Alameda Towne Centre, Alameda Island, Calif.

Real estate acquisition and management firm Jamestown has announced a comprehensive rebranding and revitalization program for its recently acquired property, Alameda Towne Centre, a 594,000-sq.-ft. open-air retail center on Alameda Island, Calif.

Reflecting the firm’s vision for the property, the center will be renamed Alameda South Shore Center, highlighting its South Shore Drive address and paying tribute to the property’s history, including its original name. Located on 47 acres fronting the San Francisco Bay, the center opened in 1958 and was known as South Shore Center until 2002.

“Alameda has an engaged community base and it is clear that its citizens value the center’s unique beachfront location and rich history. We listened, we agreed, and we responded,” said Michael Phillips, managing director for Jamestown. “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. 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 wayfinding program that incorporates clear, user-friendly directional signs and graphics.

Additionally, in alignment with the firm’s portfolio-wide commitment to green buildings and energy efficiency, Jamestown will pioneer a number of sustainability initiatives onsite.

The restored name and new logo will be official July 4th weekend.