 The new building was five stories tall, plus a basement, and was the first store in the Northwest to occupy an entire city block ( in downtown Portland).The site had previously been occupied by the mansion of Sylvester Pennoyer, a former Oregon governor (1886–1895) and Portland mayor (1896–1898).The new store opened on July 30, 1910, with an estimated 25,000 people visiting on opening day.