Shopping malls have long been cultural cornerstones in American life, serving not just as retail hubs but as gathering places for families, friends, and entire communities. In the heart of Des Moines, Iowa, Merle Mall stands as a remarkable example of endurance and evolution in an era where many traditional malls have shuttered or declined. From its humble beginnings in the late 1950s to its current transformation into a mixed-use community space, Merle Hay Mall has continuously reinvented itself to meet the needs of each generation.
This in-depth exploration of Merle Mall reveals more than just its stores and entertainment—it uncovers a dynamic history of adaptation, innovation, and the powerful role the mall plays in the identity of central Iowa.
1. The Origins of Merle Hay Mall
Merle Mall first opened its doors in 1959, originally known as Merle Hay Plaza, making it one of the first large-scale shopping centers in Iowa. The mall was named in honor of Private Merle Hay, one of the first American soldiers to die in combat during World War I. Located at the intersection of Merle Hay Road and Douglas Avenue, the site was formerly occupied by the St. Gabriel’s Monastery and then developed into an open-air shopping plaza.
At its inception, Merle Hay Plaza featured several anchor stores and a unique, pedestrian-friendly design. The development marked a new chapter in retail for Des Moines, reflecting the booming suburban expansion and the emerging culture of shopping as a social activity.
2. Evolution into a Full Indoor Mall
In the early 1970s, responding to the growing trend of indoor shopping centers, the plaza was fully enclosed and rebranded as Merle Hay Mall. The transformation included significant architectural redesigns to create a year-round, climate-controlled shopping environment.
With the enclosure came an expansion of retail offerings and anchor stores. By the mid-1970s, Montgomery Ward, Younkers Store for Homes, and a newly constructed cinema were added, enhancing the mall’s appeal and turning it into a full-fledged destination.
3. The Golden Age: 1980s and 1990s
During the 1980s and 1990s, Merle Mall thrived. It featured well-known retailers such as JCPenney, Sears, Foot Locker, and The Limited. Shoppers could find everything from clothing and electronics to books and home goods.
This period also saw the development of a large food court, seasonal attractions like Santa’s Workshop and Easter Bunny Village, and the rise of youth culture within the mall. For many local teens, Merle Hay was the go-to weekend hangout spot—a symbol of freedom, style, and belonging.
At its peak, the mall drew millions of visitors each year, with bustling foot traffic and a strong retail economy.
4. Challenges of the New Millennium
Like many malls across the United States, Merle Hay Mall faced economic challenges starting in the early 2000s. The rise of e-commerce, changing consumer habits, and the emergence of big-box retailers and lifestyle centers began to pull traffic away from traditional indoor malls.
Major anchors such as Sears and Younkers eventually closed, leaving large vacancies that posed a threat to the mall’s long-term viability. Additionally, the closure of the Merle Mall Cinema in 2014 removed a key entertainment draw.
However, unlike many malls that chose to downsize or shutter altogether, Merle Mall’s ownership responded with a bold and strategic plan: reinvention.
5. Reinvention and Revitalization
The 2010s marked the beginning of a new chapter for Merle Mall. Recognizing the need to evolve, developers and city planners worked together to reimagine the mall as a mixed-use community hub, not just a retail center.
Key Revitalization Projects:
Flix Brewhouse (Opened 2016)
A unique cinema and microbrewery combo, Flix Brewhouse replaced the former cinema and brought back movies to the mall—but with a twist. It offered dining, handcrafted beers, and in-theater service, becoming a huge draw for families and young adults alike.
Target and Kohl’s Anchors
These popular national retailers became essential anchors, helping to stabilize the mall and draw consistent traffic. Kohl’s also included a Sephora partnership, adding beauty retail to the mall’s offerings.
GameDay Arcade and Bowling
Adding a strong entertainment component, the GameDay Arcade and bowling lanes catered to all ages and brought interactive fun to the shopping experience.
Dink’s Pickleball
In a nod to one of America’s fastest-growing sports, Merle Hay Mall opened Iowa’s largest indoor pickleball facility. It helped draw fitness enthusiasts and local leagues into the space.
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6. Dining and Lifestyle Additions
The mall also saw an expansion in dining options, which now includes:
- Applebee’s
- IHOP
- Five Guys
- Local Eats Food Court – Featuring regional favorites like Vietnam Café and Maid-Rite
By integrating both national franchises and local cuisine, the mall successfully caters to a diverse demographic—from young families to seniors and tourists.
7. Community Involvement and Events
Hay Mall is more than a shopping center—it has become a hub for community events, local entrepreneurship, and family activities.
Events Hosted Include:
- Seasonal Markets
- Pet Adoptions and Animal Rescue Days
- Health and Wellness Expos
- Holiday Parades and Pictures with Santa
- Youth Talent Shows and Local Band Performances
Such events help build community connections and bring life to the mall beyond commerce. It’s a place where local culture can flourish alongside retail.
8. The Curious Basement of Merle Hay Mall
A lesser-known but fascinating part of the mall’s history is its 30,000-square-foot underground basement. Originally designed as a civil defense and bomb shelter during the Cold War era, it was later converted into a garden court with retail, and even hosted a bowling alley.
Though closed off since 2000, the basement remains a topic of local folklore and curiosity. There’s ongoing discussion about how it might be creatively repurposed in future development phases.
9. Economic Impact and Local Business
Merle Mall has had a profound economic impact on the surrounding area. It provides hundreds of jobs, generates significant tax revenue, and supports dozens of small businesses alongside larger retailers.
By offering flexible leasing terms and retail incubation opportunities, it has become a home for entrepreneurial ventures, particularly in the food court and specialty store segments.
Its role in sustaining the local economy, particularly in Urbandale and Des Moines’ northwestern corridor, cannot be overstated.
10. Looking Toward the Future
The future for Merle Mall looks surprisingly bright in an era where many malls have vanished. Thanks to strategic planning, community involvement, and a willingness to adapt, it is undergoing one of the most ambitious projects in its history: the Merle Hay Campus Redevelopment Plan.
Key Features in the Works:
- A Professional Hockey Arena: Plans are underway to convert the former Younkers site into a 4,000-seat arena to serve as home to the Des Moines Buccaneers hockey team.
- New Parking Garages and Access Roads
- Public Green Spaces and Walking Paths
- Mixed-Use Development Zones: Housing, office, and co-working spaces are expected to bring more people into the area beyond shopping hours.
This mixed-use evolution reflects the national trend of “de-malling” – converting traditional shopping centers into live/work/play environments. Merle Hay is poised to become a central destination not just for shoppers, but for professionals, residents, and entertainment seekers alike.
Conclusion
Merle Hay Mall is a testament to resilience. From its roots as a suburban open-air plaza to its transformation into a modern mixed-use community hub, the mall has continually adapted to the needs and tastes of its patrons.
While many malls fade into nostalgia, Merle Hay boldly embraces the future. With each phase of reinvention—cinemas turned brewpubs, department stores reborn as arenas, and shopping halls echoing with the sound of pickleball—it proves that relevance isn’t just about survival. It’s about evolution.
Whether you’re a lifelong Iowan or a first-time visitor, Merle Hay offers a glimpse into what modern community-centered retail can be. Not just a place to shop—but a place to belong.
