Macerich, an owner, operator and developer of high-quality retail real estate in top markets – announced it has begun the search for an official naming rights partner for its redesigned, high-profile gathering space and social hub at Scottsdale Fashion Square, one of the country’s premier luxury retail centers.
Building on the success of the center’s Luxury Wing and Dining District, this rare naming rights opportunity complements the company’s long-term strategy of elevating and transforming high-traffic retail properties into exceptional third space destinations.
A premier luxury destination comprising nearly 2 million square feet and offering more than 200 shops for shopping, dining, and entertainment, Scottsdale Fashion Square attracts over 12 million annual visitors and dominates the West between Texas and California, with its upscale ambiance and luxury retailer mix.
The center sits in the heart of one of the country’s most affluent economic trade areas. Scottsdale visitors have average household incomes of $247,000, and the median household income in Scottsdale tops $110,000, 37% higher than the national average. Recent data shows Scottsdale is adding millionaires at one of the fastest rates in the world.
“This naming rights search aligns with our overall strategy to secure multi-year, high-affinity brand partnerships that anchor premier spaces within our top centers,” said Jack Hsieh, President and CEO, Macerich. “Relaunching this space with a new consumer-facing name allows us to further elevate and transform the sense of place at a property already widely regarded as the Beverly Hills of the Southwest.”
This third phase of renovation and construction at Scottsdale Fashion Square began in January 2026. The project is expected to be completed just ahead of this year’s highly anticipated holiday season and is on the heels of a larger redevelopment that centered on upscale culinary concepts, including Élephante, Catch, Society Swan, Telefèric Barcelona, and the first Arizona location for Asian favorite Din Tai Fung. These restaurants build upon the center’s existing premier fine-dining options, including Nobu.
“This newly renovated social hub will serve as a reimagined gathering space within Scottsdale Fashion Square, delivering high-impact media, premium consumer engagement, and experiential marketing opportunities, highlighted by a brand new, state-of-the-art digital spectacular spanning a three-story elevator tower,” said Petra Maruca, Senior Vice President, Business Development, Macerich. “The naming rights partner will receive an always-on brand presence throughout the space, including iconic brand signage, year-round media, and branded wayfinding throughout the center, among other opportunities.”
Macerich has demonstrated success in securing naming rights opportunities for high-traffic retail centers similar to Scottsdale Fashion Square. In 2025, the company executed a multi-year partnership with PenFed Credit Union for the launch of PenFed Plaza at Tysons Corner Center, in the affluent Fairfax County region within the Washington, DC trade area.
