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by Laura Carroll

Las Vegas, NV – The Boulevard Mall is finding new life through repositioning itself as a community center for Hispanics and Filipinos in the Las Vegas Valley.

Open since 1968, the regional mall has gone through a few identities, with this last one focused on attracting a Hispanic and Filipino demographic through targeted programming and nontraditional mall tenants. Owned by Rouse Properties, the mall’s repositioning began with the change in ownership from General Growth Properties in 2011.

Rouse Properties was formed in August 2011 for the purpose of holding certain assets and assuming certain liabilities of General Growth Properties. Following the distribution of those in January 2012, Rouse began operating as a stand-alone owner and operator of regional malls. Rouse owns 32 malls across the U.S., but The Boulevard is its only Nevada location.

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