The Avalon Mall Turns 50
In the days long before big box stores and online shopping, the opening of the Avalon Mall was an exciting time for shoppers in the provinceâs capital city and the surrounding area. When the Mall first opened, on April 24, 1967, it was a shadow of its current self; at one-storey tall, it housed just 35 stores. Just about everybody hailing from the Avalon Peninsula (and in many cases, much farther afield) has memories of âthe Mall.â And as planning is underway to mark the shopping centreâs 50th anniversary, marketing manager Donna Vincent is one person who is harking back to the past.As thoughts drift down memory lane, Donna says she and her co-workers find themselves remembering long-gone stores like Birks and Ayres, once mainstays in the Mall. And while browsing through photos of the Avalon Mallâs past, she came across some surprises. âSome of the photos were amazing. I was actually flipping throughâ¦and found a photo when Mr. Dressup was in the shopping centre,â she says, adding she also came across aged Polaroids showing crowds of people gathered at the Mall to catch a glimpse of visiting soap opera stars.âThereâs some really interesting, different people that have come through the shopping centre over the course of 50 years,â Donna says.Inside the Avalon Mall in 1969 (City of St. John's Archives)Employees RememberJoyce Crewe was among the first employees of the Avalon Mall. At age 22, she began working as a secretary for the shopping centre before its construction was even complete. Fifty years later, she can still remember the opening day, which was a big attraction at the time. âIt was the most gorgeous, beautiful day, I can remember that. But in saying that nowâ¦I was spending all my time in the office with the phones,â says Joyce.As a secretary Joyce fulfilled many roles, including making announcements, picking up cheques from renters - even ordering exotic-sounding cheeses (to her outport ear) for Sobeys. For that latter duty, she wasnât paid in cash - but she wasnât about to complain.âI would order the cheese for them and they would give me two porterhouse steaks for it,â reminisces Joyce. âSo [with] my husband going to university, it was a real treat for us.âJoyce worked at the Mall for about three years, before she and her husband moved to Port aux Basques. But whenever they travelled to St. Johnâs over the years, theyâd be sure to drop by the Mall. Theyâre now living back in St. Johnâs and although the Mall has undergone so many, many changes since she worked there, for Joyce walking those halls is still a trip down memory lane. âI enjoyed that place so much,â says Joyce. âAnd when I go back to it now, it just feels like going back in time, really.âPeople line up to see the latest films on the silver screen at the Avalon Mall's old movie theatre. (Avalon Mall photo)Remember when the Avalon Mall's food court was called "Intermission"? (Avalon Mall photo)Anna Kearney Guigné was a teenager when the Mall opened its doors, and, like Joyce, she recalls those early years well. That year her father, Gerard Kearney, opened Kearneyâs Watch Repair - one of a handful of stores that has stood the test of time.âThat was a big deal, to have the Mall built,â recalls Anna, adding it shifted shoppersâ focus away from the downtown area. âThe whole notion of indoor shopping was quite unusual for the time.âHer fatherâs store, which Anna now owns, started out as a little storefront with a pull-down gate. She says her father used to drop by the long-gone Strand Lounge, a performance space for musicians, where he would grab a beer after work, before hopping on a bus and heading home.Gerard Kearney was the original owner of Kearney's Watch Repair, a business that has stood the test of time at the Avalon Mall.While the business hasnât always occupied the same spot, itâs been in the Mall since the very beginning.âItâs amazing weâve been there that many years,â she says. In the early years, Anna recalls there were many more local stores at the Mall instead of the big chains seen today.âThatâs why I laugh at us: Fifty years later and weâre still there,â she says, adding she serves customers who still remember being served by her father years ago.Mall MakeoversThe Avalon Mall building has undergone numerous facelifts to keep up with the times - notably a major upgrade in 1977 that saw the addition of a second storey (making room for 75 new stores), and another in 1987, when the second half of the upper level was built. In time escalators and elevators were installed to help modernize the building and make it more accessible. Today there are around 140 stores.The Mall has always been used to host events, like this fashion show from decades ago. (Avalon Mall photo)The Strand was the place to enjoy drinks, live music and dancing. (Avalon Mall photo)While talking with some older hands at the Mall, Donna got an inside scoop on some quirks arising out of the buildingâs evolution. âThey were talking about how thereâs a hallway [from the old Sobeyâs entrance] where you can actually see the exterior of the building. So thatâs where the shopping centre ended, I guess, and now itâs sort of a services quarter. But it never got changed over from the exterior brick-look of the building. So if you walk down that corridor [off-limits to the public] you can still see the exterior brick,â says Donna. âI think there might even be sort of one stairway in a service area right now, it doesnât really lead to anything,â she laughs. âItâs sort of a stairway to nowhere.âTo mark the Mallâs golden milestone, Donna says events and activities will kick off this month and continue for the remainder of the year, âincluding contests for customers to share their memories with us and maybe share some old photos of the shopping centre with us as well,â she says. Specific events will be posted on www.shopavalonmall.com as plans are firmed up.âWeâll be giving back to the community for their support over the last 50 years. So itâs a pretty exciting time,â she says. - By Elizabeth WhittenIn honour of the Avalon Mallâs golden anniversary this year, we reached out to Downhome Facebook friends, and our own staff, for favourite mall memories. Here is a sample of the responses we received:Accidental ShoplifterâI remember my aunt telling us the story of when she took my mom to the Mall for the first time. Mom was going from store to store picking up school clothing for us eight kids. The security guard was chasing her while my aunt was watching and laughing so much she couldnât speak. Finally the security guard caught up with Mom and told her she had to pay for her purchases. Mom said, âMy son, Iâm not close to finishing my shopping yet.â Lol. She didnât realize she had to pay in each store. She was so mad at my aunt when she saw her doubled over laughing.â - Wanda Murphy, via FacebookWho Ya Gonna Call?âI remember the old Empire Theatre where, in 1984, I went to see the movie Ghostbusters with my older teenage friends. The movie was rated 14+ and I was only 13. My friends, who were ahead of me in the line, bought their tickets and went inside. When I got to the window, the lady asked me how old I was and, being too honest, I told her. I remember standing at the ticket window, cheeks flushed and on the verge of tears as the lady looked at me and said, âIâm sorry, honey. I canât sell you a ticket.â All was lost until my friend came back out and convinced a random stranger to buy my ticket for me because I was too shy (and too upset) to ask. And so, with that, all was right with the world again.â - Heather Lane, Downhome Inventory Control ClerkEscalator ExcitementâI lived in Placentia and my first memory of the âHUGE store,â the Mall, was when we were visiting my aunt and cousins one day in the early â70s. My aunt took us all to see the Mall. It was my first time riding an escalator and when we got on it, I was so exited that I was shivering uncontrollablyâ¦Also, there was a bus that ran weekly from Placentia to the Mall and back every Saturday. We paid $5 return trip from Placentia. In the mid-â70s, my friend, Edith Murphy Careen, and I travelled that bus a few times to go shopping in the Mall. We had such a good time all day long until 5 p.m. came around and we caught the bus back home.â - Karyn Nash Collins, via FacebookSlumber PartyâIn the late â70s, when I was a young teenager, I dropped into the Avalon Mall after basketball practice when a sudden winter storm blew in. Many businesses in the city closed immediately, including the Mall. About 20 shoppers, myself included, wound up spending the whole night there. I remember late at night snacks were handed out and some of the stores re-opened to give us stranded folks something to do while we waited out the weather. Me? I wiled away the time dribbling my basketball around the corridors. Does anyone out there remember getting stuck at the Mall that night?â - Robert Saunders, Downhome Senior Account ManagerIdentity CrisisâThe Strand! The first place that made me feel old - when the bouncer didnât know what an NLC ID was and wouldnât let me in. I was like, 25 or something. The coat check lady came to my rescue as she was older than me! I watched the Blue Jays win the World Series upstairs in Sherlockâs, and wore out the dance floor whenever Biscuit played. And I think itâs the first place I ever had a White Russian (definitely not my last). LOL. - Janice Stuckless, Downhome Editor-in-ChiefA Good GambleâI spent every Thursday night at The Strand in my late teens/early twenties. I donât gamble as a rule, but I had a few coins left over after buying a drink and put them in the video lotto and won $200. Yippee! When you are a poor student that is like winning the Lotto 649!â - Tina Bromley, Downhome Chief Financial OfficerWoolco BargainsâI remember as a child saving my money to go to $1.44 Days at Woolco. Great memories.â - CyrilandDorcas Dooley, via FacebookStrandedâWent to the Strand all the time. On my Nineteenth birthday, I didnât have my ID and they wouldnât let me in. My boyfriend, who was actually not quite 19, was allowed in. Got a good laugh out of that.â - Dodie Crawford, via Facebook