An extant asset
In the southern San Diego suburb of Chula Vista, between downtown and the border crossing to Tijuana, is the home of another of San Diego’s distinctive open-air shopping malls. Sharing its name with that of the city in which its located, it’s also one of the area’s oldest retail destinations.
1- The far eastern front façade of Chula Vista Center with the former pad belonging to Sears under redevelopment. 2- The Macy’s store, originally Marston’s. 3- The front entrance breezeway next to Macy’s. 4 to 6- The western front façade. 7 to 10- The newer two level portion of the mall at the eastern end.
After a disappointing sojourn to Plaza Bonita in nearby National City, I was glad to be entering the much simpler confines of Chula Vista Center. Though the northeastern section of the complex was under a major redevelopment, the balance of the center remained much the same as it always has.
Chula Vista Center lease plan ca. 1962. View the full PDF version here.
Beginning close to Burlington’s space in Chula Vista Center’s flanking side, I made my way to the newest and only two level portion of Chula Vista Center. Formerly abutting what was once a Sears store, I quickly made my way toward the original corridors of the complex.
1 to 6- The eastern wing featuring the only double tiered portion of the mall. 7 & 8- The center of Chula Vista Center.
Chula Vista Center’s focal point is without a doubt the large, overbearing Macy’s anchor dead set in the middle of the campus. Clad in mid-century earth toned concrete and brick-work with the department store’s nameplate only appearing on the roof, it was my favorite part of what was already an attractive facility.
Chula Vista Center lease plan ca. 2003. View the full PDF version here.
I imagine that places like Chula Vista Center today are reminiscent of what first and second generation shopping centers that started out as open air, such as Northgate Mall in Seattle and Lenox Square in Atlanta, looked like before being enclosed. It was like stepping back in time and I was loving it.
Chula Vista Shopping Center opened in 1962 with San Diego based Martson’s serving as its main anchor with their expansive three level flagship. Over the following years, they were joined by a Kresge, JCPenney and later a Sears, which was located in a parcel across Fifth Avenue to the northeast of the main facility.
1 to 4- Chula Vista Center’s central wing leading to Burlington. 5 & 6- Macy’s at the center of the facility. 7 & 8- The western wing.
At the decade’s mid-point, Marston’s was usurped by Los Angeles based The Broadway. The mall soldiered on until the early eighties when newer and fully enclosed competition was built nearby, the double tiered Plaza Bonita. It was apparent that for the first time, Chula Vista Shopping Center was in trouble.
Chula Vista Center lease plan ca. 2011. View the full PDF version here.
In 1987, responding to threats that JCPenney and The Broadway were on the verge of exiting, the mall embarked on a major renovation and expansion. Fifth Avenue, which separated the main complex from Sears, was closed and a two level expansion was built to bridge the gap between the main campus and the Chicago based department store.
1 to 3- Chula Vista Center’s western wing hosting JCPenney and Curaçao. 4- The western rear façade. 5 to 8- The eastern flank of the facility includes the AMC theaters.
Though the decision to close a portion of the busy thoroughfare faced vocal opposition, the expansion soon commenced. By the beginning of the nineties, both the expansion and its opposition has passed and Chula Vista Center was nearly doubled in size with a new department store anchor, Mervyn’s, added to the portfolio.
Later in the decade, Macy’s took over The Broadway’s location and established themselves as the largest and most dominant name in Chula Vista Center. However, the new millennium brought even more changes as Mervyn’s short tenure was ended with their departure in 2008.
Chula Vista Center pamphlet ca. 2022. View the full PDF version here.
Four years later, Burlington Coat Factory moved into Mervyn’s former building at the southeastern face of Chula Vista Center, where they remain to this day. Just a few years later in 2019, Sears announced that they would be shuttering their expansive store. It was later vacated in 2020.
1 to 3- The Burlington store, originally Mervyn’s. 4 to 6- The JCPenney store. 7 to 10- Curaçao in the western wing of Chula Vista Center.
Chula Vista Center pamphlet ca. 2025. View the full PDF version here.
Anchored by a residential component named Citrus Bay, nearly 250 units will be constructed. In addition, the newer two level portion of Chula Vista Center will be improved with pedestrian friendly promenades and possible a new junior anchor.
The distinctive façade of Macy’s, which originally opened as San Diego based Marston’s.
Though no plans have been announced yet for the older and original southwestern half of Chula Vista Center, thus far the redevelopment plans seem to be promising, if not a little bland in appearance. But at least the old retail destination will remain well into the future.
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