At a December 1976 meeting of the Upper Merion Planning Commission Kravco unveiled its plans to “cash in “on the vacant thirty-acre tract adjacent to the Plaza. Kravco saw a need to capitalize on the growing northeastern demand for higher-end shopping. The Plaza was built on the knowledge that the Philadelphia region in of itself could support the mall’s existence due to a strong per capita household income. Now was the time to take it one step further.