Mills Corp., Discover Card Join in New Mall Venture

You’ve heard of the Sears Tower, the Chrysler Building and even Bank One Ballpark. Now, coming soon to an Atlanta suburb, Discover Mills mall.

Mall operator Mills Corp. and credit card company Discover Financial Services joined forces Wednesday for what they called the first naming-rights partnership in the shopping center industry. Discover Mills is to be opened next year 25 miles north of downtown Atlanta.

Under the terms of the 10-year partnership, Discover Card will be designated the “preferred payment method” at the mall, which expects $400 million in annual retail sales. Shoppers who use their Discover card at the mall will receive special bonuses.

“We’re excited about this agreement because Discover Card is the first brand name ever to be incorporated into a shopping center’s name,” Cathy Davis, vice president, advertising and brand management for Discover Financial Services, said in a statement.

“This partnership will bring the Discover Card brand closer to the shopping experience and will allow us to provide innovative, smart, simple shopping solutions for our card members and merchants,” Davis said.

Discover will have its own storefront within the mall and will also develop marketing programs including special offers and in-mall promotions.

Discover is a unit of Morgan Stanley Dean Witter & Co.