 The center was the largest and busiest shopping area on the Virginia Peninsula as it opened on October 31, 1973, until Newmarket North Mall opened in 1975 with Sears, Leggett, and Miller & Rhoads which had moved from its original location across the street at the original Newmarket Shopping Center.The Coliseum Mall was expanded in 1976, adding Norfolk-based Smith & Welton and Richmond-based Thalhimers.The Smith & Welton location was later a Children's Palace toy store.