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The history of South Shore Center in Alameda — no roof, no problem

South Shore Center in Alameda, California has long stood as a unique presence in the East Bay retail landscape. Opening on August 21, 1958 with just 12 stores, it was one of the earliest open-air shopping malls in Northern California. Built by the Utah Construction Company on 65-acres in the overall 400-acre landfill addition to Alameda, architect Robert B. Liles designed the mall to complement Alameda’s mild, breezy climate and scenic shoreline.

Black-and-white aerial photo of South Shore Center in Alameda, California, taken in 1958. The nearly completed shopping center includes visible storefronts for JCPenney and Woolworth’s, which opened that August. W. T. Grant and Safeway were scheduled to open in November of the same year.
A 1958 aerial view of South Shore Center in Alameda, shortly before its grand opening. JCPenney, Lucky Stores, and Woolworth’s opened on August 21, followed by W. T. Grant and Safeway later that November. The shopping center brought modern retail to the shoreline during the postwar suburban boom.

Early anchors and suburban expansion

Dubbed "The Miracle of Alameda," the mall was originally anchored by Woolworth’s, JCPenney, W. T. Grant, Lucky Stores, and Safeway, South Shore served the area’s growing suburban population with a mix of national and locally owned shops. Unlike the enclosed malls that came later, it kept its open-air layout, making it a welcoming, walkable retail destination known for its sunny paths and small-town feel.

1972: Mervyn’s brings new energy to South Shore Center

Mervyn’s expansion across northern California

On October 4, 1972, Mervyn’s opened a major anchor store at South Shore Center, just as the brand was expanding rapidly throughout Northern California. Founded in San Lorenzo, Mervyn’s was known for its affordable clothing, home goods, and family-friendly vibe.

A new retail era begins

The addition of Mervyn’s helped transform South Shore Center into a regional destination, attracting shoppers beyond Alameda and keeping the mall relevant during a competitive era of suburban retail growth. Although the venerable W. T. Grant discount store closed down in 1974, the mall continued to thrive.

1984–1985: major renovation at South Shore Shopping Center

As competition from enclosed malls like Oakland’s Eastmont and San Leandro’s Bayfair intensified in the early 1980s, South Shore Center began to show its age. To remain relevant, the property underwent a significant renovation and modest expansion in 1984–1985 aimed at refreshing its image and stabilizing tenant interest.

The updates included modernized façades, new exterior paint, updated signage, and fresh awnings throughout the property. A notable tenant shuffle also occurred: Lucky Stores was relocated to a new structure at the south end of the center, while its former space was reconfigured for Ross Dress for Less, a rising discount chain at the time. The refreshed lineup included stores like Pretty & Plump, La Petite Boulangerie, and the enduring Walgreens, which underwent its own remodeling as part of the update.

Though the format remained open-air, these updates gave the center a more contemporary appearance that carried it into the next retail era.

2004: South Shore Center before the big redevelopment

A snapshot before the change

By 2004, South Shore still had its mid-’80s look: shaded storefronts, some aging architecture, and a mixture of chain stores and local favorites. Mervyn’s still stood proudly, even if its best days were behind it.

Pre-renovation photo of South Shore Shopping Center in Alameda, California, showing dated architecture and shaded storefronts.
A slightly somber view of South Shore Center in 2004 before its remodel, with Mervyn's on the left—still beloved for its charm and open-air walkways.
2004 photo of South Shore Center in Alameda, showing GNC and Bon Voyage Luggage & Gifts storefronts, with a payphone visible in the foreground.
South Shore Center in Alameda, 2004 — featuring storefronts like GNC and Bon Voyage Luggage & Gifts. A lone payphone stands nearby, a quiet reminder of pre-smartphone days. This building, part of the 1984 expansion, was removed in the 2007 remodel.

2007: South Shore becomes Alameda Towne Centre

A new name, a new identity

In 2007, the center underwent a major transformation—this time rebranded as Alameda Towne Centre (yes, pronounced “town-ee cen-tree”). While the name change felt like a reach, the remodel itself was genuinely impressive.

Modern features from a proven mall designer

Field Paoli, the redevelopment architectural firm charged with updating the center, also did Palo Alto's Stanford Shopping Center. The new center had tasteful building materials, superb landscaping, and unusual mall art that complemented the contemporary styling of the mall.

Modern fountain surrounded by palm trees and retail stores at South Shore Center in Alameda after 2007 remodel.
The updated fountain area at South Shore Center blends contemporary design with laid-back Bay Area vibes.

Wide-angle view of center court at South Shore Center in Alameda featuring modern landscaping and open-air shopping.
A sunny afternoon in the center court of South Shore Center, now filled with retailers and welcoming open spaces.

View of South Shore Center in Alameda with updated storefronts, outdoor seating, and tree-lined walkways.
The redesigned South Shore Center maintains its coastal charm while updating the retail experience for a new era.

Post-renovation: from Mervyn’s to modern retail

New tenants, new look

Many big-box retailers moved into the mall, including Borders Books, TJ Maxx, Bed Bath & Beyond, and Old Navy to join an existing line up that included Kohl's, Trader Joe's and Super Safeway. That rather small JCPenney went away, almost hard to believe it was once there. Many of the inner mall spaces hadn't been leased, yet, but there were still a number of earlier stores that survived the remodel.

Back to the name everyone knew: South Shore Center

Still loved by Alameda locals

Though the “Alameda Towne Centre” name stuck around for a few years, locals kept calling it South Shore, and eventually, the official name returned to what it always had been.

Was the ’80s version missed? Maybe a little. But the new layout brought fresh life and relevance to the South Shore Center shopping experience. And today, it continues to serve as a vibrant, open-air shopping destination at the heart of Alameda.

Related posts:

Comments

dre said…
I don't have the link offhand, but I've recently read that Target Corp. has rescinded their plans to build at the Towne Center. Will find the link when I go about news searching...
Anonymous said…
Unfortuneately, as usual, money appears to be the degrading factor and more important than the consid-eration for the Health, Environ-ment, and "Well Being of a Once s
Small Town Community."
Upgrading of a community shopping area can be accomplished without the total lack of consideration and understanding of sensible re-development.
Anonymous said…
Your preview/edit program didnot work, for the final post as you can see - consideration and environment have separations in the middle.

Thank you

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