since 1924, was rebranded as Macy's in 1986. In 2000, the celebration of the Rich's Great Tree moved to the flagship store from Underground Atlanta, after having been held downtown for decades. In 1991, Rich's relocated their flagship store to Lenox Square from downtown Atlanta. In 2003, Federated Department Stores began integrating the Macy's name with their other regional department store brands, including Rich's. Following the news, the Lenox Macy's location closed and the building (along with the location at Perimeter Mall) was renovated extensively to house the first Bloomingdale's in the South, which opened in October 2003. In 2005, Federated Department Stores dropped the regional names of all of their department stores. The former Rich's-Macy's location at Lenox Square became the flagship of Macy's Central until all of the company's divisions had consolidated into one. Lenox Square is the third largest shopping mall in the state, as well as one of the largest in the Southeast. Only the Mall of Georgia and Perimeter Mall have a larger gross leasable area. Visited by more than 35 million people a year, Lenox Square is one of the most popular and profitable retail centers in the United States. Together with Phipps Plaza, an estimated $1 billion was generated in 2007. An estimated 40% of all visitors to the shopping center in 2009 were tourists. Renovations Lenox Square has undergone four major renovations and expansions, significantly spurred by competition from new suburban retail such as Perimeter Mall and Cumberland Mall. In keeping with a then current retail trend, a major renovation and expansion in the early 1970s enclosed the entire shopping center. It included a new wing and the addition of the first Neiman Marcus location outside of Texas and Florida. It is still to this day the company's only location in the state. A second expansion completed in 1980 added a three-level section at the back of the mall which included a food court. This replaced the previous open-air Plaza Court and supermarket. Lenox Square then encompassed 1.04 million leasable square feet. The new food court was soon joined by a 19-story, 370,000 sqft (gross), class-A office building, a twin-like 24-story hotel, 1,800 space, five-level partially submerged combined hotel-office parking garage (two below ground), and 800-space four-level retail pre-cast concrete parking deck. These were adjacent to the MARTA's Lenox transit station, which opened in December 1984. In 1995, the mall underwent its