By Andy Weiner, RockStep Capital CEO
Open Letter:
RockStep Capital is pleased to announce its new marketing and rebranding strategic initiatives taking place company wide. Please visit RockStep.com to view the new and updated website that is representative of the Company’s current core values. In conjunction with the new website, RockStep will be introducing a new investor portal, new mall websites and other soon to be implemented features and programs. RockStep Capital is committed to bringing the highest quality of service and expertise to its investors, tenants, and partners.
In addition, with the current COVID-19 retail realignment and the ever-growing transformation of the retail and restaurant sectors in general, RockStep Capital has decided to rebrand its current malls with the name Uptown. The following are the rebranded properties: Uptown Willmar, Uptown Hot Springs, Uptown Virginia, Uptown Meridian, Uptown Janesville, Uptown Aberdeen, Uptown McComb, Uptown Hutch, Uptown Vicksburg, Uptown Christiansburg, and Uptown Scottsbluff.
Part of our decision to change the name is that we believe that the word “mall” no longer reflects what is happening at these properties. The transformation of malls into a combination of non-traditional uses along with more traditional retail and restaurant uses has accelerated due to COVID. The nontraditional uses for malls include educational (universities and community colleges), entertainment, fitness, hospitality, medical office, government office, corporate office and back office, multi-family, and other non-traditional uses.
Although the current climate has sped up the process, RockStep Capital has been transforming these mall assets to be epicenters of the community since their acquisition. The location of “downtown” has a clear perception in our markets. “Uptown” is the other part of the retail and commercial corridor and connotes mixed-use. Uptown helps to evoke the spirit of these properties, and we believe continues the positive momentum that has allowed for a powerful revitalization occurring in smaller communities. The rebranding at RockStep will take until the end of 2020 to complete. We feel that time is right to make a change. COVID is creating an environment for all of us to be more creative and to continue to move our properties in a positive direction.
RockStep Capital is a privately held full service real estate investment firm headquartered in Houston, Texas, focused on the shopping center sector in secondary and tertiary markets. We believe in smalltown values, in building long-lasting partner relationships, and improving the communities in which we have an investment. RockStep’s mission is to make smaller communities better by bringing capital and expertise to assets that are vital to the community. Since 1997, RockStep Capital has built or acquired over 8 million square feet of shopping centers in 11 states.