What is the name of this mall?

Signs outside Vallco Shopping Mall still bear the results of an abortive rebranding effort

Vallco Mall, profiled on today's Crosscurrents, has a lot of empty stores. But it's also suffering from an identity crisis. For decades, the mall was called Vallco Fashion Park. More recently, it started a rebranding process to adopt a new, fresher moniker: Cupertino Square. New signs were made and new business cards printed up. (They apparently didn't change the name of Vallco Parkway, the road that runs up to the front of the mall.) But General Manager Mike Rohde says the rebranding “never caught hold.” Now, the shopping center has decided to go back to being Vallco, but its official title will now be Vallco Shopping Mall. The cash-strapped retail center hasn't yet made the push to change all its signs and posters to the new (old) name.

How big a role does Vallco's naming confusion play in its failure to attract new tenants and customers?