Before the days of mall apps and QR codes, department stores did something quietly brilliant: they printed directories. Handy little maps, full of departments, service counters, and everything you might need—from watch batteries to window treatments. This post takes a closer look at one of those relics: a 1986 store directory from Emporium-Capwell Valley Fair, issued shortly after the new mall opened its doors.
Front cover
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| Front of a 1986 directory of Emporium-Capwell Valley Fair mall. |
Store map & directory
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| Back of a 1986 directory of Emporium-Capwell Valley Fair mall. |
Inside the store: services from another era
At over 200,000 square feet, the Valley Fair Emporium-Capwell was more than just fashion and housewares. Like many department stores of its time, it was a one-stop shop—with an impressive array of customer services, many of which are nearly extinct today.
Emporium-Capwell Valley Fair Services (as of 1986):
Watch Repair
Gift Wrapping (2 Locations)
Alterations Department
Travel Bureau
Drapery Consultation
Ticketron Outlet (for concert and event ticket purchases)
Yes—your weekend at the mall could include picking up new drapes, getting your pants hemmed, and scoring the King Tut exhibit tickets, all without leaving the building.
The golden age of the full-service department store
By the mid-1980s, Emporium-Capwell was part of a dying breed: a full-service department store with broad offerings, regional pride, and personalized service. Locations like this served as cultural touchstones—especially in the Bay Area, where The Emporium name carried generations of goodwill.
Though the Valley Fair location would eventually shutter in 1996 following Federated’s consolidation of Emporium into Macy’s, the building (now Macy's Men & Home)—and the memories—remain deeply rooted in South Bay retail history.
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