Early Land Deals and Retail Ambitions (1920–1961)
In June 1920, the University of New Mexico (UNM) made a land purchase that seemed far removed from any future retail plans.
The school acquired 480 acres on Albuquerque’s East Mesa, a wide, open stretch of mostly untouched land.
The original idea? Turn it into a massive garden to supply fresh vegetables to students living on campus.
That vision didn’t last long. The land sat undeveloped for decades as the university focused on other projects.
Fast forward to the early 1950s, and Albuquerque was changing fast. The city was expanding, and new neighborhoods were springing up.
UNM saw an opportunity to sell some of its land holdings, a move that would generate revenue while supporting residential development.
The first 160 acres were sold to Ed Snow in 1953, a developer eager to build in the growing region.
Three years later, in 1956, another 160 acres went to Dale Bellemah, who would later become one of the city’s most active homebuilders.
As homes filled the landscape, it became clear that these new residents would need a place to shop, dine, and gather.
That’s where Winthrop Rockefeller entered the picture. By the late 1950s, Albuquerque had no large-scale shopping center, and UNM still owned part of the East Mesa land.
In 1958, university president Tom Popejoy met with Rockefeller, a businessman and future governor of Arkansas, to discuss an ambitious new retail project.
They agreed to develop a modern shopping mall, the first of its kind in New Mexico.
Plans started coming together, with Rockefeller taking the lead on construction while the university contributed land to the venture.
By 1959, construction crews were breaking ground. Architect Victor Gruen, a pioneer in shopping mall design, was hired to shape the vision of the new retail complex.
His reputation was built on designing malls that encouraged shoppers to stay longer and visit multiple stores.
On March 1, 1961, Winrock Shopping Center officially opened its doors.
JCPenney, Montgomery Ward, Safeway, and S.S. Kresge were among the first major retailers to open stores.
Shoppers poured in, eager to explore the stores and enjoy a new kind of retail experience.
Over time, Winrock became a go-to destination, laying the groundwork for what would later become a major commercial district.
Even today, when people search for things to do in Albuquerque, New Mexico, Winrock’s evolving presence keeps it on the list.
Competition, Expansion, and Peak Retail Years (1961–1980s)
Winrock Shopping Center had a strong start, but it didn’t take long for competition to arrive.
In March 1965, the Coronado Center opened just a short drive away, adding another major retail destination to Albuquerque.
Despite the new rival, Winrock continued to thrive. The mall’s original open-air design, featuring a screened canopy roof for weather protection, made it a comfortable place to shop.
Its early success drew more retailers, and expansions soon followed.
In 1971, Dillard’s made its debut at Winrock, taking over the Fedway department store space.
It marked an important shift—Dillard’s would later expand its presence, becoming one of the mall’s longest-standing anchors.
That same year, Winrock got a taste of Hollywood. The shopping center appeared in Bunny O’Hare, a 1971 comedy starring Bette Davis and Ernest Borgnine.
The film included a memorable scene where the main characters sped through the mall on a motorcycle while fleeing a bank robbery.
The next big change came in 1975. Winrock underwent a major renovation, fully enclosing the space for the first time.
The new layout provided a climate-controlled shopping experience, something that was becoming more common in malls across the country.
By the late 1970s, the mall had more than 900,000 square feet of retail space and had positioned itself as a retail powerhouse.
Growth continued into the 1980s. Another round of expansions in 1981 and 1984 added a second floor, pushing the total store count past 130.
By the mid-1980s, Winrock had peaked at one million square feet of leasable space.
Major retailers like Bealls, Oshman’s Sporting Goods, and a new, freestanding Winrock 6 movie theater helped draw steady crowds.
Decline in Foot Traffic and Tenant Struggles (1990s–2000s)
In the 1990s, Winrock, which had once dominated Albuquerque’s shopping scene, faced challenges.
Changing consumer habits, competition from newer shopping centers, and the rise of big-box retailers all contributed to this.
The mall’s layout, once seen as an advantage, now felt outdated.
A major renovation between 1990 and 1994 brought updates to the east atrium and Montgomery Ward store.
The west wing of the mall was partially demolished to make room for a second Dillard’s location, which opened in 1990.
The new store specialized in men’s and children’s clothing, electronics, and housewares, while the original location focused on women’s fashion and cosmetics.
These changes helped for a while, but the mall couldn’t escape the larger trend—department stores were struggling, and smaller retailers were closing.
By the late 1990s, vacancy rates climbed, and the mall’s decline became more visible.
In 1999, Winrock became involved in a legal dispute when the SouthWest Organizing Project and the ACLU challenged its policies on public activity.
Although the case, which involved free speech rights at shopping centers, was dismissed, it highlighted the mall’s struggles to maintain relevance.
The 2000s brought more bad news. Tenants began leaving in large numbers, and by 2005, many leases had not been renewed.
The Winrock Inn, an attached motor hotel that had operated since 1963, shut down.
The remaining stores—two Dillard’s locations, Bed Bath & Beyond and Sports Authority—held on, but the mall itself had become a shell of what it once was.
Failed Redevelopment Plans and Ownership Changes (2002–2011)
As Winrock Shopping Center continued to decline, various attempts were made to revive the property.
In July 2002, PruWinrock LLC, a New Jersey-based firm that owned the site, announced plans to redevelop it into an open-air retail center.
The proposed project included high-end stores, a movie theater, and luxury condominiums covering 450,000 square feet of retail space.
The developers expected construction to begin in 2003 and finish within two years. However, delays started piling up.
One of the biggest obstacles was traffic planning. PruWinrock needed approval for new access ramps to Interstate 40, but the city rejected the proposal due to an incomplete traffic study.
Rising construction costs also slowed progress, making it harder for the developer to secure commitments from retailers.
By the mid-2000s, the redevelopment plan was on hold, and the mall continued to sit mostly empty.
In 2007, the project took a new turn when Albuquerque-based Goodman Realty Group bought Winrock Town Center.
The new owner had bigger plans—a massive mixed-use development with 1.5 million square feet of office, retail, restaurant, and residential space.
The plan also called for a 70,000-square-foot movie theater, a grocery store, multiple parks, and over 6,000 parking spaces.
Unlike the earlier redevelopment effort, Goodman Realty made an effort to involve the public.
They held community meetings to discuss the vision for Winrock Town Center and gain support for the project.
Even with a fresh approach, progress remained slow. The economic downturn of 2008 made financing more difficult, pushing redevelopment even further down the timeline.
By 2011, very little construction had taken place. The future of Winrock Town Center depended on whether Goodman Realty could finally turn the project into reality.
The Long Road to a New Winrock Town Center (2012–Present)
In February 2012, Goodman Realty announced a major step forward—they had secured leases with three well-known restaurant chains: BJ’s Restaurant and Brewhouse, Genghis Grill, and Dave & Buster’s.
The commitment from national brands helped build momentum. That spring, demolition began on the old structures. The Winrock Inn, which was long abandoned and attracting crime, was the first to go.
BJ’s and Genghis Grill both opened in 2012, followed by Dave & Buster’s in 2014.
A key milestone came in November 2013 when the Regal 16-screen IMAX and RPX Theatre opened.
This marked the first major anchor tenant in the new development and signaled that progress was finally happening.
In 2015, Bed Bath & Beyond closed its store and relocated near I-40 and San Mateo.
That same year, Sports Authority moved to a new space within the development but soon shut down as the company filed for bankruptcy in March 2016.
More retail tenants arrived later that year, including Nordstrom Rack and DSW Shoe Warehouse. PetSmart joined in 2017, opening next to Ulta Beauty.
Winrock’s expansion also included a new section called The Corner at Winrock, a 22,000-square-foot retail and dining area. Construction started in 2016 and wrapped up the following year.
Sauce Pizza & Wine became the first business to open there in July 2017, followed by Firehouse Subs, Takumi Restaurant, and Mark Pardo Salon Spa.
With each new store and restaurant opening, Winrock Town Center moves closer to completing its transformation.
Recent Developments at Winrock Town Center
One of the standout additions is the new community park and lake, which officially opened in mid-2024.
This green space offers residents a place to relax, exercise, and participate in various events, contributing to the center’s transformation into a vibrant town hub.
The development team announced plans in October 2024 to introduce a food hall within the center.
This upcoming venue is designed to accommodate 10 to 15 local vendors and provide a diverse array of culinary options.
Additionally, a new sports bar is slated to occupy the downstairs area, further enriching the entertainment offerings at Winrock Town Center.
The center has also been active in hosting community events.
In late 2024, Winrock Town Center launched its first winter market, dubbed the “Winrock Wonderland Holiday Stroll Market.”
This event featured family-friendly activities, photos with Santa Claus, carolers, and a variety of food options, drawing enthusiastic crowds and setting the stage for future seasonal markets.
With the success of recent events and the positive reception of new amenities, organizers are planning to expand the market offerings and introduce more community-focused activities.
The goal is to establish Winrock Town Center as a central gathering place for Albuquerque residents, blending retail, dining, and recreational spaces to create a dynamic urban environment.