Alameda Towne Centre Gets Its Name Back

Ahh! At least some things are right in the world.

Brad Wick, general manager of , announced Tuesday night that the shopping center would be getting its name back

"Alameda Towne Centre will now be Alameda South Shore Center," he told Alameda's city council, to cheers of delight from the audience. 

The return to the name of yore is part of a "comprehensive rebranding and revitalization" of the shopping center by the property's parent company, Jamestown, said Wick.

"I think Jamestown managing director Michael Phillips said it best when he said, 'Alameda has an engaged community base and it is clear that its citizens value the center's unique beachfront location and rich history," Wick said. "We listened, we agreed and we responded."

The new name and a new logo and tag line, Come Shop at the Beach, will become official over the July 4 weekend.

The tag line, said Wick, is a nod both to the beach adjacent to the property and also to the Neptune Beach amusement park, which thrived in the 1920s and 1930s.

The center opened in 1958 and was known as South Shore Center until 2002. 

"And we all still call it South Shore," said council member Beverly Johnson. 

"So does AC Transit," shouted out a member of the audience.

"And so do 91 percent of the people we surveyed," Wick said.