The mall's anchor stores are Edward Jones, Shoe Carnival, Planet Fitness, Vertical Jump Park, JCPenney, Dick's Sporting Goods, Ulta Beauty, and Books-A-Million.

[1] In 1964, Montgomery Ward announced that it would move its store in Dubuque, which was located in the downtown area, out to the west end.

The mall was formally opened on April 15, 1970, with F. W. Woolworth Company operating as a junior anchor.

[citation needed] In the 1980s, JCPenney, Younkers, Sears, and Armstrong's would move into the Kennedy Mall.

[7] Originally, there was a General Cinema movie theater with a single 795-seat auditorium located within the mall.

[12] In June 2024, the mall requested zoning modifications to allow for businesses to be built in the southwestern parking lot.