Walk past the intersection of Watson and Sappington today and you won’t see the "Ultra Mall." You won't see the neon glow of the Exhilarama entrance or smell that weirdly specific mix of Auntie Anne’s pretzels and floor wax that defined my childhood. For years, the site was just a massive, concrete scar.
Honestly, it was depressing.
Crestwood Plaza St Louis used to be the heart of the community. It wasn't just a place to buy shoes; it was where you went to exist in the 1980s and 90s. When it finally closed its doors in 2013, it left a 47-acre hole in the ground and an even bigger one in the local tax base. But the story didn't end with the wrecking ball. While most people still associate the name with a "dead mall" YouTube video, the reality on the ground in 2026 is something entirely different.
The Rise and Brutal Fall of the Ultra Mall
To understand why the new development matters, you have to remember how big this place actually was. Opened in 1957, it was the first regional shopping center in the St. Louis area. It started outdoors. Then, in a move of pure suburban ambition, they enclosed it and branded it as the "Crestwood Plaza Ultra Mall."
It worked. For a while.
By the early 2000s, the cracks were showing. It wasn't just one thing that killed it. You had the opening of Gravois Bluffs in Fenton, which siphoned off the big-box shoppers. You had the aging demographics of Crestwood itself. And, if we're being blunt, the mall's ownership struggled to pivot as Amazon started eating everyone's lunch. One by one, the anchors vanished. Dillard’s left. Sears hung on like a ghost. Macy’s eventually bailed.
By the time the last shoppers trickled out in July 2013, the mall was a shell. It became a playground for urban explorers and photographers looking for "ruin porn." It sat rotting for years because redevelopment is, frankly, a nightmare. Tax Incremental Financing (TIF) battles, environmental remediation, and shifting developer whims kept the site vacant while the city of Crestwood watched its revenue plummet.
Crestwood Crossing: Breaking the Dead Mall Curse
If you haven't driven down Watson Road lately, you might not recognize the place. The era of the "Mega Mall" is dead and buried. In its place is Crestwood Crossing.
Dierbergs Markets and McBride Homes stepped up to do what previous developers couldn't. They didn't try to build another enclosed mall. Nobody wants that anymore. Instead, they leaned into the "live-work-play" model that’s basically the gold standard for suburban recovery right now.
The centerpiece is a massive, 70,000-square-foot Dierbergs. But it’s not just a grocery store. It’s the anchor for a sprawling open-air plaza. They’ve managed to snag tenants that actually make sense for the neighborhood. Think Shake Shack, Andy’s Frozen Custard, and several local eateries that don't feel like corporate carbon copies.
What’s interesting is the residential component. McBride built over 80 homes on the back half of the property. This wasn't just about retail; it was about fixing the density problem. By putting residents literally on top of the shops, they created a built-in customer base. It’s a complete 180 from the 1950s logic of "drive here, park in a sea of asphalt, and leave."
The Grant’s Trail Connection
One of the smartest moves in the redevelopment of Crestwood Plaza St Louis was the integration with the Great Rivers Greenway.
If you're a cyclist or a runner in St. Louis, you know Grant’s Trail. It’s the backbone of the local trail system. For decades, the mall sat right near the trail but felt totally disconnected from it. The new layout actually bridges that gap. There’s a dedicated spur connecting the shopping center directly to the trail.
This changed the vibe. You see people biking up for lunch or grabbing coffee at the Starbucks on-site before heading back out on the trail. It turned a private shopping destination into a public-facing hub.
Why This Isn't Just Another Strip Mall
Look, I get the skepticism. People hear "redevelopment" and they think "great, another T.J. Maxx and a parking lot." But Crestwood Crossing feels different because it acknowledges the history of the site without being a slave to it.
The developers kept some of the original site’s character by focusing on green space. There’s a central "plaza" area designed for community events—think food trucks and outdoor movie nights. It’s an attempt to reclaim that "town square" feeling that malls used to provide, but without the roof and the flickering fluorescent lights.
It’s also a win for the city’s wallet. For a decade, Crestwood was struggling to fund basic services because their biggest tax generator was a vacant lot. The new commercial tax revenue is finally stabilizing the local budget. It’s a blueprint for places like Jamestown Mall or even Chesterfield Mall, which are facing their own identity crises.
What Most People Get Wrong About the Transition
The biggest misconception is that the "new" Crestwood Plaza is just a grocery store.
While Dierbergs is the heart, the project is really about infrastructure. They had to rebuild the entire internal road network. They had to deal with massive underground utility issues that had been ignored since the 60s. When you visit, you aren't just seeing new buildings; you're seeing a modernized version of a city block.
Another thing? The food scene.
In the old days, "eating at Crestwood" meant a Sbarro slice or something from the food court. Now, the focus is on fast-casual but high-quality. The addition of Gregali’s—a local favorite that moved into the area—shows that they are trying to keep some St. Louis soul in the mix. It’s not just national chains.
Moving Forward: How to Actually Use the Space
If you’re heading to the site of the old Crestwood Plaza St Louis, don’t expect a mall experience. Change your mindset.
- Park once, walk everywhere. The layout is designed to be pedestrian-friendly. Park near the Dierbergs and you can easily walk to the restaurants or the trail connection.
- Check the event calendar. The city of Crestwood and the developers have been aggressive about programming. If there’s a weekend pop-up or a seasonal festival, it’s usually centered around the new plaza.
- Use the Trail Spur. If you live within five miles, don't drive. The connection to Grant’s Trail is excellent and saves you the headache of Watson Road traffic.
- Support the "In-Betweeners." There are several smaller retail spots that are perfect for local boutiques. These are the businesses that will actually keep the area unique as the development matures.
The era of the "Ultra Mall" is over. We don't need 1.1 million square feet of climate-controlled corridors anymore. What we need are functional, walkable spaces that don't look like an eyesore from the road. Crestwood finally got it right by going smaller, being more open, and actually talking to the neighbors. It took way too long—over a decade of legal drama and dirt piles—but the corner of Watson and Sappington is finally a place where people want to be again.
Actionable Next Steps
- Visit the Great Rivers Greenway website to map out the Grant’s Trail spur if you plan on biking to the development.
- Monitor the City of Crestwood's official portal for updates on the final phase of residential construction and any upcoming public hearings for new commercial tenants.
- Check the Dierbergs "Crestwood Crossing" store page for specific community events or cooking classes hosted at this flagship location.