Wonderland mall more than retail space

Javier A. Flores - Conexión

Web Posted: 02/04/2010 12:00 CST

This artistic rendering of the remodeled Wonderland of the Americas shows how the new front facade will appear when completed. Courtesy Creative Civilization

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Many San Antonians can still remember the excitement that surrounded the opening of Wonderland Shopping City in 1961. Along with memories, some locals may even still have knickknacks purchased from Woolworth's, a coat from Frost Bros., or a lamp from Montgomery Ward – all stores that once made Wonderland great.

Now, renovations are already underway on the property formerly known as Crossroads Mall. Now renamed Wonderland of the Americas, excitement and new memories once again await San Antonio.

“Wonderland has been such an important part of San Antonio for so long.

“Now, we have the new Wonderland of the Americas for a new generation to enjoy,” said Al Aguilar, chairman and CEO of Creative Civilization, the marketing firm for Wonderland of the Americas.

Nestled at the intersection of Interstate 10 and the city's Loop 410, the original Wonderland was then located on the outskirts of the city.

It now sits at the heart of several traffic corridors that help bring the daytime population of the city of Balcones Heights to up to 25,000 people, according to Lorenzo Nastasi, Balcones Heights director of visitor initiatives.

Revitalization plans seek to make Wonderland of the Americas more than a retail space, but a community and cultural center as well. To achieve this, revitalization plans include several unique elements – many of which reflect the dominant Latino culture of San Antonio.

Some of these include events such as a month-long celebration of the Mundial 2010 (2010 World Cup), exterior and interior enhancements to represent a diverse culture, and a Wonderland Marketplace that will allow local merchants to sell their products and services.

“Wonderland of the Americas will have diverse entertainment and offerings to help build a relationship with the community,” Aguilar said.

Aguilar also said that revitalization efforts will not only bring prime retail opportunities closer to area residents, but also make medical practitioners and entertainment options more accessible in a family-friendly environment.

All of Wonderland's offerings will not only affect the Latinos who make up 69 percent of Balcones Heights' population, according to the 2000 U.S. Census, but also positively impact the city's existing medical, visitor, retail, and residential sectors, Nastasi said.

“The revitalization of the mall is long overdue and the energy it creates could be very exciting for all demographic groups,” Nastasi said.