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Lost malls of the Bay Area: El Cerrito Plaza in El Cerrito (1958—2002)

From mid-century marvel to modern marketplace

El Cerrito Plaza in El Cerrito, California, opened its doors on July 9, 1958, marking a major moment in East Bay retail history. Set on a portion of the historic Rancho San Pablo, this open-air shopping center was a joint development between the Albert-Lovett Company and the Emporium-Capwell Company, designed to serve a growing suburban community.

At the heart of it all stood Capwell’s, a bold two-story department store that instantly became a Contra Costa landmark.

A store built to impress

The new 232,000-square-foot Capwell’s cost $6 million to build—a modern marvel at the time. Designed with clean lines and eye-catching blue and brown tile, the building reflected the optimism and flair of 1950s retail architecture. Inside, wide aisles, bright lighting, and futuristic fixtures created an environment tailored for leisurely shopping.

At the time, this was Capwell’s fourth location, joining the flagship store in downtown Oakland, Broadway Plaza in Walnut Creek, and downtown Hayward.

Vintage 1958 newspaper ad announcing the opening of Capwell’s department store at El Cerrito Plaza, described as the largest in Contra Costa County.
Grand opening announcement from the Oakland Tribune, inviting shoppers to explore the biggest department store in the county.

The decline of the plaza

Capwell’s later rebranded as Emporium-Capwell before closing its El Cerrito location for good in 1996. Without its anchor, the once-thriving Plaza entered a slow and visible decline.

By 2002, the mall had been de-malled to make way for an outdoor shopping center. While some praised the move as a necessary evolution, urban designers at the time were less impressed, calling the redevelopment “dysfunctional and dull.”

A new kind of plaza

Though its mid-century charm is gone, today’s El Cerrito Plaza is a functional, community-oriented retail center. The site now hosts national chains, grocery stores, and small businesses in an open-air layout. It may not have the wow factor of its 1958 debut, but for many in the East Bay, it remains a reliable neighborhood hub.

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Comments

Rob said…
Since I grew up near EC, let me share some trivia about this store:

I didn't realize that it was the largest store in CoCo County, but I can tell you that it sat only a few hundred feet from the Alameda county line.

The EC Capwells was also an identical twin to both the Stevens Creek Emporium and the Stanford Emporium, which made for some facinating "disorientation" whenever I visited those stores and then walked outside expecting to see something different.

It was also the only Capwell store to not change its signs after the name change to "Emporium-Capwell" in the early 80's. (Even the historic Downtown Oakland flagship store did so).

One reason for this I heard was the huge rooftop "Capwells" sign. In the 1970's the city of El Cerrito made businesses get rid of tall signs in the interest of decluttering and beautification. But Capwells, being the city's largest tax revenue generator was granted an exemption. However, they were not permitted to alter it in any way. Therefore, none of the signs were changed.

It was only after the "Capwell" was dropped entirely in the 90's that the store was permitted to change the sign to "Emporium". Ironically, Federated bought and closed the store only a couple of years after the sign changed.

AND THEN, the EC Plaza kept the "Emporium" sign lit up even though the store was now closed. Undoubtedly to prevent prople from thinking that the whole mall was closed.
Randy said…
The Emporium-Capwell logo came in 1980, and "Capwell" was dropped in 1989, just a couple of weeks before the quake.
Livemalls said…
Grand openings used to be such a big deal back then. I miss that.
Hushpuppy212 said…
Rob,
Having been taken to the Emporium Stanford a lot as a child, I too experienced that same 'fascinating disorientation' when I shopped at Capwell's El Cerrito. Not only was it odd walking out the doors to a different setting, it felt strange to see Capwell's name on signs and price tags, instead of the more familiar Big E.
Wow, Scott, how cool to see this Capwell's flyer. My parents used to take me to the Woolworth's at El Cerrito Plaza to visit Santa each year. This brings back such fond memories.
Marcy said…
I grew up in El Cerrito The El Cerrito Plaza was the bomb back then. Every Christmas we went to take a picture with Santa at Capwells. My Grandmother walked there almost everyday for something. She would take me to WoolsWorths and buy lunch when they had the counter and the little stools, there was a fabric store , can't remeber the name and Luckys grocery store, when they had the machine where you could test your t.v. tubes, and my Dad was a big fan of Kirby's resturant we went there from time to time I think because it had a bar, lol. There was a record store too they had booths where you could listen to the record I think before you bought it. My Grandmother had, well my Grandfather had a Capwell's charge card except back then it was a metal plate kinda like a dog tag very small. Back then my GM had an Avon lady, fuller brush guy, t.v. repair man , and I vaguely remember a milkman. I went to Harding Elementary School and then Portola Jr. High. Times sure have changed. Marcy
Unknown said…
Wow Marcy.
I can remember most of what u mentioned. I remember the fabric store too. They had a clothing store & a couple of shoe stores too.
I went to stege elementary, portola jr high & elcerrito high school.
I had moved up north in the early 80's.
I moved back to the bay area in 2010.
For sum reason I had a flashback & googled capwells in elcerrito.
Class if 77.
Liz W
Anonymous said…
My parents owned the toy store "Toys 'n' Togs" across the mall from Capwell's and next door to Woolworths. Their store was an original store in the shopping center when it opened in 1958. I also went to Portola, and graduated from El Cerrito High School in 1966. Barry K
Dwayne said…
I remember going to Emporium capwell's as a kid and I think my sister and I have a picture with Santa Claus from their my great-aunt worked in the El Cerrito Emporium capwell's in the gift wrapping department for years till she retired
Bonnie said…
I am amazed to find the comments here. I was born in 1986 in Vallejo. We lived in San Pablo but we shopped occasionally at the contra costa Emporium over in the El Sobrante area. When I met my husband, we had shared memories of playing together in the clothing racks at emporium. He lived in Merced. It must have been a different location. And he’s 7 years older than me, but in my memory we were close in age. I’ve been trying to dig up info on that location and I’m amazed that you’ve all had disorienting inter dimensional vibes.

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