Sherman, TX — For decades, Midway Mall was the retail heartbeat of Grayson, Fannin, and northern Collin counties. Today, after years of decline, one local family is working to bring it back — not through corporate redevelopment, but through grassroots effort, community outreach, and relentless optimism.

At the center of this movement is Echo Crue, owned by Frank and Jennifer Ball.

A Name Built on Values

The store’s name reflects the couple’s philosophy:

“‘Echo’ represents how the way we treat others echoes back to us,” Jennifer said. “‘Crue’ means family. We want this space to feel like that.”

Reviving a Place Filled With Memories

Frank and Jennifer grew up shopping at Midway Mall with their families and friends. Those memories are why they chose to open their store inside the mall.

“It was a great place where families and teens could all find something they enjoy,” Jennifer said. “We want others to be able to experience that again.”

Bringing Businesses Back, One Store at a Time

Jennifer said she regularly talks with residents who share the same nostalgia — and the same desire to see the mall thrive.

“The community wants somewhere local, under one roof, without traffic,” she explained.

Their efforts have already helped spur a wave of new businesses, with several more in negotiation. The growing list of stores now includes:

• Mish Mash
• Pro Image (official sports memorabilia)
• Candle and gift shop
• Jewelry store
• Leidy’s Mexican Restaurant
• Med spa
• Pro Image Gym
• Brazilian-trained Jui-Jitsu
• Coffee and Ice-cream shop
• Nutrition shop

This marks the most significant burst of occupancy Midway Mall has seen in years.

Creating a Community-Centered Space

Echo Crue has become a hub for families, thanks to small touches like free arcade machines and a comfortable seating area.

Jennifer credits Frank for the idea.

“He wanted kids to be able to enjoy it without cost,” she said. “Some kids don’t get to go to arcades.”

The couple sees these features not as amenities, but as small steps toward rebuilding a mall culture where people enjoy being together.

A Vision for the Future

Jennifer’s long-term goal is simple:

“All spaces filled, and small business success. That will improve our community.”

But she also asked the community for patience — and participation.

“Stores are open. Be patient with the mall as we are rebuilding. Support the small businesses that work so hard to be here.”

A Comeback Story in Progress

Midway Mall’s revitalization is taking shape in an unexpected way. While Burlington and Dillard’s remain as the primary big-box anchors, they are not the ones driving the mall’s return to life. Instead, the momentum is coming from small, locally owned businesses that have chosen to invest in a space many once assumed was beyond saving.

The change is gradual but unmistakable. As new independent shops, eateries, and studios open their doors, the mall’s halls feel less empty and more alive. Foot traffic is increasing as residents begin to realize that the mall is no longer dormant — and that more stores are active than many believed. Community events, weekend vendor markets, and family-centered activities are drawing people back not for nostalgia alone, but because the mall is once again offering something worth visiting.

The rebuilding is steady and grassroots in nature. Small business owners are renovating vacant spaces, introducing new services, and helping reshape the mall into a place that offers variety and personality rather than uniform retail chains. Each new tenant adds another reason for visitors to return, making it easier for future businesses to imagine themselves succeeding there.

This resurgence depends as much on community participation as it does on entrepreneurship. The more residents shop locally, attend events, and explore what’s newly opened, the stronger the mall’s foundation becomes. Progress comes one storefront at a time, one event at a time, and one family visit at a time — a model of revitalization built from the ground up, not from corporate expansion.

With Echo Crue leading by example — organizing events, welcoming new businesses, and creating a warm, inviting environment — Midway Mall is transitioning from decline to renewal. Its comeback story is being written not by big-box chains, but by local families determined to restore a place that once meant so much to the region.