STC150: Fairview Mall

For our final instalment in our series on shopping in St. Catharines we are going to take a walk – or drive - over to the Fairview Mall.

Similar to the Pen Centre, the Fairview Mall was a part of a general move in cities across North America towards automobile-focused development. The Fairview Mall, located at Geneva Street where it meets the QEW, was a fully enclosed mall, considered an ultra modern shopping experience and one of the first of its kind in Canada.

When the Fairview Mall first opened on April 6, 1961, it featured 27 stores, including Woolworth’s, Reitman’s, Zeller’s, and the Right House Department Store and a 17-acre parking lot.

One of the Fairview Mall’s most memorable early features was a large bird cage in the main hall. This two-story aviary showcased almost 100 exotic birds from around the world. The mall also featured palm trees, floral gardens, and a duck pond and fountain. 

Another unusual feature of the Fairview Mall was its promotional events designed to bring shoppers to the centre. In July 1962 as an example, teen singing sensation Fabian visited the mall for an autograph signing and CKTB interview, drawing a crowd of some 5,000. 

Other celebrities who have visited the mall over the years have included William Shatner who dropped by a few times in the 1970s in his capacity as Loblaws brand ambassador. Soap opera star Jeanne Cooper was there for the mall’s grand re-opening after renovations in 1989. Also, many local musical acts, including popular St. Catharines rock bands the British Modbeats, the Morticians, the Druids, and others played Saturday night concerts at Fairview in the 1960s. 

The Fairview Mall continues to serve as a commercial and social anchor of St. Catharines’ North End.  

This postcard shows the interior of the Fairview Mall in 1961 during the first year of operation. The birdcage can be seen in the top left of the photo. (2006.77.972)