Pemberton Mall will now be known as Uptown Vicksburg, according to a statement from Houston, Texas-based owner RockStep Capital.
“With the current COVID-19 retail realignment and the ever-growing transformation of the retail and restaurant sectors in general, RockStep Capital has decided to rebrand its current malls with the name Uptown,” the company said. “The following are the rebranded properties: Uptown Willmar, Uptown Hot Springs, Uptown Virginia, Uptown Meridian, Uptown Janesville, Uptown Aberdeen, Uptown McComb, Uptown Hutch, Uptown Vicksburg, Uptown Christiansburg and Uptown Scottsbluff.
“Part of our decision to change the name is that we believe that the word “mall” no longer reflects what is happening at these properties. The transformation of malls into a combination of non-traditional uses along with more traditional retail and restaurant uses has accelerated due to COVID. The non traditional uses for malls include educational (universities and community colleges), entertainment, fitness, hospitality, medical offtce, government offtce, corporate office and back office, multi-family and other non-traditional uses.
“Although the current climate has sped up the process, RockStep Capital has been transforming these mall assets to be epicenters of the community since their acquisition. The location of “downtown” has a clear perception in our markets. “Uptown” is the other part of the retail and commercial corridor and connotes mixed-use. Uptown helps to evoke the spirit of these properties, and we believe continues the positive momentum that has allowed for a powerful revitalization occurring in smaller communities. The rebranding at RockStep will take until the end of 2020 to complete. We feel that time is right to make a change. COVID is creating an environment for all of us to be more creative and to continue to move our properties in a positive direction.”
See the new branding on the mall website.