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.”