If you grew up in Central Iowa, you know the smell of the popcorn near the food court. You probably remember the towering trees in the atrium and the way the glass elevators felt like a high-tech ride when you were seven years old. For decades, West Des Moines Valley West Mall wasn't just a shopping center; it was the heartbeat of suburban Des Moines. It was where you went for back-to-school clothes at Von Maur, a quick slice of Sbarro, or to just wander the concourse on a humid July afternoon.
Things are different now.
Walk through those sliding glass doors today and the silence is heavy. It’s a jarring contrast to the 1990s peak when every storefront was packed and finding a parking spot near the food court was a genuine athletic feat. Honestly, seeing the empty storefronts and the dim lighting in certain corridors is a bit depressing for anyone who remembers the mall’s glory days. But the story of Valley West isn't just a "dead mall" trope. It’s a complex saga of shifting demographics, corporate debt, and a city that is rapidly outgrowing its old skin.
The Rise and Stagnation of a Retail Giant
When Valley West opened in 1975, it was a revolution. West Des Moines was barely a fraction of its current size. At the time, the mall helped shift the retail gravity of the entire metro away from downtown Des Moines and toward the western suburbs. For a solid thirty years, it held its own against Jordan Creek Town Center, even after that behemoth opened just a few miles away in 2004.
The mall's layout was always its strength. It felt more intimate than the sprawling Jordan Creek, but more upscale than Merle Hay Mall. You had the high-end draw of Von Maur on one end and the reliable JCPenney on the other. It worked.
But retail is a brutal business.
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The decline didn't happen overnight. It was a slow bleed. It started with the smaller "mom and pop" kiosks disappearing. Then, the mid-tier national brands like Gap or Abercrombie & Fitch didn't renew their leases, opting instead for the higher foot traffic at Jordan Creek or the outdoor lifestyle vibe of West Glen. By the time the pandemic hit in 2020, Valley West was already reeling from the loss of Younkers, a staple anchor that left a massive, cavernous hole in the floor plan.
The Financial Web Keeping the Lights Dim
You can’t talk about West Des Moines Valley West Mall without talking about the money—or the lack of it. The mall has been entangled in a messy financial situation involving Watson Centers, the family-owned company that has managed the property for years.
In recent years, the property has faced significant foreclosure proceedings. We're talking about tens of millions of dollars in debt. This financial instability is exactly why you see the physical plant of the building starting to show its age. When a property is in receivership or facing foreclosure, basic maintenance like parking lot repair or HVAC upgrades often falls by the wayside. It’s a cycle. The mall looks dated, so fewer people visit; fewer people visit, so stores leave; stores leave, so there's less rent money to fix the mall.
Current Major Tenants Holding the Line
Despite the "dead mall" labels often thrown around on social media, it’s not completely empty. There are still reasons people make the trip:
- Von Maur: This remains the crown jewel. Von Maur owns its building and the land beneath it, which is why it stays pristine even as the rest of the mall struggles. It’s one of the most successful department stores in the Midwest.
- JCPenney: Though the brand has struggled nationally, this location continues to serve a loyal customer base that prefers the convenience of the Valley West area over the chaos of Jordan Creek.
- Chipotle and Blaze Pizza: These exterior-facing restaurants still pull in a massive lunch crowd from the surrounding office buildings and nearby Valley High School.
- Health and Service Providers: This is the "new" mall model. You’ll find dance studios, community centers, and even medical-related offices taking up space that used to house shoe stores.
Why Location Is Still Its Secret Weapon
Here is the thing most people get wrong about Valley West: they think the location is the problem. It isn't.
Valley West sits right off I-235 and 35/80. It’s surrounded by some of the most established, high-income neighborhoods in the metro. The problem isn't the zip code; it's the format. The "enclosed mall" concept is dying, but the land itself is some of the most valuable real estate in Iowa.
Urban planners in West Des Moines have been eyeing this site for years. There has been talk—lots of it—about a massive redevelopment project. Think "live-work-play." Imagine tearing down the vacant Sears and Younkers wings and replacing them with high-end apartments, green space, and "street-facing" retail. Basically, turning the mall inside out.
The city actually designated the area as an urban renewal district. This allows for TIF (Tax Increment Financing) to be used to lure developers. The goal is to transform the West Des Moines Valley West Mall site into "Valley West District."
The Reality of the "Dead Mall" Aesthetic
If you visit today, you’ll notice the "vibe" is weird. It’s a mix of nostalgia and ghost-town energy. On one hand, you have the Children’s Museum or local community events using the space, which is great for the neighborhood. On the other hand, the massive empty corridors are eerie.
It’s become a destination for "mall walkers" and photographers looking for that specific 1980s aesthetic. Honestly, the neon signs that still flicker in some corners are a vibe, even if they aren't selling anything anymore.
But "vibe" doesn't pay the property taxes.
The reality is that we are likely in the final chapter of Valley West as a traditional shopping mall. The next few years will probably see a total transformation of the site. It’s too large and too well-located to sit vacant forever, but the days of it being a fashion destination are likely over.
What You Should Actually Do If You Go
If you’re planning a trip to West Des Moines Valley West Mall, don't expect the 1995 experience. You have to change your expectations.
- Support Von Maur. If this store ever leaves, the mall is effectively gone. It’s still one of the best shopping experiences in Iowa.
- Park in the back for easy access. One of the perks of a quieter mall is that you can get in and out in five minutes. No more circling for a spot.
- Check out the local businesses. Many of the "fill-in" tenants are local entrepreneurs trying to make a go of it. They need the support more than the big box stores do.
- Use the walking space. If it’s -10 degrees outside in January, there is no better place in West Des Moines to get your steps in without slipping on ice.
Actionable Insights for the Future
The fate of the mall isn't just a business story; it’s a community story. To stay informed or get involved in what happens next, consider these steps:
- Monitor City Council Agendas: The City of West Des Moines frequently discusses the "Valley West Urban Renewal Area." If you live in the area, your voice matters regarding what kind of housing or commercial space goes there next.
- Visit the West Des Moines Historical Society: They often have archives or information about the mall’s impact on the city’s growth if you’re a history buff.
- Watch the Foreclosure Filings: For those interested in real estate, the court documents regarding the mall’s ownership provide a masterclass in the complexities of commercial real estate debt.
- Shop local first: If you want the mall to survive in any capacity, stop buying everything on Amazon. Physical retail requires physical bodies in the building.
The transition of West Des Moines Valley West Mall is inevitable. Whether it becomes a high-density residential hub or a mixed-use park, the "sea of asphalt" and the massive indoor corridors are on their way out. Enjoy the nostalgia while you can, but keep an eye on the zoning meetings—that’s where the real future is being written.