This location would later form the basis of a mall at the location when Gilbert McCurdy, along with fellow department store owner Maurice Forman of B. Forman Co., helped found Rochester's Midtown Plaza, where its flagship store would be incorporated in and become the main anchor of the mall.

To make themselves accessible to all, the Midtown, Long Ridge (now Greece Ridge), and Eastview Malls had "budget stores" which ran seconds, closeouts, and special merchandise at prices just above the discount houses, but with McCurdy's service and cachet.

It was announced that four McCurdy locations would be sold to the May Company, and all B. Forman Co. stores would be closed.

Midtown's most striking feature was the mechanical "Clock of Nations" in the main floor atrium.

When Midtown's patronage dwindled, stores were closing, and the future was obvious, the clock became a cause celebré all across the region.