If you’ve ever driven through Roseville, Minnesota, you’ve seen it. You basically can't miss it. Sitting right there at the intersection of Snelling and Highway 36, 2100 Snelling Avenue North is one of those addresses that people know without even realizing they know it. It’s the HarMar Mall.
Most folks just call it HarMar.
Honestly, in a world where every "lifestyle center" looks like a carbon copy of a suburban Tuscan village, HarMar is a weird, wonderful relic that refuses to quit. It’s been a staple of the Roseville landscape since the early 1960s. While other malls from that era have been bulldozed into parking lots or turned into tech hubs, this spot keeps chugging along. It’s got a specific kind of vibe—half nostalgic time capsule, half functional community hub—that you just don't find at the mega-malls like Rosedale or Mall of America.
The Story Behind 2100 Snelling Avenue North
Harold J. Slawik. That’s the name you need to know if you want to understand why this place exists. He’s the "Har" in HarMar (the "Mar" was for his wife, Marie). Back in 1961, when they broke ground, the idea of a massive enclosed shopping center was still kinda revolutionary for the Midwest.
It wasn't just a store. It was a statement.
The architecture back then was all about that mid-century optimism. We're talking big glass, wide walkways, and a layout designed to make you feel like you were part of the "new" America. When it opened in '63, it was a massive deal. It had a grocery store, a department store, and dozens of smaller shops. For decades, if you lived in the northern suburbs of the Twin Cities, 2100 Snelling Avenue North was your Saturday afternoon destination.
But retail is a brutal business.
The 80s and 90s weren't exactly kind to the original indoor mall format. As Rosedale Center grew just a few blocks away, HarMar had to pivot. It couldn't compete on "glamour" anymore, so it went for "utility."
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A Layout That Defies Modern Trends
Most modern malls are built like mazes. They want you lost so you buy more pretzels. HarMar is different. It’s essentially a giant "L" shape. It’s straightforward. You go in, you find your store, you leave. Or you wander the long corridor because it’s 10 degrees below zero outside and you need to get your steps in.
Currently, the anchor tenants tell the story of what 2100 Snelling Avenue North has become. You’ve got the Cub Foods on the north end, which is consistently one of the busiest grocery stores in the area. Then there’s Burlington and Marshalls. It’s a discount-hunter’s paradise. You aren't going there to buy a $3,000 handbag; you're going there because you need a decent winter coat and a gallon of milk, and you don’t want to walk three miles across a parking lot to get them.
Why This Address Still Matters in a Digital World
People keep predicting the death of the American mall. They’ve been saying it for twenty years. Yet, 2100 Snelling Avenue North is still here. Why?
Accessibility.
It’s literally tucked into the armpit of two major transit veins. You have Snelling Avenue (Highway 51) running north-south and Highway 36 running east-west. It’s arguably the most accessible piece of real estate in the entire North Metro. If you’re coming from St. Paul or Shoreview, it takes ten minutes.
But it's also about the community.
Go there on a Tuesday morning. You’ll see the mall walkers. These are folks who have been coming to this specific address for thirty, forty years. For them, it’s a social club. The Barnes & Noble on the south end is another huge draw. In an era where physical bookstores are vanishing, this one remains a massive anchor. It’s a place where people actually sit and read.
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The Realities of Modern Retail Management
Owning a property like this isn't easy. The current management, Kimco Realty, has had to get creative. You’ve probably noticed the shifts over the last few years. More "service-oriented" businesses are moving in. We're talking gyms, salons, and offices. This is the new blueprint for 2100 Snelling Avenue North. It’s moving away from being just a "clothing destination" and becoming more of a "daily life destination."
Is it perfect? No.
There are definitely parts of the parking lot that feel like they’ve survived a minor war. The interior decor sometimes feels like it hasn't changed since 1994. But that's part of the charm. It’s authentic. It doesn't have the sterile, over-manicured feel of the newer developments in Woodbury or Maple Grove. It feels like Roseville.
Navigating the 2100 Snelling Experience
If you're heading there, you need to know a few things about the logistics.
- The Parking Situation: The lot is huge, but it's confusing. The area near Cub Foods is a perpetual disaster zone of carts and SUVs. If you want a stress-free experience, park near the Barnes & Noble or the Staples side. It's much quieter.
- Dining Options: HarMar isn't exactly a culinary mecca, but it has the classics. Original Pancake House is a legend for a reason. Expect a wait on weekends.
- The "Secret" Entrances: There are smaller entrances on the back side of the building that most people ignore. If you’re just hitting a specific small shop, use those.
What People Get Wrong About HarMar
The biggest misconception is that it's "dying."
Walk into that Cub Foods at 5:00 PM on a Thursday. It's thriving. The occupancy rate at 2100 Snelling Avenue North is actually quite high compared to other aging malls in the region. The mix of "essential" retail (groceries, office supplies) and "treasure hunt" retail (Marshalls, HomeGoods) is a resilient business model.
It’s also a vital hub for Metro Transit. The A Line (the rapid bus transit) has a major stop right here. This makes the address a critical point for people who don't drive. It’s one of the few places in the suburbs where you can truly live or shop without a car if you’re strategic about it.
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The Future of the Site
There’s always talk about redevelopment. You’ll hear rumors about high-density housing or a complete teardown. While that might happen eventually, the sheer value of the current leases makes a total overhaul unlikely in the short term.
What’s more likely is "in-fill" development.
Expect to see more structures built in the vast parking lots—think small coffee shops, fast-casual restaurants, or medical clinics. This is a trend called "densification." Basically, land is too valuable to just let it sit as empty asphalt. By adding smaller buildings around the perimeter of 2100 Snelling Avenue North, the owners can squeeze more value out of the property without disrupting the main mall.
What You Should Do Next
If you’re a local or just passing through, don't dismiss this spot as just another strip mall. It’s a piece of Minnesota history that’s still working hard every day.
Plan a practical visit. Instead of fighting the crowds at Rosedale, try hitting HarMar for your basics. Start at Barnes & Noble for a coffee, hit the discount racks at Marshalls, and grab your groceries at Cub. It’s a much more efficient way to get things done.
Support the "legacy" tenants. Places like the Original Pancake House are what give Roseville its character. These businesses depend on the foot traffic that 2100 Snelling Avenue North provides.
Watch the transit shifts. If you’re looking at real estate in the area, pay attention to the bus lines. The connectivity of this specific address makes the surrounding neighborhoods (like the area around Lexington and Larpenteur) increasingly valuable for people who want easy access to both Minneapolis and St. Paul.
The reality of 2100 Snelling Avenue North is that it’s a survivor. It’s seen the rise and fall of dozens of retail trends, and yet, the lights are still on, and the parking lot is still full. It’s not flashy, it’s not "luxury," but it’s exactly what a community hub should be: useful, accessible, and stubbornly permanent.