Inception and Early Development
In 1970, Roger Benjamin, a determined developer, set out to create a new shopping destination in southern Wisconsin.
While flying over uptown Janesville, he spotted a promising piece of land along Milton Avenue, nestled between the city’s downtown streets and Interstate 90. The location’s accessibility and proximity to a growing population of nearly 200,000 made it an ideal choice for a retail hub.
Originally, Benjamin envisioned a strip mall featuring Welles, a discount department store chain popular in the Midwest. However, plans shifted when Montgomery Ward started building on a nearby site.
Recognizing the potential for something larger, Benjamin and his partners formed Janesville Properties Company and purchased 40 acres adjoining the Montgomery Ward site.
With Montgomery Ward’s agreement, the concept evolved into an enclosed mall—designed to offer year-round convenience, especially during Wisconsin’s cold winters.
Construction on the $10 million project began in the spring of 1971, with plans for three anchor stores: Welles, Montgomery Ward, and Charles V. Weise.
Unfortunately, Welles faced bankruptcy while the mall was still under construction. This setback led to JCPenney stepping in as an anchor tenant and even extending its planned store into the mall.
When the Janesville Mall finally opened in September 1973, it boasted three anchors and 12 other tenants. Its enclosed design made it a preferred destination for shoppers in the region, surpassing open-air centers like Beloit Plaza.
The mall’s early success cemented its place as a key thing to do in Janesville, WI, and drew visitors from surrounding areas. The strategic location, thoughtful design, and solid mix of tenants helped establish its reputation as a shopping hub.
Growth and Changes in the 1980s
The 1980s brought a period of transformation for the Janesville Mall, starting with changes in its anchor stores. In 1985, Bergner’s, an Illinois-based company, purchased the Boston Store chain and rebranded Charles V. Weise stores as Bergner’s.
That same year, Montgomery Ward closed its doors, but Kohl’s quickly stepped in to occupy the vacant anchor space, maintaining the mall’s status as a retail destination.
In 1986, the mall underwent its first major renovation. Management invested in a multimillion-dollar project to enhance the shopping experience, replacing the flooring, installing new benches, and adding live fig trees throughout the common areas.
These updates aimed to make the environment more inviting and modern, catering to shoppers’ evolving expectations.
During this period, competition from other retail centers became a factor. Nearby Beloit Plaza struggled to keep pace, losing tenants as Janesville Mall became the preferred choice for area shoppers.
The enclosed design, coupled with the fresh updates and a robust mix of stores, gave the mall a strong competitive edge in the regional retail market.
Expansion and Competition in the 1990s
The 1990s marked further changes for the Janesville Mall. In 1991, Bergner’s filed for Chapter 11 bankruptcy.
As a result, the Janesville location was rebranded as Boston Store, a name more recognizable to the region’s shoppers. Despite these challenges, the mall continued to attract new investments.
In 1997, Sears relocated from Beloit Plaza to Janesville Mall, becoming its fourth anchor. This move involved constructing a two-story, 110,000-square-foot store complete with an adjacent Auto Center.
The addition of Sears increased the mall’s total space to over 627,000 square feet and brought in new traffic from loyal Sears customers.
Tenant changes didn’t stop there. In 1998, Kohl’s expanded its store by taking over several smaller shop spaces within the mall. Around the same time, the mall’s movie theater closed, making way for Chuck E. Cheese’s—a move that shifted focus toward family-friendly entertainment options.
Challenges and Adaptations in the 2010s
The 2010s presented several hurdles for Janesville Mall as the retail sector shifted dramatically. In May 2014, JCPenney closed its location at the mall, one of 33 closures nationwide for the chain that year.
This departure marked the beginning of a series of anchor store vacancies that would impact the mall’s operations and tenant mix.
In 2015, a multimillion-dollar renovation was announced to modernize the mall. That October, Dick’s Sporting Goods opened in 40,000 square feet of the former JCPenney space. This addition aimed to attract sports enthusiasts and boost foot traffic.
However, challenges continued as Boston Store closed in August 2018 following the collapse of its parent company, Bon-Ton Stores.
Later that year, ownership of the mall changed hands when Houston-based RockStep Capital purchased the property for $18 million—a drop from the $33 million CBL & Associates Properties had paid in 1998.
The mall’s challenges deepened when Sears announced the closure of its Janesville location in November 2018. The store and its adjacent Auto Center shut their doors in early 2019, leaving Dick’s Sporting Goods and Kohl’s as the only remaining anchors.
Despite these closures, efforts to revitalize the space continued, with a focus on reimagining how the property could serve the community.
Recent Developments and Future Prospects
In July 2020, Janesville Mall underwent a rebranding effort, emerging as Uptown Janesville. This name change signified a fresh start and aligned with plans to adapt to evolving consumer needs. The rebranding accompanied efforts to attract new tenants and explore mixed-use opportunities for the property.
One of the most ambitious projects tied to the mall’s future is the Woodman’s Sports and Convention Center (WSCC). Announced in 2022, this project involves repurposing the former Sears anchor space into a 140,000-square-foot facility featuring an ice arena and conference center.
The $50.3 million project, funded by a mix of public and private contributions, aims to draw visitors for events, sports, and conventions.
Naming rights for various spaces have already been sold, with Mercyhealth Arena and the Robert and Delores Kennedy Conference Center set to anchor the new development.
Demolition of the old Sears building began in early 2024, with construction slated to finish by summer 2025. Florida-based Sports Facility Management has been brought on to oversee operations, with the goal of securing high booking rates before the facility opens.
In March 2024, the Janesville City Council approved expanding a tax incremental financing (TIF) district to include Uptown Janesville. This move aims to attract further development, with potential projects such as hotels or apartments being considered to complement the WSCC.
This development reflects a bold pivot for Uptown Janesville, aiming to establish the property as a regional hub for events and community activities.