Meet the Leaders Behind Valley Fair Mall – 1970 Board of Directors
The 1970 Valley Fair Mall Board of Directors: Leadership Behind the Landmark
As Valley Fair Mall opened its doors to the public in 1970, it quickly became a thriving retail destination with over 70 stores serving the growing communities of Granger, Hunter, and beyond. Behind the scenes, the mall’s success was guided by a dynamic and hands-on Board of Directors, made up of top-level managers from the very stores that anchored the mall.
The purpose of the board, beyond formal leadership, was to ensure that real-time retail experience shaped mall policies, promotions, and decisions. These individuals understood customer behavior firsthand—and could “feel the pulse of the public,” giving the mall a unique advantage in adapting to local needs.
Board Members (1970)
Front row, left to right:
W. Keith Mitchell, President – ZCMI
Don L. Smith, Vice President – Castletons
O. Richard Flack, Secretary – Mall Manager
J. Kimball Butterfield, Treasurer – Zions First National Bank
Back row:
K. C. Peeples – Ziniks
L. Kay Penrod – Pherson’s
Gary B. Simon – Kinney Shoes
William H. Finch – Walgreens
Ray De Gooyer – LaRie’s
Rodney R. Rigby – Shoppers Chef
Not pictured:
Ted Allen – J.C. Penney
Robert Lippert – Valley Fair Four Cinemas
O. Richard Flack – Mall Manager with a Vision
At just 26 years old, O. Richard Flack was appointed Manager of Valley Fair Mall, employed by Reininga and Holmes, Inc. A Salt Lake City native, Flack had already begun making a name for himself in the business world. A 1966 graduate of the University of Utah, he earned his degree in Marketing before joining Phillips Petroleum Company as a merchandiser and sales representative for personal products.
Flack joined the Valley Fair project in October 1968, while it was still under the development umbrella of Valley Center, Inc. His leadership brought fresh energy, organization, and a strong marketing sense to one of the most ambitious retail centers in Utah at the time.
Married to Syd, with two children, Flack represented a new generation of management—educated, professional, and deeply invested in community-centered commerce.
A Collaborative Model of Mall Leadership
What made Valley Fair Mall special wasn’t just its stores—it was the way it was run. With its board made up of working professionals from inside the mall itself, Valley Fair was more responsive, more innovative, and more connected to its patrons. Under the guidance of leaders like Flack, Mitchell, Smith, and Butterfield, the mall thrived not just as a shopping center, but as a gathering place for West Valley City and surrounding neighborhoods.
