focus on one theme?the Centre?s ostensible disconnect from downtown. Many even referred to the St. Louis Centre as if it were some sort of shiny seafaring vessel fortuitously floating amidst a sea of decay and despair. Bill Smith, a reporter for the Post-Dispatch, went so far as to deem the St. Louis Centre ?reminiscent of a gigantic luxury ocean liner??never mind the obvious post-Centre-mortem reference to the notorious Titanic disaster. Reporter Charlene Prost for the Post declared the Centre ?a polished white shopping pearl in the heart of downtown? as if to suggest the mall?s being a hidden treasure in a shell of a downtown.38