Retail Launchpad in the Hills
In 1978, Rushmore Mall opened its doors on the north side of Rapid City, South Dakota.
Developed by General Growth Properties, the project aimed to become a commercial center for the western half of the state—and beyond.
Back then, Rapid City didn’t have many enclosed malls. This one changed that. JCPenney and Sears were the first anchor stores to move in, both relocating from the downtown corridor.
Herberger’s opened at the south end of the property and helped round out the initial layout.
Each of those retailers already had a presence in the city, but moving into the new single-floor building meant more square footage, modern designs, and bigger inventories.
Locals came from across Pennington County, and many drove in from smaller towns in Nebraska and Wyoming.
The mall sat right off Interstate 90 and drew in weekend traffic from places like Chadron, Gillette, and Spearfish.
Rapid City Rapid Ride buses started servicing the mall soon after it opened, giving residents without cars a way in.
Inside, the design was clean and neutral—wide corridors, skylights, and polished tile.
Most of the storefronts were leased before the ribbon-cutting. Early tenants included national names like Foot Locker, RadioShack, and B. Dalton Bookseller.
By the end of the first holiday season, more than 90 stores were operational.
Mall management organized vendor showcases and seasonal promotions to keep the space active.
Today, some longtime residents still remember shopping there as teenagers. Back then, Rushmore Mall was more than retail. It was where people met up, killed time, and figured out where else to go.
Even now, if you search for things to do in Rapid City, South Dakota, the location still comes up—though the experience looks different than it did in 1978.
Retail Shuffle and Anchor Realignment
In 1979, Rushmore 3 Cinemas opened inside the mall. Run by Commonwealth Amusements, the triplex theater allowed moviegoers to catch new releases without ever stepping outside.
For over a decade, it served shoppers, teens on weekends, and families looking for something to do indoors—especially during South Dakota winters.
In January 1991, Rushmore 3 Cinemas closed. The space didn’t sit empty for long.
Mall management converted it into a food court, aiming to boost dining options and keep visitors inside longer.
In September 1993, the Carmike Rushmore Cinema 7 opened just outside the mall’s main footprint.
It offered seven screens, updated seating, and a larger selection of titles than the previous triplex.
Positioned adjacent to the property, it kept movie traffic close to the mall without taking up retail floor space.
By 1980, Rushmore Mall had started growing beyond its original blueprint.
That year, Target opened on the north side, becoming the mall’s fourth anchor and pulling even more regional traffic through the main entrances.
The lineup kept evolving. In 1995, Herberger’s left its original spot and moved into a new, larger space just west of Target.
Scheels All Sports, a chain known for fishing gear and athletic wear, took over Herberger’s former location.
With that move, mall management doubled down on outdoor lifestyle spending—something that tracked well with the area’s demographics.
For a while, JCPenney remained in its usual spot near the center. However, in 2014, the company began a renovation project and temporarily relocated to the old Target building.
That shuffle lasted two years, with Penney’s returning to its original space by 2016, updated with new fixtures and layout changes.
At this stage, the mall operated close to capacity. It wasn’t just about clothing or electronics anymore—stores began focusing on specialty goods, fitness accessories, home decor, and quick-service food.
Foot traffic stayed strong through seasonal sales and back-to-school rushes. Events like health expos and vendor fairs filled the concourse during slow retail months.
For local businesses, getting a kiosk or temporary lease during those periods meant tapping into steady weekend crowds.
Ownership Strain and Anchor Departures
The tide turned in 2012. That year, mall ownership transferred control to a loan servicer—part of a distressed asset process triggered after JCPenney threatened to leave unless given more space.
The company had been one of the mall’s longest-standing anchors. Now, it was using that leverage in negotiations, asking for expanded square footage or risk walking.
This wasn’t unique to Rapid City. Across the country, department stores were beginning to close or shrink locations.
However, for a regional mall like Rushmore, losing even one anchor could shift the balance.
On January 4, 2018, Sears confirmed it would shut down its Rapid City store as part of a plan to close 103 locations nationwide.
The company was already downsizing, but this exit hit harder than most. Sears had been with the mall since day one. The doors officially closed in April that year.
Four months later, another anchor fell. On April 18, 2018, Herberger’s parent company, The Bon-Ton, announced bankruptcy.
By August, Herberger’s location near Target was empty. In less than a year, Rushmore Mall lost two of its largest tenants.
That left JCPenney and At Home as the only traditional anchors. At Home had taken over the space left behind by Target, which had exited to join the newer Rushmore Crossing strip center.
The shift marked a clear change in retail patterns—away from enclosed malls and toward open-air developments with direct parking access.
Inside, smaller retailers began pulling out or shrinking operations. Leasing signs popped up in once-prime storefronts.
Some chain stores moved to newer buildings closer to the highway. Mall management looked for short-term tenants to fill the gaps, but vacancy rates started rising.
Repositioning the Asset — New Owners, New Name
Spinoso Real Estate Group stepped in in late 2018. They acquired the mall during a stretch when many properties of its kind were going into foreclosure or shifting hands.
According to the trade press at the time, the strategy was to reposition underperforming assets—bring in new tenants, update leasing terms, and refresh the brand.
But by then, traffic had dropped. Two major anchors were gone, and some national chains were already pulling out of mid-size markets like Rapid City.
In 2019, the company brought in Traders Market to fill the old Sears footprint. It wasn’t a traditional store.
Instead, the space was carved into rows of vendor booths selling antiques, resale goods, collectibles, and home decor.
The setup mirrored a flea market, with rotating inventory and local operators managing stalls.
It drew some crowds on weekends, especially during tourism season, but the foot traffic rarely moved past that wing of the mall.
By 2021, another sale had occurred. This time, it was to Rockstep Capital, a Houston-based investment firm focused on redeveloping retail centers.
A few months later, they renamed the property Uptown Rapid. The new name went up on signs above the food court entrance and along the outer walls.
Logos were updated, and mall maps were reprinted. In interviews, Rockstep executives called it a fresh start.
The rebranding didn’t come with a full renovation. Most of the flooring, lighting, and interior layout remained the same.
But management leaned harder into community events—car shows, vendor expos, and holiday pop-ups.
They encouraged short-term leases for businesses that wouldn’t normally enter mall settings.
Some worked. Others closed quietly within months.
No new anchors were added. The existing mix—JCPenney, At Home, Planet Fitness, and Traders Market—held the line.
With fewer big-box players in the region, Uptown Rapid kept a share of the local market.
However, leasing space to large national tenants was no longer the goal.
Instead, the mall shifted toward flexibility—split spaces, service-based shops, and local operators that didn’t rely on high-volume sales.
Mixed Tenants, Flexible Leases — Uptown Rapid’s New Normal
As of March 2025, Uptown Rapid operates with a varied mix of retail, fitness, services, and specialty vendors.
The property still lists over 80 units, though many are temporarily leased or remain open for new tenants.
Leasing terms have shifted toward flexibility—seasonal contracts, local businesses, and short-term pop-ups have become a larger part of the mall’s footprint.
Anchor tenants include JCPenney, Planet Fitness, At Home, and Traders Market. JCPenney continues to operate with a leaner retail floor, with streamlined departments, reduced stock, and fewer displays.
At Home occupies the former Target space and focuses on large-scale home décor and furniture.
Planet Fitness draws steady daily use, and Traders Market continues to host dozens of vendor booths in the repurposed Sears space.
In the main corridors, national chains like Bath & Body Works, Spencer’s, Zumiez, American Eagle, GameStop, and Hot Topic continue to serve core retail audiences.
Claire’s, Famous Footwear, Torrid, Victoria’s Secret, and Tradehome Shoes also remain open.
These tenants anchor the mall’s fashion and lifestyle section.
Service-based businesses now account for a growing share of leased space. Other tenants include T-Mobile, Paris Nails, Ink Gallery, Kid’s Salon, Glo Studio, and X-Golf—an indoor golfing facility.
Golden Ticket Cinemas provides entertainment, while Go Spa and Live It Up Dance Studio reflect broader uses beyond shopping.
Dining options are active but limited, with Boba Cafe, Uncle Louie’s Diner, China Pantry, New Asian Express, Dairy Queen, Muddy Crepes, and Pretzel Place all operating.
Empty storefronts are still visible, especially near the building’s north wing.
However, the mix of long-standing anchors, newer concepts, and non-retail services shows a different kind of mall—one adapting its structure to meet changing expectations while continuing to operate year-round in Rapid City.
There WAS a movie theatre in the mall for years – across from the start of the food court aisle. We went there a lot. The mall has changed tremendously since the beginning.
That’s a great catch, and thank you. I’ve made corrections based on your comment: the theater was indeed there for over a decade, and its closing marked a big change in how the mall felt.
Originally there was a cinema in what is now the south end of “Your Home improvement store” and “American Eagle”., just as you entered the main entry, door and Food Court area. “Haras Restaurant” offered a Meal and movie deal which included a ticket to the Theater.
That’s a great catch, thank you. I’ve made corrections based on your comment: the theater was indeed there for over a decade, and its closing marked a big change in how the mall felt.