MOA Galleria - Valley Fair Shopping Center
Vintage 1955 newspaper article heralding the grand opening of the old Valley Fair Shopping Center, in Appleton, Wisconsin (pretty much now defunct)... "The first weather protected shopping center in the nation designed with the shopper in mind."
You can read the full article in its entirety in the scan image to the left, which also contains a floor plan diagram depicting the mall's original store lineup and layout. Very cool. And besides that, it's also just plain chock full of all kinds of other groovy Valley Fair tidbits and early details!
Here's some encapsulated historical background via the mall's Wikipedia entry (lots more info there):
"It originally had six stores: Krambo Supermarket, House of Camera & Cards, Badger Paint & Hardware, Donald's, Hamilton Bakery and Eddie's Self-Service Liquor. The mall was built by Hamilton Construction Company under the name Hoffman Shopping Centers, Inc. The mall was one of the first in Wisconsin to be enclosed, and is arguably the first enclosed mall in the world with its own climate controls.More Valley Fair!
The next two years would see further expansion in phases, fronted on the eastmost end by a W.T. Grant discount store. With this, the mall was fully completed by 1956. It would remain relatively unchanged at least up through 1976, when the Grant's anchor would cease with the rest of the entire chain.
In 1978-1979, the mall would re-tenant and emphasize less on local businesses and bring in more nationally known tenants with a huge expansion and renovation project.
Through the 1980s and early 1990s, the mall changed ownership several times. Foot traffic started to decrease when Northland Mall (Appleton) completed a major expansion, adding its own Kohl's Department Store anchor (built out of another former W.T. Grant store), joining a freestanding ShopKo with a new enclosed mall of 25-30 stores built between the two anchors in 1983."
(Study images courtesy of Fox Valley Turning Points)