Riverbend Mall

Riverbend Mall was a shopping mall in Rome, Georgia, United States. Developed by the local Ledbetter family, the property opened in 1975 and became one of the principal retail destinations in the area. At its peak, the center had three one-story department-store anchors: Belk Rhodes, Miller Brothers, and J. C. Penney. Its tenant mix also included a drugstore, cafeteria, cinema, toy and specialty retailers, restaurants, a bookstore, a salon, and other service businesses. The mall expanded in 1988 with the addition of a food court. Its architecture and interior finishes reflected the retail design of the period, including earth-tone materials and burnt-orange carpeting. The Belk Rhodes and Miller Brothers buildings were designed by Stevens & Wilkinson, an architectural firm also associated with department-store projects in the Atlanta area. Riverbend Mall experienced a major setback in January 1990 when the Etowah River rose and flooded the property. The flooding led to closure and extensive cleanup, and the resulting damage affected public perceptions of the center. Local observers reportedly referred to it as the “brown mall,” a nickname associated with both its brown limestone appearance and the muddy floodwater. The center subsequently faced increasing competition after Mount Berry Square opened to the north. Its department-store lineup changed repeatedly: Miller Brothers became Hess’s in 1986, Hess’s was sold to Proffitt’s in 1992, and the former department-store space was later occupied by The Bon-Ton, which had acquired the property in 1993. The Bon-Ton location was reportedly the chain’s only Georgia store and closed after a relatively short period. Part of the former anchor space was later used by Coosa Medical Group, while Belk Rhodes operated part of its former space as an outlet for a time. By 2000, Ford’s Furniture was the last full-size anchor remaining at the mall. The property had also lost much of its original specialty-retail concentration, although a small number of businesses continued to operate, including The Comic Stop, a dive shop, and Knight’s Jewelers. Riverbend Mall closed and was demolished in 2002. The site was redeveloped as a strip-mall-style retail complex featuring a Kroger grocery store, Barnes & Noble, Ross Dress for Less, and a new Coosa Medical Group building. The former Belk Rhodes structure survived demolition and was converted into a medical-office building. The mall is also remembered because it was the location of the 1982 kidnapping of thirteen-year-old Lisa Ann Millican, who was later murdered by Alvin and Judith Neelley.

Riverbend Mall was built by the Ledbetter family, local developers who continued to own the property on which the center stood. It opened in Rome, Georgia, in 1975, providing the city and surrounding area with a conventional enclosed shopping-mall format anchored by Belk Rhodes, Miller Brothers, and J. C. Penney. All three anchor stores were single-story buildings, and the J. C. Penney was comparatively small by that chain’s standards. The mall’s original tenant mix combined department stores with everyday services, specialty retail, dining, and entertainment. Businesses associated with the center included Revco Drug, later connected with the CVS chain; Morrison’s Cafeteria; Circus World, later KB Toys; GNC; Riverbend Cinema; World Bazaar; Walden Books; Martin’s Men’s Wear; Dollar Tree; Faye’s Hallmark; Briar Patch; King & Queen Salon; The Fun Tunnel; Chick-fil-A; FATS BBQ; and Baskin-Robbins. The center therefore served not only as a place for apparel and household shopping but also as a local leisure and dining destination. In 1986, the Miller Brothers anchor was converted to Hess’s, a department-store chain with a strong Mid-Atlantic presence. Riverbend Mall expanded in 1988, adding a food court. The design of the center reflected late twentieth-century mall conventions, including a Belk Rhodes interior characterized by earth tones and burnt-orange carpet. The Belk Rhodes and Miller Brothers buildings were designed by Stevens & Wilkinson, which had also worked on Rich’s and Richway stores in the Atlanta region. A decisive reversal came in January 1990, when the Etowah River rose and flooded the mall. The flooding required the center to close for cleanup and repairs. Although the building reopened, the event damaged the mall’s public image. Its brown stone finishes, combined with the muddy appearance left by the flood, contributed to the local nickname “the brown mall.” The center also encountered stronger competition after Mount Berry Square opened to the north. The combination of the flood’s reputational impact, changing retail conditions, and anchor turnover weakened Riverbend Mall’s role in the market. The former Miller Brothers/Hess’s space changed hands and occupants several times. Hess’s was sold to Proffitt’s in 1992, and The Bon-Ton acquired the relevant store location in 1993. The Bon-Ton store was reportedly the chain’s only Georgia location and closed after a short period. Belk Rhodes operated part of its former space as an outlet for a time, while the other portion became an office for Coosa Medical Group. By 2000, Ford’s Furniture occupied the former department-store space and was the mall’s last full anchor. A small collection of specialty businesses remained, including The Comic Stop, a dive shop, and Knight’s Jewelers. Riverbend Mall eventually closed and was demolished in 2002. The property was redeveloped as an open-air strip-mall-style retail site with a Kroger grocery store, Barnes & Noble, Ross Dress for Less, and a new Coosa Medical Group building on the southern portion. The original Belk Rhodes building survived and was repurposed as a medical-office building, making it the only part of the original mall structure known to remain. The mall also occupies a place in local criminal history. On September 25, 1982, thirteen-year-old Lisa Ann Millican was kidnapped at Riverbend Mall by Alvin and Judith Neelley. Millican was subsequently murdered. This crime became the most notorious event associated with the property and is an important part of accounts of the former mall.

• 2002

  Mall demolished and site redeveloped

  [1]Riverbend Mallen.wikipedia.org

  Riverbend Mall is closed and demolished, with the property converted into a strip-mall-style retail development.

• 2000

  Ford’s Furniture becomes the last full anchor

  [1]Riverbend Mallen.wikipedia.org

  Ford’s Furniture occupies the former Miller Brothers/Hess’s space and is the last full-size anchor operating at the mall.

• 1990

  Etowah River flood

  [1]Riverbend Mallen.wikipedia.org

  Flooding forces the mall to close for cleanup and becomes a major turning point in its decline.

• 1988

  Food-court expansion

  [1]Riverbend Mallen.wikipedia.org

  The mall expands to include a food court.

• 1986

  Miller Brothers becomes Hess’s

  [1]Riverbend Mallen.wikipedia.org

  The Miller Brothers anchor is converted to a Hess’s department store.

• 1982

  Kidnapping of Lisa Ann Millican

  [1]Riverbend Mallen.wikipedia.org

  Thirteen-year-old Lisa Ann Millican is kidnapped at the mall on September 25 and later murdered by Alvin and Judith Neelley.

• 1975

  Riverbend Mall opens

  [1]Riverbend Mallen.wikipedia.org

  The Ledbetter family’s enclosed shopping mall opens in Rome, Georgia, with Belk Rhodes, Miller Brothers, and J. C. Penney as its principal anchors.

A regional shopping destination serving Rome and the surrounding northwest Georgia market during the late twentieth century. Its initial positioning relied on conventional department-store anchors and a broad mix of specialty retailers, restaurants, services, and entertainment.

• Anchor retail · 1975

  Department-store retail

  The mall’s principal commercial offer was provided by department-store anchors, initially Belk Rhodes, Miller Brothers, and J. C. Penney. The Miller Brothers space later became Hess’s, then was associated with The Bon-Ton and eventually Ford’s Furniture. These stores supplied apparel, household goods, and general merchandise.

• In-line retail · 1975

  Specialty retail and services

  Riverbend Mall hosted a broad collection of smaller stores and service businesses, including a pharmacy, bookstore, toy retailer, health-products store, card and gift shop, men’s clothing store, jewelry retailer, salon, comic shop, and dive shop. The mix changed over the mall’s operating life.

• Food and leisure · 1975

  Dining and entertainment

  Dining and leisure were important parts of the center’s customer proposition. The property included Morrison’s Cafeteria, Chick-fil-A, FATS BBQ, Baskin-Robbins, a food court added in 1988, and Riverbend Cinema. Other entertainment-oriented tenants included Circus World, later KB Toys, and The Fun Tunnel.

• 1982

  Kidnapping and murder of Lisa Ann Millican

  On September 25, 1982, thirteen-year-old Lisa Ann Millican was kidnapped at Riverbend Mall by Alvin and Judith Neelley. She was subsequently murdered. The crime became the most notorious incident associated with the mall.

  Source

Read more

• 2002

  Replacement of the enclosed mall with open-air retailStrategy

  Background

  After years of anchor turnover, competition, and declining occupancy, the enclosed mall was no longer viable in its existing form.

  Action taken

  The mall was demolished and the property was redeveloped as a strip-mall-style complex.

  Aftermath

  The replacement site included Kroger, Barnes & Noble, Ross Dress for Less, and medical-office facilities. The former Belk Rhodes building remained in medical-office use.

  Source

• 1990

  Flood cleanup and recoveryOther

  Background

  The Etowah River rose and flooded the shopping center.

  Action taken

  The mall closed and underwent major cleanup after the flooding.

  Aftermath

  The flood harmed public perception and contributed to the center’s long-term weakening.

  Source

• 1988

  Expansion with a food courtStrategy

  Background

  The mall sought to broaden its customer offer beyond department stores and specialty retail.

  Action taken

  An expansion added a food court to the center.

  Aftermath

  The addition was followed by the mall’s later decline after the 1990 flood and the opening of competing Mount Berry Square.

  Source

1. 1Riverbend Mallen.wikipedia.org
2. 2Deadmalls.com: Riverbend Malldeadmalls.com
3. 3Sky City: Riverbend Mallskycity.com