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.
But to understand the charm of this piece of retail ephemera, you have to know a little about the store behind it—and the shopping era it came from.
The Emporium Stevens Creek: a South Bay staple
Long before it was known as Emporium-Capwell Valley Fair, the store was simply The Emporium on Stevens Creek Boulevard. Opened March 8, 1957 in Santa Clara, the store anchored a standalone shopping site (Stevens Creek Plaza) with parking for over 3,000 cars, flanked by a Safeway supermarket and a beloved Stickney’s Hick’ry Pit restaurant—a go-to for family dinners and weekend pancakes.
 |
| The Emporium Stevens Creek with parking for 3,000 cars. |
Next door was Valley Fair Mall, with a neighboring Macy’s forming a powerful retail triangle. For years, these two properties operated separately until the mid-1980s, when both were demolished to make way for the unified, modern Westfield Valley Fair Mall we know today.
When the new mall opened in 1986, the store was rebranded Emporium-Capwell Valley Fair, tying the South Bay location into the larger network of the San Francisco-based retail chain.
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.
Vintage mall directory: 1986 Emporium-Capwell Valley Fair
Front of directory
The front highlights services and a drawing of the main entrance. It’s a perfect snapshot of how department stores once functioned as mini-cities—carefully planned, customer-oriented, and service-forward.
 |
| Front of a 1986 directory of Emporium-Capwell Valley Fair mall. |
Back of directory
The back cover of the directory offers a clean layout of store departments across multiple levels. You’ll find everything from linens and luggage to cosmetics and cookware
 |
| Back of a 1986 directory of Emporium-Capwell Valley Fair mall. |
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.
Comments