When it first opened in 1955, Uptown Plaza boasted a vibrant and eclectic mix of tenants, including the swanky Navarre’s restaurant, Helsing’s Coffee Shop, Jerand’s of Arizona fine fashions, Bostrom’s department store, the national grocery store Piggly Wiggly and more (photo courtesy of Uptown Plaza).
“Uptown Plaza Opens Wonderful New World Of Shopping Pleasure In Arizona’s Capital City” – that was the headline back in 1955 when the shopping center opened at the northeast corner of Central Avenue and Camelback Road. Fast-forward 70 years, and while the broader Phoenix area has grown exponentially, becoming more and more unrecognizable to longtime residents, Uptown Plaza remains much the same – adapting over the years, yes, but preserving its iconic mid-century design and serving residents near and far.
Originally designed by architect Del Webb, this mid-century modern gem was one of the first shopping centers in the city, offering residents a new way to shop, dine and connect. The “modern brick, masonry and steel construction” boasted innovative features, such as “the opportunity to park the family car free of care or cost… and walk a galaxy of new and shining stores.” The plaza was illuminated by neon signs until 11 p.m. each night, and what truly set it apart was its vibrant and eclectic mix of tenants, including the swanky Navarre’s restaurant, Helsing’s Coffee Shop, Jerand’s of Arizona fine fashions, Bostrom’s department store, the national grocery store Piggly Wiggly and more.
As the Plaza moves towards its milestone 70th anniversary, residents recalled how the shopping center shaped their lives. One reader said that her favorite memory of Uptown Plaza was when she and her mother went to a Barbie fashion show at Bostrom’s. Dan Abrams, who has lived in Phoenix since 1946 and served as Uptown’s property manager in the late 60s, early 70s, also had fond memories.
“In 1955, Helsing’s restaurant was built. It became a ‘go to’ place for many young adults – high school, Phoenix College and Arizona State College students who lived in the Valley,” Abrams recalled. “Friday and Saturday nights were the primary times for us to socialize in the restaurant, eating our hamburgers, French fries, drinking a cherry coke or a cup of coffee. It was the place to bring your date after going to the movies on the weekend and meet your friends. Older adults who also lived in the general area socialized there. It was the ‘hot social spot’ for many of us.”
The Plaza also spoke with several long-time North Central residents in advance of the anniversary, including Steve Adams and Libby Westby. Here is what they had to say.
“Libby and I grew up here in this neighborhood, and we’ve been coming to Uptown Plaza since we were little kiddos in the late 50s,” Adams said. “It’s been a part of my growing up in Phoenix, and Libby’s, since we were 3 years old, and it’s so great to come here now. In Phoenix, with so much change over these decades, it’s so much fun to come back to some of your roots – places like Uptown Plaza.
“You revisit the past – all these memories come flying back into your head,” Adams added. “We love these landmark places and yet, Uptown Plaza is still thriving and still moving forward with new stores.”
“It’s nice that it’s been here 70 years, and it’s nice that we’ve been here 70 years,” Westby chuckled. “Whatever the changes have been, it’s still recognizable, it still has the same feel, it’s still approachable. You drive in, you know where you’re headed, but they keep it up. There’s still pockets of quality and interest in all the shops – you want to give them your business; you want it to thrive.”
“It was the catalyst for our very love story,” said Belinda Penrose. She and her husband, Tim, met at Uptown Plaza 35 years ago. “I was a server and I got a brand-new job at what was then the Lunt Avenue Marble Club.” Tim was a regular, and they hit it off. Belinda also worked in the deli department at Euro Market, which is now AJ’s, and when she and Tim got married, the market catered their wedding, “because I was like family to them.”
Over the past 70 years, Uptown Plaza has preserved its iconic mid-century design while continuing to update its roster of clients to meet the changing needs of residents (photo courtesy of Uptown Plaza).
Flash forward to 2025, and the eclectic mix of tenants in this vibrant community is anchored by AJ’s Fine Foods, and local businesses like Sweatshop, Manor, Local Nomad, Chula Seafood and Muse Apparel, as well as national brands such as West Elm, Shake Shack, Flower Child and more.
In recognition of the major role the Plaza has played in not only residents’ lives, but in Phoenix’s retail and cultural history, an anniversary celebration will be held Saturday, Sept. 27, from 5 to 8:30 p.m. Uptown Plaza is inviting guests to throw it back to the 1950s with an event that invites all to “party like it’s 1955” with live entertainment, event-only deals, and a nod to its 70 years of impact, honoring Phoenix and its history.
The celebration kicks off at 5 p.m. with a Sunset Yoga session led by Sweatshop on Central, a locally owned studio that originally opened at Uptown Plaza. Throughout the evening, guests can expect a retro-inspired celebration complete with live music from local band The Joeys, who will play throwback rockabilly tunes, explore decades-inspired decor and snap photos inside a vintage Volkswagen Photo Booth Van, receive complimentary vouchers and deals from select tenants, snag some exclusive 70th Anniversary merchandise and more.
In addition, the first 250 guests to “check in” at the event’s Welcome Booth, (staffed by costumed 1950s-style characters) will receive a commemorative, 70th anniversary pin that will unlock one-night-only “1955 pricing” on select food and drink items. There will be plenty of goodies in store for these lucky guests to claim, including treats from Shake Shack, Dynamite Beer Co., plus sweet scoops from Salt & Straw, available while supplies last, ahead of their opening at The Plaza in fall 2025.
“Uptown Plaza is a generational asset that will be cherished for years to come,” said Andrew Cohn, principal at Levine Investments. “We are proud to serve as the stewards of this beloved neighborhood hub. Along with bringing new tenants to the Uptown Plaza family, redevelopment will render a highly curated neighborhood shopping center. We look forward to honoring and celebrating the past while creating new memories for future generations.”
Find updated anniversary information and more by visiting www.uptownplazaphx.com.
