The former Honey Creek Mall, joined by community members and leaders, revealed its new name and logo at a press conference this morning. Out of the Box Ventures, a subsidiary of Miami-based Lionheart Capital, purchased the facility in May and launched the Renaming Honey Creek contest in September with the goal of transforming the mall into a dynamic destination for residents and visitors. Congressman Larry Bucshon attended the press conference and shared in the excitement of the announcement.
“While government can invest in communities, it can only go so far. It takes private investment to make communities thrive and develop with modern times,” stated Congressman Larry Bucshon. “I commend Out of the Box Ventures for believing in Terre Haute and the surrounding communities. Small businesses and box stores alike play a major role in employing residents of Vigo County. As we are in the holiday season, I encourage people to shop locally and support the businesses that are investing right here in our community.”
A true act of community engagement, the Renaming Honey Creek contest identified two winners that offered unique designs and input for the rebranding of the former Honey Creek Mall. The contest encouraged community members to submit a logo and/or a name for the mall’s rebranding.
“Having the opportunity work alongside members of this community really allowed us to create a brand around what the community values. The sheer number of submissions indicates that citizens are bought-in to the Wabash Valley and the future of this facility,” states Trevor Barran of Out of the Box Ventures.
Rachel Scott of Quincy, Indiana, the renaming winner, and Sherrie Hall of Terre Haute, the logo winner, were both chosen from a pool of over 1000 entries for their creativity and innovativeness. Haute City Center was chosen as the new name for the facility for its community connection and the notion of having the shopping center be a destination to not only enjoy but experience. Scott was the only entrant to submit a variation of Haute City Center.
Due to her exceptional submissions, Hall was chosen to work on a logo design team to craft a logo that catered to the chosen name, Haute City Center. The final logo was chosen for its modern and progressive representation of the growth and momentum of Terre Haute and the Wabash Valley. The result is a sleek design with fresh, lively and vibrant colors.
“On behalf of Terre Haute, I would like to thank those at Out of the Box Ventures for choosing to invest in our community in a way that will improve the quality of life for our citizens,” states Mayor Duke Bennett. “This facility has been an important part of our community since 1968, and I am excited that we have investors willing to carry it into the future.”
This brand serves to not only energize the community’s perception of the facility, but it will also elevate businesses within the mall and attract new opportunities and experiences for locals and visitors alike.
“Haute City Center will be a destination for not just local shoppers, but regional shoppers. New businesses will have the opportunity to find their home here. This new name and logo represent a new approach as to where this facility is going and its new role in the community. We look forward to the future,” states Barran.
The community will begin to see the facility transition to the new brand after the first of the year.