When was the last time you tried driving that route? That takes a half hour plus under ordinary driving conditions. It should never take you half an hour to drive across a city the size of Ames. Part of that is horrible infrastructure, part of it is the mall is in a really bad location.
Here's another thing you're missing - any mall in Ames should be serving the region, not just the city of Ames. NGM is so horribly located (and has such a poor choice of stores) that people would rather just drive to Des Moines and shop there. Ames is losing $$$ to Des Moines because it couldn't close the deal to get the mall built on 13th and I-35. And until that happens Ames is going to continue losing business to Des Moines.
Agreed. Hell, for the large amount of population in west ames now, it would be quicker to jump on 30 at south dakota and go up I-35 to where that mall wouldve been than to get to NGM. And who knows. With good development maybe you wouldve seen a new area of town spring up around that mall like you've seen with jordan creek in WDM (there was nothing but cornfields within a couple miles of JCTC when it was built)