Memories of Hillsdale Mall San Mateo | Shopping Can Be Fun: A New Concept in Merchandising (1957)

Images of Hillsdale Mall San Mateo California 1950-1990s ~plus~
Shopping Can Be Fun: A New Concept in Merchandising (1957) Short Film of Hillsdale Mall

Developer David D. Bohannon acquired 848 acres from Burleigh H. Murray in the Beresford (later called Hillsdale) neighborhood in 1939-40 and began developing the area, starting construction on the Andrew Williams Grocery Store at the corner of Hillsdale Boulevard and El Camino Real in 1941. Sears selected the Hillsdale site for one of its earliest suburban stores in 1948, and the Hillsdale Shopping Center master plan was completed in 1952; Bohannon was reportedly inspired by the recently completed Westlake Shopping Center in Daly City. In December 1954, Hillsdale Shopping Center opened as an open-air center, featuring Sears (completed in 1949) and the first suburban branch store of Macy's San Francisco, later adding Emporium in 1962. Sculptures by Benny Bufano were commissioned for the mall in the 1950s. By 1970, Hillsdale had more than 150 stores. Through the 1960s and 70s, Hillsdale Shopping Center marked the northern end of a popular Friday night cruise route along El Camino Real for young drivers.

Shopping Can Be Fun: A New Concept in Merchandising (1957) Short Film of Hillsdale Mall:
How the Hillsdale Shopping Center in San Mateo, California increased traffic with a sophisticated program of advertising and promotion. Excellent footage of stores and shoppers in an upscale suburb. Some footage from this film was used in the film, "In The Suburbs."

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