Outlets & Marketplace at Williamsburg to be renamed
An Iowa shopping center is undergoing a rebrand.
Outlets & Marketplace Williamsburg will now be known as The Shops at Williamsburg, a move designed to transform the property into a more “dynamic regional destination.”
The Shops at Williamsburg features more than 260,000 sq. ft. of outlets and traditional retail stores, including well-known retail brands like Nike Clearance Store, Columbia Factory Store, Lee Wrangler Clearance Center, Under Armour, Eddie Bauer, Old Navy Outlet and more.
In addition to the new branding, which will include a new logo, signage, digital pylon sign, updated website and social media channels, the property’s manager, Avison Young, says it is focused on five priority areas to transform the experience at The Shops at Williamsburg:
- Working with existing retailers and restaurants to increase their success.
- Implementing Avison Young’s “Pop Up & Grow” program that gives local businesses and entrepreneurs a chance to expand their reach into a temporary brick-and-mortar space.
- Enhancing the tenant mix with “eatertainment,” entertainment, dining, and daily essentials.
- Improving the visitor experience with upgraded open spaces, signage, onsite murals, and decorative lighting.
- Establishing the location as a regional destination with events and community partnerships
Last November, Experimental Holdings, a Cincinnati-based commercial real estate investment group, acquired the property and extended the management contract for the center with Avison Young, increasing Avison Young’s scope of services to include leasing and marketing services for the shopping center.
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“We want the center to be a warm and welcoming environment where families, residents and visitors gather to connect with one another for a host of curated shopping and dining experiences," said Josh Bray, general manager of The Shops at Williamsburg. “The center is in a great location and is easily accessible for residents from Iowa City and Cedar Rapids, so it is well positioned for this. We plan to build on our already strong tenant base to give guests new reasons to visit. The new name change will serve to distinguish the center locally and in online searches as more than just an outlet destination. As the general manager and also as a longtime area resident, I’m excited about this next chapter in the center’s development.”
