But the whole retail landscape changed when, in 1966, the
Whitehall Mall opened its doors as the first enclosed shopping mall in the Lehigh Valley. At this point, few in the Lehigh Valley had even heard of a mall, making the Whitehall Mall an exciting new experience - and a smashing success story that would attract the attention of competitors. A number of developers started raving to get in on the action. These included Morris Kravitz of Kravco; Frank Pasquerilla of Crown American Corporation; and Phillip Berman of Hess's Department Stores. Harold Campbell was just as eager as any of them to build his own mall, so he resolved to expand his Westgate Shopping Center into a mall as well. He negotiated for Hess's Department Store of Allentown to open its first ever satellite location on his property to serve as the senior anchor tenant for the mall. This process was not without a hitch, though; both parties wanted to own the land that the department store would be built on. Hess's business strategy at the time involved the chain owning rather than leasing all of its department stores, while the famously stubborn Campbell was quite insistent upon keeping the mall all together on one property, under his ownership. As a compromise, the two sides agreed that Campbell would own the land from the start, but that at the conclusion of a 30 year lease, Hess's would have the option to buy the land for $500,000. This agreement, which did not account for inflation, would end up becoming awkward down the line - more on that later. Hess's Westgate, as the department store was called, opened at the site in 1971. Then, construction began on the mall itself, to be built spanning the gap between the original strip mall and the new Hess's store.
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A recreation of what the Hess's Westgate signage would have looked like. This was the style of early Hess's stores which had names specific to each location, such as Hess's Westgate, Hess's North, Hess's South, Hess's Palmer Park, etc. The "Westgate" part of the store name was still mounted on the building until 2021. |
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The mall originally used this Germanic script for its signage. Today, this solitary enter/exit sign is the last remnant of that era. It is right next to a newer enter/exit sign, but for some reason nobody has ever taken this old one down. | Grand opening of the mall, with guest appearance from Democratic US Representative Fred Rooney, who represented the local congressional district from 1963 to 1979. Note Bill Hawk's Music Center on the right; this store remained in that same spot until 2015 when it moved to the opposite end of the mall, where it continued to do business until being evicted in 2023. |
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Celebrating its grand opening October 4th, 1973, the shopping center now dubbed the Westgate Mall attracted crowds of shoppers. Some of the earliest tenants in the mall, in addition to those which already occupied the original strip mall, included Westgate Optical, Hourglass Hallmark, Bill Hawk Music Center, Westgate Beverage, Westgate Jewelers, McCrory's, Westgate Pizza, Hickory Farms, Eugene Jacobs menswear shop, Kay Jewelers, RadioShack, Bookarama, Ladybug, Family Pet Shop, and a trio of related stores called Fashion Colony, Junior Colony, and Colony III. The mall had just two outparcels: a freestanding Hess's Auto Center and a Dempsey's American Kitchen restaurant. Hess's itself measured nearly 109,000 square feet, and the mall reportedly had about 50 stores upon completion.
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Lanta Bus once ran a promotion where shoppers could ride free of charge to and from the mall provided they made a certain minimum purchase at participating stores. Note McCrory's on the left hand side of the main entrance. |
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Approximate floor plan of the original mall, with anchors and known junior anchors labeled. Inline units are estimated. The existing strip mall had an enclosed walkway added along the front of the stores, which then wrapped around the McCrory's store to become a more traditional enclosed mall with stores on both sides of the hallway as it led down to Hess's. The mall had two different 2nd-story sections - I'm not 100% sure, but I think it was always just offices up there.
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The Westgate Mall's tenant mix casted a wide net, in typical fashion for malls of its age, by featuring a beloved local department store, supermarket, drug store, and dime store. It was atypical only in that it featured just one department store. Most developers would have tried to land a major, national department store like Sears, JCPenney, or Montgomery Ward to add onto the mall's offerings. But the confines of the parcel of land the mall sat on likely prevented any thought of devoting another hundred thousand square feet to another anchor. Although small, the Westgate Mall found success as a shopping mall offering a little bit of everything that Bethlehem could call its own. However, within its first five years, the mall would face tragedy. On the morning of February 12th, 1977, patrolmen John Haslego and Richard Heffernan responded to a robbery that tripped the burglar alarms at Kay Jewelers in the mall at 1:07 AM. As they arrived, they saw a fire raging through the roof of the mall. All of Bethlehem's 7 fire engine companies, 50 firefighters, and 3 aircraft responded to the blaze. A fire wall saved Hess's from the worst of the damage, but the flames overran two fire walls in the opposite direction as they spread southbound through the mall itself. The inferno raged through most of the night, injuring six firefighters and destroying 18 shops. All told, it was estimated to cause a $16 million loss and went down in history as the second worst fire to strike Bethlehem. The fire was ruled an arson.
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Morning Call file photo shows the devastation brought on by the 1977 Westgate Mall fire. |
The stores that were destroyed in the fire were Ladybug, Cargo West, Endicott Johnson Shoes, Pick-A-Dilly Restaurant, Pick-A-Dilly Snack Bar, Eugene Jacobs, Richmond & Reed Shoes, Alice Kay, Clymer's Carousel, Colony III, RadioShack, Holiday Hair, Family Pet Shop, Kinaman's House of Music, Kay Jewelers, Variety Photo, Bookarama, and Record City. Even more stores suffered smoke and water damage, including Hess's, McCrory's, Feel-Fine Shops, Bill Hawk Music Center, Junior Colony, and Hickory Farms. But though the mall was largely destroyed, it was not destined to die young. The mall and its tenants rebuilt once more and prospered. With pride on the line, Harold S. Campbell had the mall rebuilt double-time for a grand-reopening in August of the same year, just six months after the incident. Stores, many of which had reopened even sooner, reported good business and a return of old customers in no time.
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The incredible vintage all-wooden storefront for what was originally Eugene Jacobs men's store. After the fire, Eugene Jacobs rebuilt their expanded store in this spot. Due to mergers, Eugene Jacobs later became The Hub and finally Jack Lang, all menswear stores. The most recent long-term tenant here was the Art & Drafting Connection, which did business for almost 20 years here after Jack Lang closed.
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Once the 90's came around, change was in the air. Some of those stalwart tenants that made the Westgate Mall their home for decades were impacted by the economic recession, and not all of them made it. The Jack Lang men's store advertised that it was going out of business in local newspapers in March of 1991. Junior Colony, which was based locally in Allentown and had 114 stores under several different brand names at the beginning of 1991, filed for chapter 11 bankruptcy protection in September that same year. They emerged from bankruptcy the following year, before ultimately closing down in 1994. Fashion Colony - Junior Colony's plus-size division - may have survived a bit longer, however, as that brand was sold off to separate ownership in 1993. The anchor tenants shuffled around a bit as well - George's IGA was bought out and became part of the King's IGA family of stores in 1992. King's, in turn, was bought by Weis Markets two years later. Hess's had been struggling due to overexpansion, and in 1994 most of its remaining stores were sold to The Bon-Ton. Thrift Drug, a subsidiary of JCPenney, became Eckerd drugs in 1997 after JCPenney bought that brand as well and consolidated the two chains. At some point along the line, McCrory's rebranded their store at the Westgate Mall under the J.J. Newberry five-and-dime brand name.
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The Bon-Ton bought all of the Lehigh Valley area locations of Hess's department store in 1994. Hess's parent company, Crown American Corporation, had been selling the chain off to various rival department store chains in the 90's due to Hess's poor sales and a high debt load. Bon-Ton didn't do much to change the exterior facades of the former Hess's stores they bought. In fact, this location was virtually untouched until late 2017 when Bon-Ton renovated the entranceway and updated their signage - apparently not anticipating going bankrupt just a few months later. |
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Early Hess's locations often featured standalone auto centers, but these were discontinued after Hess's was bought by Crown American Corporation. New Hess's stores built after that point did not include auto centers. At some point Jack Williams cut a deal to sublease these old auto centers from Hess's/Bon-Ton. You might notice that the Jack Williams has cobblestone panels above its windows that match the exterior facade of the old Hess's department store. |
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George's IGA borrowed some exterior design elements from A&P. George's moved into the shopping center in 1967 and expanded in 1971 as the mall was being built. Interestingly, the store was observed to have differing ceiling heights due to the gradual expansion of the store over time into neighboring vacant spaces in the mall. |
The changes in retail brought on by the 90s had longstanding impacts on the mall scene of the Lehigh Valley. The Whitehall Mall, whose success inspired the construction of the Westgate Mall in the first place, was mostly demolished in 1998. It was, perhaps, an ominous sign of what would come for Westgate, too, some day. Although the mall managed to snag the coveted "westgatemall.com" web address (there's so many Westgate Malls out there that this is genuinely impressive) which proudly displayed the slogan "It's Going On... At Westgate Mall!", vacancies began to become a consistent problem. The first big casualty was the J.J. Newberry. As a division of McCrory Stores, Newberry's outlived other big dime store chains like Woolworth. But towards the end of its lifespan, McCrory Stores accepted the reality that the five-and-dime concept was on the way out, and it began thinking of ways to alter its business model. McCrory experimented with a dollar store concept called Dollar Zone, selling cheaper products. The J.J. Newberry at Westgate Mall was transformed into a Dollar Zone in the year 2000, but it was a botched transition. The Newberry sign still hung above the storefront while paper Dollar Zone signs were printed and hung up around the inside of the store. The old-school lunch counter remained in operation in the store - a remnant of the past that seemed so out of place in the new business strategy that McCrory Stores was pursuing. Shoppers rebelled at the Dollar Zone concept, balking at the cheap imported products it peddled. The frankenstore shut down at the bitter end in 2001, when McCrory Stores liquidated all of their remaining stores - most of which, by that point, had been converted to Dollar Zone in the unsuccessful attempt to save the company. The Newberry's junior anchor spot would later be occupied by an off-brand dollar store or two, but mostly stayed vacant.
In October 1999, the Crown American Realty Trust announced their intention to purchase the parcel of land that housed The Bon-Ton department store. As per the agreement made between Hess's and mall owner Harold Campbell in 1970, Hess's had the option to purchase the land for $500,000 at the conclusion of a 30 year lease. The lease fell into Crown American's hands due to Crown having purchased the Hess's department store chain in 1979. By this point, the land value had increased dramatically. Crown American disclosed in its 1996 annual report that it received a revenue of $369,000 from subleasing the anchor pad to Bon-Ton in that year alone. Suffice it to say, purchasing the land outright for just $500,000 would have been a steal - roughly 10% of the actual value of the property. The mall's ownership litigated the issue in court, arguing that the purchase option was only available to Hess's - an entity which no longer existed. The legal battle would last for years.
Meanwhile, Campbell himself was in advanced age and declining health. He and his family ended up in a separate legal battle for control of the mall itself in 2002. Campbell had given power of attorney to his mall managers, Mylee Snyder and Helen Cline, in 1997. Snyder and Cline had worked for Campbell at the mall since the 80's, and used their power-of-attorney to assume mall operations starting that year. Campbell then instead granted power-of-attorney to his children, Dr. Harold S. Campbell Jr. and Joanne Burke in 2002. The pair of Campbell's kids appeared at the mall office on Tuesday, June 4th, 2002, armed with the new power-of-attorney and "claiming the right to exercise immediate control of the Westgate Mall and all of Mr. Harold S. Campbell Sr.'s personal and business affairs." Campbell Jr. & Burke converged on the management office with their own attorney and armed security and attempted what the local news described as a "coup" against Snyder & Cline that ultimately turned physical. In the wake of the incident, the management office at Westgate Mall was said to be locked & guarded. The issue was brought into court, where Campbell himself appeared at age 89 behind a walker. The still-imposing and fiery 6'1 Campbell immediately attempted to dismiss attorney Charles Bruno, who was hired by Cline & Snyder in 1997 to represent Campbell's estate. Reportedly, Bruno whispered to Campbell, "May I have a private word with you, Mr. Campbell? I represent you," to which Campbell retorted, "No you don't, and you never did. You ought to know that by now." Both sides accused the other of trying to take advantage of a wealthy old man, with Campbell's children further accusing Cline & Snyder of selling off nearly $1.3 million of Campbell's real estate properties & $100,000 in securities without consulting him. Ultimately, a judge ruled in 2003 that Campbell was no longer competent to fire the attorney that supposedly represented him or to strip Cline & Snyder of their power-of-attorney.
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Morning Call file photo captures the Westgate Mall in 2002 - past its prime but still looking good. On the left side of the hallway is The Toy Tunnel, and just next door with the comically large gumball machine is the Candy Karousel. On the right side of the hall is a store called Real Style.
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On January 23rd, 2004, Harold S. Campbell Sr. died at the age of 90 while in the midst of these legal battles. It was unclear, according to local news, how his death would affect the ongoing fight for control of his assets. Presumably though, Campbell's estate was left to his kids in his will, allowing them make whatever decisions they wanted in terms of managing the mall. When the dust settled, the mall ended up in the control of the Harold S. Campbell Foundation, a charitable group founded by the late developer's family. But they had little time to celebrate before a judge rejected their final appeal in 2005 to prevent the sale of the anchor pad housing The Bon-Ton department store for just $500,000 to the Pennsylvania Real Estate Investment Trust (a.k.a. PREIT, who bought Crown American out in 2003). With this outcome, the mall would no longer collect hundreds of thousands of dollars per year in rent from its largest tenant. Fortunes continued to decline as a new shopping complex, Airport Center, opened just a 7 minute drive away from the Westgate Mall in 2010. Featuring big name stores like Target, Sam's Club, Ross, A.C. Moore, Five Below, Old Navy, DSW, and Ulta Beauty, Airport Center had a clear competitive advantage over the collection of local shops that were camped up in the Westgate Mall. Within a few years, even the old Kay Jewelers, which had stuck around all those years even after being robbed & burned back in '77, left the mall to join Airport Center. By 2013 the Harold S. Campbell Foundation sold the mall to local developer Mark Pepitone for the scant price of just $2.3 million. After the sale, the Campbell Foundation ceased to exist, and family control of the 40 year old enclosed mall finally ended. Pepitone separately purchased the anchor pad housing Bon-Ton from PREIT for $3.85 million, reuniting the mall once again. He began a renovation with a $5 million budget aimed at revitalizing the mall.
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George W. uploaded this image to FourSquare in 2013. It stands in a rather stark contrast to the previous picture, taken at a similar angle about a decade prior. The store way on the left was Westgate Optical, which moved out of the mall but seems to still do business today. The now-closed Toy Tunnel, Candy Karousel, and Real Style storefronts are also plainly visible. Mall plants previously seen in the hall have disappeared. The Bon-Ton is brightly illuminated at the far end of the otherwise empty hallway. |