In 1986, Southland Mall in Hayward, California was in its retail prime. Located along the I-880 corridor, the mall served as a key shopping destination for southern Alameda County—anchored by big-name department stores and packed with national chains, local boutiques, and a thriving food court. This vintage directory offers a rare look back at Southland Mall during an era when malls were more than retail—they were community hubs.
A brief history of Southland Mall
Southland Mall originally opened in 1964, developed by Bayshore Properties. The original layout was anchored by JCPenney and Sears, and it featured a single-level interior corridor lined with specialty shops. In the 1970s, the mall expanded and added a Liberty House anchor and ice rink to keep pace with retail trends and consumer expectations.
By 1986, Southland had undergone a big renovation, including adding a new lower level food court under JCPenney. Shoppers could find everything from apparel and electronics to music stores, cinema, and sit-down dining—all under one roof.
The 1986 mall directory: a snapshot in time
Below are images of the original 1986 Southland Mall directory from late 1986. You’ll notice a broad mix of local retailers and national brands that defined the shopping experience of the era.
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| The left half of the 1986 directory, listing many specialty retailers and mall services. |
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| The right half of the 1986 Southland Mall directory, featuring mall map, layout, and convenience center. |
Notable retailers in 1986 included:
JCPenney, Sears, Woolworth's, and Emporium-Capwell (a major draw for East Bay shoppers)
Video Concepts, Chess King, Grodins, Contempo Casuals, Shirtique, Foot Locker
The Limited, Merry Go Round, Service Merchandise, MusicLand, Radio Shack
Local food court staples and mall classics like Hot Dog on a Stick, Sbarro, Lings Chinese, and Hof Brau.
The layout is classic mid-’60s mall design—anchor tenants at the ends, wide concourses, and a healthy mix of retail, services, and dining. It’s a vivid reminder of how robust and varied mall offerings were during this time.
What’s changed since 1986?
Over the decades, Southland Mall has adapted to shifting retail trends. Department stores like Liberty House and Sears eventually shuttered, and other tenants came and went. In recent years, the mall has undergone selective upgrades to remain competitive in the Bay Area retail scene.
While malls across the country have struggled, Southland has held on—thanks to its strategic location and a relatively steady mix of big-box anchors and essential services. Today, it remains an active shopping center, though one that looks very different from its 1986 heyday.
Why vintage directories matter
Vintage mall directories like this one do more than satisfy nostalgia—they document the evolution of American retail. They capture a moment in time when malls were at the center of suburban life, offering a one-stop destination for shopping, dining, and entertainment.
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