Big Changes Could Be Coming To Dying Eastern Iowa Mall

40 years ago the American Mall was the place to not only shop but to spend the day.  You hung out in the food court, checked out the latest fashions, listened to the latest music, stopped by the arcade...the mall glory days.

Malls in Iowa were still the happening place in the 90s.  Even in the 2000s they still were the place to get all your shopping done.  Then at some point in the last 10 years, you could get all your shopping done with a few quick clicks and malls started to die.

Now malls need to do more to be relevant.  To be a destination.  To once again become the place to go with friends and family.  This is why big changes have to happen for this dying Iowa mall to survive and the changes proposed aren't going to get it done.

NorthPark Mall

That is unfortunately a sign you see on more and more spaces at NorthPark Mall.  Based on the NorthPark Mall map there are currently 34 vacant spaces.  Plus 2 vacant anchor stores.  That is a lot of open real estate not bringing in people or money.

You'd think it would be the mall owners and businesses in the mall that would be concerned about it but it's actually the city of Davenport who wants to see things turn around for the struggling mall.

The Sales Tax Money Isn't What It Used To Be For Davenport

The Davenport City Council hired a consulting firm to help with the decline of NorthPark Mall.  According to TV 6, "The consultants think demolishing a portion of the mall, moving Von Maur to another available space, and adding housing around the mall would be the best way to ensure it survives as a sales tax generator for the city."

So in other words, less mall.

But it's not up to the city.  It's up to the 6 owners of the mall to come to an agreement on any changes.  However, TV 6 was told that the owners are "very happy that the city is a willing partner here."

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It would have been nice if the city had hired us as the consulting firm cause it would have taken about 60 seconds to send back the email saying "The mall is dead.  Consolidate it and put housing there.  This is the easiest non-innovative answer ever to the problem of a mall dying.

Other malls across America are still thriving as malls.  These thriving malls are unique.  More than shopping and food.  Attractions to bring people in. Things like the new Malibu Jacks that went into the old Schnucks building.  That could have easily gone in the mall.

It gets cold in the Quad Cities...so outdoor space can be tough, but having more outdoor features can bring people in.  Or better yet, an indoor water park/hotel.  The city and mall owners should be begging developers for something unique like that.

Tearing down a portion of the mall will not solve the long-term problems.  If that is what they come up with for a solution, then get ready to knock down more of the stores in another 10 years and put up more housing.

For those of us who remember the mecca that was the American Mall in the 1980s and '90s, the sad reality is younger generations would rather sit at home, click some buttons, and then chat with friends on their screen.  Good luck getting them to the mall with fewer stores and housing.