From the Archives: Fashion Valley opened 50 years ago

Fifty years ago today, the Fashion Valley shopping center welcomed San Diegans to its official grand opening. The Broadway, Robinsons and Buffums department stores, which anchored the new $50 million mall built at the site of the former Westgate Park in Mission Valley, had opened their doors earlier.

From the San Diego Union, Sunday, October 12, 1969:

36 Specialty Shops Open Tomorrow To Greet Public

Thirty-six specialty shops at Fashion Valley Center will open their doors to the public tomorrow.

And if the trend set when thee major stores and two shops opened Sept. 8 continues, the shops will set records.

“Business has been phenomenal, far better than expected” at the $50 million, 80-acre center at U.S. 395 and Friar’s Road, said Ronald Hahn, the center manager.

“In several cases, store officials say it is the best opening they have ever had,” Hahn added.

SPANISH HERITAGE

The elegant shopping center, which stands on the site of the former Westgate Park, is designed to emphasize San Diego’s Spanish heritage and pioneer spirit.

The grounds are landscaped, and paved parking spaces are available for 6,000 cars.

Yet this appeared to be insufficient in the days after Robinson’s, Buffums’, The Broadway, Thayer-McNeil Shoes, and Florsheim Shoes opened their doors.

GIVES EXPLANATION

“It seemed like we had inadequate parking, but this was not actually true,” said the center manager. Hahn explained it this way:

More shoppers are spending more time at the luxurious, high-fashion center.

“There is so much to see when they visit here for the first time. They want to see everything, and so they are spending more time. The average turnover is perhaps 30 to 32 minutes, while shoppers are averaging two to three hours now.”

Vaile G. Young, chairman of the board of Buffums,’ said:

Buffum’s is extremely pleased with the reception that San Diego has given us. It far exceeded our expectations.

OUTSTANDING SETTING

“San Diego’s response to our merchandise indicates that we were right in providing high fashion merchandise in a setting that is outstanding.”

Grady Kelly-Post, manager of Robinson’s commented:

“We are extremely pleased with the customer acceptance and the customers are obviously pleased with what they have seen. Our sales definitely reflect this.”

William Belding, regional manager of The Broadway and also manager of the Fashion Valley store, said:

BIGGEST OPENING

“We had the biggest opening of any Broadway we’ve opened in the last 20 years. It is way beyond my fondest expectations and is certainly continuing.

“We’ve been afraid of traffic problems getting into the center, but police have assisted and cooperated fully.

“We are very gratified with the response, particularly in the children’s and fashion departments. It is more than worth all the effort that we put into the store to have such a warm reception by the people”

MILLION SQUARE FEET

The center, which contains more than a million square feet of shopping space, features individually-styled store exteriors. Principal building materials are exposed aggregate, split-faced bricks and blocks, a variety of specially made quarry and red Spanish tile.

There are fountains, trees, flowers and benches. The center’s theme is established by a 50-foot high tower in the mall.

The central plaza is available for community events, art exhibits and fashion shows.

JOINT DEVELOPMENT

The sprawling center is a joint development by Ernest W. Hahn, Inc., a building and shopping center development firm, and Westgate California Realty.

Major stores still to be opened include F.W. Woolworth, scheduled for completion next March, and J.C. Penney, scheduled for completion next fall. The Penney store will contain 235,000 square feet, making the two-story structure the largest in the center.

Developers stressed that Fashion Valley Center is in the geographic center of San Diego County. They said it is only five minutes from the Civic Center, eight minutes from Point Loma, 11 minutes from Pacific Beach and Chula Vista, 12 minutes from El Cajon, 13 minutes from La Jolla, 25 minutes from Escondido, and 33 minutes from Oceanside.

Historical photos and articles from The San Diego Union-Tribune archives are compiled by Merrie Monteagudo. Search the U-T historic archives at http://nl.newsbank.com/sites/sdub/