sq ft of retail space in five stories, taking up an entire city block. The estimated cost of the new project was $14 million. The old Dayton's-Schuneman building across the street was razed for new development. By 1964, Dayton's had become the second-largest privately owned department-store chain in the country, with sales estimated to be at least $130 million annually. Dayton's announced its third shopping center development in 1966, Rosedale Center. The name continued the convention of "Dale" with the complex located in Roseville, Minnesota, a suburb of St. Paul. Rosedale Center opened in August 1969 and became the location of the sixth Dayton's store. This large Dayton's location had three stories, employed more than 600 people, and had 190,000 sq ft of retail space. Fantle's Department Store in Sioux Falls, South Dakota, was sold by Dayton's, 13 years after purchasing it in 1967. Fantle's had never converted to the Dayton's name, and Dayton's said the reason for the sale was that the company wanted to concentrate on stores in major metropolitan areas. However, Dayton's returned to Sioux Falls with a store bearing its own nameplate 11 years later. In the '60s, Dayton's was one of the first retailers to recognize the buying power of the teen market, and it aggressively pursued it with youth-oriented merchandise, concerts, and attractions. From 1962 to 1966, it hosted a weekly teen dance with live music in the 8th-floor auditorium, attracting up to 5,000 teens per week. In 1966, it spearheaded a "Super Youthquake" movement at area Dayton's stores featuring the latest fashions and music, with artists including Simon & Garfunkel and The Yardbirds. The Yardbirds' appearance at Dayton's was the first U.S. tour date played by Jimmy Page. Dayton's efforts paid off, and in 1965, it won Seventeen magazine's award for outstanding youth retail. Dayton's captured and enjoyed a trendsetter reputation, which contributed greatly to its success and standing apart from other area retailers. In August 1967, Dayton's changed its name to "The Dayton Corporation", added outside members to its board (increasing the board to 12 persons), and prepared for its first public stock offering. The Dayton family still owned an estimated 85% of the corporation's stock after the initial public offering in October of that year, and still owned 43% of the stock by 1977. The 1960s closed with the merger of The Dayton Corporation and J.L. Hudson (Hudson's) of Detroit, Michigan.