Fairgrounds Square Mall; Muhlenberg Township (Reading), Pennsylvania
The Fairgrounds Square Mall is one of two major malls serving the Reading, Pennsylvania area. Fairgrounds Square is located on the northern edge of the city between the Allentown Pike and the Pottsville Pike, and at 718,000 square feet, is only slightly smaller than the more successful Berkshire Mall in Wyomissing, but I’m of the mind that it’s a bit cooler!
Reading is roughly an hour northwest of Philadelphia, and at about 81,000 residents is the fifth largest city in Pennsylvania. Reading is typical of many aging industrial centers throughout the Northeast United States, and compared to the many other old industrial cities that dot the landscape in eastern Pennsylvania, Reading’s malaise seems, at least anecdotally, somewhat more acute than most. Despite this, Berks County has actually registered a population increase since 2000, largely due to transplants from the Philadelphia area seeking a lower cost of living. Reading is also notable for being the home of Boscov’s, one of the last true remaining regional, family-owned full-line department store chains.
Those transplants are not enough to keep Fairgrounds Square thriving, however. Although Fairgrounds Square was reasonably well-leased and sported a decent amount of foot traffic on both of our visits (in October 2004 and August 2007), the center seems a bit forlorn, complete with second tier stores. This is too bad, since Fairgrounds Square’s distinctly 80s tinker-toy architecture and interesting stair-stepping design are actually pretty cool.
I wasn’t able to find much about Fairgrounds Square on the web, which isn’t that surprising since malls like these tend to get no love. The southernmost anchor is a large Boscov’s store–and its likely good ol’ Boscov’s is a hold out because they call Reading home (we love Boscov’s for this very reason). There’s a large anchor at the mall’s center court–today, this is a Burlington Coat Factory, but upon our visit in 2004 it was a National Wholesale Liquidators, and before that it housed Jason’s Discount Furniture (who were also in the mall–in a different space–in 2004, as shown in the photos). This large store was originally a Montgomery Ward. At the north end of the mall, there’s a large JCPenney Outlet and another, smaller, more mysterious anchor; this is the space occupied by Jason’s in 2004, and now occupied by a shoe store. There is also a Cinema Center in the mall.
According to this presentation, The mall is apparently in the midst of adding a food court to the area closest to the cinema, but otherwise it doesn’t appear much is going on. Since I’ve come up short on information–which is pretty pathetic given this is the first you’ve heard of me in two weeks–feel free to fill in. What do you know about Fairgrounds Square? What used to occupy the Super Shoes space? Was there ever a time that this mall was more dominant than Berkshire Mall in Wyomissing?
Want a treat? Of course you do! Everybody loves treats! Some longtime readers of Labelscar may remember the crappy old VGA camera phone, my 2004 Motorola that was my first camera phone, and which I used liberally for some time to take really piss-awful pictures of malls. I actually have some of those classic, poster print-friendly shots of this place, from before two of the anchors swapped (note the National Wholesale Liquidators, along with my own namesake discount furniture store!). These were all taken October 2004:
Steven Swain
September 10th, 2007 at 10:35 pm
I’m coming up short on this mall too, but I have a hunch that at least one of these anchors was either Gee Bee, Hills or Phar-Mor at some point.
[Reply]
DayGlo!
September 10th, 2007 at 10:47 pm
I’m nearly positive that mall had a Hill’s. Went there a couple times in the late ’80s because my mom was a big fan of the outlet stores downtown.
[Reply]
Max
September 10th, 2007 at 11:07 pm
Boscov’s has an inordinate amount of stores located in dead malls. In fact, I remember reading (somewhere on the Internet) that Boscov’s tends to do really well in such malls. Does anybody know why Boscov’s succeeds in dead malls while so many other department stores fail? (Personally, I love Boscov’s for all of the different types of merchandise it sells; indeed it is my favorite currently-operating department store. However, this does not explain to me as to why Boscov’s is so successful in dead malls.)
Also, Boscov’s has another store in Reading at the Reading Mall. Which one of the two Reading stores is their flagship?
[Reply]
Daniel
September 10th, 2007 at 11:51 pm
I’ve been to all the Reading Boscov’s stores, and none would be considered flagships. Boscov’s used to name them in Reading on their region in town, i.e. Reading Mall would be Boscov’s East, Fairgrounds would be Boscov’s North, and the former store on the West side pre-Berkshire would be Boscov’s West.
The Berkshire store probably serves as the flagship, since it is the newest of the 3, and the largest. It’s also in the economically wealthier area.
The Berkshire store opened 3-4 years ago in what was a Strawbridge’s temporarily, but opened into the mall as a John Wanamaker. Berkshire, the last time I was there (early 2006) was in bad need of a remodel. Fairgrounds looked newer inside than Berkshire.
[Reply]
dan-onymous
September 11th, 2007 at 9:55 am
Speaking of Boscov’s, there is a great one at the Palmer Park Mall in Easton, PA that was built on the site of the abandoned Clover anchor in the late 90’s/early 00’s. That mall had been on a downswing prior to Boscov’s, but now seems to be thriving, especially for a mall of smaller size. Boscov’s also recently opened a new store in the former Strawbridges at Lehigh Valley Mall in Allentown. I’m sure they will do well there, but I’m afraid that it will reduce the impact of the Palmer Park store (and the entire mall), which had previously been a major attraction because it was Boscov’s’ only Lehigh Valley location and drew shoppers from the entire area.
[Reply]
Joe
September 11th, 2007 at 1:34 pm
Looking at the website for a Boscov’s, it looks like a really neat department store. It beats out Carson Pirie Scott and Macy’s. It is doesn’t remind me of any store. It is nice to see a unique department store and some cookie cutter department store that sells the same merchandice.
[Reply]
Bobby
September 11th, 2007 at 3:25 pm
There was indeed a Phar-Mor at this mall. The space that’s now “Super Shoes” was the old Phar-Mor (and the second location for Jason’s after it moved out of the old Wards).
If this mall ever had a Hills I’m guessing it was in the Phar-Mor space.
By the way, this mall is owned by Jager Management, who also owns a few other malls — Northland Center in Southfield, MI; Burlington Center in Burlington, NJ; Mountaineer Mall in Morgantown, WV. all of these malls have mostly discount anchors (except Burlington, which has JCP/Macy’s/Sears), dated decor, and mostly ghetto stores.
[Reply]
Caldor
September 11th, 2007 at 3:28 pm
That’s interesting, because I’m familiar with Burlington Center and that’s another mall that seems stuck in this particular kind of unexpected malaise (with many lower-tier or kind of downright ghetto stores) that’s very similar to this one, and in both cases it was surprising to me.
[Reply]
Joe
September 11th, 2007 at 3:52 pm
Correction: I meant to say instead of some cookie cutter department store
[Reply]
boomshakla
September 11th, 2007 at 4:06 pm
Check out the store directory on the mall’s website, they have pictures of storefronts for all the stores, and there are some funky ones.
[Reply]
Jonah Norason
September 11th, 2007 at 5:23 pm
Nirvana’s Closet looks like it took the place of some sort of retro diner.
[Reply]
Bobby
September 11th, 2007 at 8:00 pm
Actually that Nirvana’s Closet looks more like a former Suncoast to me.
[Reply]
Steven Swain
September 11th, 2007 at 8:10 pm
Boscov’s survives in dead malls because it’s self-supporting. People like their completeness and the momentum transfers to some of the other stores nearby.
Anyone know when this mall opened? I’m guessing somewhere around 1980.
[Reply]
Leigh
September 12th, 2007 at 10:55 am
I just think that Berkshire Mall is in a safer, better area.
I don’t go to Fairgrounds, cause its kinda low class, bad area, and just looks cheap.
[Reply]
Bruce
September 12th, 2007 at 3:27 pm
It amazes me how bad Berkshire Mall looks, especially given its prime location in upscale Wyomissing.
The exterior alone looks like a dead mall and its large sign out front is the worst of 70s ugliness. The owners really need to spruce up this property.
[Reply]
XISMZERO
September 12th, 2007 at 4:21 pm
Hints at a 90’s renovated Wilmorite mall – only there’s no fountain or planter elements. The “community” look of the website has… charm.
Good to see you back in action, Mr. Damas.
[Reply]
AroundReading
September 12th, 2007 at 8:13 pm
I remember this mall from childhood and this mall had many fountains and planters before the mid 90’s remodel that added the Montgomery Ward store. Phar-mor was the former occupant of Super Shoes location and JC Penny was a regular store until the mid 90’s. That theater is also kinda new, the old one had 2/4 screens.
[Reply]
Mike
September 12th, 2007 at 9:24 pm
Hi There I have left a few comments on this site before, mostly of PennCan Mall that is I’m known as the Penncan historian! Just a few things here, my father lived in Reading between 1973-76 and he used to attend every year the local stock car races that used to be held there, that is before the mall was built. The grounds of the mall used to be the local Reading Fairgrounds. I believe my father told me that Boscovs opened around 1970 so that was there before the mall was. JC Penny and Boscovs were the only original anchors there at the time being that the former Montgomery Wards in the front and where PharMor used to be, in the rear were added on years later after the center was built.Just for the record that was sometime in 1980! I don’t think there was ever a Hills there but there was one across the street at what is still refered to as Madeira Plaza.
[Reply]
Scott
September 13th, 2007 at 11:59 am
I’ll forever refer to this mall’s interior architecture as “tinker-toy” now. What a perfect name!
The PowerPoint presentation seemed a little sophomoric. I wonder if it is working for them.
Scott
[Reply]
Keith
September 28th, 2007 at 10:45 am
Boscov’s flagship store is the Mt Penn (East) location. Regading Fairgounds Square -as mall fever hit the country in the late 70’s early 80’s this land was purchased and developed the mall concept. The Fairgrounds Square name is derived from the fact that this was the home of Reading Fairgrounds and Racetrack for MANY years. Boscov’s (North) was enlarged and built over part of the original racetrack. JCPenney was the other orig. anchor. Montgomery Ward opened center court years later but filed bankruptcy shortly thereafter. The Super Shoes store was a PharMor. Penney’s want from a fine store to an Outlet that I would not set foot in today. You can actually buy items on sale at the Lehigh Valley store for less then Reeading’s “outlet” prices. I think part of the lack of appeal of this mall is that Reading people no longer had a place to hold their fair and old timers resented it and went to Berkshire Mall instead. For years tents would be set up on the back parking lot of the mall. When it rained there were so many people in the mall you could not move!. The fair has since moved to outside the city and has never had the crowds it did prior to the mall being built. For those that recall the Boscov tent sales on the 80’s & 90’s …back in the early 70’s they would hold clearance sales under the racetrack grandstand at this store. And one more note-Boscov’s Berkshire was once Boscov’s West in Sinking Springs, PA on Route 422. A stand alone very DATED store that looked nothing like what you see today.
[Reply]
Kelly Reply:
November 5th, 2009 at 5:40 am
@Keith, So, when it was the actual fairgrounds, when it rained…where did the people go?
[Reply]
Jonah Norason
October 4th, 2007 at 6:14 pm
I really love the mall’s website. Why can’t every mall have storefront pictures?
Sharp Dressed Man has such a funny name. And “The Nature & Discovery Store”? Was this a real Discovery Channel Store at one time?
[Reply]
Jonah Norason
October 7th, 2007 at 9:23 am
Scott: The PowerPoint did look a little undernourished. It does look like a high school freshman designed it. Maybe it was. “Here son, I need you to make something for the mall”….
[Reply]
Bobby
October 7th, 2007 at 12:00 pm
You guys should have seen the page about a year ago, when they only had a map of about 1/3 of the mall (a very blurry black and white one too) and “MORE MAPS COMING SOON” in big bold text next to it… You couldn’t even click on the tiny map to enlarge it.
[Reply]
Jordan
October 22nd, 2007 at 7:01 pm
That whole stretch of 5th Street Highway has gone downhill IMO. I’ve lived in the area for 15 years, and when we first moved here we used to shop in that end of Reading all the time! Now we barely go there since other and better centers have opened.
I remember Hills was across the street from the mall and was awesome. I also remember Phar-Mor being in where the shoe place is now, and I miss it. The Fairgrounds WAS good, and we used to shop there all the time too. I feel though that the mall started to “Jump Shark” when Monkey Wards went out, and then JCPenny turning into an Outlet. I do like Burlington being in there, and I also shop JCPO for deals, but that’s about it. I dislike going into the main mall because it’s depressing anymore. = \ Yeah Boscovs is there too, but it’s also at Berkshire, which I like better. This mall has a bunch of empty slots, and the stuff that IS in there is nothing to write home about.
[Reply]
Edward Oswald
December 1st, 2007 at 11:14 pm
Fairgrounds is in bad need of better stores. Another reason the mall has never done well is there is a bit of animosity among older folks over it being built over the racetrack and Fairgrounds. Many people were not at all happy about that.
Oh well, money talks.
[Reply]
Kelly Reply:
November 5th, 2009 at 6:25 am
@Edward Oswald, Too bad those older folks that “kept the mall from doing well ” don’t have that power with more important issues.
[Reply]
Jonah Norason
December 20th, 2007 at 9:17 pm
The mall needs a little love. Throw in a discount bigbox, Old Navy, a few snack shops, maybe a dollar theater (on a second level, maybe?), a handful of outlet stores, a handful of normal mall stores, and cool specialty shops. Then place it within a mile or so within my home.
Am I asking too much???
[Reply]
Chris
April 25th, 2008 at 10:46 am
A thing about Sharp Dressed Man which is located in the Fairgrounds mall…I was in the area shopping for a christening gown for my daughter (and I’ve been everywhere) so I stopped in Sharp Dressed Man to get a new suit for the occasion. The majority of their suits cater to the urban crowd but the had good suit I liked. I told them about my problem finding a christening gown and they told me they can order them from one of their suppliers. I have to say I am more than happy that I went there.
[Reply]
Clayton Ash, General Manager
May 13th, 2008 at 7:27 pm
Caldor should stop by the Mall office and talk with the Mall Manager about what the history and future is at the Fairgrounds Square Mall. We have made many positve changes in the past 5 years. I think you would find it very interesting.
Thanks
[Reply]
Kingdred69
July 28th, 2008 at 3:50 pm
The SuperShoes location used to be a Phar-Mor in the early to mid-late 90’s
[Reply]
Kingdred69
July 28th, 2008 at 3:55 pm
Also with the loss of Burger King, Chick- Fillet, Arby’s the mall kinda took a hit
[Reply]
Todd Reber
January 10th, 2009 at 1:07 am
this mall was built over the fairgrounds and dirt race track. Boscov’s was there since the 60’s and has expanded many times. This Mall was never popular with people because it destroyed the fairgrounds. The 1st addition added phar-mor wing by JCPenney. JCPenney was a regular store until mid 90’s when it be came a outlet. What Reading needs is a new Mall with real stores other than BOSCOV’S. It needs a Macy’s.
[Reply]
Kelly Reply:
November 5th, 2009 at 6:29 am
@Todd Reber, can Reading people afford Macy’s?
[Reply]
lpeekay
February 22nd, 2009 at 12:24 am
I think the Fairgrounds Mall lost a lot of traffic after the Super WalMart opened a few miles farther out of town. I didnt live in the area when the mall was first built but I did go to the Reading Fair every year when it was held in the back parking lot/grounds of the Mall.I haven’t been to the fair since they moved it.
[Reply]
kasey stokes
March 16th, 2009 at 6:01 pm
i have lived around here 4 years and recently iv been trying to track down a store that used to be in this mall when i was you it was a chinese food place that sat ont the corner across from gattoes pizza it was the best chinese food ive ever hadin my life i have tried everywhere to try n find somthing like it but cant so my plan is to track down the owner n somehow get the recipie its gonna be very hard because this was 10 to 13 yrs ago so we will c what happens if any one has any info mess me at juggalo_rellik@yahoo.com
[Reply]
Terry Reply:
July 2nd, 2009 at 4:08 pm
@kasey stokes,
Try The Amazing Wok on Rockland St.–especially recommend the shrimp toast.
[Reply]
mrbm
June 7th, 2009 at 8:13 pm
they should of never got rid of Your Place Restaurant I loved that restaurant
[Reply]
mrmdn
June 27th, 2009 at 8:14 pm
A few Fairgrounds memories. As a kid Boscov’s had dirt track race cars hanging (I kid you not) from the ceiling as a nod to its origins as a race track. At one point it had at least two record stores one being the Wall, but as of 2009 only an FYE. When the movie theater was expanded several stores bounced around (including You Bet!, and Golden Eagle Comics) and some of these never returned.
Fith Street seems like it’s trying to clean itself up at least on the out skirts of Reading, but whether or not this has any postive impact on the mall has yet to be seen.
One final note I’m not sure if it’s intentional, but Target has opened two new store’s near two of the weaker Boscov’s store. The Fairgrounds location and the Reading Mall (which is Boscov’s corporate HQ) are both really slow. You could literall run each store 4-6 employees so it will be interesting to see if these stores hang on.
[Reply]
Terry Reply:
July 2nd, 2009 at 4:12 pm
@mrmdn,
Re: Tartget. Yes, the new Target about 1 1/2 mi. North of Fairgrounds is indeed a ghost town. They also have a Super Wal-Mart 1 1/2 mi father north from it, so they are “bookended.” Giant Food stores in that strip is thriving, and you can’t get near 5 Guys Hamburgers, but at Target, you don’t need a handicapped placard to find a good close parking spot. Actually, it’s a pleasure to shop there–the store is all yours!
[Reply]
Scott
July 16th, 2009 at 7:22 pm
My family moved to Boyertown in 1981, and we went to this mall frequently… definitely more often than Berkshire Mall.
It was not the sad second or third-tier shopping plaza it seems to be today.
It was busy and had a good selection of stores.
There was a Coles Bookstore and a York Steak House at Fairgrounds … plus a Chik-Fil-A (But we always went on Sundays, so it was closed.)
I don’t remember a Hill’s there, but I do remember Boscovs and a retail Penneys (not an outlet)
Back then it seemed liked the “hip” mall compared to Berkshire… probably because all the glass and mirrors and the unusual step design made it feel more modern.
[Reply]
peach
August 10th, 2009 at 10:48 pm
bring back your place restaurant and pub
[Reply]