The Boulevard Mall is located at 3528 S Maryland Pkwy,
[ in ]Paradise, Nevada
Paradise is an unincorporated town and census-designated place (CDP) in Clark County, Nevada, United States, adjacent to the city of Las Vegas. It was formed on December 8, 1950. Its population was 191,238 at the 2020 census, making it the fif ...
, United States (an unincorporated town in the Las Vegas Valley
The Las Vegas Valley is a major metropolitan area in the Southern Nevada, southern part of the U.S. state of Nevada, and the second largest in the Southwestern United States. The state's largest urban agglomeration, the Las Vegas Metropolitan Stat ...
). Located on , it is a single-story super-regional mall with of lease-able retail space. It has 140 stores; anchor store
In retail, an "anchor tenant", sometimes called an "anchor store", "draw tenant", or "key tenant", is a considerably larger tenant in a shopping mall, often a department store or retail chain. They are typically located at the ends of malls. Wit ...
s include Goodwill and 99 Ranch Market
99 Ranch Market () is an American supermarket chain owned by Tawa Supermarket Inc., which is based in Buena Park, California. 99 Ranch has 54 stores (as of June 2021), primarily in California, with other stores in Nevada, Oregon, Washington, Ne ...
.[Associated Center Information](_blank)
General Growth Properties. It is the oldest shopping mall in the Las Vegas Valley.
Initially announced as the Parkway Mall in September 1963, it opened as The Boulevard Mall on March 6, 1968, as the state's first enclosed, climate-controlled shopping mall. It contained 26 stores and four department stores upon opening. It became one of the top shopping spots in the Las Vegas Valley, and was popular among tourists because of its close proximity to the Las Vegas Strip
The Las Vegas Strip is a stretch of Las Vegas Boulevard, Las Vegas Boulevard South in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of ...
. Customer attendance decreased after the opening of the nearby Fashion Show Mall
Fashion Show is a shopping mall located on the Las Vegas Strip in Paradise, Nevada. It was developed by Summa Corporation and Ernest W. Hahn, the latter also serving as general contractor. Construction began on March 15, 1979, and the project wa ...
in 1981. The Boulevard Mall was renovated in 1984. An expansion and further renovations began in 1990 and were completed in 1992, at a cost of $60 million. It was the largest mall in southern Nevada
Southern Nevada (SNV) is a region and the southern portion of the U.S. state of Nevada which includes the Las Vegas Valley. It also includes the areas in and around Pahrump and Pioche. Tonopah and Hawthorne are sometimes also referred to as part ...
until 2003.
Beginning in 2008, the mall was affected by a decrease in customer attendance due to the Great Recession
The Great Recession was a period of marked general decline, i.e. a recession, observed in national economies globally that occurred from late 2007 into 2009. The scale and timing of the recession varied from country to country (see map). At ...
. By early 2012, it experienced increased customer visitations after introducing several Hispanic community organizations as tenants, in response to the growing nearby Hispanic community. Sansone Companies purchased the mall in November 2013, at a cost of $54.5 million, and then launched a $25 million overhaul which included several unique tenants not usually associated with malls. Macy's
Macy's (originally R. H. Macy & Co.) is an American chain of high-end department stores founded in 1858 by Rowland Hussey Macy. It became a division of the Cincinnati-based Federated Department Stores in 1994, through which it is affiliated wi ...
and JCPenney
Penney OpCo LLC, doing business as JCPenney and often abbreviated JCP, is a midscale American department store chain operating 667 stores across 49 U.S. states and Puerto Rico. Departments inside JCPenney stores include Mens, Womens, Boys, Gir ...
closed in 2017, followed by Sears
Sears, Roebuck and Co. ( ), commonly known as Sears, is an American chain of department stores founded in 1892 by Richard Warren Sears and Alvah Curtis Roebuck and reincorporated in 1906 by Richard Sears and Julius Rosenwald, with what began a ...
in 2019.
History
Construction
The Boulevard Mall was initially announced as the Parkway Mall on September 27, 1963. The mall was to include more than , including three department stores and various other shops. A total of 6,000 parking spaces was also planned. The mall, with an expected cost of $12.5 million, was to be built on at the southeast corner of Maryland Parkway and Desert Inn Road. The project's developer would be the Las Vegas-based Parkway Investment Company, a subsidiary of Paradise Homes. Individuals involved in the project included partners Harry Lahr, Irwin Molasky
Irwin Molasky (February 22, 1927 – July 4, 2020) was an American real estate developer and philanthropist from Las Vegas, Nevada. He was the Chairman of The Molasky Group of Companies.
Early life
Irwin Molasky was born to a Jewish family on Fe ...
, and Merv Adelson
Mervyn Lee Adelson (October 23, 1929 – September 8, 2015) was an American real estate developer and television producer who co-founded Lorimar Television.
Early life
Adelson was born to a Jewish family in Los Angeles on October 23, 1929 to Na ...
.[Ed Koch]
Desert Inn, Stardust chief helped integrate Las Vegas Strip
, ''Las Vegas Sun
The ''Las Vegas Sun'' is one of the Las Vegas Valley's two daily Subscription business model, subscription newspapers. It is owned by the Greenspun family and is affiliated with Greenspun Media Group. The paper published afternoons on weekdays ...
'', September 1, 2008
After the mall's announcement, it was announced that Sears, Roebuck and Co.
Sears, Roebuck and Co. ( ), commonly known as Sears, is an American chain of department stores founded in 1892 by Richard Warren Sears and Alvah Curtis Roebuck and reincorporated in 1906 by Richard Sears and Julius Rosenwald, with what began as ...
would build their own store at the mall's northern end. In December 1963, Broadway-Hale Stores, Inc. announced plans to build an $8 million department store at the mall's southern end. The three-story Broadway store was to be designed by the Los Angeles
Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...
-based Charles Luckman and Associates, and was to include , including a restaurant and a tire service center. The store was expected to employ approximately 300 people, and was expected to be open by fall 1965. Groundbreaking for the Sears, Roebuck and Co. store began on June 30, 1964.
Construction of the mall began in 1965. The mall was designed by Texas architects Robert R. Weber and Associates. Construction of the Broadway
The Broadway was a mid-level department store chain headquartered in Los Angeles, California. Founded in 1896 by English-born Arthur Letts Sr., and named after what was once the city's main shopping street, the Broadway became a dominant reta ...
's three-floor store began in October 1965. The Sears store was completed in December 1965, and opened shortly thereafter as the mall's first department store. By 1966, the mall was known as the Boulevard Shopping Center, with the Dallas
Dallas () is the List of municipalities in Texas, third largest city in Texas and the largest city in the Dallas–Fort Worth metroplex, the List of metropolitan statistical areas, fourth-largest metropolitan area in the United States at 7.5 ...
-based Haas and Hayne Investment Corporation as the owner and developer.[
On April 29, 1966, a 100-year ]time capsule
A time capsule is a historic cache of goods or information, usually intended as a deliberate method of communication with future people, and to help future archaeologists, anthropologists, or historians. The preservation of holy relics dates ba ...
was buried at the entrance of the Broadway store (eventually a Macy's
Macy's (originally R. H. Macy & Co.) is an American chain of high-end department stores founded in 1858 by Rowland Hussey Macy. It became a division of the Cincinnati-based Federated Department Stores in 1994, through which it is affiliated wi ...
store),[ with plans to open it on April 29, 2066. Nevada governor ]Grant Sawyer
Frank Grant Sawyer (December 14, 1918 – February 19, 1996) was an American politician. He was the List of Governors of Nevada, 21st Governor of Nevada from 1959 to 1967. He was a member of the Democratic Party (United States), Democratic Party. ...
and lieutenant governor
A lieutenant governor, lieutenant-governor, or vice governor is a high officer of state, whose precise role and rank vary by jurisdiction. Often a lieutenant governor is the deputy, or lieutenant, to or ranked under a governor — a "second-in-comm ...
Paul Laxalt
Paul may refer to:
*Paul (given name), a given name (includes a list of people with that name)
*Paul (surname), a list of people
People
Christianity
*Paul the Apostle (AD c.5–c.64/65), also known as Saul of Tarsus or Saint Paul, early Chris ...
attended the time capsule ceremony along with city and county officials. KLAS-TV
KLAS-TV (channel 8) is a television station in Las Vegas, Nevada, United States, affiliated with CBS and owned by Nexstar Media Group. The station's studios are located on Channel 8 Drive near the northern portion of the Las Vegas Strip in the u ...
, a local news channel, was also present to film the ceremony. Items placed in the capsule included the Nevada state flag, copies of the ''Las Vegas Sun
The ''Las Vegas Sun'' is one of the Las Vegas Valley's two daily Subscription business model, subscription newspapers. It is owned by the Greenspun family and is affiliated with Greenspun Media Group. The paper published afternoons on weekdays ...
'' and ''Las Vegas Review-Journal
The ''Las Vegas Review-Journal'' is a daily subscription newspaper published in Las Vegas, Nevada, since 1909. It is the largest circulating daily newspaper in Nevada and one of two daily newspapers in the Las Vegas area.
The ''Review-Journal'' ...
'', and KLAS' film coverage of the ceremony. The Broadway store was expected to open on October 31, 1966, while the mall was expected to be finished in spring 1967. Like Sears, The Broadway also began operations ahead of the mall's opening.[ The mall cost a total of $12.5 million to construct.][
]
Opening and operation (1968–2013)
The Boulevard Mall opened at 10:00 a.m. on March 6, 1968, with a ribbon-cutting ceremony
An opening ceremony, grand opening, or ribbon-cutting ceremony marks the official opening of a newly-constructed location or the start of an event. attended by Nevada governor Paul Laxalt
Paul may refer to:
*Paul (given name), a given name (includes a list of people with that name)
*Paul (surname), a list of people
People
Christianity
*Paul the Apostle (AD c.5–c.64/65), also known as Saul of Tarsus or Saint Paul, early Chris ...
and Nevada state senator Floyd Lamb
Floyd Roland Lamb (September 3, 1914 – June 2, 2002) was an American politician and a Democratic member of the Nevada Senate from 1956 to 1983. From 1946 to 1956, Lamb joined the Lincoln County Commission until he was elected to the senate.
I ...
. The Boulevard was the first enclosed, climate-controlled shopping mall to open in Nevada.[ The mall's theme at that time was meant to resemble a European village.][ Its signature entrance was designed by John Graham Jr., who had also designed the ]Space Needle
The Space Needle is an observation tower in Seattle, Washington, United States. Considered to be an icon of the city, it has been designated a Seattle landmark. Located in the Lower Queen Anne neighborhood, it was built in the Seattle Center f ...
tower in Seattle, Washington
Seattle ( ) is a port, seaport city on the West Coast of the United States. It is the county seat, seat of King County, Washington, King County, Washington (state), Washington. With a 2020 population of 737,015, it is the largest city in bo ...
.[
The mall was popular among tourists because of its close proximity to the ]Las Vegas Strip
The Las Vegas Strip is a stretch of Las Vegas Boulevard, Las Vegas Boulevard South in Clark County, Nevada, that is known for its concentration of resort hotels and casinos. The Strip, as it is known, is about long, and is immediately south of ...
, located approximately a mile and a half west of the mall.[ The Boulevard Mall became one of the top shopping spots in the ]Las Vegas Valley
The Las Vegas Valley is a major metropolitan area in the Southern Nevada, southern part of the U.S. state of Nevada, and the second largest in the Southwestern United States. The state's largest urban agglomeration, the Las Vegas Metropolitan Stat ...
, resulting in Maryland Parkway becoming a popular retail corridor. The mall was financially successful during the 1970s, but experienced a loss in customers after the 1981 opening of the nearby Fashion Show Mall
Fashion Show is a shopping mall located on the Las Vegas Strip in Paradise, Nevada. It was developed by Summa Corporation and Ernest W. Hahn, the latter also serving as general contractor. Construction began on March 15, 1979, and the project wa ...
on the Las Vegas Strip.[ The mall would further be affected by other retail centers on the Strip, as well as the ]Galleria at Sunset
Galleria at Sunset (informally referred to as Galleria Mall) is an indoor shopping mall at 1300 West Sunset Road in Henderson, Nevada. It is owned by Forest City Enterprises and Queensland Investment Corporation, and managed by Forest City. Plans ...
mall in nearby Henderson, Nevada
Henderson is a city in Clark County, Nevada, United States, about southeast of downtown Las Vegas. It is the second largest city in Nevada, after Las Vegas, with an estimated population of 320,189 in 2019. The city is part of the Las Vegas Vall ...
.[
The Boulevard Mall was remodeled in 1984. A major expansion and renovation began in October 1990, and was completed in August 1992, at a cost of $60 million. It included the opening of a fourth new anchor store ]Dillard's
Dillard's, Inc. is an upscale American department store chain with approximately 282 stores in 29 states and headquartered in Little Rock, Arkansas. Currently, the largest number of stores are located in Texas with 57 and Florida with 42. The ...
. The expansion added approximately of retail space, as well as a food court, and three multi-tiered parking decks. A surveillance system was also installed throughout the mall, and included 140 cameras, as well as horseback and bicycle security, and a security podium.
By April 1998, the mall encompassed , and was owned by Dallas-based MEPC American Properties.[ ]General Growth Properties
GGP Inc. (an initialism of General Growth Properties) was an American commercial real estate company and the second-largest shopping mall operator in the United States. It was founded by brothers Martin, Matthew and Maurice Bucksbaum in Cedar Ra ...
(GGP) purchased the mall that month.[ It kept the title of "The Largest Mall in Southern Nevada" until the Fashion Show Mall's renovation in 2003.] In May 2004, renovation plans were announced for the mall. Among the planned changes was the addition of a pedestrian shopping and restaurant streetscape. Interior changes would include a children's play area, new landscaping, new seating, new tile flooring, a remodeled food court, refurbished bathrooms, and the addition of a family bathroom. Two new entrances were also planned: one on the mall's west side, near a parking garage, and another on the mall's east side, near Dillard's. The mall was scheduled to remain open during the renovations, with construction expected to begin in summer 2004 for completion in fall 2005.
The mall suffered from the effects of the Great Recession
The Great Recession was a period of marked general decline, i.e. a recession, observed in national economies globally that occurred from late 2007 into 2009. The scale and timing of the recession varied from country to country (see map). At ...
, with various store closings beginning in 2008.[ By 2011, the five-mile radius surrounding the mall had a Hispanic population of 45 percent, as well as a sizeable ]Filipino
Filipino may refer to:
* Something from or related to the Philippines
** Filipino language, standardized variety of 'Tagalog', the national language and one of the official languages of the Philippines.
** Filipinos, people who are citizens of th ...
population; both groups became the mall's target clientele.[ ]Rouse Properties
Rouse Properties was a real estate investment trust headquartered in New York City. The company owned 35 shopping malls in 22 states encompassing approximately 24.5 million square feet of retail space.
History
In 2011, General Growth Properties a ...
, a corporate spin-off
A corporate spin-off, also known as a spin-out, or starburst or hive-off, is a type of corporate action where a company "splits off" a section as a separate business or creates a second incarnation, even if the first is still active.
Characte ...
of GGP formed in August 2011, took over ownership and operations of the mall in January 2012. Rouse Properties continued the strategy of appealing to the Hispanic and Filipino population.[
]
2013 sale and renovations
As of late 2012, the mall was 89-percent leased out, although only 73 percent of the mall was occupied by tenants, as several had closed due to poor economic conditions. The Boulevard Mall had the second lowest occupancy rate of Rouse Properties' 32 malls, located across 20 states.[ The mall also had $168 million in debt from a loan,][ prompting Rouse Properties to surrender the mall to foreclosure in June 2013.][ The mall was acquired by Midland Loan Services, related to ]PNC Bank
The PNC Financial Services Group, Inc. (stylized as PNC) is an American bank holding company and financial services corporation based in Pittsburgh, Pennsylvania. Its banking subsidiary, PNC Bank, operates in 27 states and the District of ...
. The mall was valued at $61.2 million, and contained . In July 2013, the lenders put the mall up for sale, with "best offer" as the listed price. On November 21, 2013, the mall was sold for $54.5 million to Sansone Companies, a long-time Las Vegas real estate firm owned by local developer Roland Sansone. The sale was announced 11 days later. Sansone purchased 56 of the mall's 75 acres; the remaining acreage was owned by the Macy's and Sears stores.[ The newly formed Sansone Companies/Boulevard Ventures LLC planned to keep current tenants and add new ones.] Boulevard Ventures LLC owns 56.15 percent of the mall, while 2495 Riviera LP has 43.85 percent ownership.[
The Boulevard Mall is the oldest shopping mall in the Las Vegas Valley.][ By the time of the purchase, the mall was considered to be dated and run down.][ Sansone wanted to begin various renovations and sign up new tenants by summer 2014, with plans to conclude his overhaul of the mall in spring 2015.][ Sansone planned to add unique tenants that were not usually associated with malls.][ Among the new tenants that Sansone wanted were restaurants, a bowling alley, a ]miniature golf
Miniature golf, also known as minigolf, mini-putt, crazy golf, or putt-putt, is an offshoot of the sport of golf focusing solely on the putting aspect of its parent game. The aim of the game is to score the lowest number of points. It is played ...
course, a movie theater, and a Hispanic/Filipino supermarket. The first phase of renovations would include building repairs and the addition of drought-tolerant landscaping. The mall's gray colors would also be replaced with new paint. Other phases included the addition of a farmers' market
A farmers' market (or farmers market according to the AP stylebook, also farmer's market in the Cambridge Dictionary) is a physical retail marketplace intended to sell foods directly by farmers to consumers. Farmers' markets may be indoors or o ...
and Wi-Fi
Wi-Fi () is a family of wireless network protocols, based on the IEEE 802.11 family of standards, which are commonly used for local area networking of devices and Internet access, allowing nearby digital devices to exchange data by radio wave ...
in the food court, which would also be renovated to include four 80-inch televisions. The 70-tenant farmers market would be located outside the mall's main entrance on Maryland Parkway, and would include a large play area for children. New valet drop-off and pick-up areas were also planned. The mall would remain open during the renovations. Sansone's target clientele was working-class people.
Sansone launched his overhaul with a planned cost of $25 million. Restaurant construction was underway inside the mall in March 2015. At the time, general manager Timo Kuusela said about the mall, "Ten years ago, it was basically just packed with people all the time, and we had a lot more national tenants. It made money with no effort. Today, we really have to work to meet the needs of the demographic we serve."[ Extensive exterior renovations were underway in April 2015,][ resulting in an ]Art Deco
Art Deco, short for the French ''Arts Décoratifs'', and sometimes just called Deco, is a style of visual arts, architecture, and product design, that first appeared in France in the 1910s (just before World War I), and flourished in the Unite ...
façade
A façade () (also written facade) is generally the front part or exterior of a building. It is a Loanword, loan word from the French language, French (), which means 'frontage' or 'face'.
In architecture, the façade of a building is often t ...
.[ The mall was 85-percent leased at the time, compared to 75-percent a few years earlier.][
As of September 2016, tenant occupancy was around 95 percent.][ Later that year, '']Las Vegas Weekly
''Las Vegas Weekly'' is a free alternative weekly newspaper based in Henderson, Nevada, covering Las Vegas arts, entertainment, culture and news. ''Las Vegas Weekly'' is published by Greenspun Media Group. The paper was founded in 1992 by James P ...
'' wrote that the Boulevard Mall may be the "most charming shopping center" in Las Vegas. In May 2018, a masked man entered the mall with a rifle, prompting an evacuation of the property. The man was apprehended by police, who believed the gun to be fake.
Tenants
The mall opened with of retail space, which included 26 stores. The mall featured four department stores: The Broadway; JCPenney
Penney OpCo LLC, doing business as JCPenney and often abbreviated JCP, is a midscale American department store chain operating 667 stores across 49 U.S. states and Puerto Rico. Departments inside JCPenney stores include Mens, Womens, Boys, Gir ...
; Sears, Roebuck and Co.; and Ronzone's, which was Nevada's largest family-owned merchandise retailer at the time of the mall's opening. Ronzone's was later acquired by Diamond's
Diamond's was a department store chain headquartered in Phoenix, Arizona.
Originally named The Boston Store, it was founded in 1897 by Nathan and Issac Diamond, Jewish immigrants who had earlier begun a dry-goods mercantile in El Paso, it was rena ...
, which expanded the store inside the mall. Dillard's
Dillard's, Inc. is an upscale American department store chain with approximately 282 stores in 29 states and headquartered in Little Rock, Arkansas. Currently, the largest number of stores are located in Texas with 57 and Florida with 42. The ...
later acquired the Diamond's store location, before eventually opening a new Dillard's department store in the mall.[
In July 1997, Woolworth Corporation announced the closure of its remaining ]F. W. Woolworth
Frank Winfield Woolworth (April 13, 1852 – April 8, 1919) was an American entrepreneur, the founder of F. W. Woolworth Company, and the operator of variety stores known as "Five-and-Dimes" (5- and 10-cent stores or dime stores) which featured ...
retail stores, including one at the Boulevard Mall. At the time, the store contained and a restaurant. The store closed later that year.[ By the end of 1997, the mall had 124 stores and five ]anchor store
In retail, an "anchor tenant", sometimes called an "anchor store", "draw tenant", or "key tenant", is a considerably larger tenant in a shopping mall, often a department store or retail chain. They are typically located at the ends of malls. Wit ...
s: Dillard's, JCPenney, Macy's, Marshalls
Marshalls is an American chain of off-price department stores owned by TJX Companies. Marshalls has over 1,000 American stores, including larger stores named Marshalls Mega Store, covering 42 states and Puerto Rico, and 61 stores in Canada. Mar ...
, and Sears.[ Dillard's contained two floors,][ and was located in the mall's south wing, while the Marshalls store operated in a building separate from the rest of the mall.][ The mall also had a 13-vendor food court and three restaurants.] Dillard's store closed in October 2008, due to the effects of the Great Recession. The closure of Dillard's had a negative impact on several nearby tenants, which closed due to decreased foot traffic in that portion of the mall.[ GGP purchased the Dillard's store in 2011, for $5 million.
]
Hispanic and Filipino appeal
By 2011, the mall had seen a resurgence among Hispanic people who lived nearby. The Mexican Patriotic Committee, offering afterschool and parental programs as well as seminars, began operating at the mall in October 2011, in a space that had been vacant for five years. The Hispanic Museum of Nevada opened at the mall in early 2012. The Mexico Vivo Dance Studio and Cultural Arts Center also opened in the mall around the same time, in a space. Stores at the mall were also now offering Mexican-style candy, piñata
A piñata (, ) is a container, often made of papier-mâché, pottery, or cloth, that is decorated, filled with candy, and then broken as part of a celebration. Piñatas are commonly associated with Mexico. The idea of breaking a container filled ...
s, and quinceañera
A (also , , , and ) is a celebration of a girl's 15th birthday. It has pre-Columbian roots in Mexico (Aztecs) and is widely celebrated by girls throughout Latin America. The girl celebrating her 15th birthday is a (; gender (linguistics), ...
dresses. Ric Jimenez, the mall's general manager, said at the time:[
The addition of Hispanic organizations resulted in an increase of customer attendance at the mall.][ As of 2012, several Hispanic community organizations were in discussions to start operating inside the mall, whose management planned to lessen its focus on department stores and improve customer attendance by adding community organizations in the mall's vacant store space. Discussions were also underway for non-Hispanic community organizations to open at the mall. Up to that time, the mall had become a popular site for Hispanic events, which included hosting Fiestas Patrias, and a ]Cinco de Mayo
Cinco de Mayo ( in Mexico, Spanish for "Fifth of May") is a yearly celebration held on May 5, which commemorates the anniversary of Mexico's victory over the Second French Empire at the Battle of Puebla in 1862, led by General Ignacio Zaragoz ...
festival, as well as the 2011 season of the reality television
Reality television is a genre of television programming that documents purportedly unscripted real-life situations, often starring unfamiliar people rather than professional actors. Reality television emerged as a distinct genre in the early 19 ...
series ''La Academia
''La Academia'' (''The Academy'') is a Mexican reality musical talent television series shown on Azteca, that premiered in June 2002 and is currently in its thirteenth installment. Although the show itself is not affiliated with the Endemol f ...
''. The mall became a common gathering place as a community center for the nearby Hispanic and Filipino population.[
In 2013, the mall was the location of two large Filipino-related events, celebrating Pinoy pride and the Filipino Independence Day.] That year, KMCC
KMCC (channel 34) is a television station licensed to Laughlin, Nevada, United States, broadcasting the Ion Television network to the Las Vegas area. It is owned and operated by the Ion Media subsidiary of the E. W. Scripps Company alongside A ...
, an affiliate channel of the Spanish MundoFox
MundoMax (; originally known as MundoFox from August 13, 2012 to July 28, 2015) was an American Spanish-language terrestrial television network that was owned by RCN Televisión. The network broadcast programs aimed at Hispanic and Latino America ...
network, announced a deal to relocate to a new space inside the mall's east court that would include administrative offices and a control room. The channel would also be broadcast to mall shoppers through large television monitors. The channel began operating in July 2013.[
]
Changes under Sansone
Various tenant changes were made following the Sansone purchase. At a cost of more than $2 million, the old Dillard's store was gutted and prepared for several possible tenants before they were decided.[ A Goodwill thrift store opened inside the mall in October 2015, occupying part of the first floor of the old Dillard's store. It was the first Goodwill store to open inside an enclosed shopping mall.][ A John's Incredible Pizza Company restaurant opened in December 2015, taking up the remainder of Dillard's ground floor.] The new pizza restaurant immediately became the chain's most profitable location.[ An Asian grocery store chain, ]99 Ranch Market
99 Ranch Market () is an American supermarket chain owned by Tawa Supermarket Inc., which is based in Buena Park, California. 99 Ranch has 54 stores (as of June 2021), primarily in California, with other stores in Nevada, Oregon, Washington, Ne ...
, also opened at the mall in 2015, occupying a space formerly used as a Circuit City
Circuit City is an American consumer electronics retail company, which was founded in 1949 by Samuel Wurtzel as the Wards Company, operated stores across the United States, and pioneered the electronics superstore format in the 1970s. After m ...
.[ The businesses were part of Sansone's plan to add unique mall tenants.][
In October 2017, Sears sold its Boulevard Mall store to a Sansone-affiliated investor group, which leased the space back to Sears to keep the store operational. The sale allowed for plans to develop the large parking lot surrounding the store, with various possibilities having been discussed, including a hotel. Sears closed its store in March 2019,][ as part of a plan to close 80 stores nationwide. In July 2019, Remington Nevada announced plans to redevelop the Sears building and approximately 17 acres of vacant nearby land, at the southeast corner of Maryland Parkway and Desert Inn Road. The retail project would consist of a new shopping center addition which would be located next to the Boulevard Mall. The new center would be known as The Boulevard Plaza, and would include four new standalone stores which would be located alongside Maryland Parkway. New shops would also be built next to the Sears building. Construction was to begin in 2020.
Other tenant changes were made as well in the years following Sansone's purchase.][ The mall includes El Mercado, a Hispanic-themed marketplace and food court, which was completed in October 2021. It includes nearly 190 stores and operates in the former JCPenney space, following its closure in 2017.
]
Entertainment
In March 2016, Sansone Companies announced plans to add a SeaQuest Interactive Aquarium inside the mall. SeaQuest opened on December 11, 2016. It occupies space previously held by nine individual stores in the mall.
Clown 'N Around, an attraction consisting of carnival games and small rides, operated at the Boulevard Mall for nearly 10 years, until the end of 2016.[
In March 2017, plans were announced for a then-unnamed complex containing miniature golf, ]go-kart
A go-kart, also written as go-cart (often referred to as simply a kart), is a type of sports car, close wheeled car, open-wheel car or quadracycle. Go-karts come in all shapes and forms, from non-motorised models to high-performance Kart rac ...
s, and laser tag
Laser tag is a recreational shooting sport where participants use infrared-emitting light guns to tag designated targets. Infrared-sensitive signaling devices are commonly worn by each player to register hits and are sometimes integrated wit ...
. The complex was part of Sansone's continued strategy to add non-traditional tenants in response to retailers' struggle against online shopping alternatives such as Amazon
Amazon most often refers to:
* Amazons, a tribe of female warriors in Greek mythology
* Amazon rainforest, a rainforest covering most of the Amazon basin
* Amazon River, in South America
* Amazon (company), an American multinational technology c ...
. The dinosaur-themed amusement center,[ named Rex Center, opened with of space on October 27, 2017. A shooting occurred at Rex Center in 2018, during an early-morning party, while the rest of the mall had been closed for the night. Four people were injured.]
In March 2017, plans were announced for Galaxy Theatres
Cineplex Inc. (formerly Cineplex Galaxy) is a Canadian movie theatre and family entertainment centre chain headquartered in Toronto.
The company was formed in 2003 via the acquisition of Loews Cineplex's Canadian operations (which included t ...
to open a movie theater at the Boulevard Mall under a 35-year lease.[ The theater would be built in tenant space located across from SeaQuest, which would require relocating some stores.][ It was intended to be opened around December 2017, in time for the theatrical release of '' Star Wars: The Last Jedi''.] The theater, known as Galaxy Theatres Luxury Boulevard, eventually opened in April 2019. It is the third Galaxy Theatres location in the Las Vegas Valley, and features the first Sony Digital Cinema, a large-format theatrical system by Sony
, commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
.
JCPenney closed its store in the mall on July 31, 2017, after announcing in March that 138 stores would be closing nationwide. In February 2018, plans were announced for Headz Up, a entertainment complex. It would include a mural
A mural is any piece of graphic artwork that is painted or applied directly to a wall, ceiling or other permanent substrate. Mural techniques include fresco, mosaic, graffiti and marouflage.
Word mural in art
The word ''mural'' is a Spani ...
room with approximately 60 murals that appear three-dimensional when viewed from a certain angle. Other planned aspects of the complex included a virtual reality
Virtual reality (VR) is a simulated experience that employs pose tracking and 3D near-eye displays to give the user an immersive feel of a virtual world. Applications of virtual reality include entertainment (particularly video games), educ ...
attraction, multiple escape room
An escape room, also known as an escape game, puzzle room, exit game, or riddle room is a game in which a team of players discover clues, solve puzzles, and accomplish tasks in one or more rooms in order to accomplish a specific goal in a limite ...
s, and an area for indoor archery tag
Combat archery, sometimes known as battle archery, is a sport similar to dodgeball, paintball or Nerf war played with bows and arrows tipped with foam.
History
The Archery Tag equipment brand was invented by John Jackson of Waterloo, Indiana ...
, which would be played using rubber arrows. Headz Up opened in June 2018, in the former JCPenney space. A year later, Headz Up added the Nevada Boxing Hall of Fame The Nevada Boxing Hall of Fame (abbreviated NVBHOF) is a non-profit 501(c)(3) organization founded in June 2012 by American sports broadcaster Rich Marotta. The company honors boxers and those in the industry who have significantly contributed to ...
to its space, including boxing memorabilia and a boxing ring.
Call centers and office space
Call-center operator Sutherland Global Services, based in New York, planned to occupy the entire second floor of the Dillard's store by summer 2015.[
Macy's closed its store in the mall on March 26, 2017. Three months later, the store was sold for approximately $3.5 million to a company associated with the Troesh family, who partnered with Roland Sansone on his purchase of the mall. Under the deal, Sansone would manage the former Macy's space, while discussions included the possibility of retail on the first floor and an office tenant for the second floor.] In February 2018, it was announced that Anthem Blue Cross Blue Shield would open an office on the second floor of the vacant Macy's building. The office would employ approximately 850 people, and was expected to be opened by the end of summer 2018.
In February 2017, plans were announced for a TeleTech
TTEC Holdings, Inc. (formerly named "TeleTech"), is an American customer experience technology and services company headquartered in Englewood, Colorado.
History
Founding and early developments (1982-1996)
The company was founded in 1982 b ...
call center to be opened inside the mall. The center was to be built at a cost of $245,000 and would employ approximately 500 people. It opened around March 2017. At the end of the year, it was announced that Barton Associates, a Massachusetts staffing firm
Temporary work or temporary employment (also called gigs) refers to an employment situation where the working arrangement is limited to a certain period of time based on the needs of the employing organization. Temporary employees are sometimes ...
, had signed a lease for approximately of office space inside the mall, near the recently opened TeleTech call center. The new office space would be built at a cost of $800,000, with plans to have it opened in January 2018. Also announced was a second call center, by 24-7 Intouch, a Canadian company which leased with plans to begin operating in 2018. At the time of the announcements, the mall had approximately of office space remaining. The mall had three call centers as of March 2019, with an approximate total of 3,000 employees.[
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References
External links
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{{DEFAULTSORT:Boulevard Mall, The
Shopping malls in the Las Vegas Valley
Shopping malls established in 1968
1968 establishments in Nevada
Paradise, Nevada