The Janesville Mall will no longer be called the Janesville Mall.
Its owner, RockStep Capital, announced it is rebranding all of its mall properties, and the Janesville retail center will now be called Uptown Janesville.
CEO Andy Weiner said in a news release that the word “mall” is no longer an accurate way to describe what these buildings offer.
He said the term “uptown” plays off of the idea of “downtown” as more of a mixed-use retail and commercial area.
Weiner estimated the rebranding will take until the end of 2020 to be complete across all of their properties.
He first mentioned the possibility of a local name change in a meeting with the Janesville City Council last October during discussions over the proposed indoor sports complex.
That project remains on hold as the private fundraising group waits out the pandemic before recruiting more investors.
