Knowledge (XXG)

Eugene Mall

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140:, United States, designed to encourage pedestrian access to shopping and entertainment areas. Dedicated on February 13, 1971, the mall opened amid three days of fanfare and dreams of a revitalized downtown. Conflict over the scope and use of the mall began immediately and continued for 30 years until the last remaining parts of the mall were opened to automobile traffic. At that time, a former Eugene mayor commented that the city's dreams for a bright future just hadn't worked. Many residents, however, shared the much-earlier view of a former downtown merchant, that Eugene had sustained more damage from the mall than it would have from a natural disaster. 149: 296:
on the main plaza fountain, and waded in fountain pools. The council tabled an ordinance requiring parental consent before purchase of toxic glue, although community leaders expressed concern about the dangers of glue sniffing. The presence of a transient, non-customer population on the mall would be a frequent challenge for merchants.
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Since its beginning, the mall had been blamed for the flight of business from downtown. The mall had not been able to attract housing for urban professionals and had not offered a sustainable nightlife, yet it had always been home to transients and panhandlers. Community leaders could not develop the
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Economic conditions in the 1970s had not favored downtown retailers, but urban renewal efforts and tax incentives had benefited the builders of professional and government offices on streets adjacent to the mall. Oak Street, for example, had become the new Main Street. One developer envisioned Eugene
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At the June 16, 1971, Eugene City Council meeting, the council adopted an ordinance enforcing seven pages of rules prohibiting some behaviors at the mall. The mall had been open only four months, but in that time it had become a place for young people to "hang out." They lounged on the lawns, climbed
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with a project known as the East Campus Urban Renewal. The project demolished historic homes east of the university and constructed large residence complexes surrounded by a landscaped campus that opened in 1965. Some reasoned that if a mall environment could work on a college campus, it would surely
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The mall burdened existing city infrastructure, and in 1972 the city began a street-widening project around the mall's perimeter. The extra traffic lanes were necessary to absorb cars which had been diverted from streets within the mall area. Street lighting was inadequate, and in that year the city
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would be in effect on August 15, 1971. But most troublesome to urban retail centers, corporate retailers were no longer investing in large, stand-alone department stores. Increasingly, corporate emphasis was on vacating downtown areas and moving to suburban shopping centers. Tax incentives allowing
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planning director predicted that by 1980, residents of Eugene would live in an age of push-button automation where hands-free cars would speed them into the city core, and they could park in multi-story structures and be whisked on moving sidewalks to an extensive, plastic-covered shoppers' mall.
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Social activism had existed in Eugene prior to the mall's opening, and it had both a loyal following and an infrastructure. When Eugene acquired a large, landscaped, outdoor public-use venue with convenient public transportation, it seemed in fulfillment of deeply held social needs that were not
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The mall's north–south axis extended on Willamette Street from roughly Eighth Avenue to Eleventh Avenue, with automobile traffic crossing the mall at Tenth Avenue. City bus traffic parked along Tenth Avenue, creating a downtown transfer station. Broadway, a street named in lieu of Ninth Avenue,
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Parking fees had been listed as a major deterrent to downtown shopping on the Eugene Mall. In 1973 the city created a free parking zone around the mall that included 2200 spaces with no time limits. Effects on retail sales from the free parking zone may have been marginal, and the plan further
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Almost from the beginning, city leaders had tried to regulate public use of the mall with permits and fees required for organized activities. At times, the regulations escalated tensions between city government and citizens trying to enjoy the mall, although the city was not able to devise an
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proposed closing Willamette Street to cars in order to create a landscaped pedestrian oasis in the center of town, and he suggested parking along the perimeter. As part of the Eugene Centennial Celebration in 1959, a section of Broadway from Oak Street to Charnelton Street was closed to motor
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As climate-controlled, suburban shopping centers became common in the 1960s, communities began to explore ways of drawing retail and entertainment business back into downtown areas. An experimental method of encouraging business was a downtown mall. One researcher found that approximately 200
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projects empowered communities to demolish historic downtown areas and build new, modern structures. With dramatic increases in automobile purchases accompanied by a post-WWII decline in public transportation, many communities accepted urban renewal financing to demolish buildings and install
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In 1984, the city council voted to demolish a portion of the mall on Willamette Street from Tenth Avenue to Eleventh Avenue and return the street to automobile traffic for the first time in 15 years. Business owners celebrated and hailed a new beginning for downtown Eugene.
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fled downtown and opened in a new building only blocks away. In 2012, the downtown urgent care clinic and medical office building closed and was demolished. Student housing opened on that site in 2013. Also in 2012, the Eugene Police Department moved out of downtown when
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By 2001, a three-block section of Broadway was all that remained of the Eugene Mall, and voters were asked to remove it. In a special election September 18, 2001, Eugene residents approved by 67 percent a plan to reopen the final section of the mall to motor traffic.
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The mall included five restrooms, two playground areas, and three water features. Largest of the water features was a cement fountain and water pools at the intersection of Willamette and Broadway. Seating areas were stationed at various locations on the mall.
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Some older merchants operating downtown were displaced by the mall. In referring to what he called "the problem of older people," the chairman of the Eugene Renewal Agency expressed sadness that the elderly would like to have "hung on" but couldn't.
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mall. Potential customers did not enjoy the mall and rarely had reason to go there. But the explanations about the failure of the Eugene Mall were not sufficient to address why some businesses and government offices could not survive downtown.
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Eugene inventoried its downtown holdings and found four major department stores, 170 to 200 retail outlets, and an estimated 500 firms including banks and professional offices. Most of the 3000 public parking spaces were metered.
515: 218:(VRC) opened in 1969. The new shopping center was a modern, climate controlled environment with anchor stores and upscale retail and food outlets. And the VRC offered 4000 free parking spaces. 246:
Later, approximately three more blocks were included in the mall, expanding along Olive Street from Eighth Avenue to Tenth Avenue. Covered walkways were placed in alleys within the mall area.
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Civic leaders determined that the time for a downtown mall had arrived, and construction began May 2, 1970, almost exactly nine months after the opening of Valley River Center.
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In Eugene, for example, out of 186 buildings targeted by urban renewal officials before 1975, 115 were demolished, 53 were "rehabilitated," and only 18 were left untouched.
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As early as 1983, civic leaders had discussed confining the mall to a three-block, climate controlled area, but in 1985 plans for the indoor downtown mall were rejected.
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to play a benefit concert for the creamery in 1972, the Eugene Mall seemed like a good waiting room for the next concert. That concert did not occur until 1982.
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Eugene Mall construction in 1970. The view is from 10th Avenue looking north down Willamette Street. Image courtesy of the Lane County Historical Museum
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gathered on the mall. The mall was an ongoing location for counter-cultural activity. Retail customers experienced unhappiness at the widening
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limited city revenue. Bates found that concerns over parking at pedestrian malls are much more important in the United States than in Europe.
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Public space: Eugene Public Works; Eugene Downtown Association; Eugene Downtown Commission; Privately owned retail and office space
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pedestrian malls were constructed in the United States by the close of the 20th century, although only 15 remained in 2013.
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But the idea of the Eugene Mall had been considered by civic leaders prior to the 1960s. In 1945, for example,
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accelerated depreciation favored construction of enclosed, suburban malls over freestanding retail outlets.
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By 1968 the city council was discussing a federally funded urban renewal project to build the Eugene Mall.
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Voters reopened Olive Street to motorized traffic in 1992, and in 1995 Willamette Street was reopened.
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as the headquarters of financial institutions, and his view of retail was, "good riddance."
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The Eugene Mall opened at a time of economic uncertainty and limited consumer confidence.
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created a gradual exodus from city core areas in the United States, and federally funded
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installed 19 bright lights 60-feet high in order to double the first-year light levels.
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Community leaders in 1961 had responded to demands for more student housing at the
713:(Third ed.). Eugene, Oregon: Lane County Historical Museum. pp. 67–77. 268: 1025: 62: 49: 276: 255: 1042: 1129: 523:, Eugene, Oregon: University of Oregon, pp. Abstract, archived from 581:(First ed.). Eugene, Oregon: City Club of Eugene. pp. 89–96. 352:
After the mall's removal, exodus from downtown continued. In 2006, the
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formed the mall's east–west axis from Charnelton Street to Oak Street.
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Tie Dye and Tofu: How Mainstream Eugene Became a Counterculture Haven
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Discussions about the need for a downtown mall intensified when
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dependent upon retail sales. People angry about the
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Eugene, Oregon: Guard Publishing. pp. 1A 1058: 1026:"Eugene police station move planned for 2012" 950:"Voters OK reopening, nix change in election" 114:Mitchell, McArthur, Garner, O'Kane Associates 8: 577:Holt, Cathleen; Brooks, Cheri, eds. (2000). 517:Masters Thesis: Making Pedestrian Malls Work 19: 1370:Defunct shopping malls in the United States 1092: 1065: 1051: 1043: 18: 762:"Ban on mall dances heads for court test" 684:"How traffic will circle downtown Eugene" 477:"Urban renewal: a step toward the future" 391:"Showpiece Mall to be dedicated tomorrow" 190:traffic, and pedestrians were delighted. 304:effective method of resolving tensions. 206:work in the downtown business district. 122:Initially metered, then 2200 free spaces 509: 507: 470: 468: 466: 381: 896:"Plan for new downtown mall discarded" 602:Wasmann, William (December 22, 1968). 572: 570: 418:"3-day salute to Mall starts Saturday" 173:An Early prediction of the Eugene Mall 16:Shopping mall in Oregon, United States 1360:Pedestrian malls in the United States 549:"1980 Eugene: What a Wonderful Town!" 258:briefly had risen above six percent. 7: 1024:Harrington, Elissa (June 25, 2010). 158:Post–World War II economic expansion 948:Maben, Scott (September 19, 2001). 658:"What's the Future For the Others?" 894:Barker, George (August 28, 1985). 867:Matassa, Mark (November 1, 1984). 789:"EWEB cost for mall job $ 295,000" 443:Maben, Scott (September 4, 2001). 226:Groundbreaking for the Eugene Mall 14: 921:Prichard, Hugh (April 30, 1995). 869:"City votes to reopen mall block" 787:Burdick, Ginny (March 28, 1972). 604:"Eugene UR Project No Boondoggle" 1375:2001 disestablishments in Oregon 629:Kenyon, Ed (February 12, 1971). 416:Kenyon, Ed (February 12, 1971). 389:Kenyon, Ed (February 12, 1971). 197:University of Oregon east campus 656:Newcomb, Bob (August 3, 1969). 547:Newcomb, Bob (March 31, 1963). 475:Floyd, Don (October 12, 1975). 1001:Pittman, Alan (May 14, 2009). 842:"What's future for retailers?" 736:"City adopts tough mall rules" 1: 1355:1971 establishments in Oregon 1308:The Village at Medford Center 840:Wyant, Dan (June 15, 1975). 734:Kenyon, Ed (June 16, 1971). 106:Public space: Eugene, Oregon 976:"The end of an era at PHMG" 250:Economic and social climate 165:much-needed parking areas. 1391: 1225:Progress Ridge Town Square 1153:The Streets of Tanasbourne 1365:Culture of Eugene, Oregon 24: 1350:Shopping malls in Oregon 1329:Woodburn Premium Outlets 285:Oregon Renaissance Faire 63:44.048817°N 123.092753°W 260:Wage and price controls 234:Geography and amenities 1280:Willamette Town Center 1115:Fubonn Shopping Center 330:End of the Eugene Mall 321:Shift away from retail 291:Immediate difficulties 153: 68:44.048817; -123.092753 1204:Clackamas Town Center 954:Eugene Register Guard 927:Eugene Register Guard 900:Eugene Register Guard 873:Eugene Register Guard 846:Eugene Register Guard 819:Eugene Register Guard 793:Eugene Register Guard 766:Eugene Register Guard 740:Eugene Register Guard 688:Eugene Register Guard 662:Eugene Register Guard 635:Eugene Register Guard 608:Eugene Register Guard 553:Eugene Register Guard 481:Eugene Register Guard 449:Eugene Register Guard 422:Eugene Register Guard 395:Eugene Register Guard 371:Portland Transit Mall 151: 1220:Cedar Hills Crossing 1120:Jantzen Beach Center 203:University of Oregon 1262:Valley River Center 982:on November 3, 2013 514:Bates, Kai (2013), 216:Valley River Center 210:Valley River Center 59: /  21: 1257:Shoppes at Gateway 1181:Bridgeport Village 1003:"Fleeing Downtown" 354:federal courthouse 154: 90:September 18, 2001 1337: 1336: 1303:Rogue Valley Mall 1233: 1232: 1186:Washington Square 720:978-0-9648434-6-2 126: 125: 82:February 13, 1971 1382: 1163:Sunset Esplanade 1158:Shute Park Plaza 1093: 1067: 1060: 1053: 1044: 1038: 1037: 1035: 1033: 1021: 1015: 1014: 1012: 1010: 998: 992: 991: 989: 987: 972: 966: 965: 963: 961: 945: 939: 938: 936: 934: 918: 912: 911: 909: 907: 891: 885: 884: 882: 880: 864: 858: 857: 855: 853: 837: 831: 830: 828: 826: 811: 805: 804: 802: 800: 784: 778: 777: 775: 773: 758: 752: 751: 749: 747: 731: 725: 724: 706: 700: 699: 697: 695: 680: 674: 673: 671: 669: 653: 647: 646: 644: 642: 626: 620: 619: 617: 615: 599: 593: 592: 579:Eugene 1945-2000 574: 565: 564: 562: 560: 544: 538: 537: 536: 535: 529: 522: 511: 502: 499: 493: 492: 490: 488: 472: 461: 460: 458: 456: 440: 434: 433: 431: 429: 413: 407: 406: 404: 402: 386: 136:in the heart of 74: 73: 71: 70: 69: 64: 60: 57: 56: 55: 52: 22: 1390: 1389: 1385: 1384: 1383: 1381: 1380: 1379: 1340: 1339: 1338: 1333: 1312: 1289: 1266: 1229: 1208: 1190: 1167: 1139: 1105:Cascade Station 1087: 1080: 1071: 1041: 1031: 1029: 1023: 1022: 1018: 1008: 1006: 1005:. 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Index

Eugene, Oregon
Coordinates
44°02′56″N 123°05′34″W / 44.048817°N 123.092753°W / 44.048817; -123.092753
car-free zone
Eugene, Oregon

Post–World War II economic expansion
urban renewal
Lane County
Fred Cuthbert
University of Oregon
Valley River Center
Inflation
Wage and price controls
Vietnam War
generation gap
Ken Kesey
Grateful Dead
Oregon Renaissance Faire
federal courthouse
City Hall
Portland Transit Mall
"Showpiece Mall to be dedicated tomorrow"
"3-day salute to Mall starts Saturday"
"On the block: The fate of Eugene's pedestrian mall is in the hands of city voters"



"Urban renewal: a step toward the future"

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