The name of the Vicksburg Mall is changing.

Wednesday, the mall’s parent company, RockStep Capital, announced it was changing the names of each of its holdings, including the name of the Vicksburg facility. The company called the move part of “new marketing and rebranding strategic initiatives taking place company-wide.”

The company said the change to move to the new names for its property will take until the end of the year to complete. The new name for the Vicksburg Mall will be Uptown Vicksburg.

“Part of our decision to change the name is that we believe the word ‘mall’ no longer reflects what is happening at these properties,” RockStep Captial CEO Andy Weiner said in a letter. “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 non-traditional uses for malls include educational (universities and community colleges), entertainment, fitness, hospitality, medical office, corporate office and back office, multi-family, and other non-traditional uses.”

The Vicksburg Mall, which has seen the departure of a number of national and retail outlets in recent years, has had success recently in welcoming smaller, local businesses to some of its vacant spaces. Halls Gifts and Floral Designs opened a location in the mall, as did Dee’s Baby Cakes, a locally owned shop that offers baked goods.

As with the move to non-traditional uses, Alcorn State has operated its Vicksburg location in the mall and Fun Lanes Bowling has enjoyed success since its opening, filling the spot that once housed Goody’s.

“Uptown helps to envoke the spirit of these properties, and we believe continues the positive momentum that has allowed for a powerful revitalization occurring in smaller communities,” Weiner said. “We feel that the 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.”

The Vicksburg Mall’s website URL has changed, as had the name on the website, as of Wednesday afternoon.