ALAMEDA, CA-New owner Jamestown has launched a rebranding campaign for the 594,000square-foot Alameda Towne Centre, which it has renamed Alameda South Shore Center to highlight its South Shore Drive address and honor its history. Jamestown acquired the center from Portland, OR-based Harsch Investment Properties for $181 million, as reported by GlobeSt.com earlier this year.

The restored name and new logo will be official on the weekend of July 4. The new tagline for Alameda South Shore Center, “Come Shop at the Beach,” is a nod to the center’s shoreline location as well as its proximity to the former Neptune Beach amusement park, an icon of the 1920s and 1930s.

Located on 47 acres fronting the San Francisco Bay, the center opened in 1958 and was known as South Shore Center until 2002. Michael Phillips, managing director for Jamestown, commented in an announcement regarding the rebranding: “The renaming is just one aspect of a multifaceted effort to recast Alameda South Shore Center as more than a retail destination, and restore its distinguished history as a gathering place for local and regional patrons.”

Capitalizing on the $85 million redevelopment effort the center’s former owners initiated in 2002, Jamestown will continue to invest in the project’s image and infrastructure, with a primary focus on creating an enhanced customer experience for center guests, the company says. Initiatives include developing more welcoming common areas through additional seating and improved lighting; designing—in partnership with center tenants—unique storefront identities and merchandising programs to support an inviting shopping experience; and establishing a comprehensive way-finding program that incorporates clear, user-friendly directional signs and graphics.

Additionally, in alignment with Jamestown’s portfolio-wide commitment to green buildings and energy efficiency, the company will pioneer a number of sustainability initiatives onsite. “These enhancements will extend the center’s appeal as a destination, not only for the residents of Alameda, but also for a significant regional market that includes Oakland and the entire San Francisco Bay area, home to a consumer base of well over seven million residents,” stated Phillips.

Jamestown, with headquarters in Atlanta and in Cologne, Germany, was founded in 1983. Its background with landmark properties includes One Times Square in New York, home to the New Year’s Eve ball drop; Chelsea Market, a historic biscuit manufacturing complex redeveloped as a mixed-use gourmet market and office building in New York’s Chelsea district; and Pacific Place, a mixed-use project near San Francisco’s Union Square.