The name change reflects the strength of Anthem, a 5,600-acre Del Webb residential development directly across Interstate 17 from the outlet mall. In the next decade, build-out will boost the population to 50,000, according to forecasts.

"Our new name better represents the exact location of the center and eliminates the identification of the previous ownership in the name of the project," says Matt Schnepf, general manager for Outlets at Anthem. A new logo and signs will accompany the decision.

When former owner Prime Outlets opened the center in 1995, the Anthem development was not in existence so it was named after the nearest town, New River, which is four miles north of the center. The Outlets at Anthem is located 25 minutes north of downtown Phoenix and features more than 100 stores, including anchors Polo/Ralph Lauren, Nike, Ann Taylor Loft, Harolds, Gap Outlet and Mikasa.