Pinnacle Hills Promenade is an open-air shopping center in west Rogers, Arkansas, near Interstate 49. Its department stores, cinema, restaurants, and big-box stores are spread along outdoor streets.
Since it opened in 2006, several of its big spaces have gone to new tenants, from a closed bookstore to the old food court. Each change came one building at a time, and the outdoor street plan stayed in place through all of them.
JCPenney has been one of its two department stores since opening day, alongside Dillard's. Its lease term at the center was set to end on September 30, 2026.
The store owns its building there and leases the land under it. That lease comes with eight five-year extension options and no option to terminate.
The plan that crossed I-540
By February 2004, The Pinnacle Group, the local company developing the Pinnacle Hills district, had a shopping-center plan far larger than its first version.
National retailers had shown stronger interest than the developers expected, and General Growth Properties had joined the project as an equal partner.
The revised plan put more than 856,300 square feet at the northeast corner of Perry Road and I-540, southeast across the interstate from the original Pinnacle Hills Parkway site.
That earlier version had called for about 300,000 square feet of shops and restaurants.
A large Dillard's and a separate power center for big-box stores were already part of the expanded scheme, and both became pieces of the finished development.
The Perry Road site also sat closer to the road network and to the commercial growth spreading south and east of the interstate.
Leasing went on through 2005.
In November of that year, the partners set October 6, 2006, as the opening date for a project with JCPenney as a second department store, six restaurants, and a 12-screen Malco cinema.
The center opens on outdoor streets
The Promenade opened on October 4, 2006, at 2203 South Promenade Boulevard near I-540, the highway now signed as Interstate 49.
The two department stores and the Malco Theatre anchored its 980,000 square feet.
About 12 miles away in Fayetteville, the region's established mall, Northwest Arkansas Mall, was an older enclosed building.
The Promenade put its shops on outdoor streets, with office suites on the second floor above part of the central corridor.
Its big-box stores stood apart in the power center, which opened in 2007 and took the complex past 1 million square feet.
Building the two phases cost about $185 million.
A fire in the empty Borders building
Borders was one of the Promenade's first large tenants, a bookstore of about 23,000 square feet.
It closed in 2011, during the liquidation of the Borders chain, and the building stood vacant into the next year.
On March 7, 2012, just before a grocery was to be fitted into the space, a three-alarm fire broke out there.
The flames were concentrated overhead, and firefighters kept the damage to the roof.
After repairs, The Fresh Market, a specialty grocery chain, opened in the former bookstore on July 25, 2012.
Its more than 20,700 square feet included fresh-baked goods and a staffed meat department.
Cabela's opens and Bass Pro renovates it
On August 30, 2012, more than 3,000 people were waiting when Cabela's, the outdoor-goods chain, opened its first Arkansas store at the Promenade.
The 100,000-square-foot store had a mountain display and an aquarium, and about 175 jobs came with it.
Bass Pro Shops bought Cabela's in 2017, and the Rogers store became the combined company's first major Cabela's renovation.
The front wall was opened up with a broad glass section, bringing daylight into the boat showroom.
Inside, the sales floor was laid out again, and Bass Pro announced that the boat center would roughly double in size.
Outside, the store took on wood, stone, metal roofing, and new signage.
The store stayed open through the work, which was finished for the 2018 holiday season. It now carries the Bass Pro Shops name.
The former food court goes to Dave & Buster's
The Promenade opened with a 35,000-square-foot food court, the Food Pavilion.
By June 2017, about 27,000 square feet of it had been used for more than a year as a special-events center.
Dave & Buster's, a restaurant, bar, and arcade chain, took most of that space and opened there on February 5, 2018.
Its 17,000 square feet held about 130 arcade games, and it planned to stay open until midnight Sunday through Thursday and until 2 a.m. on Fridays and Saturdays.
A car wash vote and three new tenants
On April 20, 2021, a company called Paragon Steam asked the Rogers Planning Commission for a permit to wash vehicles at the Promenade, and the center's management backed the request.
The commission denied it 5-4, so the car wash wasn't built under that application, and the next arrivals at the center were stores and an attraction.
On February 28, 2022, the craft-store chain Hobby Lobby moved its Rogers store from North Dixieland Road into about 62,000 square feet in a large former retail building at the Promenade.
In 2023 an indoor aquarium and family attraction, Blue Zoo, opened at the center.
The first LEGO Store in Arkansas opened among the smaller shops on August 16, 2024, with room set aside for hands-on play.
The owners and JCPenney's lease
General Growth's half of the Promenade passed to Brookfield Property Partners, a real-estate company, when Brookfield completed its purchase of General Growth on August 28, 2018.
The Pinnacle Group side, by then known as Hunt Ventures, kept its share.
In 2025 the ownership was still an even split between a Brookfield company and a Hunt Ventures affiliate, with Brookfield managing the center.
On September 29, 2026, JCPenney's Rogers store was open.
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