The Red River Mall was completed in 1975. It was an attempt to promote downtown shopping by slowing automobile traffic and encouraging pedestrian traffic. This was done by placing pillars and flower beds on Broadway between Main Avenue and Second Avenue in a winding pattern.

By 1986, it was apparent the Red River Mall had not saved downtown's retail sector. Most Broadway business owners wanted the mall's twisty street and planters removed. In its place they wanted the return of 55 parking spaces. The "Mall" has since been dismantled to provide more parking.