Brainerd Village
Last week’s article described how that the suburban shopping scene in the North River area changed with the opening of Highland Plaza in 1959. Meanwhile, on the other side of the Tennessee River, a similar project was underway to bring a modern shopping center to the Brainerd community.
In 1957, the Brainerd Village, Inc. development group of Atlanta acquired 20 acres on Brainerd Road, adjacent to South Chickamauga Creek. The property was purchased from Mr. and Mrs. Charles Simpson, who also maintained a home there. Planning, leasing, and construction of Brainerd Village took place over the next three years following the acquisition of the property. Collins & Hobbs, Inc. and H. E. Collins Construction Co. were general contractors for the project.
The developers selected a mix of retail stores that would allow one-stop shopping after the customer parked in one of the 1,000 parking spaces. Some of the larger “anchor” stores who signed leases were J. C. Penney, W. T. Grant, Kroger Co., and Woolworth’s. To make sure that motorists on Brainerd Road would see the new shopping center, a sign as tall as a five-story building was placed at the entrance. In fact, customers drove under the sign when entering the parking lot.
Ground-breaking took place on July 22, 1959, and the $1.8 million dollar Brainerd Village shopping center was ready for dedication on August 18, 1960. William H. Ingle of the W. T. Grant store presided at the ceremony in his role as President of the Brainerd Village Merchants. He had held a similar position at Highland Plaza. Mayor P. R. “Rudy” Olgiati spoke at the dedication, just as he had at Highland Plaza the previous year. He noted that the new center represented the confidence that investors had in the future of the city, and that it would provide employment for many citizens.
A Ford Falcon and Florida vacation were offered as grand opening prizes. Since Brainerd Village occupied a portion of the site of the early 1800’s-era Brainerd Mission to the Cherokees, the opening including several Indian-related themes. A large tepee was set up on the parking lot, and free headbands were given to children who attended the opening ceremony. The Order of the Arrow of the Boy Scouts had placed a totem pole as a permanent landmark of Brainerd Village. I’m not sure whether that is still standing or not.
The starting line-up of Brainerd Village included the following stores: Kroger, the Village Restaurant, Hand-Craft Cleaners, Rone Jewelers, Wade’s Bakery, Woolworth’s, Singer, J. C. Penney, Miles Shoes, Three Sisters, Dan Cohen Shoes, Brags Mens’ Shop, W. T. Grant, the House of Zott, Village Barber Shop, Austin Garden Center, Certified Toys and Hobbies, Western Auto, Village Shoe Repair, Camera & Craft, Colonial Stores, Village Health Studio, Eckerd’s Drugs, Village Beauty Shop, Boys & Young Men’s Shop, (wow, this is a long list to type!), Ault Hardware, Village Scrub-Board, College Hi-Fi, Kelly & Dirisio attorneys-at-law, and the Brainerd Village Merchants’ Association.
The stores were profiled in grand opening announcements in the newspapers. The intriguingly-named “House of Zott” was a greeting card shop that was a first business venture for Mrs. John Zott. The Village Scrub-Board was a Laundromat. At the Village Beauty Shop, permanent waves were offered for $7.50. Camera & Craft offered free black and white processing and half off the fee for color film. The Village Health Studio featured an indoor pool, and a guarantee that those who were overweight would lose up to 15 pounds in 60 days. Wade’s Bakery sold Dutch apple pies for 37 cents. A “record riot” was in progress at Woolworth’s, with 45 RPM records offered at 6 for a $1.00. Woolworth’s also sold Jamaica shorts for 77 cents, and rubber tree plants for $1.85. Wonder if one of their employees ever said, “Oops, there goes another rubber tree plant”?
My uncle, a former Brainerd resident, recalled that Brainerd Village represented the latest address in a series of retail establishments that began as one exited the Missionary Ridge tunnel. In the Brainerd of 1960, one could stop for a meal at Carl’s Drive-in, Krystal Drive-in, or Mr. Fifteen Hamburgers, have a snack at the Mr. Peanut, and see a movie at the Brainerd Cinema. The Skyway Drive-In was giving way to Eastgate Mall, which would, in a just few years, attract stores like J. C. Penney and Woolworth’s away from Brainerd Village. My uncle also observed that when Brainerd Village was built, he and others questioned its flood-prone location next to the creek. The 1973 St. Patrick’s Day Flood proved them right, as Brainerd Village was inundated. The Brainerd Levee was built thereafter.
Like most shopping centers that have been in existence for many years, Brainerd Village has had many tenants and undergone some refurbishing. Al Miller Music, Service Merchandise, Comoro Carpets, and Kay’s Kastles once had stores there. A reader of last week’s Highland Plaza article recalled that his family bought flocked Christmas trees at Varner’s Garden Center. In the 1970’s the Brainerd Mini-Cinema occupied one of the corners of Brainerd Village, and screened such films as “Blazing Saddles,” “Live and Let Die,” and “The Return of the Pink Panther.” In 1983, the center was extensively remodeled, including updating the canopies over the sidewalk. The large entrance sign also was removed, with some in the community referring to it as an “ugly eyesore.” Today, Brainerd Village remains a popular destination for suburban shoppers.
If you have memories of Brainerd Village, please send me an e-mail at jolleyh@signaldata.net.