Kennedy Mall

Kennedy Mall is an enclosed regional shopping center in Dubuque, Iowa. Developed by William M. Cafaro and Associates, now known as the Cafaro Company, the mall was built during a period when American retail activity was shifting from traditional downtown districts toward suburban commercial centers. The project followed Montgomery Ward's 1964 announcement that it intended to relocate its downtown Dubuque store to the city's western end. Rezoning for the mall site was approved in February 1966, construction followed, and the first store, Younkers, opened in 1968. The center formally opened on April 15, 1970, with approximately 60 stores, making it Iowa's largest enclosed mall at the time. The mall originally combined department stores, specialty retailers, a junior anchor operated by F. W. Woolworth, and entertainment uses. Montgomery Ward joined the center in May 1969, followed by Roshek's in the autumn of 1970. Its early history also included weather-related disruption, as a tornado damaged parts of the Dubuque area and affected the mall soon after opening. During the 1970s and 1980s, Kennedy Mall expanded its tenant mix and added or accommodated major department-store operators including JCPenney, Younkers, Sears, and Armstrong's. A 1989 renovation introduced a food court in the northeastern portion of the building and made broader cosmetic improvements. Space for Sears was created from part of the former Armstrong's department-store area. Entertainment has been a recurring component of the property. An original General Cinema theater inside the mall began as a single 795-seat auditorium, was converted into a two-screen venue in 1972, and was later superseded by a six-screen cinema built in the parking area west of the mall. In the twenty-first century, the property continued to adjust its entertainment and retail offer as department stores closed and consumer behavior changed. Sears announced its closure in January 2014, Vertical Jump Park opened in 2016, and the cinema operation changed from Mindframe Theaters to Phoenix Theatres after Mindframe closed at the beginning of 2017. Younkers closed in 2018, affecting about 90 employees and leaving a substantial anchor space available for redevelopment. Kennedy Mall's later strategy has emphasized replacing vacant department-store space with a mixture of specialty retail, off-price retail, fitness, recreation, food, and community-oriented uses. The center's listed anchors and major occupants include Edward Jones, Shoe Carnival, Planet Fitness, The Fun Station, JCPenney, Dick's Sporting Goods, Ulta Beauty, HomeGoods, Marshalls, and Books-A-Million. In early 2020, the mall partnered with Carnegie-Stout Public Library to establish the Reading Corner, a community reading space. The initiative was interrupted by pandemic restrictions and the space was subsequently displaced by retail use, but the Reading Corner reopened in February 2024. Other post-2020 changes included plans announced in 2023 for Books-A-Million to occupy part of the former Younkers space, the arrival of HomeGoods in former bookstore and adjacent vacant areas, and the opening of World Earth Minerals Superstore in November 2024. In June 2024, the mall sought zoning changes that could permit development in the southwestern parking area. The property is approximately 700,000 square feet, or about 65,000 square meters, and continues to operate as a regional retail and community destination.

Kennedy Mall emerged from the suburbanization of retail in Dubuque. In 1964, Montgomery Ward announced plans to move its downtown Dubuque operation to the western end of the city. The proposal helped establish the commercial rationale for a larger enclosed shopping center outside the traditional downtown district. Rezoning of the future mall site was approved in February 1966, and William M. Cafaro and Associates of Youngstown, Ohio, developed the project. The first store, Younkers, opened in 1968, while Montgomery Ward opened in May 1969 and Roshek's followed in the autumn of 1970. The mall's formal opening took place on April 15, 1970. It began with about 60 stores and was described at the time as Iowa's largest enclosed mall. The early center combined department-store anchors with smaller specialty tenants and F. W. Woolworth as a junior anchor. Soon after opening, the mall and surrounding Dubuque area experienced tornado damage. Kennedy Mall continued to expand and change through the 1970s and 1980s. JCPenney, Younkers, Sears, and Armstrong's became associated with the property during that period. Renovations in 1989 added a food court at the northeastern corner and introduced cosmetic improvements. The Sears premises were created by adapting part of the Armstrong's department-store space. Entertainment formed another part of the center's development. General Cinema initially operated a single 795-seat auditorium inside the mall. In 1972, that venue was remodeled into two screens of roughly 300 seats each. A new six-screen cinema, Kennedy Mall Cinema 6, was later constructed in the parking area west of the mall, replacing the interior theater. In the twenty-first century, cinema operations changed again: Mindframe Theaters closed on January 1, 2017, and Phoenix Theatres replaced it. The property faced the same department-store and enclosed-mall pressures affecting many American retail centers. Sears announced in January 2014 that it would close its store in late April. Vertical Jump Park opened in 2016, providing a recreational alternative to conventional retail. Younkers closed in 2018, affecting approximately 90 employees and leaving a large former-anchor area available for reuse. Kennedy Mall's subsequent adaptations focused on diversification. In early 2020, the property worked with Carnegie-Stout Public Library to open the Reading Corner, a community-oriented reading space. The initiative was affected by COVID-19 restrictions and by Iowa's March 2020 order closing non-essential businesses. The space was later displaced by a retail store but reopened in February 2024. Plans announced in February 2023 called for Books-A-Million to occupy approximately half of the former Younkers space. HomeGoods later occupied the former bookstore area and other vacant storefronts, while World Earth Minerals Superstore opened in another portion of the former Younkers section in November 2024. In June 2024, the mall requested zoning modifications to permit businesses to be developed in the southwestern parking lot, suggesting an interest in adding or reconfiguring commercial capacity beyond the original enclosed structure. The mall occupies approximately 700,000 square feet, or 65,000 square meters. Its current mix includes national retailers, off-price stores, fitness, entertainment, family recreation, professional services, and community uses. The Cafaro Company remains the owner, and Kennedy Mall continues to function as a regional shopping and activity destination for Dubuque and nearby parts of Iowa, Wisconsin, and Illinois.

• 2024

  Reading Corner reopens

  [1]Kennedy Mallen.wikipedia.org

  The library partnership's reading space reopened in February.

• 2024

  Parking-area zoning modification requested

  [1]Kennedy Mallen.wikipedia.org

  The mall requested zoning changes intended to allow businesses to be developed in the southwestern parking area.

• 2024

  World Earth Minerals Superstore opens

  [1]Kennedy Mallen.wikipedia.org

  The specialty retailer opened in November in part of the former Younkers area.

• 2023

  Books-A-Million redevelopment announced

  [1]Kennedy Mallen.wikipedia.org

  Books-A-Million was announced as a planned occupant of part of the former Younkers store.

• 2020

  Reading Corner opens

  [1]Kennedy Mallen.wikipedia.org

  Kennedy Mall and Carnegie-Stout Public Library launched an in-mall community reading space.

• 2018

  Younkers closes

  [1]Kennedy Mallen.wikipedia.org

  Younkers closed, creating a substantial opportunity for anchor-space redevelopment.

• 2016

  Vertical Jump Park opens

  [1]Kennedy Mallen.wikipedia.org

  The mall added an active-entertainment venue.

• 2014

  Sears closure announced

  [1]Kennedy Mallen.wikipedia.org

  Sears announced the planned closure of its Kennedy Mall store.

• 1989

  Major renovation

  [1]Kennedy Mallen.wikipedia.org

  Renovation work added a food court and made cosmetic improvements throughout the center.

• 1972

  Interior cinema is converted

  [1]Kennedy Mallen.wikipedia.org

  The original General Cinema auditorium was remodeled into a two-screen theater.

• 1970

  Kennedy Mall formally opens

  [1]Kennedy Mallen.wikipedia.org

  The mall formally opened on April 15 with approximately 60 stores and F. W. Woolworth operating as a junior anchor.

• 1968

  First store opens

  [1]Kennedy Mallen.wikipedia.org

  Younkers became the first store to open at the developing mall.

• 1966

  Mall-site rezoning approved

  [1]Kennedy Mallen.wikipedia.org

  Rezoning for the land on which Kennedy Mall would be built was approved in February.

• 1964

  Montgomery Ward announces relocation

  [1]Kennedy Mallen.wikipedia.org

  Montgomery Ward announced plans to move its Dubuque store from downtown to the western end of the city, helping set the stage for Kennedy Mall.

A regional enclosed shopping center serving Dubuque and surrounding communities through a mix of department stores, national specialty retailers, off-price stores, entertainment, fitness, family recreation, and community programming.

• Shopping mall · 1970

  Regional enclosed shopping center

  Kennedy Mall provides approximately 700,000 square feet of enclosed retail and leisure space. Its operating model combines national chain stores, specialty retailers, services, entertainment, fitness, family recreation, and community-oriented facilities for consumers in and around Dubuque.

• Retail · 1968

  Department-store and off-price retail

  The mall has historically relied on department-store anchors such as Younkers, Montgomery Ward, Sears, Armstrong's, and JCPenney. As several traditional anchors departed, the property introduced or accommodated off-price and home-focused retailers including Marshalls and HomeGoods, along with Books-A-Million and other specialty concepts.

• Entertainment · 1970

  Entertainment and recreation

  Entertainment has included an interior General Cinema theater, a later six-screen cinema in the western parking area, Vertical Jump Park, Phoenix Theatres, and family-oriented activities associated with The Fun Station. These uses broaden the mall's role beyond conventional shopping.

• Community service · 2020

  Community programming

  Through its partnership with Carnegie-Stout Public Library, Kennedy Mall has hosted the Reading Corner, a public reading and community space inside the shopping center. Although interrupted by pandemic conditions and later displaced, the initiative reopened in 2024.

• 2020Reading Corner partnership

  Dubuque, Iowa

  Kennedy Mall partnered with Carnegie-Stout Public Library to bring a public reading space into the mall, using vacant or adaptable retail-area capacity for a community-oriented program.

  Outcome. The space closed during the COVID-19 period and was later replaced by retail use, but the Reading Corner reopened in February 2024.

  Source

• 2024

  Request for southwestern parking-area zoning changesStrategy

  Background

  The mall sought additional flexibility to use land beyond the existing enclosed retail structure.

  Action taken

  Kennedy Mall requested zoning modifications that would permit businesses to be built in the southwestern parking area.

  Aftermath

  The request indicated a possible future expansion or redevelopment of the property's commercial footprint; the available reference does not establish the final regulatory outcome.

  Source

• 2023

  Former Younkers space redevelopmentStrategy

  Background

  Younkers had closed in 2018, leaving a large anchor area available for replacement uses.

  Action taken

  Kennedy Mall announced that Books-A-Million would move into approximately half of the former Younkers store, while HomeGoods was associated with the former bookstore area and other vacant storefronts.

  Aftermath

  The plan diversified the former department-store footprint with books, home goods, and other specialty retail uses.

  Source

• 2014

  Response to Sears closureOther

  Background

  Sears announced that its Kennedy Mall store would close in late April, removing a long-established department-store occupant.

  Action taken

  The mall proceeded without the Sears location and continued adjusting its tenant and entertainment mix.

  Aftermath

  The closure reflected the broader decline of traditional department stores and increased pressure to reuse large retail spaces.

  Source

• 1989

  Renovation and food-court expansionStrategy

  Background

  The mall undertook improvements as enclosed shopping centers increasingly competed on dining, convenience, and the quality of the in-person experience.

  Action taken

  Kennedy Mall opened a food court in the northeastern corner and completed cosmetic improvements. Space for Sears was also carved from the Armstrong's department-store area.

  Aftermath

  The changes modernized the center and supported a broader department-store and food-service tenant mix.

  Source

1. 1Kennedy Mallen.wikipedia.org
2. 2Kennedy Mall official websitekennedymall.com