MUSCLE SHOALS – Opened in 1968, the Southgate Mall was the first mall in the Shoals area. Woolco anchored the east end of the mall and Florence-based Rogers department store held court in the center of the mall.
A round, teal fountain was the mall interior’s main attraction, and my brother and I tossed in many a penny, sending our wishes splashing into the water.
For those who don’t remember, Woolco was Walmart before there was a Walmart. Other stores in the mall at various times included a Bookland bookstore, Chicago Connection sandwich shop, a Colony Mens Shop, a Blockbuster Music, a Hibbett, a Thom McCann shoe store, sports memorabilia store, Genesis Jewelry, and an arcade.
When Woolco closed in 1983, Walmart took over as the anchor store on the east end. It moved to its current superstore location behind the mall in 1995. Rogers lasted at Southgate until 2007 as the company’s final store.
Penny for your thoughts
The mall interior in all its teal glory was closed in the mid-2000s. Today it is being demolished. Muscle Shoals officials have discussed a redevelopment plan similar to Huntsville’s MidCity, but on a smaller scale. As of yet, nothing has been made official.
But I’m not here to talk about future plans. I’m here to talk about the memories I have of Southgate Mall. And how this small-town girl thought it was the coolest.
As mentioned earlier, my little brother and I would throw pennies in the fountain, but first we’d have to ask Dad or Mom for some loose change. They always obliged. I probably wished for a tape recorder or the latest Barbie doll or, in my teen years, to be a famous writer. My brother probably wished for a BB gun, a dirt bike, or to one day play quarterback for the Dallas Cowboys.
Roger that, Santa
One of my most favorite memories is loading up in late November and driving the 20 minutes from our house in Town Creek to the mall to see Santa Claus. He was always right in the center, visible from the main entrance portico as you entered the shopping center.
I recall Santa Claus sitting on a green throne in all his splendor, surrounded by “snow” and a couple of “elves” handing out candy canes and snapping photos. Proud parents, and parents who were just ready to get it over with, waited just outside the North Pole.
Santa was always friendly and jolly and I always left with the joy of anticipation that only a little kid at Christmastime can feel.
Some other hometown Shoals kids shared their memories, too.
Holly Edens, who grew up in Sheffield, said, “My son Cale’s first Santa visit was there, and Rogers was a favorite for back-to-school shopping.”
The center fountain was a favorite attraction.
Rheta Harrison, of Hatton, said, “I loved Rogers department store. And the fountain that was located in front of Rogers was beautiful.”
Shelly Thornton, who grew up in Town Creek, added, “I remember the fountain in the middle. It looked like rain falling. We would drop pennies for wishes. We also would buy special gifts, like wedding or baby shower gifts, from Rogers.”
LaShaun Brown, from Town Creek, recalled Rogers having a recognizable scent. “I can’t explain what it smelled like. I just always knew it was Rogers.”
“It just smelled like Rogers – like perfume, clothes dye, and a little old. I miss it,” Monica Collier, of Florence, said.
“Other than Rogers, the thing I remember most from the Southgate Mall of the late ’70s and early ’80s is the sunken area at the end of the main (entrance) corridor. That’s where Santa would be. It felt like you were stepping down into somewhere special.”
Game on
Shelly Haskins, who grew up in Sheffield, recalled, “We’d spend all night in (the arcade) playing ‘Galaga’ and ‘Pole Position’ and ‘Pac Man.’
“The sandwich shop was Chicago Connection. They had a great reuben sub with melty cheese and sauerkraut that was my favorite.”
Can’t you just smell it now?
DeLinda Hill, from Town Creek, remembered Genesis Jewelry in the mall. “I have several pieces of jewelry from there,” she said. That store opened in November 1985 as a small gift shop in Southgate Mall. It expanded to carry a larger selection of jewelry and eventually moved to its current location on Woodward Avenue.
Teri Stepleton, originally from Illinois, said, “When I first moved to Alabama, I walked to the mall once a week, at least, in the summer. I would write to my girlfriends in Illinois about the really nice clothing store, Red Rooster.”
Before superstores
Walmart in the early days was heaven to an 11-year-old like me. It had everything! Toys, clothes, school supplies, snacks, records! I bought my first 45 records at Walmart – “Cool It Now” by New Edition and “Living On A Prayer” by Bon Jovi. I still have both, and the Bon Jovi record sleeve still has the green Walmart sticker.
As I got older, I fell in love with the Bookland bookstore inside the mall – so many teen romances! – and so did some of my friends from Town Creek. Charlotte Goodman said, “I loved Bookland,” and Thornton added that it was her favorite store.
Vicki Tidwell, of Loretto, Tenn., and I both remember a Hallmark Store as well, but maybe our memories are not as good as they used to be. Some of us may be confusing Southgate Mall stores with some at Regency Square in Florence, but you get the point. The only constant in life is change. And if you’re from the Shoals area, you know this well.
As the old buildings come down, I hope whatever goes up gives future generations as much fun, community, and good memories as the Southgate Mall gave us.
Photos of Southgate Mall courtesy of Christopher Spalding at mallmanac.com.
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