SPEAKIN’ OUT NEWS
HUNTSVILLE, Ala. — While malls across the U.S. face closures and redevelopment, Parkway Place in Huntsville is bucking the trend with 96% occupancy and a lineup of new tenants on the way.
Once viewed as a relic of the past, Parkway Place has become a retail success story. With over 90 active stores, including Chick-fil-A, Hot Topic, Belk, and Dillard’s, the mall has retained its nostalgic appeal while attracting a new generation of shoppers.
“We’ve seen a lot of opportunity,” said Stacey Keating, VP of communications for mall owner CBL. “When tenants leave, we’re able to backfill those spaces quickly.”
Among the latest openings are Tradehome Shoes and Lovisa, with more national brands expected by late 2025 and early 2026. Locals are also buzzing about the upcoming Parkway Hibachi Buffet on the first floor.
Keating attributes the mall’s success to Huntsville’s rapid growth, a mix of local and national retailers, and Gen Z and Gen Alpha shoppers who crave in-person experiences.
“It seems counterintuitive,” she said, “but these younger generations appreciate the in-store connection.”
Amanda Homelvig, Parkway Place’s marketing director, said the mall’s traffic is steadily rising post-pandemic, with seasonal boosts during back-to-school and holidays. The upcoming tax-free weekend (July 19–21) is expected to bring even more visitors.
“We’re launching our back-to-school campaign July 1. That’s our second biggest retail season after Christmas,” Homelvig noted.
Efforts to increase dwell time—how long shoppers stay—are also paying off. With an arcade, mural installations by local artist Sonya R. Clemons, and diverse shopping and dining options, visitors are encouraged to linger.
Parkway Place is also thriving thanks to its investment in upkeep. Regular painting, landscaping, and community-focused leasing make the mall a destination—not just a stop.
“We’re not a cookie-cutter mall,” Keating said. “We tailor to the local market. That’s what keeps us relevant.”