Cherryvale Mall

What Cherryvale Mall does

CherryVale Mall is a one-million-square-foot regional shopping center located at 7200 Harrison Ave in Rockford, Illinois, just off I-90 at the intersection of Harrison and Perryville Road. The property is owned and operated by CBL & Associates Properties, Inc., a publicly traded real estate investment trust (NYSE: CBL) that specializes in shopping center portfolios. CherryVale is anchored by Macy's and JCPenney and contains more than 100 specialty stores spanning national apparel and beauty brands (H&M, Victoria's Secret, American Eagle, Bath & Body Works), specialty retailers (Barnes & Noble, rue21), and local boutiques, alongside a broad dining mix ranging from quick-service (Subway, Auntie Anne's, Cinnabon, Sbarro) to full-service (Kobe Japanese, El Vallarta, Gio's).

The property is differentiated by two non-traditional anchors: The District, an upscale lifestyle center featuring ASHA SalonSpa, Lane Bryant & Cacique, Chico's, and Talbots; and Tilted 10, a two-level, 120,000+ square foot entertainment and dining complex with 12 HyperBowling lanes, laser tag, black-light golf, bumper cars, and 100+ arcade games. The mall also houses family-oriented amenities including a Build-A-Bear Workshop and an indoor children's soft play area sponsored by Rockford Park District.

CherryVale Mall's business model is commercial real estate leasing: the property generates revenue by leasing space to retail, dining, entertainment, and personal-services tenants under terms set by CBL Properties. Go-to-market is event-driven, with programming such as the Battle of the Backpacks back-to-school giveaway, Sales Tax Holiday promotions, seasonal craft markets, and Quad Con pop culture conventions used to drive foot traffic. Marketing is supported through shopcherryvalemall.com, an email newsletter with birthday signup, and active Facebook and Instagram accounts. The mall is managed on-site by General Manager Justin Shea, with Marketing Director Kristina Circelli and Senior Local Leasing & Advertising Manager Amy Myers overseeing respective functions. Operating hours are Monday-Saturday 10AM-8PM and Sunday 11AM-6PM.

Name

Cherryvale Mall

Legal name

CBL & Associates Properties, Inc.

Website

https://shopcherryvalemall.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

CherryVale Mall is a one-million-square-foot regional shopping center in Rockford, Illinois, anchored by Macy's and JCPenney and featuring over 100 specialty stores, an upscale District lifestyle center, and Tilted 10 entertainment complex. It is owned and operated by CBL & Associates Properties (NYSE: CBL) as a leased retail destination.

Ownership category

akta.pro rank

Product category

Shopping Center Management

NAICS

Department Stores (4551)

SIC

Retail-Department Stores (5311)

akta.pro industry

PRIMARYCRAGAFAH

Regional Department Store–Anchored Multi-Category Retail (Store-in-Store)

Consumer Products & Retail/General Merchandise & Department Stores/Regional Department Stores

SECONDARYCRAGACAH

Mid-Tier Department Stores (Mall-Based Chains)

Consumer Products & Retail/General Merchandise & Department Stores/Mid-Tier Department Stores

Keywords

• Shopping center operations
• Retail property leasing
• Mall management services
• Anchor tenant leasing
• Lifestyle retail center

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Lease Revenue: CherryVale Mall generates revenue by leasing space to retail tenants including anchor stores (Macy's, JCPenney), national brands, local boutiques, dining establishments, and entertainment operators. The mall is owned and operated by CBL Properties.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

CherryVale Mall is a one-million-square-foot regional shopping center in Rockford, Illinois that leases retail space to anchor stores (Macy's, JCPenney), more than 100 specialty stores, dining establishments, entertainment venues, and personal services tenants. The property is owned and operated by CBL & Associates Properties, Inc. and serves as a comprehensive shopping, dining, and entertainment destination in the region.

Product overview

CherryVale Mall is a one-million-square-foot regional shopping center operated by CBL Properties, located off I-90 in Rockford, Illinois. The mall is anchored by Macy's and JCPenney and features over 100 specialty stores including Barnes & Noble, H&M, Victoria's Secret, Pandora, American Eagle, and Bath & Body Works. The property includes The District, an upscale lifestyle center with premium retailers, and Tilted 10, a large-scale entertainment and dining complex. The mall offers a diverse mix of retail, dining, personal services (salons, spas), and family entertainment options.

Differentiator

Problem solved

Functional benefit

Brands

• The District: An upscale lifestyle center within CherryVale Mall featuring ASHA SalonSpa, Lane Bryant & Cacique, Chico's, and Talbots.

Products and services

• CherryVale Mall Shopping Center A one-million-square-foot regional shopping mall located at 7200 Harrison Ave, Rockford, IL, offering retail leasing space to anchor tenants Macy's and JCPenney along with 100+ specialty stores, dining, and personal services for shoppers in the Rockford region.
• The District at CherryVale An upscale lifestyle center component of CherryVale Mall featuring an open-air design with additional shopping and dining options, complementing the enclosed main mall.
• Tilted 10 Entertainment Complex An entertainment complex within CherryVale Mall offering leisure and recreational activities for families and shoppers visiting the property.
• Rockford Park District Children's Play Area An on-site children's play amenity sponsored by the Rockford Park District, providing a family-friendly attraction within CherryVale Mall.

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Coca-ColaminorOthersCoca-Cola is listed as a sponsor of CherryVale Mall. Coca-Cola is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with corporate headquarters in Atlanta and local operations in over 200 countries.
• Rockford Park DistrictcoreOthersRockford Park District is the official 'Come Play With Us' Children's Soft Play Area Sponsor. They partnered with the mall to provide an indoor children's play area on the lower level next to Tilted 10, featuring soft foam play pieces representing recreation activities.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Simon Property Group: Largest publicly traded U.S. mall REIT operating premium and mid-tier regional malls. Competes for tenant relationships, anchor placement, and capital allocation against CBL properties like CherryVale Mall.
• Washington Prime Group: Mall REIT focused on secondary-market regional malls similar in tier and trade area to CherryVale Mall. Highly comparable REIT peer with overlapping tenant and operational profiles.
• Macerich: Publicly traded mall REIT operating a portfolio of regional malls across the U.S. Directly comparable to CBL & Associates Properties as a competing mall REIT with overlapping tenant relationships.
• Woodfield Mall: Major super-regional mall in Schaumburg, IL operated by Brookfield Properties. Represents the upscale Illinois mall competitor whose trade area overlaps with CherryVale Mall's higher-income shoppers.

Others

• CBL & Associates Properties: Parent REIT and operator of CherryVale Mall. Other CBL-managed regional mall properties (e.g., Hamilton Place Mall, Cross Creek Mall) provide direct same-operator benchmarking for asset-level performance.

Direct peers

• Easton Town Center: Open-air lifestyle/entertainment shopping center in Columbus, OH. Comparable to CherryVale Mall's hybrid indoor mall + The District lifestyle center + entertainment-driven model.
• Fox Valley Center: Mid-tier regional mall located in Aurora, IL, also anchored by Macy's and JCPenney. Directly comparable to CherryVale Mall in scale, tenant mix, and Illinois secondary-market positioning.
• Destiny USA: Large entertainment-anchored super-regional mall in Syracuse, NY featuring extensive entertainment, dining, and retail mix comparable to CherryVale Mall's Tilted 10-driven positioning.
• Louis Joliet Mall: Mid-tier regional shopping mall in Joliet, IL with Macy's and JCPenney anchors and a similar specialty store mix. Closely comparable in scale and Illinois secondary-market positioning.
• Stratford Square Mall: Regional mall in Bloomingdale, IL anchored by Macy's, featuring similar mid-tier department store and specialty retail mix to CherryVale Mall.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ShopCherryValeMall
• Instagraminstagram.com/cherryvalemall
• LinkedInlinkedin.com/company/cherryvale-mall

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cherryvale Mall