These new owners don't seem to have any idea how to brand because they would realize just how horrible this new name is. Avenue made sense and was easy to communicate and had a history. "The Collection" sounds like someone's about to sue for an unpaid debt, or sounds like a cheap place to go to dump unwanted car parts or old recliners.
I wonder how much market research was actually done. A name change doesn't bother me, and but at least put in some effort into a name people will actually gravitate towards.
I hope the tenant businesses won't suffer from this because they bring a lot of joy and fun to a lot of people, especially places like The Chocolaterie and FuzzyWigs and Peach Mac. Justin