The owners of Shoppers Square have announced a new name.

The longtime shopping center will be known as Reno Public Market. The renaming is part of the center’s revitalization project, which includes a redevelopment of the property to accommodate additional tenants and amenities that align with the center’s new look.

A new logo has also been unveiled in conjunction with the brand, with the “+” marks symbolizing "positivity," according to the owners, as well as the two major cross streets; Plumb Lane and South Virginia Streets.

“My family envisioned a future in retail, and for more than 54 years we have found success in doing so. Now we are taking the next step, and a part of that next step is a new brand,” said Rick Casazza, representative of the Casazza family, which owns the shopping center. “We’ve been planning and dedicating time to this project for over two years, and are proud to be sharing our vision with the public now.”

Plans for Reno Public Market include "large family-friendly gathering areas to create a sense of place and inclusion within the center’s walls. Welcoming all community members, Reno Public Market strives to become the ultimate destination for everyday necessities for the Midtown District and the broader Reno metropolitan area," according to a release.

The original 150,000-square-foot structure will be redesigned to make way for "contemporary spaces, which will include a contemporary public market food hall, daily-needs retail spaces and a specialty organic grocer. Inspired by Reno’s food truck culture, the food hall will house over a dozen different authentic, quality food and beverage options."

Doug Wiele, founder of retail property developer Foothill Partners, is assisting with the logistics. He has experience in "revitalizing outdated shopping centers," and says he is dedicated to creating a gathering space at the hub of Reno’s busiest street corners that truly resonates with the community.

“We aren’t going to start from scratch,” said Wiele. “By incorporating street-retail-architecture, and a casual design to the present structures, we hope to showcase the rich history of the Casazza family as well as highlight the ever-growing needs of Northern Nevada residents. We want to create a ‘place’ for people to gather and call their community living room.”

The costs associated with the redevelopment and project are estimated at $34 million.

When the redesign was first announced in March 2018, Casazza said, “Shoppers Square has been our family-jewel for more than 54 years and before that it was our family-owned ranch. We envisioned a future in retail and found success in creating a family-run city center in the '60s. Continuing the legacy in 2018, we are committed to bringing an incomparable mix of amenities to Reno that complements the existing culture.”

“This refreshing new take on a shopping center will be a street-retail fusion of modern-architecture meeting the rich history of the Casazza family,” said Wiele. “We’ll be bringing a cutting-edge design never seen before in Reno that will incorporate community-needs, all in one place. And the design will focus on ‘place’--a focus on creating a great gathering place at the south end of Midtown.”

“Bringing a communal environment to one of the region’s busiest intersections would re-imagine the space and allow for residential connectivity within the heart of Reno,” said Casazza.

Construction will begin in fall 2018, with the goal of being finished in about two years. Foothill says the center’s redevelopment efforts are projected to generate 100 construction jobs and several hundred permanent new jobs.

Planners include local company Frame Architecture and Melton Design Group out of Chico, California.