Brunswick Square Mall: Is it Struggling or Thriving? Plus, a Walkthrough of the Closing FYE Store!

[@DavidWRyan]

I grew up going to this mall! I haven't been there in almost 30 years and much of it still looks the same. J.C. Penny once had a dinette, and I would go there for lunch with my grandmother. Where the F.Y.E was had been a record store before and it almost looked the same. I remember going to movies there and how they rolled out portable fences for crowd control when late movies let out after the mall closed since they did not have an exterior entrance. The whole corridor to Macy's smelled like cheese sauce from the Hot Dog place.

[@farhajhassan8516]

This is my mall. I am emotionally connected to that property. I visit here every two weeks. I still buy cologne from my friend Josephine at Macy*s as I have for 20 years now. It is a good 'local mall', with 1 floor and 2 anchor stores. It had a major upgrade about 10 years ago. The tiles and lighting were upgraded. It had steady foot traffic until COVID. Now the mall has more closed store fronts than any place should, and the tenants that come go away quickly. The Red Robin is great. The movie theater is fine. It's a dated local haunt. The Walden Books and B.Daltons went away a long time ago. Brunswick Squares only upwardly mobile store may just be the Hollister. The FYE is now closed. The Barnes and Nobles is not an anchor store - there is no connection to the rest kf the mall, you have to exit, and enter the mall proper. The JC Pennys structure is fascinating. Its like brutalism meets brick, with heavy abutments that do not make any sense. Nice video.

[@alexxxanderwest]

Thanks for putting a name to the JCPenney structure. I have never heard of brutalism. I worked there for far too long as a kid. I called it JCPrison. Was always fascinated with the architecture. If you look in the windows near the abutments, there are doors leading to nowhere!

[@robertpizzaia7680]

Bambergers opened there il 1970. I worked on that job and helped build it in 1969. The rest of the mall was built after and opened in 1973. New York stake house was there. Other additions took plsce. Its a pretty active mall

[@charlestonpinballarcade]

Tom! My childhood mall! Thanks so much for this video. I go back to the 1980s days with York Steakhouse, Hot Sam Pretzels, Fun N Games Arcade, Roy Rogers, Merry Go Round, Musicland or Camelot (I can’t remember), Sam Goody, Radio Shack, McCrory and Bambergers. This mall was VERY brown and tan back then. The mall not expanding was definitely a huge mistake as East Brunswick has always had a decent household income and many New Yorkers moved to this town as the trend to live in central NJ became common. Freehold mall and Woodbridge / Menlo were huge competition for this mall.

[@edf10000]

You forgot Farrell's and Orange Julius! Victoria station in the parking lot too...But I went there from the 70's to 1981.

[@el-hp1lj]

KB toystore Spencers

[@PocketChangeInspector]

Musicland in the mid-80's next to Hallmark.

[@ich_robertojared]

Awesome review. I love this mall.

[@charlestonpinballarcade]

The new cinema took the place of a McCrory 5&10. The 2 screen cinema was next to McCrory and Roy Rogers was on the other side of McCrory.

[@adamahmadi5025]

What’s in place of the 2 screen theater now?

[@petermaher9262]

I worked at the mall in 1989 when the theater was a 2 screen General Cinemas and Roy Rogers was next to it (or very close). In 1996 or 97 i worked for the movie theater, now split up into 5 screens and owned by the Grant Family but I dont remember if it was called Mega Movies yet, I think the rebranding came after I left. One of the theaters was so tiny and always so hot we used to microwave a heating pad and duct tape it to the thermostat in that theater to make the air come on.

[@PocketChangeInspector]

That was my favorite indoor theatre. It was probably the longest inside...at least that can remember.

[@tdogg2029]

Compared to Woodbridge and Menlo, this mall is great at Christmas time to get your photo taken with Santa. Almost never a line.

[@patmoore1036]

When i was a kid this mall had Farrel's Ice Cream Parlor,. I went to many birthday parties there. It was located where the added on mall entrance is, next to Panera bread.

[@PocketChangeInspector]

The first place I ever had a cherry Coke.

[@zeecee5881]

I loved Farrell’s! Remember it well.

[@BrianH20]

I used to hit that mall a lot in the early 90’s. There were always rumors about them adding a second level but I imagine that hasn’t been under consideration for a very long time. That All In used to be a Suncoast Video store and there was Roy Rogers about 3/4 of the way down from there. There was also I think it was called Coffee Beanery near the middle. They used to have a Sam Goody and Camelot at opposite ends, too. It was a fun place to visit.

[@jerseygeneral3722]

You did draw a comparison to Menlo and Woodbridge, ehich i dont think is very fair. They are not exactly "nearby", both being a good half hour drive away. Having said that, Brunswick Square is also not a mall someone would go out of their way to go to luke Menlo or Woodbridge. Its more the indoor mall section of what is basically a long line of strip malls along Rt. 18 in East Brunswick. The movie theater was expanded in the 90s into what was once the 3rd anchor store, McCrory's. That space was briefly a flea market style space before the movie theater took it and expanded unto it, also gaining their external entrance. I remember they were also early on changing to stadium seating, making it a bit if a draw until the nearby freestanding movie theaters in New Brunswick and North Brunswick made their transition.

[@leedaniels7196]

Hopefully this mall will be around for a long time to come 😊Thanks for the upload!.I would say the Barnes&Noble is an anchor store,if not a junior anchor.

[@NexxisStudio]

Thanks for showing a piece of history! I just subscribed! Interesting that I did not know Bambergers was founded as early in America as 1892 in NJ and was acquired by Macy's in 1929 but kept the name until 1986. Regarding JCPenney, the store was bought out by Simon and Brookfield property groups as a strategic move. JCPenney fails in revenue but the groups, as you have mentioned, realized if they were to lose this anchor store that seems to exist in nearly every shopping mall in America, many of the malls would be destroyed financially. It's basically a prop store that entices smaller stores to be rented. Simon and Brookfield have bought other store brands like Forever 21, another store that was doomed some years ago. And they have resurrected other dead brands like Brooks Brothers, in a strategic move that keeps upscale shoppers aware and coming to the mall and attracting other upscale stores. All props. Very, very strategic. I was in Bambergers in 1980 when it opened around this time in Christiana Mall. It was more of an upscale department store. Sadly it became more and more like a Macy's + Bloomingdales, something in between. The bold cursive logo emphasized it's fashion focus and upscale look similar to a Lord & Taylor but with a home department and more merchandise than a Lord & Taylor. By 1986 it had adopted a more modern curvy logo similar to a Bloomingdales effect and it had lost most of its unique retail feel by the mid 1980s. Macy's was on some kind of ego trip or power play to take over all retail and destroy the iconic individual unique brands from upscale to moderate priced destroying many department stores from Marshall Fields on par with Neiman Marcus level of retail to I. Magnin another upscale store, to Hecht's which was like a Bambergers, I believe acquiring Strawbridge & Clothier and upscale department store, John Wanamaker, etc. It's rather sinful the destruction Macy's has done and has accomplished nothing with operating poorly run stores, offering mostly merchandise made in China at high price points that most Americans cannot afford, producing bad advertising and promotions and overall being managed by unqualified leaders in retail. Hundreds of Macy's have closed so they are more a detriment to mall survival than JCPenney at this point. Thanks for all the retail history! I agree with you one important aspect of successful malls is creating an exciting indoor space to entice. And areas that seem like an oasis, botanical garden with trees, plants and fountains are very strategic but most malls today are mismanaged by conglomerates interested in just money, not creating unique works of architecture and art. Many of the malls you visit show off a time from the 1960s to the early 1980s when architecture blends with creativity. Which included fountains, works of art sculpture and indoor trees and plants. All of this cost a great deal of money to maintain so sadly (and stupidly) they have been eliminated from most malls except very high class malls. But even they, like Short Hills Mall, are using tacky plastic and artificial foliage and trees throughout to avoid gardeners. Regarding the JCPenny architecture you like, it is an example of Brutalism and International Style architecture. I believe the International style started in the 1920s but took off in the 1960s-1970s to become a dominant mall style - very minimalist, elegant modern architecture usually with simple shapes, glass, concrete, brick, stone facades. Lord & Taylor stores are a perfect example of the International Style. The JCPenney is more a Brutalist than International Style I would say. Brutalism started in the 1950s through the 1970s. It is more chunky, more severe in modern design, more bold with an emphasis usually on shapes and concrete use. Many a times the architecture is asymmetric to its International Style cousin. Both are examples stemming from modernism architecture.

[@jeank5410]

This mall is somewhat local for me - I agree it’s not a real destination mall like Bridgewater Commons (my preferred mall) or Menlo Park. The only times I was there in the past number of years (at least before Covid) was to meet a friend there to see a movie. I remember Bamberger’s well - I worked at the one at Menlo Park for a season shortly before they were rebranded as Macy’s.

[@NJDREW3852]

They used to have an amazing arcade back in the day when I was growing up it was huge!

[@farhajhassan8516]

I spent many a paycheck at that arcade in the 90's. It was fantastic.

[@leowetzel2497]

When the Bamberger's was nearly finished, they had a promotion that invited children to have the handprints in the sidewalk outside the store. I think that my younger brother and sister had their hands pressed into the wet concrete. BTW, I was there and just about 10 years old.

[@PocketChangeInspector]

I remember seeing those on the sidewalk but never knew the story behind them.

[@lth_lch]

Huh, didn’t realize the FYE was going under. Goes to show how little I actually visit my local mall nowadays. I’d go more often if there were clothing stores I actually cared to shop at like the L.L Bean at Freehold Raceway, or the Uniqlo at Menlo, but as things stand I really only ever frequent the B&N and maybe walk around inside the mall at Christmas time. About a decade ago I used to sit down at the pizza place fairly often across from where the Red Robins is now, but that place went under during the pandemic.

[@ronhoover5516]

I'd say from the look of the mall that it's somewhere between thriving and just OK. Seems like a pretty nice mall and I don't think it is boring at all!. Agree on the JC Penneys outer architecture and love the tone of the brick there. Thanks for a great video!

[@JacQuie1776]

The arcade used to be where the burger place is when you first walked in, in the 80’s.

[@73richg]

Do you remember the kid in the wheelchair that used to hang out in the arcade all the time?

[@PocketChangeInspector]

Ruby Tuesday or Red Robin right?

[@JacQuie1776]

@@PocketChangeInspector Ruby

[@JacQuie1776]

@@73richg no I Dont think so, sorry just seeing this

[@indianajo883]

OOOO I used to work at this mall. Worked at the old movie theater before it closed, reopened, and closed again.

[@georgef551]

I think the JCP is in the "Brutalist" look, which was big in the late 60, and 70s.

[@charlestonpinballarcade]

The right side of the Allure Jeweler next to the sneaker store is where the Hot Sam pretzels was located. It was a very tiny hole in the wall walk up counter.

[@PocketChangeInspector]

It even had that pole in the middle they tiled blocking the counter a little bit.

[@chaohord]

Oh man that professional hair design place is still there? Thats where I used to go all the time to get my haircuts as a kid. Love this little mall

[@PocketChangeInspector]

Remember going there in the 80's so many times. One buddy dated a girl who worked at Chess King, another buddy's girlfriend worked at G+G, and mine at Thom McAnn shoes.

[@JacQuie1776]

@@PocketChangeInspector I worked in AS Beck shoes

[@PocketChangeInspector]

@@JacQuie1776 Where was that in the mall? Was that along the side near where Foxmoor was?

[@zebracary]

I worked at the steak house can't remember the name in the 80's

[@PocketChangeInspector]

@@zebracary York Steakhouse wasn't it?

[@charlestonpinballarcade]

The Allure Jeweler was a Florsheim Shoes back in the 80s

[@bgcloon]

Another oddity from history for this mall: For a few years there was a "Tilted Kilt" restaurant (think Hooters, only with a Scottish Highlands theme) outside next to the Ruby Tuesdays/Red Robin location, but it closed not long before the pandemic.

[@fleabittenadventures]

Yes, I read about that. Never heard of it before though.

[@robd9710]

Food was awful

[@PocketChangeInspector]

@@robd9710 Yes. Tried and thought it was disgusting.

[@Jonny4384]

I would visit this mall if I could. It has a small town feel to it and as always, I enjoyed your video!

[@fleabittenadventures]

Yeah, it's not bad. If I lived in the area, I would probably stop by when I could. I'm glad you like the videos! Thank you!

[@patmoore1036]

You must have filmed this a while ago because that FYE is long closed now. In my opinion, it's not a good sign when a mall starts getting shooting galleries and escape rooms instead of actual stores.

[@fleabittenadventures]

I filmed it in February 2024

[@AKayfabe]

well the Mall of America has those things too. I personally think giving people an experience can be the answer sometimes. If people no longer want to shop as much and they are sick of over consumerism, having things to actually do is good.

[@jubyjoe3202]

If you’ve been to 1 mall you’ve been to them all. They all more or less have the same stores. Save gas, time and money by shopping online. Just the sign of the times.

[@charlestonpinballarcade]

Red Robin is where KB Toys was in the 80s and the AT&T store was Fun N Games arcade.

[@larryk731]

The fye is being replaced with a slime place. The At&t store was an amazing arcade in the 80s and 90s. I live nearby and would classify this mall as "weird" - the route 18 facing part of the mall does well, but the interior traffic is not great. It's very small (700k sf), but if there is a store inside carrying what you need, it's easy in/out.

[@1namhelleahcim]

Next time you're in the Boston area go to CambridgeSide Galleria Mall. The third floor is closed off now and there is no food court at all.

[@fleabittenadventures]

I did a video on Cambridge side a year or two ago. I remember that the third floor was closed off for a medical center or something like that, but I know there was a food court when I went. What happened to the food court?

[@johnbarone8948]

The Freehold Raceway Mall is a very alive and hopping Mall, and they have a food court.

[@charlestonpinballarcade]

That foot locker has been there forever! It was an old school original wood wall design before the current updated look.

[@charlestonpinballarcade]

Yes, JCP and the “mall” opened 1973 based on newspaper ads I am seeing. The Bambergers opened 1970.

[@fleabittenadventures]

Thanks!

[@melissahurt317]

It is not quite dying and definitely is not thriving.....maybe just surviving. I am glad your candy was fresh this time😂😂😂

[@andysorensen1737]

I’d agree with your assessment Tom: Doing okay with a massive asterisk for the two main anchors. B&N is very much a junior anchor.

[@charlestonpinballarcade]

I think where the Sketchers is located, there was a hallway that led to Farrells Ice Cream Restaurant. If it wasn’t there, it was on the opposite end in the same spot.

[@110311DONTWANTCHANNE]

Used to be a nathans in the front section of the movie theater...haven't been in that area in over 10 years, don't know when it closed...i used to be the only one there.

[@ikoousps]

The empty store by Macy’s was a Champs. I recently went there and was unaware that practically everything closed at 8:00 and I had to find an inconvenient side door to exit JC Penney’s. Incidentally, one of your competing You Tubers recently put Woodbridge in the bulls eye of a potentially dying mall.

[@SherylS]

I go to the movie theater there sometimes, but havent been in the actual mall in forever

[@DeanWinchester69]

So, I stopped at this mall today and there are no remnants left of the FYE store. The sign is gone, no fixtures or anything. It's already been painted for the new tenant "Slime University" and has a banner across the security gate with the new store's name. You posted this video 3 days ago, but when was the actual date of your visit? I doubt the entire store was liquidated, including fixtures, since last Wednesday 6-12-24.

[@fleabittenadventures]

I filmed it in late February 2024.

[@DeanWinchester69]

@@fleabittenadventures Thanks for responding. I made a trip out there hoping to score some deals on the liquidation sale only to find out they were closed. It may be helpful to your viewers to indicate the actual date when your videos were filmed in the video description or mention it in the video itself. Just a little feedback, I do enjoy your videos.

[@btk22279]

That Red Robin was something else. Ruby Tuesday maybe?

[@charlestonpinballarcade]

Before it was restaurants, the KB Toys was there in part of that section way back.

[@patmoore1036]

Yes it was a Ruby Tuesday.

[@robd9710]

Was a good Ruby Tuesday. Miss them!!

[@PocketChangeInspector]

@@robd9710 The first time I ever went to one and got the babyback ribs.👍

[@yeah6977]

I've been here so many times in my life bc it's like 5 minutes from my house and it's like a second home to me. Compared to Freehold or Menlo it's really small but I still love it. Also RIP f.y.e.😢

[@JacQuie1776]

@@yeah6977 I used to live across the street behind McD’s

[@madmerlot841]

It looks like the mall is doing somewhat OK. It has a lot of open stores.

[@lpsyakimo]

That JCPenney is one of the busiest around here

[@Raydawggie]

I visited when the AMC here was MegaMovies. The worst movie theater I've ever been to, with aggressive security searching everyone and hideously inefficient lines that combined ticket sales concessions, and bag check into one.

[@blandmalls]

The Bamberger's did open in 1970, and the mall opened in 1973

[@fleabittenadventures]

Thanks! I was pretty sure Wikipedia was wrong.

[@charlestonpinballarcade]

The Old Navy was where York Steakhouse was in the 80s

[@73richg]

Wasn’t it Rustler’s before it was York’s. Sirloin Tips with onions was my default meal there

[@PocketChangeInspector]

Yes. I used to get the honey glazed half chicken there.

[@classrockin]

I agree that this mall looks to be doing pretty well, definitely not dead....not yet anyway. Is there a food court and if so did you assess it Tom? If you covered a food court, my apologies, I missed that part. Mall looks very well maintained inside and out, I wouldn't classify Barnes and Noble as an anchor store although that appears to be a very large B&N

[@adamahmadi5025]

There’s no food court in the mall, the Auntie Anne’s/Charlie’s is the closest thing it has to one. The arcade portion of the AMC used to be a mini food court within the movie theater, featuring a ben and Jerry’s and another restaurant. Those are the boarded up portions across from the machines. The boarded up portion behind the Challengers marquee used to be another ticket stand. The machines are usually plugged in but the movie theater functionally begins at the soda machines

[@adamahmadi5025]

The other restaurant was Nathan’s

[@lpsyakimo]

That hot topic opened in December 2015

[@Joe-n4e8e]

I don't understand why JC Penny is still considered an anchor store since who goes there anyways?? I know not one person who shops there🙄

[@73richg]

In the early 80s I believe there was a pizza place that used to be where Red Robin’s is now. I remember one night the guy that made the pizza picking up one of the customers and throwing him out cause he was being a pain in the ass 😂😂😂

[@BreakTime10101]

I agree with you, this looks like a struggling to dying mall. Sad to see what has happened to all these malls. I think JCPenny will be the next big one to shut down. I think Barns and Noble could be considered an anchor store. And no offense but you should stop buying candy out of those candy dispensers. Think about all the fingers that have touched the outside and inside of the candy chute. Ewwww.

[@Gamma00Ray]

Mexi Tacos Los Gueros is surprisingly good. Mexican restaurant.

[@jdt2003]

What company keeps the candy machines up to date? That must be a once every 3 year fillup

[@kandy-fv3ir]

It seems to be doing ok

[@ericbeauchea8526]

I used to play Chase HQ and Ninja Turtles at the arcade there while eating a pretzel from hot sams. Then buy a sierra game from electronics boutique. Good old days.

[@jdt2003]

In 2012 movie theater managers were probably getting flak from corporate: "Why is your theater losing business? I'm going to need you to step your game up."

[@charlestonpinballarcade]

I am pretty sure the “professional nails” is where Orange Julius in the 80s

[@PocketChangeInspector]

Right outside JC Penney and then to the right.👍

[@Melissa2087]

I never liked the Brunswick Sq. Mall. I use to go to the movies there when it was 'Mega Movies', but thats about it. I remember when that whole little arcade by the movies was games, seats, and a couple of eateries... nathans, etc plus the ticket sales

[@ChiChiWoo]

i remember when they had fast and furious supercars, but then replaced it with dead heat.

[@thomaschristopher8593]

route 18 "where the stores are"

[@UQRXD]

5:10 How many people have put their dirty figures in the candy machines?

[@PetertheShakeMan]

I classify Barnes and Noble as a junior anchor

[@mikegallant811]

Can't help but agree with you on that. Just like you could say round one up at the Holyoke Mall in Holyoke Massachusetts is kind of an anchor if not a store.

[@KingHarambe_RIP]

The B&N isn’t accessible from the inside of the mall. You must enter from the outside. Definitely not an anchor imo.

[@lpsyakimo]

Paramount is known to raise rent to mall retailers, if they're not going good they force to close stores

[@retailhiphop1991]

Still much better than Livingston Mall.

[@fleabittenadventures]

Without a doubt.

[@el-hp1lj]

EB mall used to be the SHIT in the 90s-00s. Havent been in there in over 15 years now.

[@AWB-Official-u1b]

Barnes and Noble is definitely a Junior anchor

[@mariahsmith1964]

Forever 21 left and Victoria’s Secret. They need to revamp it like Menlow. It’s not that bad tho

[@lpsyakimo]

You forgot to mention Spencer's has been there since the mall opened besides JCPenney

[@alexxxanderwest]

and I believe they are finally closing

[@lpsyakimo]

​@@alexxxanderwestit closed in late July :(

[@Earcandy73]

I remember going there in the 1980s and wondering “what the heck is Chick-Fil-A?”

[@PocketChangeInspector]

I don't remember Chick-Fil-A there then but remember the short lived Corn Dog place. The only other one I knew besides Woodbridge Mall upper level.

[@cypherinferno5029]

Maybe not THRIVING HARD, but people are walking around. I would say they FAR from struggling. I have seen struggling mall.

[@ricoe3288]

Well seeing how cds aren't popular anymore 😂

[@alexxxanderwest]

These days, this mall feels like purgatory.

[@NoahSmith-gb5go]

What was your favorite store there?

[@Madness832]

Seems like these malls can't have enough clothin' stores!

[@Feaster1026Productions]

Why did you say "I've never heard of Mega Movies before"?

[@charlestonpinballarcade]

Tom is trying to trick all of us… Shame! 😂😂😂

[@fleabittenadventures]

Because I haven't heard of them before????

[@AWB-Official-u1b]

FYE is more of a dying childhood brand.

[@Babby0w0]

The Mall been dead 😭