Charleston Town Center marked the re-opening of its remodeled Center Court today by unveiling a new logo and other graphics.
To further mark the re-opening, the newly reconfigured Center Court fountain will be turned on at 5:45 p.m. Thursday in conjunction with Santa Claus' arrival at the shopping center, said Lisa McCracken, the mall's marketing director.
McCracken showed off the Center Court changes at a press conference while standing on a new platform that has been built at the base of the mall's elevators, near Starbucks. The platform is several steps higher than the rest of Center Court.
The court has been made brighter with the installation of new ceramic tile flooring. McCracken said the colors in the flooring "reflect the woods and waters of West Virginia."
Furnishings, planters and other features that filled the space have been removed, and the fountain is smaller, all leading to an impression that the court is much more spacious.
Stacked man-made stones rim the court, giving it a natural feel. The mall's new logo and other graphics feature Earth tones such as Rookwood, a rust-colored red that looks like faded red brick, and four shades of green.
The mall's new logo features a green leaf. "We needed to freshen and re-style our logo," McCracken said. In keeping with the leaf image, she said the shopping center soon would launch a new tagline: "Style grows here."
A band of color named Spiced Cider has been painted around Center Court.
Crews are working on the Clendenin and Court Street entrances to the mall and new signs will go up there soon, McCracken said. In addition, new "way finding signs," designed to help shoppers orient themselves in relation to the anchor stores, will be installed next week.
The changes are part of a $7 million renovation being undertaken in preparation for the mall's 30th anniversary celebration. McCracken said the renovations would be finished before the end of this month.
Town Center has about 931,300 square feet of leasable space. Macy's, J.C. Penney and Sears are the mall's anchor stores. The mall has more than 130 specialty shops, a food court and six full-service restaurants. About 1,250 people work in the mall.
Forest City of Cleveland and the Cafaro Co. of Youngstown, Ohio, each own 50 percent of the mall. Forest City manages the property.
Contact writer George Hohmann at busin...@dailymail.com or 304-348-4836.