University Mall Tampa: A History of Transformation
University Mall, originally known as University Square Mall, is a shopping center located near the University of South Florida (USF) on Fowler Avenue, just north of Tampa's city limits. Its location east of I-275 has made it a landmark in the area for decades. From its opening in 1974 to its ongoing transformation into "Uptown," the mall has undergone numerous changes reflecting the evolving retail landscape and the needs of the surrounding community.
The Early Years: University Square Mall (1974-1990s)
Edward J. DeBartolo announced plans to build a shopping complex in northern Tampa on June 27, 1972. University Square Mall officially opened on August 15, 1974. The single-level, enclosed mall was built on an 80-acre plot 7.5 miles north of downtown Tampa. At the time of its dedication, the mall had one operational anchor, Maas Brothers, and 32 inline stores.
The mall was initially anchored by Maas Brothers, Robinson's of Florida, and J.C. Penney. Maas Brothers was a two-story, 127,000-square-foot store based in Tampa. J.C. Penney, also a two-story building, opened on the west end of the mall in October 1974. Sears began operations on the east side in September 1975.
Notable inline stores included Lawton's Jewelers, Jacobs Jewelers, Davey Jones Locker, Merry-Go-Round, Baron's men's wear, SupeRx Drugs, and Mr. Dunderbak's Bavarian Pantry. The General Cinema Corporation University Square I & II showed its first films on October 18, 1974.
In 1983, Burdines, a Miami-based department store, was added as a fifth anchor between Sears and Robinson's. With this addition, the mall's gross leasable area reached approximately 1,009,500 square feet, housing 130 stores and services. This expansion allowed University Square Mall to surpass Tyrone Square in St. Petersburg.
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Rebranding and Expansion (1990s)
The late 1980s and early 1990s brought significant changes to University Square Mall. In August 1987, Robinson's of Florida was acquired by Goudchaux's-Maison Blanche of Baton Rouge. In August 1991, Maison Blanche stores were rebranded as Dillard's. By this point, the mall's name had changed to University Square.
In September 1991, Burdines closed its original store and consolidated its operations into the former Maas Brothers location, which was officially rebranded as Burdines on October 20, 1991.
Heitman Retail Properties of Chicago acquired University Square in March 1992 and began a $48 million renovation two years later. As part of this renovation, a new two-story Dillard's store was built north of the original location and opened on November 1, 1995. The vacated Dillard's was gutted and rebuilt with new inline stores and an upper-level food court. A 16-screen Regal Cinemas adjoined the new food court, opening on December 3, 1996, as Cobb Theatres University 16 megaplex. The biggest change to the mall itself came in 1995 when Dillard's constructed a brand new store connected to the existing store, which had previously housed Maison Blanche and Robinson's. When completed, the original store was converted to mall space, creating a two-level wing to an otherwise one-story mall. This was likely done to compete with the new Brandon Town Center, which opened in 1995.
Early 2000s: Closures and New Ownership
Montgomery Ward closed in March 2001, with its store space re-opening as a Burlington Coat Factory on October 12, 2001. In January 2004, Burdines was converted to Burdines-Macy's, and in March 2005, it became a full-fledged Macy's.
JCPenney closed on October 1, 2005, relocating to a smaller store at the Shops at Wiregrass in Wesley Chapel, which opened in 2008. Steve & Barry's opened on the first floor of the former JCPenney location in 2006.
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Glimcher Realty Trust, based in Columbus, Ohio, acquired University Square in December 1997 and sold it to a joint venture of Somera Capital Management and Rockwood Capital in June 2007. In March 2008, a $10 million remodeling project began, including rebuilt entrances, family restrooms, community seating, soft play areas, skylights, and an updated food court. These improvements were completed in November 2008.
Decline and Redevelopment (2010s)
Dillard's was demoted to a Clearance Center in 2008. In August 2010, the Regal Cinemas closed. Frank Theatres of Jupiter, Florida, reopened the complex as University 12 in November 2011, but it closed again in January 2013. Studio Movie Grill revamped the structure and reopened it as SMG Tampa on October 23, 2014, but it shuttered in March 2021.
RD Management of New York City acquired University Mall in December 2014 and announced a multi-million dollar renovation in June 2015, including removing the roof over the mallway and repurposing the vacant Penney's building.
Macy's closed in March 2017. The Dillard's Clearance Center relocated to the first floor of the vacant Macy's and reopened on May 2, 2017. Grand's, a department store from San Juan, Puerto Rico, leased the first floor of the vacant Dillard's Clearance Center.
The Vision of Uptown: Transformation and the Future
In March 2018, RD Management acquired the Sears building, giving them full ownership of the mall. Sears closed in November 2018, with demolition starting in January 2020. The Dillard's Clearance Center closed on April 28, 2022, and the building was demolished in September. Grand's also closed in 2022.
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The mall's name was changed to RITHM AT UPTOWN. The old Maas-Macy's building was replaced by an 110,000-square-foot South Wing, which now houses Vu Studios, Sprouts Market, and a relocated Burlington store. Hub On Campus Tampa, an 890-bed student housing facility, was built in the northwest corner of the parking area and completed in August 2022.
The approximately 100-acre Uptown project is envisioned as a multi-story, urban neighborhood development showcasing life sciences and technology research institutes and complexes; retail, place-making, and recreational opportunities and entertainment; hospitality; education; medical specialties, clinics, and pavilions; corporate offices and co-working spaces; and residential and other related uses.
The demolition of the University Mall on Fowler Avenue began on February 19 to prepare for the creation of an urban village-style life sciences and technology research park called Uptown. The first phase of demolition focused on the area between the former JCPenney and the existing mall, with plans to construct a pedestrian-oriented street supporting new food and beverage offerings and redevelop the former JCPenney into a Class A office and technology research complex.
The Surrounding Area: Growth and Change
The area of Tampa, St. Petersburg, and Clearwater has experienced significant growth and sprawl over the past several decades. University Mall is named for its proximity to the University of South Florida. It is also located near the Busch Gardens theme park.
In the late 1970s and early 1980s, the Fowler Avenue corridor was a bustling suburban strip. However, as new subdivisions emerged further north, storefronts along Fowler Avenue began to empty. The closure of major retailers like Montgomery Ward, Service Merchandise, and Circuit City left significant vacancies.
In 2014, RD Management LLC purchased the main corridor of University Mall and other smaller segments for $29.5 million. Acquiring other parcels, including the former Sears property, required further negotiations and investment.
The ongoing transformation of University Mall into Uptown is part of a broader effort to revitalize the Fowler Avenue corridor. The area is seeing new investment in infrastructure, transportation, and community development.
Revitalizing Fowler Avenue: A Community Effort
Efforts are underway to improve the pedestrian experience on Fowler Avenue, including adding new crosswalks and wider sidewalks. The City of Tampa and Hillsborough County have studied land use and rezoned the mall and surrounding area as an innovation corridor.
Retail drove growth along Fowler Avenue in the 1970s and 1980s. Today, the focus is on creating multifaceted destinations. New institutions like Crossover Church, Moffitt Cancer Center McKinley Hospital, and the James A. Haley Veterans Hospital are drawing people to the area. The Museum of Science and Industry (MOSI) will remain operational as part of a multiuse redevelopment plan.
The goal is to create a vibrant, mixed-use community that attracts residents, businesses, and visitors. This includes providing affordable housing options to ensure that current residents can benefit from the area's revitalization. New affordable housing projects, such as Uptown Sky, are being developed through partnerships between the University Area Community Development Corporation (UACDC) and affordable housing developers.
Yuengling's Role in Uptown
Yuengling, America's oldest brewery, has also invested in the Uptown area, converting a former Stroh brewery into its first operation outside of Pennsylvania in 1999. The company has since expanded its presence with a new facility that includes brewing operations, conference areas, and a sprawling patio.
Yuengling's investment is part of a broader effort to create a destination where people can enjoy entertainment and dining options. The company hopes to be a "spoke in the wheel" of the Uptown revitalization, working with other institutions like Moffitt Cancer Center and Busch Gardens to harness the area's energy and potential.
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