As part of the development plan, Kelab Inc. was formed in 1958 to direct the operation of the 33-acre (130,000 m2) shopping center.

Each year on Memorial Day weekend, a portion of the parking lot was converted to a grilling and seating area for the event.

In 2005, the event outgrew the Hilldale parking lot and was moved to Willow Island at the Alliant Energy Center.

[7] Among the changes: The Wisconsin State Journal reported on March 29, 2011, that the property was in foreclosure, with a sheriff's sale set for June 21, 2011.

Other notable tenants in the mall are: the Apple Store, Metcalfe's Market (a local grocer),[11] Cafe Hollander (a brew pub), Anthropologie, lululemon, Shake Shack,[12]