This collection houses photographs, negatives, reduced-format blueprints, microfiche copies of blueprints, scrapbooks, and other materials documenting Park Central Mall between 1955 and 1995. The vast majority of the photographs depict Park Central and some of its individual stores as they appeared in approximately the 1980s; other photographs include images showing the mall's initial construction and aerial views picturing the mall and its surroundings. Most of the blueprints depict the mall's original layout and construction and date from approximately 1956. In the case of Diamond's and Goldwaters', blueprints documenting later additions and changes are also present. The scrapbooks consist primarily of newspaper clippings documenting promotions and other events sponsored by and/or hosted at Park Central. This collection has been divided into five series.
Identification:
MSS-407
Language:
Material in English.
Repository:
Arizona State University Library. Greater Arizona Collection P.O. Box 871006 Tempe, AZ 85287-1006 Phone: (480) 965-4932 E-Mail: archives@asu.edu Questions? Ask An Archivist!
Historical Note
Brothers Ralph and A. J. Burgbacher purchased the Central Avenue Dairy, which consisted of 46 acres of agricultural land near Phoenix's Central and Osborne Avenues, in the 1950s. Here, they constructed the city's first open-air shopping center, Park Central Mall. After the mall opened in 1957, both Goldwaters' and Diamond's migrated to Park Central from downtown Phoenix where they, along with J. J. Newberry's, became the mall's anchors. Although some had speculated that Park Central was located too far north to attract shoppers, Phoenix's rapid growth in the 1960s and 1970s meant that Park Central was soon surrounded by the high-rise buildings of Phoenix's Central Business District.
Park Central proved unable to compete with the newer, enclosed shopping malls of the era and most of its tenants had left by the late 1980s and early 1990s. The property's owners successfully converted most of the mall to office space while retaining a few retailers and restaurants in the 1990s. Park Central was further impacted by the Great Recession of the late 2000s.
Plaza Companies and Holualoa Companies purchased 337,000 square feet of Park Central in October of 2017 and began a $57 million renovation designed to convert the mall into a mixed-use community hub including restaurants, bars, office- and workspaces, and a pedestrian connection to Central Ave. Construction is projected to be complete in late 2018.
Scope and Content Note
This collection houses photographs, negatives, reduced-format blueprints, microfiche copies of blueprints, scrapbooks, and other materials documenting Park Central Mall between 1955 and 1995.
Series I: Photographs consists primarily of color photographic prints and negatives showing Park Central Mall. Among the views included are the mall during its initial construction; aerial images showing the growth and change of the mall and its surrounding areas between the 1960s and the 1980s; such architectural features as the mall's parking lot, roof, tiling, and lighting; and various of the mall's stores as they appeared in approximately the 1980s. Also included is a set of photographs depicting the mall's overall condition in 1988.
Series II: Blueprints houses reduced-format blueprints and microfiche copies of blueprints showing the mall's original layout and construction and date from approximately 1956. These materials document buildings A, B, C, D, E, and F as well as Goldwaters' Department Store (also referred to as building G) and Diamond's Department Store. In the cases of Goldwaters' and Diamond's, blueprints documenting later additions and alterations are also present. The vast majority of the mall was designed by Welton Becket and Associates. The exception to this pattern is Diamond's, which was designed by John Graham and Company. Both firms used a letter prefix in their sheet numbers to indicate what function the blueprint documents. Their abbreviations are as follows:
Welton Becket and Associates
A: Architectural
AC: Air Conditioning
AS: Automatic Sprinklers
E: Electrical
P: Plumbing
S: Structural
John Graham and Company
A: Architectural
E: Electrical
F: Fire Protection
M: Mechanical
S: Structural
The microfiche appears to be a precise copy of the reduced-format blueprints, although it is unknown whether it was created from the reduced-format blueprints or from the original blueprints.
Series III: Printed Materials houses periodicals, printed items found loose in scrapbooks, an investment proposal by the Lehndorff Group, and a report titled "Park Central Mall, Phoenix, Arizona" discussing possibilities for Park Central's sale and/or redevelopment in 1995.
Series IV: Scrapbooks consists of twenty scrapbooks documenting promotions and other events hosted at and/or by Park Central between 1957 and 1989. Annual and recurring events include Old Fashion Value Days, the American Road Show, Thrifty Scotch Days, Disney on Parade, the Ice Capades, the Phoenix Mobile Home and Travel Trailer Show, and anniversaries of Park Central's opening, which often featured a "giant balloon parade." Also shown are one-time events, for example a demonstration of Bell Aerosystems' Rocket Belt (1964), the "You and the Atom" exhibit (1960), a display of L. Gordon Cooper's Mercury spacecraft (1964), a display of the X15 experimental airplane and a USAF-Martin Titan ICBM (1961), and an air conditioner exhibit titled "Cool ... Calm and Collected" (1958). The majority of these scrapbooks consist of newspaper clippings from Arizona-based publications. Occasional non-newsprint printed matter and original photographs are present as well. Detailed information regarding the content of each scrapbook is provided in the container list.
Arrangement
This collection consists of twenty-seven boxes divided into five series:
To view this collection, make an appointment at least five business days prior to your visit by contacting Ask an Archivist or calling (480) 965-4932. Appointments in the Wurzburger Reading Room at Hayden Library (rm. 138) on the Tempe campus are available Monday through Friday. Check the ASU Library Hours page for current availability.
Copyright
The Arizona Board of Regents retains copyright to this collection for and on behalf of the Arizona State University Library. Requests to publish, display, or redistribute information from this collection must be submitted via our online application.
Loose, non-newsprint printed materials and photographs found in scrapbooks have been removed to Series I: Photographs or Series III: Printed Materials and their relocation documented. Oversized items (usually posters advertising a promotion or other event) are housed in archival folders stored with their source scrapbook whenever possible. The majority of these scrapbooks appear to have been intended to document one, occasionally two, fiscal year(s). This arrangement has been retained to the largest extent possible. In cases where deterioration of the scrapbooks and interfiling render determining the intended coverage year(s) impossible, all years represented are listed.
Box
8
Scrapbook 1957-1973
This scrapbook contains entries documenting the various events, sales, and promotions shown in more detail in other scrapbooks.
Box
10
Scrapbook 1957-1959
Events documented in this scrapbook include Park Central's grand opening (April 1957), a boat show (June 1957), an antique car show sponsored by the Horseless Carriage Club (July 1957), an open house geared toward "the Career Girls of Phoenix and the Valley of the Sun" (September 1957), a United Fund campaign (October 1957), a hot rod show (October 1957), a robbery committed by Billy Clyde Davenport (November 1957), a presentation by Seventeen Magazine's West Coast Editor, Sara Salzer (November 1957), a show of Paul Coze's art (January 1958), Thrifty Scotch Days (February 1958), a USO fete (April 1958), Park Central's first anniversary celebration (April 1958), the "Cool ... Calm and Collected" exhibit showcasing air conditioners (April 1958), the "You-Auto-Buy-Now" beauty contest (May 1958), a vacation and boat show (May 1958), a celebration for Joyce LeMans, Phoenix's first "4-0" girl (June 1958), Good Old Fashioned Value Days (July 1958), installation of a lumite awning (August 1958), the International Fashion Show (October 1958), the International Auto Show (November 1958), a graphic arts exhibit (January 1959), a home show (February 1959), the Jaycee Rodeo (January 1959), Thrifty Scotch Days (February 1959), Karen Debra Pachoe's coronation as Miss Park Central (April 1959), Thomas E. Coxwell's election as President of the Park Central Trade Association (March 1959), an outdoor living show (April 1959), the American Road Show (April 1959), Old Fashion Value Days (July 1959), and a band concert (October 1959).
Box
11
Scrapbook 1959
This scrapbook primarily documents Park Central's second anniversary in April of 1959. Events hosted as part of this celebration include an exposition of Ford automobiles, 2-year-old Karen Debra Pachoe's reign as Miss Park Central, Buffalo Bill's Wild West Show, an outdoor living exhibit, and the American Road Show, which featured Ford station wagons. This scrapbook was entered into Redbook Magazine's Shopping Center Achievement Awards Program. Numerous original documents and photographs are included.
Box
12
Scrapbook 1960-1974
Events documented in this scrapbook include "Thrifty Scotch Days" (January 1960), "Value Days" (July 1968 and January 1969), a fashion show (March 1969), a display of the Air Force's X-24 wingless aircraft (February 1969), the Cinesphere Chevy Show (June 1961 and October 1968), the first annual KUPD Park Central Pigeon Preakness Race (October 1968), the 11th anniversary sale (October 1968), the Ice Follies featuring Peggy Fleming (October 1968), an exhibition by circus performers Betty and Benny Fox (August 1964), Disney on Parade (June 1974), Park Central's 15th anniversary celebration (October 1972), a balloon parade celebrating Park Central's 6th anniversary (October 1963), and Mrs. Virginia Powers' election as President of the Park Central Merchants Association (April 1968).
Many of the pages in this scrapbook appear to have originated in other volumes. As their points of origin cannot be conclusively determined, they have been maintained in the order in which they were discovered at the time of processing.
Box
13
Scrapbook 1960-1961
Events documented in this scrapbook include Thomas E. (Tucker) Coxwell's re-election as President of the Park Central Trade Association, "Easy Living Days" (April 1960), a free band concert (May 1960), Old Fashion Value Days (July 1960), Park Central's third anniversary (October 1960), display of the X15 experimental airplane and a USAF-Martin Titan ICBM (February 1961), the Phoenix Boat and Home Show (February 1961), the opening of the Gaslight Restaurant (March 1961), the Chevrolet Airosphere Show (March 1961), the "You and the Atom" exhibit (March 1960), and Thrifty Scotch Days (January 1960).
Box
14
Scrapbook 1961-1962
Events documented in this scrapbook include the Phoenix International Auto Show (November 1961), Scotch Thrift/Thrifty Scotch Days (April 1961 and January 1962), the second annual Shop & Share (June 1961), Old Fashion Value Days (July 1961), the Phoenix International Auto Show (November 1961), Forest Products Week (October 1961), an United Fund Drive (October 1961), the Arizona Trailer Show (November 1961), a landscape clinic (March 1962), and Oscar Shiell's election as President of the Park Central Trade Association (March 1962).
Box
15
Scrapbook 1962-1968
Events documented in this scrapbook include National Transportation Week (June 1965), the Arizona Recreation Fair (June 1965), the "World of Italy" Exhibit (April 1965), the Phoenix Junior Chamber of Commerce Road-E-O (April 1965), the Ice Royals (April 1965), the Miss Phoenix finals of the Miss Universe Beauty Pageant (April 1965), Old Fashion Value Days (July 1965), a United Fund Drive (November 1965), the Phoenix Mobile Home and Travel Trailer Show (October 1965), Park Central's 8th Anniversary (October 1965), Fire Prevention Week (October 1965), Park Central's challenge to a tax increase (August 1965), a performance by banjo player Jerry Allen (July 1965), the installation of the "Sun Worshipper" statue (May 1968), Thrifty Scotch Days (January 1966), the annual "Indian Festival" (February 1966), a demonstration of a Rocket Belt (October 1964), and the Phoenix International Auto Show (October 1962 and October 1964).
Some of the pages in this scrapbook appear to have originated in other volumes. As their points of origin cannot be conclusively determined, they have been maintained in the order in which they were discovered at the time of processing.
Box
16
Scrapbook 1962-1963
Events documented in this scrapbook include the Floor Fashion Show (April 1962), a demonstration of the AMF "Sparemaker" (April 1962), the "Queen for a Week" contest (May 1962), Old Fashion Value Days (July 1962), Park Central's fifth anniversary celebration (October 1962), the Phoenix Auto Show (October 1962), the Phoenix Mobile Home and Travel Trailer Show (November 1962), the "Mile of Pennies" benefit project (December 1962), Thrifty Scotch Days (January 1963), and the opening of Lerner Shops (February 1963).
Box
17
Scrapbook 1963-1964
Events documented in this scrapbook include the 4th annual "Shop & Share" (May 1963), a jazz concert by the Fabulous Phoenicians (May 1963), Old Fashion Value Days (July 1963), the General Electric Comfort Caravan (September 1963), an exhibition by stunt diver Captain Jimmy Jamison (September 1963), Forest Products Week (October 1963), the 6th anniversary balloon parade (October 1963), the Phoenix International Auto Show (October 1963), Fire Prevention Week (October 1963), the Phoenix Mobile Home and Travel Trailer Show (November 1963), a cystic fibrosis benefit bazaar (December 1963), William R. Atkin's death (November 1963), Thrifty Scotch Days (January 1964), the Lincoln-Mercury Caravan of Stars (January 1964), a performance by the Phoenix Indian School's choir (February 1964), a performance by Miss Arizona, Vonda Kay Van Dyke (February 1964), a display of L. Gordon Cooper's Mercury spacecraft, Faith 7 (March 1964), and Paul Staley's election as President of the Park Central Merchants Association (March 1964).
Box
18
Scrapbook 1964-1965
Events documented in this scrapbook include Ralph G. Burbacher's election as President of the Phoenix Executives Club (April 1964), a performance by El Coro Infantil de Hermosillo (May 1964), a contest to win a redwood cabin and surrounding land in the White Mountains (June 1964), Old Fashion Value Days (July 1964), a performance by acrobats Benny and Betty Fox (August 1964), a demonstration of Bell Aerosystems' Rocket Belt (October 1964), the Phoenix International Auto Show (October-November 1964), events associated with Fire Prevention Week (October 1964), Park Central's 7th Anniversary (October 1964), a balloon parade (October 1964), the Phoenix Mobile Home and Travel Trailer Exposition (November 1964), Thrifty Scotch Days (January 1965), a dog show featuring Doberman Pinschers (February 1965), the Spring "Indian Festival" (February 1965), E. Hoyt Pinaire's election as President of the Park Central Trade Association (March 1965), the Spring Jazz Festival (March 1965), and a "World of Italy" exhibit (March 1965).
Box
19
Scrapbook 1966-1968
Events documented in this scrapbook include "Thrifty Scotch Days" (January 1968), Park Central's 10th anniversary (October 1967), the National Horse Show (March 1968), the Astrosphere Travel Show (February 1968), Coco the Clown's visit (July 1966), and a truck equipment exhibit (June 1966).
Box
20
Scrapbook 1969-1970
Events documented in this scrapbook include Carl Schmieder's election as President of the Park Central Trade Association (April 1969), the opening of the Community Box Office (May 1969), a display of a replica of the USS Arizona Memorial (June 1969), "Know Clothes, a fashion show of educated looks" (August 1969), the Ice Follies (October 1969), Park Central's 12th anniversary (October 1969),and an Easter Fashion Parade (March 1970).
Box
21
Scrapbook 1970-1971
Events documented in this scrapbook include Disney on Parade (May 1970), a Federal Bar Exhibit (May 1970), "Run for Your Life" (May 1970), a performance by the Flying Gaonas (June 1970), the Phoenix Soap Box Derby (July 1970), "Fashion Encounter" (August 1970), the Ice Follies featuring Peggy Fleming (September 1970), an appearance by Miss Arizona, Karen Shields (September 1970), commemorations of Phoenix's centennial (October 1970), a performance by the Orpheus Chorus (December 1970), an exhibition of the Hound Dog and Quail missiles (March 1971), and National Electric Week (January 1971).
Box
22
Scrapbook 1971-1973
Events documented in this scrapbook include new and classic car shows (April and September 1971), a Junior Achievement "Mini-Fair" (April 1971 and March 1972), an "Academic Pride" display (August 1971), a "Fashion Follies" parade (August 1971), a fundraiser benefiting the Community Organization for Drug Abuse Control (October 1971 and 1972), an art show (1972 February), Christmas events, an auction benefiting COMPAS 3 (April 1972), and Disney on Parade (May 1972).
Box
23
Scrapbook 1973-1974
Events documented in this scrapbook include performances by the Ice Capades (April 1973), Disney on Parade (May 1973), the Gardening for Fun Fair (May 1973), Carl Schmieder's election to the American Gem Society's International Board of Directors (May 1973), Park Central's Anniversary Celebration (October 1973), the Academic Pride Show (October 1973), a "Working Women's World" show (October 1973), and Park Central's 2-for-1 night at the Roadrunners vs. Portland Buckaroos hockey game (January 1974). This scrapbook contains some original photographs.
Box
24
Scrapbook 1974
Events documented in this scrapbook include Bill Herschel's re-election as President of the Park Central Trade Association (April 1974), and exhibition of Native American art (April 1974), National Transportation Week (May 1974), Disney on Parade (June 1974), a "Jazz Friday" concert (September 1974), a fashion show (August 1974), the garden harvest show (September 1974), a martial arts exhibition (September 1974), a car show (October 1974), a "Meet the Candidates" event (October 1974), the United Way Fund Drive (October 1974), Park Central's 17th anniversary (October 1974), and a purebred cat show (November 1974).
Box
25
Scrapbook 1974-1975
Events documented in this scrapbook include Bill Rocz's appointment as Director of Advertising and Public Relations for Park Central Shopping Center (June 1974), a transportation show (May 1974), a "Sportsmen's Show" (September 1974), a car show (October 1974), Park Central's 17th anniversary (October 1974), a cat show (November 1974), a "Sticker Stickler Pool-It Contest" (November 1974), the Professional Artists Tour (November 1974), holiday promotions (November-December 1974), the Winter Arts Festival (January-February 1975), blood pressure screenings (February 1975), the "Rodeo of Rodeos" (March 1975), a china and crystal show (March 1975), and an old-time fiddlers' performance (March 1975).
Box
26
Woodland Mall Advertising Copy 1977
Box
27
Woodland Mall Advertising Copy 1977
Box
9
Scrapbook 1985
Events documented in this scrapbook include plans for Park Central's expansion (January 1985) and Park Central's Grand Re-Opening (October 1985).
